If you’re working your way through 26 Ways to Build Thought Leadership in 2026, you should still be sitting with the most important reminder from Tip #1:
Thought leadership isn’t hard.
That said, thought leadership does come with higher stakes.
I see smart, well-intentioned founders make serious errors when interacting with reporters, often without realizing it. Not because they’re careless, but because no one ever explained the unspoken rules of how this works.
So this week, I want to help you avoid those mistakes.
Below are 10 ways to guarantee you’ll end up on a reporter’s blacklist, followed by 10 ways to position yourself as a go-to source instead.
10 Ways To Get Blacklisted by a Reporter
💸 Sending overly promotional, salesy pitches
Reporters don’t want product updates or sales messaging. And please don’t add them to your newsletter.
🙄 Pitching story ideas that have nothing to do with their beat
If they don’t cover it, don’t pitch it.
❓ Insisting they provide interview questions in advance
Once you secure an interview, this is the fastest way to lose it.
😬 Or worse, insisting they ask questions you provide
They don’t need help doing their job.
❌ Asking to see a story before it’s published
This one alone can do it. No one gets pre-approval rights.
⏰ Not honoring your own embargo
If you’re not sure what an embargo is, don’t worry about this one (or hit reply and I’ll tell you.)
If you do know what an embargo is, honor it. Always.
🤖 Responding to questions over email with answers that are obviously written by AI
This is a new one, but I see it popping up more and more as a real thing that is actually happening. Reporters want to hear your thoughts, not your AI’s.
😶🌫️ Getting upset and asking for changes to a story you declined to be interviewed for
If you pass on an interview, you don’t get to control the outcome.
🤳 Calling or texting their personal cell phone when they didn’t give you the number directly
Even if a mutual contact has it. Even if it was “easy to find.”
👆 And when they don’t respond… calling or emailing their editor
(Absolutely do not do this)
There are very rare situations where this is warranted. And in none of them will the reporter ever call you again.
10 Ways to Become a Go-To Source
Now for the more constructive part…
📆 Flag upcoming industry meetings or events
If something is about to become the focus of the industry, let reporters know—even if they may already be aware.
💬 Provide unique quotes on news of the day
If you have a point of view, tailor it. No reporter wants to run the same quote as their competitors.
📌 Get to the point
In pitches, written responses, or live conversations, the faster you get there, the better.
🕐 Show up on time to interviews
If you’re not a few minutes early, you’re late.
🧘 Be flexible
At the same time, news happens unexpectedly (that’s why it’s called news). Be understanding and accommodating when a reporter’s schedule shifts.
📧 Follow up!
If you mention a study, link, or asset in a live conversation, send it. Ideally, within minutes, and no later than 24 hours.
✅ Meet deadlines
If a reporter gives you one, it’s not optional.
🙏 Thank them for their work
When they write a story and include you in it, tell them thank you. That’s it.
💡 Correct mistakes, gently
Mistakes happen. If something is legitimately wrong (and not just written in a way you don’t like), let them know. They want to get it right too.
🚨 Know what’s newsworthy
Not everything is news, even things that feel important to you. Before pitching, try to look at it objectively. If that’s hard, ask someone else.
Or ask me—I’m always happy to give a quick yes or no, and usually a suggestion on how to strengthen it.
Thought leadership isn’t about being loud. It’s about earning trust over time.
See you next week,
Megan