| Professional Photo | High-resolution, well-lit, professional attire | Clear photo, appropriate but casual | Low resolution, background clutter | Missing or inappropriate | ×1 |
| Short Bio (Up to 250 Words) | Clear, concise, media-ready, highlights credentials and impact | Basic credentials with minor grammar/clarity issues | Vague or off-topic | Missing or unprofessional | ×2 |
| Areas of Expertise (Keywords) | Specific, relevant, SEO-friendly keywords that match media interest | Generally clear topics, some missed keywords | Overly broad or few keywords | None listed | ×2 |
| Media Coverage / Books / Topics | Includes multiple media mentions, books, or topics with clear relevance | One or two solid items listed | Basic or incomplete list | No media presence listed | ×1.5 |
| Contact Info (Email & Phone) | Both provided and match domain or firm; professional email (not Gmail/Yahoo unless branded) | One missing or generic email | Incomplete, or email/phone unprofessional | No contact info | ×1.5 |
| Website & Social Media Links | Fully linked and consistent branding across platforms | Some links provided, minor inconsistencies | Only one link or outdated platforms | None provided | ×1.5 |
| Mission Alignment | Profile clearly supports mission to inform public and share knowledge | Generally aligns | Minimal evidence of alignment | No connection to mission | ×1 |
| Authenticity & Ethics | Full transparency on credentials, certifications, affiliations | Mostly authentic but lacks supporting details | Ambiguity in credentials | Misleading or unverifiable claims | ×2 |
| Media Readiness | Press-ready with all profile elements polished and strategic | Mostly complete, some areas could use tightening | Not quite ready for media use | Not usable for media outreach | ×2 |
| Membership Fit | Profile clearly matches category (Creator, Expert, Newsmaker) and shows value to journalists | Reasonable fit | Weak alignment with chosen category | Category unclear or misleading | ×1 |