Working with the media without going on the record: Jean-Luc Renault and Ivette Delgado write for the New York Law Journal

In a recent contribution to the New York Law Journal, Infinite Global Associate Vice Presidents Jean-Luc Renault and Ivette Delgado examine common reasons for engaging journalists without going on the record, how to navigate such scenarios, and what steps should be taken to ensure the end result is beneficial both for your strategic goals and those of the reporter.

It’s nice to be quoted in a publication or featured on TV as an expert commentator. But getting publicity shouldn’t always be the end goal when engaging with the media. There are many situations in which speaking with reporters without the intention of ending up in a story may better fit your PR strategy and be helpful to journalists, too.

Whether your goal is to ensure accuracy in coverage of a nuanced matter you’re handling or simply to build a relationship with a key journalist, it’s important to start with a strategy. Here, we examine common reasons for engaging journalists without going on the record, how to navigate such scenarios, and what steps you should take to ensure the end result is beneficial both for your strategic goals and those of the reporter.

Getting To Know You

For lawyers looking to raise their profiles as media sources, there can be tremendous value in informal meet-and-greets with journalists. Perhaps you’ve moved firms, taken on an in-house role, or been elevated to a leadership position. Or you noticed a reporter has changed beats or moved to a new publication. These situations create perfect opportunities for you to suggest an introduction, develop a rapport, and learn what that reporter is interested in or has been tasked with covering.