The Experts the Media Wants: What Nearly 600 Journalist Requests Reveal
Reporters aren't always looking for nationally recognized experts or executives with impressive titles. Sometimes they need a physician to explain a medical condition, a financial adviser to answer a retirement question or a business owner willing to share their experience.
Other times, they need someone who knows an unusual amount about Yukon Gold potatoes.
At ARTÉMIA Communications, we regularly review journalist requests to identify opportunities for professionals to share their expertise. In October 2026, we analyzed nearly 600 unique requests to see which fields attracted the most interest and what kinds of experts reporters were specifically seeking.
The results offer an interesting look at where opportunities for media exposure and thought leadership may exist.
Where Is Journalist Demand Highest?
We grouped the requests into nine broad categories to get a clearer picture of where media interest was concentrated.
Health, wellness and medicine led the rankings, followed by home and real estate, business and careers, and lifestyle-related subjects.
But the more interesting findings emerged when we examined the specific professionals journalists wanted to interview.
Share of qualifying journalist requests · October 2026
Select a category to exploreSelect a category to explore the most-requested expert specialties and examples of actual journalist inquiries.
What the Findings Tell Us About Media Opportunities
Journalists Want Specific Expertise
One of the most interesting findings was how specific journalists could be about the professionals they wanted to interview.
Rather than asking for a general financial expert, a reporter might request a CPA familiar with Social Security taxation. Another might need a physician who specializes in obesity medicine or a technology executive who has firsthand experience managing AI-related cybersecurity risks.
For professionals interested in media exposure, having a particular area of expertise can be an advantage.
Your Experience Can Be Just as Valuable as Your Credentials
Not every journalist request called for someone with an advanced degree or professional certification.
Reporters also sought founders, business owners and other professionals who could share firsthand experiences. In some cases, they were specifically interested in people who had navigated unusual situations or made difficult decisions.
For entrepreneurs and executives, those opportunities can be especially valuable. Your professional experiences may offer perspectives that researchers or industry analysts cannot provide.
Media Opportunities Extend Far Beyond the Leading Categories
The rankings show where requests were concentrated during the period we analyzed, but they don't capture the full range of subjects journalists cover.
Even within less frequently requested industries, we found opportunities for professionals with highly specialized knowledge.
And then there were the requests that made us stop and read twice.
The Most Unusual Journalist Requests We Encountered
Some of the inquiries we reviewed were surprisingly specific. Others were, well, a bit unusual.
Real requests that caught our attention
These illustrate the remarkable variety of stories journalists are working on. You never know when something you know or have experienced might be exactly what a reporter needs.
Could Your Expertise Be What a Journalist Is Looking For?
You don't need to be nationally recognized to become a valuable media source.
Journalists need people who can offer credible perspectives, explain complicated topics and contribute something meaningful to the stories they're covering.
The challenge is knowing when those opportunities exist and how to position yourself as someone worth interviewing.
At ARTÉMIA Communications, we help professionals, founders and executives identify relevant media opportunities, communicate their expertise and build visibility through strategic public relations and thought leadership.
Interested in exploring how your expertise could help you reach new audiences? Explore our public relations and thought leadership services.
Learn MoreAbout this analysis: ARTÉMIA Communications reviewed nearly 600 qualifying journalist source requests distributed through HARO from Oct. 1-28, 2026. Duplicate requests and non-source solicitations were excluded. Each request was assigned one primary subject category. Expert specialties were ranked according to how frequently journalists requested them. Findings reflect this sample rather than overall media demand.
Frequently Asked Questions
What expertise do journalists request most often?
In our October analysis, health, wellness and medicine led the categories. Psychologists, general physicians and registered dietitians were among the most frequently requested expert specialties.
What kind of technology experts does the media want?
Journalists sought CIOs, CISOs, CTOs and IT leaders, along with specialists in AI and cybersecurity. The requests addressed practical issues such as AI-related risk, security and technology operations.
How can a founder get quoted by journalists?
The founders who get quoted are visible, responsive, and clearly expert in something a reporter is actively covering. That means monitoring source requests, replying quickly and concisely when one fits, and having a clear point of view prepared in advance. Demand moves fast, so the practical advantage goes to those who are ready before the call goes out.
Are niche experts in demand, or only broad topics?
Niche expertise is very much in demand. Requests in our October sample ranged from a specialist in continuous-fiber 3D printing to an expert on Wham! and George Michael. The findings show why professionals with specific knowledge should not assume their subjects are too narrow for media coverage.
How does thought leadership benefit brands?
It strengthens brand reputation, improves awareness, and helps a brand stand out in crowded markets. We use PR and media strategy to make sure that expertise gets noticed.
How do I become a thought leader?
You become a thought leader by sharing original insights, speaking consistently on topics you know well, and showing up where your audience and the media are already paying attention. The experts at ARTÉMIA can help you identify those topics, shape your message and build a strategy around them.
What makes a good source for reporters and podcasters?
A good source is knowledgeable, responsive, quotable, credible, and able to explain a topic clearly and concisely. We help clients become the kind of source reporters want to come back to again and again.
Does thought leadership support SEO and AEO?
Yes. Thought leadership content can help your ideas get discovered, cited and surfaced in search results and AI answers. That is especially powerful when it is paired with a strong media strategy and expert positioning.
How can media coverage support business growth?
Media coverage can increase awareness, build trust, drive traffic, and create new opportunities for leads, partnerships, and sales. It can also support your broader marketing goals by giving your brand more authority.
Why do brands invest in thought leadership?
Brands invest in thought leadership because it helps them shape conversations, build trust, and stay top of mind with the people they want to reach. It is also a smart way to support brand visibility, lead generation, and reputation building.
What happens when my expertise is featured in the media?
Your visibility grows, your credibility increases, and people are more likely to see you as an authority in your space. It can also create momentum for future coverage, speaking opportunities, and business growth.
How do I prepare for a media interview?
Prepare 2-3 key points, keep your answers clear and concise, and focus on giving practical, helpful insights the audience will remember. Media training can help you handle tough questions, stay on message, and sound confident on the spot.