August 29, 2015

Positioning Yourself as a Source for Journalists

Positioning yourself as a source is extremely valuable from a professional standpoint, and should always be an integral part of your overall marketing strategy. The ideal relationship between professional service providers, such as lawyers, accountants and business managers, and reporters is a symbiotic one; journalists gain expert commentary that adds depth to their stories, and attorneys in turn receive publicity in connection with a popular news topic. It demonstrates relevance in your field and also showcases your knowledge on trending issues affecting potential clients. To become a reliable and sought-after source, here are a few tips for interacting with reporters.

Be Quote-Worthy

Being quoted in a widely read publication requires you to be both prescient and interesting. Reporters look for a source who fully understands a topic’s importance and can uncover how an ongoing story might develop. Your ability to provide insightful and concise analysis on a trending topic can also send a message to prospective clients that you know how to communicate in a concise, savvy manner.

Know the Journalist

It’s always helpful to do some research on the style of the journalist and publication before the interview. Learning about the topics they’re interested in gives you a sense of what will be discussed in the interview, and can also lead to building a good rapport with the journalist.

Know What You’re Going to Say

Choose your words carefully and have a general idea of what you’re going to say beforehand, instead of going off-the-cuff. This ensures that you are providing full value to the reporter. Forming opinions and giving thought to different aspects of the topic prior to the interview shows that you did your homework, respect the reporter, and it keeps the conversation going smoothly.

Be Respectful

Remember to be professional and respectful, and do what you can to make the reporter’s job easier. As journalists typically work under pressing deadlines, appreciate that they are taking the time to speak with you, and know that they value your time. If the reporter is courteous enough to read quotes back to you for accuracy, confirm the right facts and context, then move on. Being pleasant and reliable increases the likelihood reporters will reach out to you regarding future stories.

A well executed quote in a top-tier publication is a great way to enhance your credibility, which bodes well with existing and potential clients. The next time your marketing team connects you with a reporter, follow these tips and you’ll be sure to nail your next media opportunity.