Kris Ann Valdez, freelance journalist, shares what it actually looks like to source experts through Qwoted and why a pitch not getting used doesn’t always mean it missed.
In this episode of Digital PR Explained, she walks through a story where she received 20+ pitches, didn’t use one of the experts… and then came back to that same source months later for a different piece.
This conversation breaks down what happens on the journalist side once a request goes live, how decisions are made when multiple strong pitches come in, and what PR professionals can do to stand out when it becomes a numbers game.
Kris Ann also shares how she approaches reported features across topics like modern parenthood, workplace culture, and psychology — and how she balances expert insight with lived experience when building a story.
In this episode, we discuss:
- What happens when a journalist receives 20+ pitches for one story
- Why even strong pitches don’t always get used
- How timing plays a bigger role than most PRs think
- Why most stories only include a few expert sources
- How Kris Ann decides when to shut down a Qwoted request
- What makes an expert a strong fit for a specific story
- The difference between a pitch that gets noticed and one that gets ignored
- Why a “no” now doesn’t mean “no” forever
- How a previously unused source became the perfect fit for a later article
- How Kris Ann approaches reported features and sourcing across different topics
- Small ways to make it easier for journalists to work with you
About Kris Ann Valdez
Kris Ann Valdez is a freelance journalist covering modern parenthood, workplace culture, psychology, and purposeful travel. Her work blends expert insight, research, and lived experience, often focusing on helping readers navigate complex life decisions.
Her reporting has appeared in Fast Company, Business Insider, SUCCESS, Good Housekeeping, Parents, and Scary Mommy, with additional syndication across Yahoo, MSN, and AOL.
In addition to her journalism, she writes long-form fiction and publishes The Guide Girl, a Substack newsletter where she shares submission opportunities, reporting tips, and mentorship for writers looking to grow their careers.
Links mentioned:
Kris Ann Valdez on LinkedIn
https://www.linkedin.com/in/kris-ann-valdez-688b2732/
The Guide Girl (Substack)
https://krisannvaldezwrites.substack.com/