Health & Wellbeing Experts for Digital PR Campaign Commentary

Putting a call out for experts shouldn’t feel like detective work. Recently, it did. A couple of weeks ago, I put out a call on X for external experts to support a few #DigitalPR campaigns and ended up spending more time than expected than expected going through them all. Some were clearly AI-written, some missed the brief entirely, and some were just hard to verify. In some cases, there was no photo, no LinkedIn presence, and no real digital footprint to sense-check against. That’s not to say these people didn’t exist, as I believe there’s a real risk of writing people off too quickly, but it did make the process far more time-consuming than expected. And then there was the loop: 👉 Go through responses 👉 Ask for proof or credentials 👉 Realise some people weren’t relevant to what was asked for at all 👉 Confirm availability and willingness to work together 👉 Wait for the reply 👉 Often, realise the answer was AI-generated 👉 Back to square one to find more experts When you’re working to tight deadlines, that really adds up. It also made me think about journalists. They’re already under pressure and moving fast. Having to sanity-check whether a quote is genuine, properly qualified, or even written by a real person is a big ask when the news agenda doesn’t wait. Good expert commentary has always relied on trust. Trust that someone knows their subject, is qualified to speak on it, and is offering a real point of view. When that trust isn’t there, everything slows down. So for now, I’m keen to work more closely with real experts in health and wellbeing. If you’re in dermatology, physio, sexual health, GP care, skincare or similar, and you’re open to contributing properly thought-out commentary, I’d love to hear from you. 👇