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!

Have the Right Tools in Place: Research, Media Training, Simulation

Exposure in the media as an expert source and someone reporters consistently turn to requires planning and research. Those endeavoring to be sources for the media must take time to research the media outlets, the reporters they will be working with, and their particular audience. This helps one understand the tone of a reporter's writing, the political views they tend to take, and any other articles they have written about a given subject. Doing so will help ensure that the reporter uses your article, quote, or interview and will start you on a path of becoming a trusted expert they can contact.

After the research is conducted, media training is paramount to anticipate what questions may be asked, what responses one has prepared, and how to respond succinctly during an interview. Too often, people think they do not have to spend time training because they are used to speaking to large audiences or can command a room. But once the lights come up and one is in front of the camera, those who are unprepared often find themselves droning on or going off on tangents that they later regret.