Tom Fowler of the Houston Chron is a eyewitness to this phenomena as he helps his paper cover the Enron trial. These guys just show up and give good quotes, he said. Some of them are local lawyers. But it’s impossible to vet their credentials right there on the spot. What’s a reporter to do?
Here’s my advice:
- Don’t just assume someone has credentials because he’s been quoted in the media. When someone offers you free analysis, figure out his motive.
- Tell the audience what Mr. Expert’s credentials are. Is he an expert because he has done research or has first-hand experience with a certain issue? Is he a professor? Why are you talking to this guy?
- Ask your expert for the names of two other experts on this subjects.
- Be wary of quote machines. Most of these guys just want to be on camera.
- Find someone who hasn’t been quoted in the media.
