Lawyers are trained to advocate. In the courtroom, in negotiations and in boardrooms. But in today’s environment, where headlines can travel faster than court filings or deal announcements, the most successful lawyers know that advocacy doesn’t stop when a matter is closed.
Increasingly, rainmaking lawyers are those who evolve from advocate to authority. They are the voices that clients, potential laterals and new hires, journalists and the public turn to when they want clarity on complex legal and regulatory issues.
This shift has redefined what it means to be a trusted advisor. Media expertise is no longer just a ‘nice to have’ attribute – it can be leveraged as a powerful business driver. Those who master it differentiate themselves in a crowded market, attract new opportunities and deepen client trust.
Media visibility as a rainmaking tool
Why does media presence matter for rainmaking? Quite simply, visibility – when paired with business acumen and legal knowledge – builds credibility. When lawyers are quoted in major news outlets or appear on respected broadcasts, they can be immediately positioned as subject-matter experts. For potential clients, reading a lawyer’s name in an important story that matters to them carries a lot of weight.
A lawyer who explains emerging regulations on data centres or board governance risk issues is not only educating the public, but signalling to prospective clients: “I understand this space, and I can help you navigate it.”
From soundbite to relationship
Becoming a go-to media commentator doesn’t happen by accident. It requires intentional relationship-building and a willingness to adapt. Journalists are not looking for a legal brief; they need clarity and context. In my career, lawyers who succeed in media engagement do three things consistently:
- Cultivate relationships with journalists. Just as lawyers nurture client relationships over time, they must do the same with reporters. Responsiveness and reliability matter. If a journalist knows they can count on a lawyer for timely, thoughtful insight, that lawyer will become a recurring voice in coverage.
- Find a clear and authentic voice. Legal issues are often nuanced, but media impact requires clarity. Lawyers who speak in straightforward language – and avoid legal jargon – stand out. A concise, quotable comment will be remembered, shared and reused.
- Avoid self-promotion. The strongest media presence comes from those who add genuine business value to a story. Being quoted is, in itself, a mark of credibility – an independent journalist has chosen your insight because it informs the public. Lawyers who focus on the audience earn lasting trust with both journalists and clients. These practices not only strengthen media presence but also reinforce the qualities clients value most: accessibility, expertise and trustworthiness. And when combined on a timely topic, they can lead to business opportunities; I know, because I’ve seen it happen.
Why media matters
The value of media visibility lies in its unique credibility. Unlike advertising or owned content like a website, media mentions are earned. They require third parties to judge a lawyer’s expertise as worthy of inclusion. That validation is powerful in a world crowded with content.
When a lawyer’s insights appear in a story, it can signal to clients and peers that their voice carries authority beyond their own marketing channels. They aren’t simply promoting themselves or their firm, they are contributing to a larger understanding of complex issues.
Media coverage also offers unmatched audience reach. A single quote in a respected publication can reach thousands of decision-makers, far beyond the circulation of firm newsletters, social media or client alerts.
In an era of information overload, journalists serve as trusted curators. When they choose to highlight a lawyer’s perspective, they elevate that lawyer into a position of trust.
This trust factor is key. Clients and the public view earned media as more reliable than self-promotion. It’s third-party advocacy at scale – someone else verifying that a lawyer’s expertise is relevant, accurate and valuable. And unlike fleeting social media impressions in a world of never-ending scrolling, media coverage carries lasting weight. A single interview or feature is discoverable in online search, can be referenced in pitch decks, shared in client email updates and social media, and resides on a lawyer’s bio.
In an era when legal expertise travels beyond briefs and filings, media mastery is a rainmaking skill that can transform visibility into authority, and authority into business.
Allan Schoenberg is the chief communications officer at Vinson & Elkins.
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