Public relations lives and dies on credible voices. A timely quote from a dermatologist, a retail-industry analyst or a behavioural psychologist can turn an ordinary press release into a page-one story.

That’s why, when you work in public relations, you’re always aiming to tell credible, engaging stories that cut through the noise. Whether you’re representing a fast-growing start-up or a global household name, it’s never been more important to support your pitches with trustworthy, expert perspectives.

That’s where SourceBottle comes in.

For PR agencies and content shops, SourceBottle delivers two powerful benefits:

  1. Instant access to journalists’ live call outs: so you can position your clients as go-to experts.

  2. The ability to post your own call outs: so you can source expert commentary to strengthen your media pitches.

Done transparently, this “dual use” of SourceBottle creates a genuine win-win-win:

  • Journalists receive richer, ready-made story angles.

  • Experts gain high-value exposure.

  • PR pros land coverage that actually moves the needle for their clients.

Below, we’ll explore exactly how you can use SourceBottle to elevate your pitches, build relationships and deliver more meaningful results for clients, all while creating genuine value for the media and the experts who help bring your stories to life.

Transparency First: The Golden Rule of PR Call Outs

When you publish a call out on SourceBottle, honesty isn’t just the best policy, it’s mandatory. Always:

  • Identify yourself as a PR or content agency (never pose as a journalist).

  • State where the material will appear (e.g., “national consumer media pitch” or “widely circulated industry newsletter”).

  • Confirm that no payment is required for inclusion.

This clarity builds trust with potential sources and signals professionalism to the journalists who will eventually receive your pitch.

PR Agency Spotlight: Theory Crew Shows How It’s Done

Not so long ago, we tipped our hat to Theory Crew on LinkedIn. Their call out for dermatologists and podiatrists exemplified best practice. Why?

Because their approach wasn’t just about filling a slot or pushing out an inane press release; it was about enriching the narrative around beauty and skincare brands with authentic, #expert voices. By inviting specialists to discuss the features of their clients’ product ranges, they could ensure that their pitches and content would not only be credible, but also compelling.

For the experts involved, this opportunity offered up a golden ticket to highlight their knowledge and position themselves as thought leaders in their respective fields. (After all, that’s how TC would have described them!) That’s why this isn’t just good PR; it’s a thoughtful strategy that enhanced their client’s brand integrity and expert credibility simultaneously (all while keeping the journalist’s needs front-and-centre) and sets them apart in a market saturated with standard product-centric releases.

As we commented on LinkedIn…

Let’s take a moment to appreciate when an agency goes beyond the norm to deliver exceptional value. Hats off to Theory Crew for setting a stellar example in the PR industry! 🎩👏

Real-World Call Outs Worth Emulating

But thankfully, more and more PR professionals are awake to this approach. Here’s proof.

Below is a summary of recent, well-crafted call outs from PR pros and content teams. Note the specificity, relevance and clear news hook. Each one offers journalists an angle worth exploring and gives experts an opportunity to raise their profile:

Topic: Workplace Burnout Before 9 am
A content agency sought a psychologist or mental health expert to discuss why so many Australians feel exhausted before the workday even begins. (This topic tackles a national wellbeing issue with practical insights.)

Topic: Survival-Style Reality TV
Ogilvy posted a call out looking for a behavioural psychologist to explore why audiences are drawn to reality TV series featuring survival and last-man-standing themes. (This angle links pop-culture fascination to human psychology – media catnip.)

Topic: Plant-Based Skincare
The Atticism searched for a dermatologist, GP or naturopath to comment on whether gentle, plant-based skincare products really work. (This approach marries science with a booming product trend.)

Topic: Retail Theft & Cost of Living
BleuMent invited retail-industry analysts to share insights about retail theft and whether it is connected to the rising cost of living. (This story taps into a headline economic issue and offers fresh data for journalists.)

Topic: Community Living & Relationships
Sling & Stone called for a relationship expert to discuss how community living can help people find relationships and maintain connections, especially as feelings of loneliness and isolation increase. (This topic connects social isolation with an emerging housing trend.)

These examples share three traits: clear context, tangible benefits for experts, and strong journalist appeal.

Call Outs That Might Fly (But Only if They Offer Publicity Value)

Some call outs straddle the line between product promotion and genuine news. (Yeh, we see what you’re trying to do.) Sometimes, we’ll go ahead and publish if (and only if) they promise authentic storytelling opportunities for experts/case studies, such as:

  • Exploring first-time share-trading in a cost-of-living crisis

  • Examining viral “pet biohacking” fads with real pet-owner case studies.

  • Profiling DIY budget-friendly children’s parties in the age of inflation.

Ask yourself: Will experts or case studies gain credible media exposure? Will journalists see real public interest? If the answer is yes, you’re on safer ground.

The “Never Ever” List

To protect our subscribers’ time and maintain platform integrity, we will reject (by deleting) any call out that:

  • Offers freebies solely for promotional photoshoots.

  • Seeks user-generated endorsements for a product in exchange for payment or gifts.

  • Requests feel-good anecdotes with no genuine expert angle or news hook.

If it reads like an advertorial (or a thinly veiled product review), rethink your approach. And please DON’T send us an enquiring email questioning why we didn’t publish your call out.

Five Steps to a High-Impact Call Out

  1. Lead with what expertise you need – “Seeking migraine expert for national health feature” beats “Need comment ASAP!” every time.

  2. Specify the angle – What question are you answering? What data, tips or trends are you chasing?

  3. Spell out the outlet or pitch target – Transparency builds confidence and speeds up replies.

  4. Outline contributor expectations – Quote length, interview format, deadline and whether media will need images.

  5. Allow sufficient time – Give a genuine deadline that allows a few days’ grace (we understand this isn’t always possible) for experts to respond.

Ready to Elevate Your Next Media Pitch?

  1. Click “Post a Call Out” and follow the prompts – remember, clarity and honesty win.

  2. Monitor responses, cherry-pick the best expert voices, and weave them into a pitch that journalists can’t ignore.

Final Word: Let’s Name & Fame!

Great PR professionals lift the entire industry. So, if your agency is using SourceBottle transparently, creatively and successfully, we want to celebrate you. Please tag @SourceBottle on LinkedIn with your standout call out and we may feature your work in an upcoming Spin the SourceBottle post.

Here’s to richer stories, smarter pitches and bigger wins – for journalists, experts and PR pros alike. Happy call-outing! 😉