How to turn a solicitor’s broadcast interview into lasting authority in an AI-driven media landscape

This matters even more in an AI-driven media landscape, where expertise is increasingly surfaced through AI-generated answers, search summaries and third-party references, rather than discovered solely through traditional search results.

The following six steps outline how solicitors and law firms can maximise the value of broadcast interviews.

STEP 1: How to prepare for a broadcast interview as a solicitor

A successful broadcast interview depends on clear and deliberate positioning. To prepare effectively, solicitors must be clear on what they are bringing to the conversation - whether from relevant cases, data, client experience or specialist knowledge of the issue.

Legal principles should be explained clearly and without legal jargon, focussing on what they mean in practice for real people. The issues should be explained through direct professional experience, using phrases which reinforce your credibility such as “in medical negligence cases involving delayed diagnosis claims, I regularly see…” or “we act for many clients who need our support with practical issues too, such as access to rehabilitation…”

Broadcast interviews should also be approached with clear soundbites in mind that can be repurposed across news bulletins, social media and wider media coverage. With Ofcom’s Media Nations 2025 report noting that 70% of UK adults consume news online and 51% use social media as a source of news, solicitors should prepare interview points that provide clear and authoritative insights in a concise way as possible.

 It’s important to remind the journalist doing the interview to namecheck the solicitor and law firm, in both the broadcast piece itself, and also the online coverage that flows from it.

 STEP 2: How to reuse broadcast coverage effectively

Once the interview has been aired, law firms should secure the broadcast coverage in a compliant way. This may include obtaining an official clip from the broadcaster where permitted, sharing short excerpts where contributor agreements explicitly allow reuse, or linking directly to the broadcaster’s hosted content (for example BBC, Sky, or Global Radio player pages). Broadcast outlets typically retain copyright, so any reuse must align with agreed usage rights.

Increasingly broadcast interviews are also accompanied by an online article and social media content from the media outlet. Your marketing teams should capture and reshare this content as these  articles and posts provide a lasting, linkable record of the coverage, which can be referenced on the firm’s website and social media channels to support the solicitor and law firm’s profile on the topic.

STEP 3: How to amplify a broadcast interview on social media

Social media amplification can significantly extend the reach and profile of an interview. Law firms should use their own social channels to share clips, links and follow-on commentary, with the greatest impact often coming when the media outlet itself shares the clip or interview segment through its own channels.

For example, one interview Scala coordinated for a client on ITV’s Good Morning Britain generated more than 150,000 views and 600 engagements on GMB’s Facebook page, which has around 1.2 million followers.

STEP 4: Why law firms should publish transcripts of broadcast interviews

Even where the broadcast clip itself cannot be embedded on the firm’s website, the solicitor’s contribution should be captured in writing. A full transcript, or a carefully written version of the key exchange, should be published on a dedicated webpage that identifies the solicitor by name, role and firm, references the original broadcast, and links to the broadcast clip and any accompanying article.

This converts spoken insight into machine-readable content that AI tools such as ChatGPT and Google’s AI Overviews can more easily analyse and connect to a named expert. This matters because AI-generated answers are increasingly shaping whether users click through to original sources at all.

Pew Research Centre found that Google users who encountered an AI summary clicked on a traditional search result in only 8% of visits, compared with 15% where no AI summary appeared. Reuters Institute research has also found that information-seeking is now the leading use for generative AI, while Ofcom has reported that 54% of UK adults use AI tools such as ChatGPT, Copilot or Gemini.

When sharing the broadcast content, law firms should therefore consider how easily the solicitor’s insight can be found, understood and attributed by AI-driven tools, particularly where users do not click through to the original website.

STEP 5: How to turn a broadcast interview into website content

Broadcast coverage and follow-on social media content should direct audiences to dedicated website pages that reinforce the same messaging. Rather than posting a clip once, law firms should use the interview as the basis for supporting content, including a short article expanding on the solicitor’s comments, LinkedIn posts drawing out key points, and related pages that connect the issue to the solicitor’s wider expertise.

Repurposing broadcast content in this way gives digital audiences a clearer route from the media appearance to the solicitor’s specialist knowledge. It also gives search engines and AI-driven tools more context to associate the solicitor with the topic, particularly where the same message is repeated consistently across the firm’s website, social channels and credible third-party coverage.

STEP 6: The more media content on a topic, the greater the impact

A broadcast interview should not stand alone. It should act as a catalyst for follow-up media activity on the same issue – including further commentary with media outlets, as well as related content on the law firm’s own website, LinkedIn pages and other social channels. In some cases, the interview may also provide the basis for a wider campaign, either led by the firm or developed in partnership with relevant charities, campaign groups or sector bodies.

When the same solicitor is quoted on the same topic over time, that repetition strengthens the association between the individual, their firm and that area of expertise. This matters in Generative Engine Optimisation (GEO), the emerging practice of improving how content is surfaced, cited and summarised in AI-generated answers, rather than simply how webpages rank in traditional search results.

Muck Rack’s 2025 analysis found that 89% of AI citations came from earned media, suggesting that credible third-party coverage from established outlets like BBC, Sky News and The Times may carry particular weight compared with brand-owned or social content.

A single broadcast interview may indicate relevance, but sustained coverage and repeated expert commentary across credible outlets are more likely to associate a solicitor or firm with a defined area of expertise in AI-generated answers.

SUMMARY: Key actions to take from this guide

To maximise the long-term value of a broadcast interview, solicitors and law firms should:

1. Prepare with a clear area of expertise in mind ensuring the solicitor interviewed delivers clear and practical insights on a defined topic.
2. Capture and reuse the coverage properly including approved clips, broadcaster links, accompanying articles and social posts where available.
3. Extend the interview across social and owned channels using follow-on commentary, LinkedIn posts and website content to reinforce the same expertise.
4. Publish a written version of the interview on the law firms’ website so the solicitor’s insight is searchable, attributable and easier for AI-driven tools to interpret.
5. Create a news item or a dedicated website page that reinforce the same messaging and link to the coverage.
6. Build authority over time, using repeated commentary and sustained coverage across credible outlets to strengthen the association between the solicitor, you law firm and the topic.

Taken together, these actions help transform broadcast interviews from short-term visibility into lasting authority that is recognised by journalists, audiences, and AI platforms alike.

If you would like to learn more about Scala’s media interview training and how Scala can help you to secure media coverage, please contact our Managing Director, Natalie Rodgers: natalierodgers@scala.uk.com or call 0114 4070159