Journalists must have credible sources for information in published articles. Some understand their subject matter very well and know which professionals they can rely on for succinct, accurate, and memorable quotes. Others, however, are less knowledgeable about the topic of a given story and solicit responses from a wide variety of sources.
A reporter will send these latter requests, often called "call outs," to the membership of related professional associations, prior sources, and others to elicit information connected to his or her topic. For financial advisors, the Financial Planning Association distributes press requests to its members who have taken media training courses, as does the National Association of Personal Financial Advisors. The journalists making these requests often get hundreds and sometimes a thousand return emails each day.