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.
The source is not qualified
A relevant job title is not always enough. Journalists may need a license, location, direct experience, research background or evidence that the source works in the field.
The answer is generic
Advice such as “communicate clearly” or “do your research” is difficult to quote because it adds no distinctive reasoning, example or consequence.
The response ignores instructions
Word limits, deadlines, requested formatting and disclosure questions are part of the assignment. Missing one can make an otherwise good answer unusable.
The pitch sounds promotional
Product claims, links, slogans and company background crowd out the useful answer. The journalist needs expertise, not an advertisement.
The quotation is hard to edit
Long, caveated paragraphs create work. Use a direct opening sentence, short explanation and one concrete detail. Keep the source’s natural voice without filler.