Bec Derrington is the founder of SourceBottle.com, a free and easy-to-use platforms that connects bloggers and journalists with knowledgeable sources - specialists, subject matter experts and thought leaders.

Given she has literally helped thousands of storytellers (from the media) connect with informational experts, the people who tell the stories, Bec is well placed to see what works and what doesn't when it comes to matching journalists and broadcast producers with informational experts.

In this interview with Trevor Young, Bec discusses the power of earning third-party endorsement from the media, the advantage of building a digital footprint and why it's important for subject matter experts to have an opinion which they stick by.