Providing timely comment to journalists on news stories with a legal angle is an effective way for law firm partners and associates to secure media coverage which will help showcase their expertise and build profile.
Whether you’re proactively commenting on breaking news or responding to a journalist request, the quality of your comment will make all the difference between being featured prominently or ending up on the cutting room floor so here are my tips on help ensure that your quote stands out to your target journalists.
Prioritise speed over perfection – meet the journalist’s deadline, even if your comment isn’t as polished as you would like. I always remind my clients that the only person who is likely to scrutinise a quote, is themselves! Writing on LinkedIn recently, Maria Shahid, a leading legal and property journalist, offered this advice: “The most important thing is: just get it across to me! It doesn’t need to be perfect. Yes, I know, that last bit is really really hard for lawyers in particular.”
Explain – don’t just restate facts; tell the journalist what they mean. Why should their readers care? If you can, include real life examples and anecdotes to add interest and help a point come to life.
Have an opinion – again, don’t just restate facts. For example, say if you think a court decision or a new piece of legislation is a good thing or a bad thing. If you can go against the grain, all the better.
Be conversational – I always tell my clients to write as though they are talking to a friend, not as though they are drafting a legal document!
Keep it brief – aim for one or two strong paragraphs rather than three cautious ones. Remember that the journalist is looking for something simple and snappy that they can weave into their text.
Show your personality — let your authentic voice come through. Journalists want experts who sound like real people, not an AI robot!
Cohabitation reform is a theme that often comes up in my meetings with family solicitors so I’ve put together an example of a piece of comment which would stand a good chance or being picked up and another which would almost certainly end up in the deleted items box of an email!
✅ Good example – against cohabitation reform
“Rightly or wrongly, a lot of my clients choose not to marry because they want to protect their assets, particularly pensions. I find this is especially true for some public sector workers, such as police officers, who will have built up a substantial pension pot over many decades. Cohabitation reform may be well-meaning, but for many people, it risks undermining the very financial independence they’ve chosen to preserve. The key is to ensure that cohabitees are aware of their status and how it differs from a married person.”
Why this works:
- It challenges the dominant narrative, which makes it more newsworthy
- It refers to real client experience
- It uses specific, relatable examples (police officers, pensions)
- It includes a conversational phrase like “rightly or wrongly”, which softens the contrarian stance while keeping it authentic
- It sounds like a real person speaking, not a cautious press release
❌ Bad example – pro cohabitation reform
“It is important that the law reflects modern relationships, and cohabiting couples should have some level of legal protection. Therefore, I would welcome reform in this area.”
Why this doesn’t work:
- Generic and vague – the quote could have been said by anyone, adds nothing new
- Lacks any real-world examples or colour
- Doesn’t reflect the expert’s personality or client insight. For example, the commentator has failed to touch on the challenges an unmarried client might face if their relationship were to break down.
- Unlikely to stand out among dozens of similar-sounding statements
Being quoted effectively in the media remains one of the most powerful ways to demonstrate expertise and enhance your credibility. By understanding what journalists truly value in quotes, your firm can build its media presence and help it stand out from the crowd.
Welch PR specialises in media relations for the legal sector. If you’d like to explore how we can help your firm improve its media presence, please get in touch.