Hiya, I’m Bec Derrington, founder of SourceBottle, and I wanted to give you a quick, candid rundown of the types of experts journalists and content creators are crying out for right now.
I actually sat down with our resident COO (‘Chief Of OMG I love our Experts!’) and pitch champion, Peta Pathak-Perks, who walked me through the noticeable gaps in our Expert Profile Directory. She was wonderfully blunt about it too. So if any of the areas below sound like your wheelhouse, consider this your nudge to create or refresh your Expert Profile and put yourself squarely in the path of media attention.
Why this matters
When journalists come to SourceBottle, it usually means they’ve tried their traditional channels and haven’t found the voices they need. In short: they’re actively struggling to find experts, and that’s where you can step in. The types of call outs we send out foreshadows emerging trends, so getting involved now is a smart move for publicity and thought leadership.
“If a journalist is looking on SourceBottle, it often means they’re having a difficult time finding them anyway.”
High-demand expert areas
Currently, here are some topics that are consistently in the call outs, and therefore, in demand right now. If you have expertise in any of these, make sure your SourceBottle Expert Profile (and social bios generally) include the right ‘keywords’ so our team (and the journalists themselves) can find you.
- ‘Social media and teen safety’Cyber safety specialists, child/teen psychologists, policy experts and educators who can explain the implications of social media bans for teens. If you can comment on the mental health, legal, parenting or education side of this topic, we want you.
- ‘Wedding and events industry’Wedding planners, makeup artists, celebrants, event managers and major-event venue managers. Journalists love human-conflict stories—things that go wrong at events, trends, or unusual wedding experiences—so lived examples and anecdotes are valuable.
- ‘Tradies and construction experts’Builders, site managers, tradespeople and construction industry commentators. There are frequent stories around supply chains, labor shortages, costs and on-the-ground perspectives that reporters need.
- ‘AI’: governance, ethics, education and sector-specific useEthics and governance experts, AI educators, and people using AI in niche sectors (e.g., travel, occupational therapy, education). Journalists often want practical examples of how AI is being used — or misused — in everyday settings.
- ‘Rural and regional concerns’Farmers, regional business owners and community leaders who can speak to the unique challenges facing rural areas. This is a growing beat for mainstream media and content creators looking to highlight regional issues.
- ‘Cost-of-living perspectives’Beyond finance experts, journalists want relatable, specific stories: parents on a tight budget, small-business owners adjusting pricing, travel agents handling cancellations, or everyday people sharing practical hacks and real impacts.
What journalists are really asking for
- Practical, real-world examples (case studies, first-hand experiences)
- Tight, quotable takes that explain the “why” and the human impact
- Experts who can translate technical ideas into clear language for a general audience
- Voices from underrepresented or niche communities (regional, industry-specific)
“SourceBottle call outs often indicate the sign of a trend that might be about to explode exponentially.”
How to get found… some practical tips
If you want to be one of the experts Peta can’t stop pitching via our pitching service, follow these straightforward steps:
- Use clear, searchable keywords: Include specific terms like “teen cyber safety”, “wedding planner”, “AI governance”, “regional farming challenges” or “budget travel hacks” in your Expert Profile.
- Share your context: If you use AI in your work, say how. The sector matters. “AI in travel” or “AI for occupational therapy” makes you discoverable for very targeted call outs.
- Offer stories, not just expertise: Journalists want drama, conflict and practical examples. So, if you’ve been through an event mishap, industry pivot, or a cost-of-living squeeze, say so.
- Keep your availability current: Say if you’re happy to do quick calls, on-the-record quotes or longer interviews (and in some cases your timezone).
- Think beyond titles: If you’re in education, health or travel, but also work with AI or cyber safety, include those cross-topics in your keywords.
Who should sign up right now
If you fall into any of these categories, please join us and create your Expert Profile:
- Cyber safety experts who can comment on teens and social media bans
- Wedding and event professionals with stories or trend commentary
- Tradespeople with on-the-ground insight into construction and labor issues
- AI ethics, governance, education specialists and practitioners using AI in specific fields
- People living and working in rural/regional areas who can speak to local challenges
- Everyday experts on cost-of-living hacks and lived financial experience
Final thoughts
Journalists and content creators are under time pressure and often can’t find the voices they need. If you want media exposure, the simplest step is to make yourself findable by using clear keywords, concise short summaries and a few ready-to-use quotes or anecdotes. Call outs change daily, so now is a great time to make sure you’re visible.
Be bold! Tell us your story, specify how you can contribute and (for those of you with subscriptions to our No Pitch, No Pay or Unlimited Pitches plans) we’ll do the pitching for you.
Until next time, Peta will keep on the lookout for great experts she can match with the journalists who need them. Will it be you?
PS: Are you receiving free publicity opportunities, straight into your inbox?
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