Communications staff in firms often scratch their heads on how to get coverage. Well, some people are willing to make it a little easier for you.

Jordan Furlong, editor-in-chief at the CBA’s National magazine, gives some tips for writing for the media:

1. Read my publication before contacting me.
2. Pay attention to what country I work in.
3. Build a relationship with me.
3a. Don’t address me by my first name if you don’t know me.
4. Not everything merits a press release.
5. Make your pitch upfront, as quickly as possible.
6. Write a story, not a “press release.”

Jordan (I think we can use his first name) also wrote an article for JD Supra that included these tips:

1. Think like a reporter.
2. [Ask:] Mainstream or legal media?
3. Identify your objective.
4. Get your client onboard.
5. Choose a great title.
6. Write a great lead.
7. Don’t write like a lawyer.
8. Include contact information.

Connie Crosby suggests using The Scoop feature of JD Supra for news related items.

Updates

The Online Publicity Journal picks up on Jordan’s story and adds some comments.