Written and reviewed by Jenny Moris
Jenny Moris is Co Founder of Editorial Backlinks and leads editorial outreach, campaign messaging, media relationships and content quality. Last reviewed July 29, 2026.
Start with a real source
Plan a credible campaign for your market.
Select, do not spray
A small number of tightly matched responses is more credible than answering every request. Check the journalist’s instructions, deadline, location, publication and requested qualification.
Write for quotation
Lead with the answer, then explain why. Add a concrete example, warning, number or operational detail only when it is accurate. Remove biography-heavy introductions and promotional calls to action.
Review before submission
Confirm names, titles, claims, spelling, links and disclosure. Regulated or sensitive topics require stronger verification and may need the source’s direct approval.
Measure delivery honestly
Track submissions, responses, live mentions and links. Do not treat every non-linked quote as failure; media visibility and relationship building can still be valuable.