In today’s crowded media landscape, making a story stand out isn’t just about having a compelling angle—it’s about knowing how to position it, when to pitch it, and who should tell it. For professionals working with media relations teams, the success of a press pitch relies heavily on preparation, relevance and clarity. It’s a collaborative process: Your communications team can open doors for you, but they need your expertise and readiness to step through them.

Here’s how to become an indispensable source—and help your story get picked up.

Hot Topics: Tie Your Expertise to the News Cycle

The media runs on relevance. Reporters are always looking for informed voices on emerging issues. Your media relations team can position you as a go-to expert—but only if you help them connect your insights to the bigger picture—which speak directly to the outlet’s readers.

Your media team needs your help identifying hot topic areas, fleshing out what you can speak about with authority and whom these topics need to reach. The goal is the sweet spot of synergy between the publication’s goals, first, and then yours. Be candid about where your expertise lies—and what makes your perspective different.

Establish Your Credibility

Reporters don’t just want experts—they want the expert. A strong pitch doesn’t just say you know atopic; it proves you have the background, experience or data that gives your insight that others don’t have.

Help your media team make your pitches very tight for journalists by answering a particular set of questions:

• Why is a particular topic or issue important to cover in the press today?
• Then, what experience do you have with this issue?
• Have you handled high-profile or first-of-its-kind matters on this topic?
• Are you working with clients or teams that demonstrate the trend or anomaly?
• Could they also be interview sources?
• If not, can you suggest or offer other sources to the reporter such as colleagues at other companies, association leaders, university professions, or even your referral sources?
• Do you have relevant statistics, anecdotes or proprietary data?

And don’t discount speaking plainly. Reporters appreciate sources who can communicate clearly and succinctly, especially on complex subjects. If you can explain a nuanced issue in a way that’s accessible—without using legalese or being simplistic—you’re a step ahead.

Prepare for the Conversation

Even if you’re an expert, being media-ready takes practice. Preparation is critical. Here’s what your media relations team needs from you before a journalist picks up the phone:

• Key Messages: What are the two or three points you want to make? Reporters may ask wide-ranging questions, so you’ll want to return to your core messages.
• Examples: Journalists love specificity. Have anecdotes, client case studies (anonymized if necessary) or analogies ready to illustrate your points.
• Bridges: What to do when interviews stray to new topics? Try these phrases. “This is such an interesting and important question, but what’s relevant to the article topic we’ve been discussing is …”
• What if You’re Pressed: Sometimes reporters dig because that’s their job. Don’t get frustrated and respectfully remember that you’re in this for the long haul. Consider these options. “You’re persistent! But I honestly don’t think I have anything to contribute on that today.” Or: “Well, I appreciate the question, but today I only prepared to speak about the topic we started on. I’d be happy to schedule another time to discuss that with you.”
• Pitfalls to Avoid: Are there legal limitations on what you can say? Are there landmines in the conversation you’d like to sidestep? Share those in advance with your PR team so they can help you navigate them.

Once you’ve identified these items, work with your team to anticipate questions, rehearse answers and clarify your positioning. Practice doesn’t just protect you and makes perfect—it makes you quotable.

Be Responsive and Available

News cycles move fast. A great pitch can get cold in hours if you’re not reachable. When your PR team has a media opportunity on the line, speed is critical. Just like you, journalists are under extreme pressure.

To increase your chances of being quoted:

• Respond immediately to interview requests, asking to confirm the reporter’s deadline and that you’re working to schedule your availability.
• Then, follow-up to confirm interview appointments – ideally within an hour or two.
• Block time for calls, even on short notice, but a recommend time allotment is 20-30 minutes only.
• If you’re unavailable, suggest a colleague or friend to the report. Additionally, offer to send a written quote before the deadline to keep the opportunity alive.
• Feel free to clarify points during the interview, if you’ve felt you stumbled, but don’t ask to see a copy of the story before publication.
• You can always send clarifying or additional points after the interview and even after publication.

Availability can make or break a media relationship. Being dependable makes you more likely to be called on again—especially when a reporter is on a deadline and needs a trusted voice.

Follow Up and Build the Relationship

Media coverage shouldn’t be a one-and-done effort. After the interview, your PR team will typically follow up to thank the reporter, share materials and / or confirm accuracy—but your commitment to ongoing relationship-building and maximizing any placements is also key.

Consider:

• Sharing the coverage on LinkedIn or in client communications to boost visibility, which is also helpful for the publication’s own reach.
• Offering yourself for follow-up stories, future angles or explaining how your work is evolving.
• Reaching out to the reporter with new insights that align with their beat.

A good interview can be the start of a long-term media relationship. Reporters value reliable sources who make their jobs easier.

Final Thoughts

Your media relations team can’t do it alone. They’re your partner in positioning, but they need your help to build the best pitch—one rooted in timely insight, strong credentials and smart preparation.

The next time your PR team approaches you about a media opportunity, don’t just say yes. Say yes—and come prepared. The right collaboration can turn a good story into great coverage and a quote into a reputation-building opportunity.

Beth Huffman, a vice president at Poston Communications, has more than 40 years of experience in communications, media and marketing. She has spent the last two decades helping major law firms, legal organizations and their global clients create strategic narratives that elevated their reputations and work.

Dave Poston is the CEO and general counsel of Poston Communications. He is an attorney who has worked as a legal business development, marketing and communications professional for the last 30 years.

Reprinted with permission from the July 3, 2025 edition of The Legal Intelligencer © 2025 ALM Media Properties, LLC. All rights reserved. Further duplication without permission is prohibited, contact 877-257-3382 or reprints@alm.com.