Written by Lucia McCabe

In an era driven by breaking news, hot takes, and rapid data analysis, media commentators have become trusted voices to journalists and the public. However, the role is more than just sharing opinions – it’s about becoming a recognised authority who adds value, clarity, and credibility to key topics and conversations.

According to the 2025 Australian Media Landscape Report by MediaNet, 88 per cent of journalists consider industry and professional contacts as their primary sources for stories.

Media seek accessible and articulate spokespeople who can provide reliable information and insights.

Whether it’s a TV segment, interview, or an op-ed in a top-tier publication, commentators who consistently offer sharp, robust insights are in high demand.

When media outlets quote subject matter experts, it has the potential to boost credibility, not just for the individual but their organisation too. When your message resonates with an audience, it can also lead to collaborations, partnerships, or help build a stronger professional network.

However, you don’t become Bernard Salt overnight….

Whether you’re looking to use your expertise to add value to public conversations or grow your influence, here is IMPACT’s roadmap to becoming a go-to media commentator.

Identifying opportunities to share your voice

Credibility is the currency of media commentary, and journalists are often looking for specialists with unique perspectives.

It’s important to focus on a topic or industry where you can offer value. You could be a tech specialist with insights on AI ethics or a psychologist with a unique perspective on workplace trends.

At IMPACT, we work alongside our clients to understand their point of difference. Our benchmarks will provide a clear framework and insights into developing your narrative and the steps we can take together in a competitive landscape.

These findings not only allow us to identify strengths for commentary but also uncover areas for development to align with your broader communication goals.

Let’s be clear, this doesn’t mean being controversial for the sake of attention. Rather, it’s about having original insights on issues or topics in your field.

Leveraging your online presence

Having an up-to-date LinkedIn profile is crucial in the digital age. Not only does it reinforce credibility, visibility, and accessibility, but it’s a useful tool for media. In fact, the first thing they will do is Google you.

We’ve also seen a rise in journalists turning to LinkedIn, posting callouts for stories and are actively sharing their work with their connections. In addition, before engaging a spokesperson for a story they’re reviewing a person’s profile. 

With first impressions formed online, we work with clients to develop their online presence to showcase relevant experience and expertise, helping to establish authority and trust.

Understanding the media

Being an expert is one thing; sounding like one is another.

Media training programs equip individuals with the skills needed to effectively engage with journalists. IMPACT’s workshops not only focus on message development and interview techniques but also provide a detailed understanding of the media landscape. This ensures spokespeople have all the essential components for effective communication.

Depending on the needs of an organisation or spokesperson, we can provide a 3-hour workshop or a full-day session with a working journalist and camera crew for the ultimate experience.

Responding to requests

Given the news cycle moves quickly, a go-to media commentator must be able to respond quickly with insights that resonate with an audience.

 Staying up to date with news, being available when a journalist calls, and having commentary or talking points ready to go make a spokesperson indispensable to the media.

There is nothing that can see you fall out of a journalist’s favour if these three things are not met.

An efficiently managed media response not only supports positive coverage but strengthens an organisation’s credibility.

Becoming a go-to media commentator is not an overnight achievement. It takes time, consistency, and strategic positioning. But once you’re seen as credible and media-friendly, journalists are more likely to have you on speed-dial, calling on you time and time and again.

Level up your earned media strategy with IMPACT. If you want to bring your brand into the media spotlight, contact Lucia McCabe at lucia@impactagency.com.au.