Want to Increase Media Coverage? Check Your Calendar.

Publishers and editors of top national and Raleigh-Durham area media outlets joined the Legal Marketing Association’s Raleigh / Greensboro / Triad chapter to share their thoughts on the media landscape, along with best practices and advice for legal marketers to secure more media coverage. Their message: Be available.

Moderated by Poston Communications account and marketing director Shannon Lanier, the panel included representatives from The American Lawyer, Business North Carolina, GrepBeat, Triangle Business Journal and WRAL’s TechWire who were consistent in their responses to what makes a great source. While knowledge and credibility always reign supreme, each member of the media emphasized those qualities mean nothing when the source is simply unavailable.

As media relations professionals, our role is a lot like professional matchmaking. We connect knowledgeable and credible sources with media outlets who can benefit from their expertise and insights. In turn, our clients gain valuable exposure to audiences who can become new clients. But, as in all relationships, every party needs to be accessible.

To become a go-to source for top media outlets, legal industry professionals need to be aware of media deadlines and realistically consider their availability to participate in interviews and write articles. For example, an attorney who is often out of the office might be better suited to contribute articles on topics relevant to their expertise. Alternatively, she or he might consider providing a mobile number to directly share with media.

In addition to being available, legal sources should seek to develop relationships with members of the media. For every media opportunity, the Poston team shares a brief with clients that not only outlines the opportunity and tips for success but also emphasizes the idea that “gratitude is good.” Some of our recommendations include sending a simple thank you note, following and sharing news from those who have interviewed you, and providing a tip on a case, source or other news that is not your own.

As in any relationship, the more time you dedicate, the more you will receive in return.

Megan Paquin is vice president at Poston Communications, based in Orlando.