How Lawyers Can Get Quoted in the Press Without Hiring a PR Firm

Getting quoted in the media helps build credibility and reinforce your expertise. It puts your name in trusted publications, often in front of people you want to reach but aren’t directly connected to yet. It shows that someone else thought your perspective was worth sharing, and that can go a long way.

This isn’t something reserved for high-profile lawyers or those with PR teams. It’s something any lawyer can do with the right positioning, consistency and timing.

Reporters are under pressure to file stories quickly and are always looking for clear, reliable voices. If you make it easy for them to find and use your insights, you’ll be the one they call when they’re on deadline.

Here’s how to become that person, and how to turn a single quote into something much bigger..

• Start with clarity: Know what you want to be known for. Be specific. If you’re a corporate lawyer who helps growth-stage companies raise capital, say that. If you’re a litigator focused on trade secrets in the tech sector, own it. The more specific you are, the easier it is for a reporter to figure out where you fit into a story.
• Be useful, not promotional: Journalists don’t care about your practice or your firm. They care about stories. What they’re looking for is insight, perspective or data that makes their article stronger. That means your job is to help them do theirs. Share trends you’re seeing. Break down a complicated topic. Flag a development others might miss. This is how you become a resource.
• Reach out the right way: If you see a reporter covering your area, introduce yourself with a short, useful note. Mention that you liked a recent piece they wrote. Let them know you’re available to provide insight on related topics in the future. Keep it brief and helpful. No attachments. No bios. No pitches. Just signal that you’re paying attention and that you have something real to offer.
• Make it easy for them: If you get asked for a quote, respond quickly. Be clear. Use plain language. Avoid legalese. You don’t need to be flashy. You need to be understandable. Reporters are on deadlines. The easier you make their job, the more likely you are to be quoted again.
• Offer examples and stories: A lot of people say the same thing. What makes a quote stand out is when it comes with a story, a stat or a specific observation. Instead of saying “there’s been a lot of M&A activity,” say “we’ve seen an uptick in carveouts among founder-owned businesses in the last three months.” That’s the kind of detail that gets quoted.
• Use LinkedIn strategically: Journalists are on LinkedIn and they’re searching for sources. Make sure your profile is current. Your headline should include the industries in which you work and the problems you solve. Don’t hide your insights in long bios. If you’ve written or spoken on a topic recently, post about it. That shows credibility and signals availability.
• Be consistent: You’re more likely to be quoted when you show up regularly. That doesn’t mean daily posts. It means you’re visible in the areas you want to be known for. That includes commenting on relevant news, sharing insights and offering perspective when others are just resharing articles.
• Respond even if you’re not the right fit: If a reporter reaches out and the topic isn’t quite in your wheelhouse, respond anyway. Thank them for thinking of you. Suggest someone else if you can. That shows you’re helpful and engaged. And it increases the chances they’ll come to you again.
• Have a few soundbites ready: Think about the three to five things you want to be known for and how you explain them clearly. Practice saying them out loud. You’ll be surprised how often those phrases end up in print.
• Track what works: If you get quoted, take the time to understand what made it work. Was it the subject matter? The timing? The clarity or strength of your point of view? Look at who responded, what they chose to include and how your quote fit into the larger story. Those details will help you spot patterns and make smarter choices the next time a media opportunity comes around.
• Don’t try to go viral: Getting quoted in the press should be part of a larger strategy to build authority and stay visible with the right audience. It’s not just exposure for the sake of it. A well-placed quote signals that your perspective adds value and helps shape the conversation. Over time, consistent media mentions can strengthen your reputation, attract new opportunities and make it easier for people to remember what you do and why it matters. One quote may not change your career, but a pattern of smart, timely commentary absolutely can.
• Stay ready: Journalists often work fast. If you want to be part of the conversation, you need to be responsive. That means checking your messages, replying quickly and understanding the rhythm of media cycles. The people who get quoted are often just the ones who reply first.
• Make your comments quotable: Keep it short. Skip the disclaimers. Say something clear and confident that others can easily understand and repeat. That’s what makes a good quote.
• Build real relationships: Comment on reporters’ articles. Share them when relevant. Engage in a real way. If they see your name a few times and know you’re thoughtful, they’re more likely to reach out.

Being quoted in the press rarely happens by accident. It comes from showing up in the right places, doing high-quality work and staying visible in a way that helps others see the value you bring. Reporters are looking for thoughtful, reliable sources who can speak clearly and offer useful insights under pressure.

If you’re already writing, speaking or sharing ideas, you’re on the right track. Keep going. Stay consistent. Build relationships with the people covering your space. When you show that you know what you’re talking about and that you can deliver on a deadline, they’ll remember you.

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