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
ADVERTISEMENT
Subscribe to Indiana Lawyer
  1. State Farm is sad and filled with woe Edward Rust is no longer CEO He had knowledge, but wasn’t in the know The Board said it was time for him to go All American Girl starred Margaret Cho The Miami Heat coach is nicknamed Spo I hate to paddle but don’t like to row Edward Rust is no longer CEO The Board said it was time for him to go The word souffler is French for blow I love the rain but dislike the snow Ten tosses for a nickel or a penny a throw State Farm is sad and filled with woe Edward Rust is no longer CEO Bambi’s mom was a fawn who became a doe You can’t line up if you don’t get in a row My car isn’t running, “Give me a tow” He had knowledge but wasn’t in the know The Board said it was time for him to go Plant a seed and water it to make it grow Phases of the tide are ebb and flow If you head isn’t hairy you don’t have a fro You can buff your bald head to make it glow State Farm is sad and filled with woe Edward Rust is no longer CEO I like Mike Tyson more than Riddick Bowe A mug of coffee is a cup of joe Call me brother, don’t call me bro When I sing scat I sound like Al Jarreau State Farm is sad and filled with woe The Board said it was time for him to go A former Tigers pitcher was Lerrin LaGrow Ursula Andress was a Bond girl in Dr. No Brian Benben is married to Madeline Stowe Betsy Ross couldn’t knit but she sure could sew He had knowledge but wasn’t in the know Edward Rust is no longer CEO Grand Funk toured with David Allan Coe I said to Shoeless Joe, “Say it ain’t so” Brandon Lee died during the filming of The Crow In 1992 I didn’t vote for Ross Perot State Farm is sad and filled with woe The Board said it was time for him to go A hare is fast and a tortoise is slow The overhead compartment is for luggage to stow Beware from above but look out below I’m gaining momentum, I’ve got big mo He had knowledge but wasn’t in the know Edward Rust is no longer CEO I’ve travelled far but have miles to go My insurance company thinks I’m their ho I’m not their friend but I am their foe Robin Hood had arrows, a quiver and a bow State Farm has a lame duck CEO He had knowledge, but wasn’t in the know The Board said it was time for him to go State Farm is sad and filled with woe

  2. The ADA acts as a tax upon all for the benefit of a few. And, most importantly, the many have no individual say in whether they pay the tax. Those with handicaps suffered in military service should get a pass, but those who are handicapped by accident or birth do NOT deserve that pass. The drivel about "equal access" is spurious because the handicapped HAVE equal access, they just can't effectively use it. That is their problem, not society's. The burden to remediate should be that of those who seek the benefit of some social, constructional, or dimensional change, NOT society generally. Everybody wants to socialize the costs and concentrate the benefits of government intrusion so that they benefit and largely avoid the costs. This simply maintains the constant push to the slop trough, and explains, in part, why the nation is 20 trillion dollars in the hole.

  3. Hey 2 psychs is never enough, since it is statistically unlikely that three will ever agree on anything! New study admits this pseudo science is about as scientifically valid as astrology ... done by via fortune cookie ....John Ioannidis, professor of health research and policy at Stanford University, said the study was impressive and that its results had been eagerly awaited by the scientific community. “Sadly, the picture it paints - a 64% failure rate even among papers published in the best journals in the field - is not very nice about the current status of psychological science in general, and for fields like social psychology it is just devastating,” he said. http://www.theguardian.com/science/2015/aug/27/study-delivers-bleak-verdict-on-validity-of-psychology-experiment-results

  4. Indianapolis Bar Association President John Trimble and I are on the same page, but it is a very large page with plenty of room for others to join us. As my final Res Gestae article will express in more detail in a few days, the Great Recession hastened a fundamental and permanent sea change for the global legal service profession. Every state bar is facing the same existential questions that thrust the medical profession into national healthcare reform debates. The bench, bar, and law schools must comprehensively reconsider how we define the practice of law and what it means to access justice. If the three principals of the legal service profession do not recast the vision of their roles and responsibilities soon, the marketplace will dictate those roles and responsibilities without regard for the public interests that the legal profession professes to serve.

  5. I have met some highly placed bureaucrats who vehemently disagree, Mr. Smith. This is not your father's time in America. Some ideas are just too politically incorrect too allow spoken, says those who watch over us for the good of their concept of order.

ADVERTISEMENT