Autumn is traditionally one of the busiest periods in the legal news calendar and this year will be no exception. With PE investment in law firms continuing to divide opinion and AI generating headlines faster than most firms can respond, reactive media commentary is one of the most powerful tools in a lawyer’s profile-building toolkit. Getting it right is less about what you say and more about how you say it.
Here are five principles that will make your quotes more likely to be used.
1. Add value rather than summarising
Think carefully about what your quote is contributing. Avoid simply repeating the facts or summarising the issue. Journalists are looking for your insight, interpretation and perspective.
2. Consider the bigger picture
Look beyond the immediate story. Think about the wider implications, emerging trends or broader issues that could make your commentary even more relevant.
3. Have a point of view
Clear, confident opinions are more likely to be used than generic observations. Strong views can work particularly well, provided they are balanced and do not disclose confidential information.
4. Keep the language accessible
Avoid abbreviations, technical terminology and jargon wherever possible. Quotes should be immediately understandable to the audience without requiring additional explanation.
5. Make the quote standalone.
Incorporate the key elements of the journalist’s question into your answer so that the quote makes sense without the surrounding context.
When commenting on a particular case or judgment, it is also worth considering what has not been addressed:
- What does the judgment leave unclear?
- What questions remain unanswered?
- What are the wider practical implications?
These are often the areas that produce the most interesting and distinctive media commentary.
With a busy autumn news agenda on its way, there will be no shortage of opportunities to put these principles into practice.
