• Why doesn't the press ever call you? You handle lots of interesting cases but people never read about that in the paper.

• What do you say to a reporter when he or she calls? How do you know you can trust him? What if he doesn't get the facts right?

As one who has spent 15 years working as a newspaperman and editor, reporting and editing news about the law, let me offer a few answers to your questions.

Dealing successfully with the press is a straightforward matter, as long as you understand how the news business works. These days it’s not enough to be an excellent lawyer who does top quality work. Prospective clients have to know about you to find you. The media can get your message out more widely than you can as an individual -- and provide the credibility of a news story. The key to success with the press is to become a source to a reporter. There are lawyers everywhere who have mastered this simple trick. I'll describe how they do it.

The Benefits of Being a Source
There are numerous benefits to being a source. First, your name will be exposed frequently to potential clients. Second, if there is bad news concerning you or your firm, the reporter may give you a break. After all, he has to protect his valued source, and will try to go easy on someone who has helped him in the past.

This all fits into an informal system of rewards and punishments. Lawyers who are sources are often quoted and protected in bad times. Unresponsive lawyers are ignored, until there is trouble at their firm, which is then reported with gusto.

Let me sketch out what it is like to be a reporter. Most reporters are in their 20s and 30s. They are bright, inquisitive people; they have college degrees and some have law and graduate degrees. They are usually attracted to the job by the glamour surrounding journalism, the excitement of being the first to know the news before everyone else, and the variety of the work. They are trained on the job to learn fast, because they are constantly thrown into unfamiliar situations that they must understand quickly and write about later.

Many reporters view their work as a public service; their motivating drive, to smoke out hidden corruption or expose wrongdoing. Reporters pride themselves on being tough enough to get to the truth of a matter. They don't ever want to appear weak or look like someone’s patsy. They are very competitive and take great satisfaction in being the first to break a story. They secretly dream about winning a major journalism prize. Meanwhile, they write bread and butter stories and feature articles, and cover regular beats. This is where you come in.

The "currency" of the news business is a good story. The newspaper is principally composed of advertisements, which go into the paper first. The void to be filled every day is the "news hole." Editors always hound reporters to fill the "news hole." Thus, reporters are always looking for something new; something that is taking place right now. Reporters have no secretaries, they answer their own phones, and they do their own typing. They have little privacy, sitting at desks in big open rooms or in cubicles. The newsrooms are busy, noisy and boisterous. They work against deadlines, and the deadlines are immutable. Once the deadline hits, the day is over. The one comfort a reporter can find amidst all these pressures are his sources, the ones who bring a good story.

• A source is someone who calls the reporter back within the hour.

• A source is someone who always has a quick and catchy quote he can use.

• A source is someone who, if he doesn't have the answer, will do some checking and at least get back to the reporter with something.

• A source is someone who calls from time to time with little tips and an occasional story idea.

Becoming a source usually starts with a phone call. There are many ways to attract a call from the reporter:

• Get active on a bar association committee and get listed in their directory as a member. These are the references that reporters use to find an expert in a subject area.

• Speak at educational programs and seminars, and make sure the reporters you want to reach are invited. Be sure to send them a copy of your talk, with a friendly note inviting them to call if they have any questions.

• Become active in civic affairs and business events that you read about in the paper. Reporters often cover these events and it is easy to walk up to a reporter after the event and introduce yourself.

Coming up next: The three rules to follow when a reporter finally does call you.

Please send comments, questions and article proposals to information@smartpros.com.