Published in the New York Law Journal
By: Ioana Good
Ever wonder why some attorneys and experts always get media attention, yet you are just as qualified and don’t? It’s not uncommon for experts to think that the media should seek them out. But being a skilled media source and, ultimately, a rainmaker takes time, persistence, and the perfect combination of being in the right role, being relevant, and being prepared. Journalists get pitched at least 100 times per week, and almost 50% of journalists cover five beats or more. To become a skilled media spokesperson, one must commit time, training, and strategy to the endeavor. Working with those who understand media cycles and have a more efficient working relationship with the media, such as legal marketers and PR professionals, will help. Here are some tips on how attorneys can “make the rain,” and how, with the right tools and expertise, rainmakers are born!
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