The Experts the Media Actually Wants, According to 850 Journalist Requests
Every day, reporters publish calls for expert sources. We gathered and sorted 850 of them by field to see where media demand truly concentrates, and where a founder with the right expertise has the best chance of being heard.
Requests for expert sources provide insight into what journalists are working on and the kinds of expertise they cannot find easily enough on deadline.
Demand leans heavily toward a handful of fields, health above all, and at the same time it spreads across an enormous range of niches. The opening for a well-positioned expert is wider than most people assume, and it is more specific than a general PR push tends to recognize.
Where the demand sits
Here is how the 850 unique requests broke down by field. Select any category to see the specialities within it and a few real examples of what journalists asked for.
Three things the data makes clear
Health is in a category of its own
More than one in five requests were for a health, wellness, or medical expert, nearly as many as the next two fields combined. What stands out is that journalists were not chasing rare specialists so much as accessible, credible voices. Practicing physicians, mental health professionals, and dietitians led the way, alongside a clear surge of interest in weight loss drugs, peptides, and the science of longevity.
When journalists want technology, they mean AI
Roughly two of every three technology requests named artificial intelligence specifically, from deepfakes to the everyday tools people now use at work, rather than software or engineering in general. If you can speak credibly and plainly about AI, the media is actively looking for you, and that window is open right now in a way it will not always be.
The appetite for expertise is remarkably wide
A full fifth of requests fit no major category, which tells you the media wants far more than a familiar roster of pundits. Expertise does not have to be broad to be valuable. It has to be findable at the moment a reporter goes looking.
The most unusual requests we found
A reminder that almost any genuine expertise has a home in the media, if you are visible when the call goes out.
What this means if you are a founder or executive
The fields that dominate right now, health and AI most of all, are exactly the ones where a journalist struggles to find a credible voice before a deadline. Being useful in those windows has less to do with the size of your budget and more to do with being visible, responsive, and clearly expert in something a reporter is writing about today.
Most founders never see this demand, because it passes by in a stream of requests they are not watching and could not answer quickly enough if they were. That is the gap we close.
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Talk to our teamAbout this analysis. We reviewed 850 requests from journalists seeking expert sources, published across July and the first week of August 2026, after removing exact duplicates from the original pull. Each request was assigned to a single primary category, and a fifth did not fit a major field. Percentages are rounded and reflect the share of unique requests.
Frequently Asked Questions
What expertise do journalists request most often?
Health, wellness, and medicine is the most requested field by a wide margin, accounting for more than one in five requests in our analysis. Home and real estate and money and finance follow, each at roughly eleven percent. Within health, journalists most often sought practicing physicians, mental health professionals, and dietitians.
What kind of technology experts does the media want?
Overwhelmingly, they want artificial intelligence. About two of every three technology requests named AI specifically, rather than software or engineering in general, covering everything from deepfakes to the everyday tools people now use at work. Founders who can explain AI clearly are unusually well placed to be quoted right now.
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. A full fifth of the requests we reviewed fit no major category, ranging from table olives to mafia history to the physics of launching a person into orbit. The lesson is that specificity is an asset. Expertise does not need to be broad to be valuable, it needs to be findable when a journalist goes looking.
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.