Across wellness, health, sport and adventure, there’s been a noticeable shift in what editors, producers and brands are responding to. Personality still matters – but it’s no longer enough on its own. Increasingly, media appetite is moving towards earned credibility: people who don’t just talk about a subject but live it daily.
We’re seeing a clear preference for authority-led talent – practitioners, specialists and founders whose expertise is grounded in real-world experience, not just visibility.
Why this shift is happening
Audiences are more informed, more sceptical and more selective than ever. In regulated or high-trust spaces especially – from healthcare and wellness to elite sport and extreme environments – credibility isn’t optional.
Journalists are under pressure too. They need contributors who can:
· Explain complex issues clearly and responsibly
· Bring insight rather than opinion
· Add depth, not just noise
As a result, practitioners and specialists are increasingly being prioritised over generalist commentators.
The common thread we’re seeing
Although they operate in very different worlds, much of today’s standout talent shares the same foundation:
- Clinical authority – like Nurse SarahLouise, whose work sits at the intersection of medical practice, ethics and education.
- Lived, high-stakes expertise – such as Classic Mara, where credibility is earned through preparation, endurance and risk management.
- Thought leadership rooted in culture and wellbeing – reflected in voices like Stevi Gable Carr and Dr. Tara, who translate specialist knowledge into broader social conversations.
- Advocacy shaped by lived experience – as seen with Steph Shilton, whose work supporting her husband through gambling addiction has evolved into sustained advocacy, charity involvement and education-led efforts to empower others affected by gambling harm.
Different disciplines, same underlying strength: real authority, clearly articulated.
Credibility doesn’t have to sound academic
The most effective experts are those who can translate depth into clarity. Strong authority-led positioning focuses on:
· Plain-spoken explanations over jargon
· Lived examples over abstract theory
· Teaching rather than lecturing
The goal is to educate, reassure and guide.
Turning experience into repeatable media narratives
Credibility becomes powerful when it’s structured. Rather than relying on one-off media moments, authority-led talent performs best when their expertise is shaped into clear, repeatable narratives that work across formats – print, broadcast, podcasts, panels and partnerships.
That means identifying:
· The core expertise that anchors everything
· The wider cultural or societal relevance
· The questions audiences are actually asking
When done well, credibility compounds over time — building trust with journalists, audiences and brands alike.
The bigger takeaway
PR today isn’t about manufacturing fame. It’s about translation.
At MN2S, we’re seeing that the most sustainable visibility comes from helping talent convert real-world expertise into media language – without diluting integrity or oversimplifying the work.
In a landscape crowded with opinion, credibility cuts through. And right now, it’s what wins.