Five traits attorneys share with reporters.

• Author: King, Ryan

Many attorneys are shy or downright averse to working with the media; however, they can make great strides by positioning themselves as a reporter's trusted resource with unique knowledge in a particular area of the law. In fact, attorneys have very few reasons to avoid pursuing opportunities with the media--especially considering the similarities between attorneys and reporters. Attorneys share five traits with reporters that make optimizing their relationship with the media vital.

1. Storytelling

   Whether it is educating a client or convincing a jury, attorneys, like reporters, know how to tell a story that is compelling, intelligent and complete. Consider how a story is crafted: Statements are given and verified before being turned into facts; data are gathered and analyzed to reinforce those facts; trends are identified to show the larger picture on a specific issue; and anticipated questions are answered in a convincing and authoritative manner. Before long, the storyteller builds a narrative. He or she then edits the story for the specific interest of a targeted audience, whether that audience is in a courtroom, a training session or is a subscriber to a publication. Reporters can help attorneys tell a side of the story from their perspective. In turn, attorneys can help reporters make sense of legal issues that are complex and, in some cases, emotional.

2. Just the Facts

   Joe Friday from "Dragnet" said it best: "Just the facts, ma'am." In the same way attorneys present a case, reporters are looking for facts that can be used to create and shape a unique story. Often reporters will send attorneys questions ahead of time in an effort to help them prepare and also uncover what aspects of the story may be missing. Attorneys will be best served and increase the chance that the media will call again if they tell the reporter the key and underlying issues and explain why those are important to the reporter's readers. Tempting as it may be, attorneys commenting on an issue should steer clear of sweeping generalizations and expressing their feelings or personal implications on a legal issue. None are effective in positioning an attorney as a knowledgeable resource. Moreover, if a reporter includes personal opinions in a news story, those opinions can quickly become the story. Imagine the compromising situation that could arise if opposing counsel provided his or her own personal opinion for use in an article.

3. Proactive Communication

   Just as...