The way attorneys approach the media goes a long toward determining reporting quality, according to a panel of media representatives and attorneys addressing the image of lawyers in the community at the 2000 State Bar Annual Convention last June.

"Space and time are media commodities," explained attorney and WTMJ radio talk show host David Melnick. "Those in the media are stretched for time but need stories."

Melnick and fellow panelists Media-Law Relations Committee Chair Steve Ritt; WISC 3, Madison, Editorial Director Neil Heinen; and Wisconsin State Journal Associate Editor Tom Still offered lawyers the following advice for optimizing media exposure:

o Make sure you have a story to tell - something truly newsworthy.

o Select the best type of medium and the best outlet within that medium for your story. Consider your target audience, the subject matter, and the medium. Calculate where you'll get the best exposure.

o Learn whom to contact within the media regarding a specific type of story.

o Get the reporter's attention. Don't simply send a press release. "First, call your media contact and briefly lay out the facts, explaining the story's importance," said Melnick. "If he or she is interested, send an executive summary substantiated with facts.

o Package the story. Give the media something to refer to and support their notes, making sure that handouts are consistent with what you say in interviews. This increases the chances of the story being used because it saves the reporter time, and it ensures against inaccuracies and misquotes. "Most reporters want to be fair to a fault, and if you get them the information, most will be," said Heinen.

"Also, don't assume the media will understand the story," added Melnick. "The law is a very specialized field with complex issues, and even an experienced reporter can have difficulty interpreting the information and presenting it. Provide explanatory materials."

o Bear credibility in mind, especially the first time out. This is an opportunity to establish your reputation with the media and create an impression of trustworthiness and reliability. "Too many lawyers approach dealing with the media as a business opportunity," noted Melnick. "Be as objective as possible."

o Set ground rules for interviews. Ritt recommends beginning off-the-record if possible. "Get a feeling for where everyone's coming from; then, when everyone is comfortable, move onto the record." It's also important to distinguish between what's off-the-record for background and what the reporter is allowed to cite but not attribute.

"Assume you're always on the record unless it's specifically noted otherwise," Melnick advised.

o Don't be shy about following up on media coverage. If an interview agreement is violated, point it out.