Fake experts are having a moment and that’s a problem.
Everyone’s an expert now.
At least according to their bio.
Confidence is cheap. Credibility isn’t.
Which is why this week’s move from the PR industry bodies felt overdue. Following a Press Gazette investigation, the CIPR and PRCA have launched a campaign highlighting the rise of so-called “experts” being quoted in the media with little or no real expertise behind them.
This isn’t about criticising journalists.
I used to be one!
I know how this happens.
Deadlines bite. Inboxes overflow. When you need a quote now, you lean on whoever is visible, available and sounds convincing. Most journalists are doing the best they can with the time they’ve got.
But when confidence isn’t backed by competence, everyone loses.
Readers get questionable advice.
Journalists risk credibility.
And genuine experts get drowned out by people who are just louder.
So here’s the uncomfortable question.
If a journalist rang you tomorrow, would you actually be ready to be quoted as an expert?
Not “could you talk about it” — but would your experience, insight and track record stand up?
That’s exactly why I built the Go-To-Guru test.
It’s a short, no-nonsense way to gauge how media-ready you really are. No hype. No judgement. Just clarity.
Take the Go-To-Guru test
https://pressforattention.
The industry campaign matters because it quietly reinforces something that still counts: credibility.
And it also explains why I created Press For An Expert.
Not as a numbers game.
Not as a shiny PR trick.
But as a way to connect journalists with bona fide experts they can trust. People who know their stuff, explain it clearly, and won’t cause problems after publication.
Journalists don’t want egos.
They want insight.
They want someone useful.
Over the coming weeks, I’ll be opening up something I’ve deliberately kept small, my little red book of REAL experts.
It’s not open to everyone.
In fact, I will only accept ONE in each subject area so you need to know your onions, even if your profile needs a bit of a polish.
It starts with knowing where you really stand.
Take the Go-To-Guru test
https://pressforattention.
More soon but if you want to “bagsy” your spot, email me and tell me what your topic is and I will see if we have a spot open.
GS
PS delighted to use “BAGSY” for the first time this century!
Worst case? You’ll think a bit differently about your story.
Best case? You’ll stop waiting for the calendar and start giving the media something to work with.
And that’s usually where good PR actually begins.
OK now I’ve got that song properly stuck in my head! Sorry!