Become an exceptional legal source to the media

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As you page through local newspapers, surf Internet news sites and flip through broadcast media channels, you frequently see repeat appearances by various legal eagles.

hatever the topic, typically a legal perspective adds to the story.

This is great news for attorneys with the wherewithal to build relationships with reporters and editors as a way to promote their practice. Becoming a “preferred source” to the media, however, requires they know about you and that they can count on you to be responsive when they are working on deadline. Here are a few tips to establishing and nurturing relationships with reporters.

Grab attention. After you identify reporters who cover areas akin to your legal background, such as banking regulation or intellectual property, reach out to each reporter. Many news organizations require reporters to establish new information sources each month. Simply calling the reporter and offering to meet for lunch is a good start. You can offer to pay for lunch, but don’t be surprised if they refuse. Most are required to avoid conflicts to objectivity at all costs.

Prior to calling the reporter, ensure you have several industry trends or issues to offer. Reporters are bombarded with information daily so make these relevant to their reporting focus. You must make it worthwhile for them to pull themselves away from other pursuits.

Beyond lunch, you can invite them to events, speeches, workshops and other opportunities for them to witness your expertise in person. Even if they don’t accept your invitation, reporters receiving this information helps shape their opinion and ability to recall you as a source of information.

Establish credibility. Let them know you know your stuff. Create a one-sheet description of bulleted information they would find helpful in their reporting. Offer a brief overview of new industry reports, trends or issues. List titles of your previously published articles and speaking engagements. Include leadership positions held in relevant associations and educational credentials too. Also, you want to include a succinct list of your subject-matter expertise, such as construction litigation, family law, trust and estates and so forth. This one-sheeter gives the reporter something to put in a file where he or she keeps worthy sources of information.

Stoke the fire. To remain top of mind with reporters, you must stay on their radar screen. Send reporters information they might find useful, even if it does not directly benefit you.

Ensure you give them high-priority status when they call. Inform your assistant you are to be notified immediately when a reporter calls. Instruct your assistant to ask what information the reporter needs and when they need it. This allows you to formulate your thinking from the moment you are alerted to the reporter’s call. The deadline, while helpful in managing your schedule, should be looked upon as the absolute latest a reporter could receive your input. The sooner you respond to a reporter’s inquiry, the more likely you will be included in the story.

Whenever you receive recognition that would bolster your position as an expert source of information, reach out individually to reporters with a brief explanation on how it could apply to their reporting. Copies of published articles and other news coverage using your perspective give reporters a sense of how quotable and insightful you are. Presentation abstracts and speeches offer insight into your areas of expertise as well. Video vignettes of presentations or other media appearances give producers a sense of how you will perform as a guest on news or talk programming.

Finally, consider starting a blog or other social media forum to demonstrate your expertise. This plays well with the Internet savvy. Furthermore, you often can parlay your blog entries into guest appearances with other media. Send your media pals a link to your blog. If you offer helpful insights, reporters begin to follow your expert legal musings.

Karl Robe, APR, counsels attorneys and executives on communications strategies that support achievement of growth objectives and overcome business challenges. Contact him at Karl James & Company LLC by emailing [email protected].