After weeks of covering social media for lawyers, I can report on the actual media and what they had to say to more than 125 attendees at the Justinian Society and the Philadelphia Bar Association Bar-News Media Committee Italian-American media program. The two organizations took a fresh approach to the standard media panel, incorporating Italian culture, great food, cocktails and schmoozing with colleagues and members of the media. In fact, even Mayor Michael A. Nutter was on hand to say a few words.
Here are some of the insights and tips from the panelists on ways members of the legal profession can gain access and serve as resources to the media:
Letizia Rubino, marketing manager of NBC 10: Rubino urged attendees to think of NBC 10 as the "What if Station." She told attorneys to make it interesting, bring their expertise and act as a resource to the media.
Pat Ciarrocchi , news anchor CBS 3: CBS 3 wants to hear stories that have a heart, or those that advance understanding of a certain issue. Ciarrocchi said it is also important that you are able to explain an issue through the eyes of someone who has actually been affected by it. Stories including an eyewitness to a crime, or a family that has been touched by a certain legal issue, will have a much greater impact on viewers than a straight reading of the news.
Marnie Hall, gossip columnist for Philly.com: With Hall, it's pretty straightforward. She wants good, juicy stories – what’s the gossip around town? It doesn’t have to be “Gossip” with a capital “G” it just has to make an interesting story and have a light-hearted side to it. If you're not willing to offer any dirt, she always needs legal sources, too. And you should note that Hall’s program is in a video format online so the more visuals you have to include, the better.
Anthony Gargano, Sports Talk Radio Host 610 AM WIP: According to Gargano, 610 is Philadelphia's town hall radio station. While most of the news tends to be about sports, radio hosts do comment on current issues. Gargano urged attorneys to call in if they're listening and comment; especially if they can offer a legal perspective or expand upon or correct something someone has said.
George Anastasia, crime reporter, Philadelphia Inquirer: Anastasia said he is always looking to the answer to the question “Why?” The best thing you can provide to him is documentation regarding the criminal matters that he’s reporting about. The more discovery he has access to, the better.
Joanne Calabria, vice president public affairs, CBS3: Calabria joked that it’s her goal in life to keep her anchors out of Marnie Hall’s gossip column. She also explained that dealing with the media is all about being helpful. Whenever you can provide resource – even if it’s not you or someone in your firm -- that “good will” will go a long way!
Dr. Michael Cirigliano, health correspondent, FOX29: Cirigliano brought a very different perspective to the panel. He’s looking for medical stories. And if there’s a medical story that has a legal angle, that’s great too. Whether it’s a medical device, medical insurance or medical malpractice issues, he’s a great person to feature the story. I spoke to him after the program, and he also wanted to remind everyone that visual displays are always more helpful so the viewing audience can better understand the technical issues.
Stephanie Esposito, reporter, WFMZ Channel 69 News of Allentown: I asked Esposito how lawyers from the region could be a resource. She explained that since their station covers the Lehigh Valley, they’re always looking for news happening there. But, she said, there are always opportunities to discuss issues that have a greater impact to the region – especially federal court cases and big trend stories.
Joe DeFelice, director, The Italian Tribune Delaware Valley Presence: DeFelice was so touching with his wonderful Phillies’ hat and reminder that we live in an amazing community. He’s looking for stories with heart and depth. He wants to feature people, food, trends and traditions – but for their publication – there must be an Italian tie.
Sue Serio, weather report, FOX29: With Serio, I focused back on social media, which is very widely used by the folks at FOX29. Serio explained that most of the reporters and anchors are maintaining blogs and twitting on Twitter. She laughed when she mentioned Twitter, stating that it’s all new to them, too, but it is the direction that news media is taking and encouraged attorneys to get on board.
Lorraine Ranalli, author, Gravy Wars: Ranalli is a former news reporter for weather and traffic and now finds herself on the other side of the microphone. Ranalli is the author of Gravy Wars: South Philly Feuds, Foods and Attytudes (spelling is accurate). Ranalli told everyone to keep it real, be a good resource and don’t be afraid to talk to the media. They’re not going to bite you (no pun intended).
Ranalli was the perfect ending to the media program dealing with public relations for lawyers, which led to networking and Italian fare for more than two hours. The bottom line is that if you want news coverage, you have to build relationship, bring great information to the table and be a solid resource to the media. Showing up to these types of programs is one easy way to build your relationship for future media coverage.
Gina F. Rubel, Esq.
Furia Rubel Communications, Inc.
http://www.furiarubel.com/
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