ILNews

Lucas: Ever wonder ‘What do reporters really want?’

Back to TopCommentsE-mailPrintBookmark and Share

EidtPerspLucas-sigI receive a lot of legal news emails. I’m sure many Indiana Lawyer readers can relate. (At minimum you receive the IL daily, correct?)

So, one day, while moving rather rapidly through the emails that had accumulated in my inbox, I came across a headline in “Above the Law” that read: “5 Things Reporters Don’t Want to Hear From You.” I had to read it. The feeling was similar to the one I have when I come across an article by a man explaining what women really want.

I must admit that the authors – Margie Zable Fisher, a public relations firm owner from Florida, and Barbara Rozgonyi, a media consultant from Chicago – made some solid points. It is understandable that lawyers and other business people are sometimes hesitant to answer calls from reporters, and these women explain how to efficiently and effectively make doing so a positive experience for both parties.

The authors detailed five things reporters don’t want and five things they do. Based on my professional experience, I’d edit a few of their suggestions, but every reporter and every experience is unique. Some are common sense, but I considered them worth sharing.

They started with what reporters don’t want to hear.

No. 1: Self-promotion. That is accurate. The reporter would not likely be contacting you if he didn’t consider you credible, and on this day he is seeking your insights and expertise on a particular topic.

No. 2: Apathy or neutral positioning. If you’re not going to “take a stand” while talking with a reporter, the authors say, you may as well not talk with them at all. Their point is that the more opinionated you are, the more likely you are to get quoted. I agree that the better the quote, the more likely it will be used; I disagree with the notion that you shouldn’t have the conversation if you don’t have a firm position. Sometimes, the background information or historical perspective a source can provide is incredibly valuable. Legal issues can be intricate, as lawyers are well aware, and the translation from legalese to layman’s terms that a good lawyer can provide is appreciated by a reporter.

No. 3: Verbose replies. Space is limited. The authors recommend avoiding lengthy answers that have to be edited to a couple of sentences. I’d add: If a long answer is required to feel you’ve adequately addressed a question, the lawyer who can synopsize her thoughts at the conclusion of her answer is much likelier to be quoted.

No. 4: “No comment.” Think long and hard, the authors say, before saying these words. IL reporters understand that legal issues sometimes prevent a lawyer from commenting, but a returned call or email indicating that is the case is always appreciated. Lawyers are cognizant of the value of relationship building, and a response to a reporter will go a long way, even if it is not what he wants to hear, in preserving that relationship for the next time that you may indeed want to talk.

No. 5: “Can I read your article before it’s printed?” Smaller staffs and tighter deadlines prevent media outlets from being able to do this, the authors explain. They are spot on. Today’s deadlines are often minutes, hours if we are lucky, after the reporting on a story is completed. Imagine circulating a legal document you’d spent a week creating to the parties involved and asking for a response from all involved within the hour.

Fisher and Rozgonyi also addressed what reporters do want.

No. 1: Short sound bites. Much of what was said in No. 3 above applies here. The authors recommend that if you know you are going to be talking to a reporter, “make a short list of sound bites – just a sentence or two that sums up the story” in advance. Not a bad idea. Just remember not to come off as too rehearsed. You are being contacted because of your credibility on the topic at hand.

No. 2: Numbers and statistics. Absolutely. Providing data or directing the reporters to a reputable source for data you’ve used in your practice that may support the story is extremely helpful.

No. 3: “Do you need any other sources?” The authors point out that this shows you are willing to help the reporter, not just yourself, which builds credibility. Reporting can be a scavenger hunt, and putting a reporter in touch with another valuable source can significantly save time.

No. 4: “Here’s my cell phone number; call me anytime.” Reporting is deadline driven, pure and simple. If you have a good relationship with a reporter and are comfortable giving her your cell phone number, the likelihood that you’ll be contacted for a quote or interview increases.

No. 5: Thank you. The authors suggest that an individual who is interviewed always follow-up with a thank-you email letting the reporter know that the interview opportunity was appreciated. In it, they say, recap your comments and request, if possible, that links to your site be included. Here’s the thing. We know that lawyers have demanding schedules and we appreciate the time you’ve already taken to talk with us. While a follow-up email is a nice gesture, it is not necessary. Feel confident that an IL reporter will contact you if he or she needs clarification of anything you have said in an interview.

I always appreciate it when a lawyer gives me tips that help navigate covering the law, and I hope that the insights shared here will help you next time you have the opportunity to be interviewed.

If you’d like to read Fisher and Rozgonyi’s complete article, it can be found at www.nfib.com/business-resources/business-resources-item?cmsid=62415.•

ADVERTISEMENT

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in Indiana Lawyer editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by

facebook - twitter on Facebook & Twitter

Indiana State Bar Association

Indianapolis Bar Association

Evansville Bar Association

Allen County Bar Association

Indiana Lawyer on Facebook

facebook
ADVERTISEMENT
Subscribe to Indiana Lawyer
  1. "Am I bugging you? I don't mean to bug ya." If what I wrote below is too much social philosophy for Indiana attorneys, just take ten this vacay to watch The Lego Movie with kiddies and sing along where appropriate: https://www.youtube.com/watch?v=etzMjoH0rJw

  2. I've got some free speech to share here about who is at work via the cat's paw of the ACLU stamping out Christian observances.... 2 Thessalonians chap 2: "And we also thank God continually because, when you received the word of God, which you heard from us, you accepted it not as a human word, but as it actually is, the word of God, which is indeed at work in you who believe. For you, brothers and sisters, became imitators of God’s churches in Judea, which are in Christ Jesus: You suffered from your own people the same things those churches suffered from the Jews who killed the Lord Jesus and the prophets and also drove us out. They displease God and are hostile to everyone in their effort to keep us from speaking to the Gentiles so that they may be saved. In this way they always heap up their sins to the limit. The wrath of God has come upon them at last."

  3. Did someone not tell people who have access to the Chevy Volts that it has a gas engine and will run just like a normal car? The batteries give the Volt approximately a 40 mile range, but after that the gas engine will propel the vehicle either directly through the transmission like any other car, or gas engine recharges the batteries depending on the conditions.

  4. Catholic, Lutheran, even the Baptists nuzzling the wolf! http://www.judicialwatch.org/press-room/press-releases/judicial-watch-documents-reveal-obama-hhs-paid-baptist-children-family-services-182129786-four-months-housing-illegal-alien-children/ YET where is the Progressivist outcry? Silent. I wonder why?

  5. Thank you, Honorable Ladies, and thank you, TIL, for this interesting interview. The most interesting question was the last one, which drew the least response. Could it be that NFP stamps are a threat to the very foundation of our common law American legal tradition, a throwback to the continental system that facilitated differing standards of justice? A throwback to Star Chamber’s protection of the landed gentry? If TIL ever again interviews this same panel, I would recommend inviting one known for voicing socio-legal dissent for the masses, maybe Welch, maybe Ogden, maybe our own John Smith? As demographics shift and our social cohesion precipitously drops, a consistent judicial core will become more and more important so that Justice and Equal Protection and Due Process are yet guiding stars. If those stars fall from our collective social horizon (and can they be seen even now through the haze of NFP opinions?) then what glue other than more NFP decisions and TRO’s and executive orders -- all backed by more and more lethally armed praetorians – will prop up our government institutions? And if and when we do arrive at such an end … will any then dare call that tyranny? Or will the cost of such dissent be too high to justify?

ADVERTISEMENT