What is an expert pitch? How to get featured in expert-led press
Some of the strongest PR coverage comes from expertise.
This type of coverage positions your brand as an authority or key player within your industry. It connects your eCommerce brand, products or business expertise to a wider lifestyle, trend or topic. Think features like “How to wear statement earrings” or“6 ways to use colour in your bathroom”.
Your brand isn’t always the whole story, but it’s part of it, and that’s how you show your expertise and build awareness and credibility.
Key point: Expert-led press can be product-focused or business-focused. You can highlight your products in the context of a bigger trend, or use your brand’s expertise to contribute to an industry story.
Why expert-led press matters
Positions your brand as an expert: Shows credibility beyond product placement.
Focuses on a broader theme or topic: Can include products or your wider business perspective.
Can align with current news: Timely stories resonate with editors and readers.
Uses images and assets effectively: Editors often include lifestyle shots you supply.
Written by journalists: They source other contributors, so your content is part of a bigger story.
Example topics include:
Stylish decluttering ideas for kids’ spaces
Independent shops vs. the High Street crisis: Who’s winning?
Lead with your expertise (product or business)
Everyone is an expert in something. You can approach expert press in two ways:
Product-focused: Highlight your product in a broader lifestyle or trend story.
Example: “I’m a florist. Here are 10 steps for creating a festive floral display.”
Business-focused: Share your expertise or insight on your industry, market or business strategy.
Example: “A guide to buying affordable pieces for art-loving friends,” or “Independent shops vs. the High Street: What’s really happening.”
You don’t need to write the full article — just pitch the idea and let the editor craft the story.
Pitching expert-led stories to the press
Expert press often sits in lifestyle or industry-led sections. It’s not a “what to buy” list; it’s about why or how people do something.
If your brand or product fits naturally — for example, a homeware brand in a “stylish decluttering ideas for kids’ spaces” feature — that’s a great fit. Editors look for relevance, so tie your pitch to a topic, trend, or season for the best chance of coverage.
Open with a strong hook
Your first line must grab attention. Keep it clear and intriguing. Examples:
“Revival of high street boosted by independent stores.”
“Colour is back in bathrooms, and bold tones are replacing minimal neutrals.”
A strong hook shows editors why your story matters now.
Rachel Edwards, Style & Interiors Editor at Country Living and House Beautiful, says:
“We’re desperate for them. When figuring out your hook, tell me why you’re making what you’re making. What’s wrong with your industry? What problems are you solving?”
Think timely, relevant, or surprising. For instance:
“Dog beds are basically petri dishes for bacteria. I’ve created an antibacterial one.”
Tailor your hook for each publication. Rachel adds:
“Shift your hook depending on the publication. It doesn’t mean changing your brand story — just explore the angles your brand can fit. Tweak it and play with it a little.”
Link to trends or events
Editors love timely stories. Tie your pitch to a seasonal moment, cultural shift or consumer trend. Examples:
“Eco-friendly swaps for Plastic-Free July”
“How colour therapy is shaping 2025 home trends”
Look at bigger trends or consumer behaviours your product connects to. Strong hooks highlight your product while linking it to a wider story.
Rachel Edwards shares an example:
“If you’re a textile designer making bedding, blankets, or cushions, and heating bills are tripling, that’s your hook. Email: ‘Hi Rachel, heating bills are soaring. I’m Joe, a textile designer. Here’s how to stay warm without spending a fortune. Layering textiles is key — here’s what materials work best.’ Link to your website. Done.”
Tapping into bigger stories makes your pitch resonate with editors and readers, increasing its chances of being noticed.
Lead with your expertise
Everyone is an expert in something. Go in sideways and use your expertise to stand out, because editors are always looking for authority.
Examples:
“I’m a florist. Here are 10 steps for creating a festive floral display.”
“A guide to buying affordable pieces for your art-loving friends.”
Include a quote
A short quote can bring your pitch to life. Use one from a founder, designer, or expert — anyone who can offer real insight.
Make it concise and valuable.
Give it upfront so editors can pull it straight into their story.
A good quote shows editors your brand has a credible voice, not just a name in their inbox.
Use strong lifestyle visuals
Images can make or break your story pitch. Include high-quality lifestyle shots that show your product in use.
Most features are written by journalists themselves. They usually source other contributors and products, but including your images gives them everything they need to feature your brand quickly and easily.
Final tip
Think like a storyteller, not a salesperson. You’re not just promoting a product or a brand, you’re helping editors tell a story their readers care about. Keep it:
Relevant
Visual
Easy to understand
Expert press builds credibility, aligns your brand with broader trends, and ensures long-term visibility beyond single product features.
Want to land expert-led press coverage?
Get ahead of seasonal trends and media moments with our PR, marketing and sales calendar, packed with key dates and insights to help you pitch the right stories at the right time.
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