To get an executive quoted in major publications, make the executive easy to use as a source: a specific answer, on the record, delivered before the deadline, with a name and title a journalist can print. Reporters assume an interview is on the record, and wire standards such as the AP's require attribution that identifies the source and explains why that person is credible.
Last updated: October 23, 2026.
Step 1: What makes an executive a usable source?
A usable source gives a named, specific answer that a reporter can print without editing it into meaning something else. The Associated Press tells its reporters to give a source's full name and as much information as needed to explain why that person is credible, and says that simply quoting "a source" is not allowed.
That standard sets the bar for the executive. A quote that needs the executive's name, title and company to carry weight is worth more to an editor than a general comment, and a comment the executive will not put a name behind is worth almost nothing.
Before any outreach, the executive should settle one claim they can defend with a number or an example. The same discipline sits behind a strong business media op-ed: one position, backed by evidence.
Step 2: Where do reporters find expert sources?
Reporters find expert sources through request platforms, expert databases and direct outreach, and Qwoted is a documented example. According to its help center page for media users, a journalist posts a call for experts, and relevant experts and PR representatives are notified and respond directly to that post.
The same page says every response arrives in the journalist's Qwoted inbox rather than their personal email, and that journalists can also search a database of vetted experts by topic or industry. Two practical points follow. A complete expert profile matters, because that is what a journalist searching the database sees. And a reply must answer the request as posted, because the platform is built to filter out irrelevant pitches.
Step 3: How should an executive answer a reporter's request?
An executive should answer the question in the first sentence, add one specific fact, and state availability. A reporter on deadline reads the opening line and decides whether to keep reading.
Here is a hypothetical reply to a request about late supplier payments. The company, figures and name are invented for illustration:
Late payment is a cash flow problem more than a character problem. In our data, invoices with a two percent early-payment discount were paid a median of eleven days sooner. I am the founder of a payments company and can speak on the record today until 5 p.m. Eastern. My cell is below.
The reply names the claim, gives a number the executive must be able to document, states the executive's role, and offers a time. Replace every figure with one the company can support, and never send a number that is not documented.
What do on the record, background and off the record mean?
On the record means the reporter can use the information and name the source, and the other terms narrow that step by step. The AP defines four ground rules, and it notes that not everyone understands them the same way, so the rules should be set explicitly before any interview that involves anonymity.
| Ground rule | What the AP definition says |
|---|---|
| On the record | The information can be used with no caveats, quoting the source by name |
| Off the record | The information cannot be used for publication |
| Background | The information can be published only under conditions negotiated with the source, usually a description of the source's position instead of a name |
| Deep background | The information can be used without attribution, and the source does not want to be identified in any way |
The definitions come from the AP's Statement of News Values and Principles as posted by Poynter in 2011, so check the outlet's current policy before relying on them.
Why should an executive assume every conversation is on the record?
An executive should assume every conversation is on the record because AP reporters are told to start interviews on that assumption. If the source wants conditions, the AP says they should be negotiated at the start of the interview, and the reporter will try again at the end to move some or all of the information back on the record.
The rule for the executive is simple. Agree on the ground rules before saying anything sensitive, ask for a clear yes or no, and if the answer is no, change the subject. Anything said before the agreement can be used.
Step 4: What happens to the quote after the interview?
After the interview, the reporter checks the quote and writes the story in their own words. The AP says it does not alter quotations, even to correct grammar, and that if a quote is too murky to paraphrase accurately, it should not be used. A rambling answer is therefore a risk, because the reporter may drop it.
The AP also says it does not run news releases in their original form, and that it checks release material and builds on it with other sources. A press release is not a substitute for a conversation, and an executive who wants to be quoted needs to be reachable.
Step 5: What should the executive do when a story could be negative?
When a story could be negative, the executive should answer quickly and on the record. The AP states that reporters must make significant efforts to reach anyone portrayed negatively and must allow a reasonable amount of time for a response before the story moves.
The window is short, and what counts as reasonable depends on how urgent and competitive the story is. A company with a named, reachable spokesperson gets its response into the story. A company that does not return the call gets a line saying it did not respond.
Step 6: How does an executive become a repeat source?
An executive becomes a repeat source by being fast, accurate and easy to reach. Keep a record of every request answered, every quote used and every story that ran, so you can see which topics earn coverage.
Build the executive's credibility between requests as well. My guides to becoming a thought leader and to media relations cover how to prepare for interviews, and the executive communications guide covers voice, visibility and trust more broadly. Then choose one claim this week, draft one reply in the format above, and keep it ready for the next request.