Profiting With Public Relations

Tidbit: Does Your Press Release Contain All The Basics

If you are sending out a press release, make sure it contains the  following:

• A big, bold headline that summarizes the content of the release. Remember your headline's job is to entice the reporter to continue reading.
• A two or three sentence summary of the issue and facts.
• A short, concise quote from the attorney designated to speak to the press.
• A condensed  bio of attorneys hilighting media experience, speaking experience any books and white papers they have co-authored.
• Media Relations representative contact information at the the top and bottom of press release.
• Keep the release to one page or 400 words maximum. The shorter the better. Most reporters read the headline and the first paragraph. For more on press releases see earlier blog post.
• Make sure all links, emails and telephone numbers are accurate.

Feature Story: The Power of Storytelling

SCG Newsletter:
Storytelling in Your Legal Practice.

February 2008

In This Month's Issue:

Feature: Power of Storytelling.
SCG (The Sun Communication Group)Newsletter for solos, paralegals, legal office managers, associates and attorneys. Please pass this along to other attorneys in your network. The purpose of this newsletter is to educate, inform and sometimes entertain in all things related to marketing in the legal field.

This particular newletter is actually from last month. If you like what you read please sign up to recieve newsletter at The Sun Communication Group

FEATURED ARTICLE:

Approximate time to read: 4.5 minutes.

The Power of Storytelling in Your Legal Practice

During this month's Super Bowl, sports buffs, approximately 97 million according to news reports witnessed not just a great game but also a great story. The New York Giants were the underdogs, while the New England Patriots were favored to win. The underdogs won! The story, essentially of the underdogs winning, connected and resonated with millions of viewers and supporters. The game had drama, tension, conflict, beginning, middle and end. In sum, all the ingredients of a great story!

Storytelling is as old as civilization itself, and part of the collective human consciousness. Its roots can be traced back to the days of the shaman sitting around the fire. The shaman's primary responsibility was to document the history of the tribe: its beliefs, values and tales of great heroes, including their triumphs and tragedies. Part of this responsibility included passing on the wisdom of these stories to new generations so that they could learn, be inspired and be motivated.

In recent years, while Hollywood has embraced the latest technological gadgets, thereby replacing the more traditional forms of storytelling, corporate America has been embracing the art of storytelling in droves. More and more law firms are realizing that successful branding, marketing and selling depend s on connecting with and engaging their key groups.

In recent years a multitude of books such as Story: Substance, Structure, Style and Principles of Screenwriting, by Hollywood screenwriter Robert Mckee, and The Story Factor: Secrets of Influence Form the Art of Storytelling, by Annette Simons, have espoused the importance of storytelling in all commercial activity.

Robert Mckee, in a Harvard Business Review article, "Storytelling That Moves People", says that stories "fulfill a profound human need to grasp the patterns of living-not merely as an intellectual exercise, but with a very personal, emotional experience."

The writers have been stressing this factor because most business activity is about the art of persuasion, whether it's converting prospects into clients, selling the services of practice groups, gathering support for new strategic business plans or inspiring employees to do their best. All of these goals require some form of persuasion and action. At the heart of all this activity is communication. In business settings well-constructed stories serve a multitude of functions. They inspire, convince, motivate, mentor, entertain and educate.

At its very basic storytelling works on many levels. Stories stimulate imagination, engage the non-linear right part of the brain appeal to the heart--the emotions of the listener--and are educational. When done well, storytelling helps the speaker connect with the audience at a fundamental level and, more importantly, delivers a vital message .

Does this mean that facts should be ignored?

Facts and data have an important role to play, but when compared to storytelling, the latter is considerably more effective in establishing rapport with the audience; engaging the listener as a participant, rather than a spectator; bringing forth an open-mindedness, as witnessed in children; and, most importantly, reducing resistance and cynicism.

For law firms, often rooted in technical and legal bookish jargon, this means returning to the basics: connecting with clients, prospects and other important alliances. On a basic level that means crafting messages for the firm's Web sites and in all other marketing materials that essentially move, motivate and connect with prospective clients.

A Tale of Two Law Firms.

Consider the following scenario: two competent firms compete for business, both of which have good track records and are known in the community. The one that makes the connection on that fundamental human level with the prospect is much more likely to come out on top! Simply put, since businesses is all about building relationships and most people tend to do business with people whom they like, know and trust. Incorporating stories that resonate with your target constituents is critical.

By incorporating storytelling in all your business development materials, you can grab people's attention, engage their imagination and persuade them to give you their business or see things you way depending on your objectives.

Action Steps :

* Review any presentations you have recently given.
* Review case histories on your firm's websites. Do they incorporate story telling?

March newsletter: Tactics: How to incorporate stories in your presentations. Sign up for newsletter The Sun Communication Group

Until next month,
Cheers,

Paramjit L. Mahli
The Sun Communication Group
"Building Bridges Between Law Firms and Clients"
Tel: (212) 661-9137
Email: pmahli@suncommunicationsgroup.com

Are You The "Go To" Attorney For The Media?

Last year a very bright young attorney in the New York area participated in our 8 week teleseminar, "How To Grow Your Law Practice on A Shoe String Budget", given by yours truly and my partner in crime Allison C. Shields of Lawyer Meltdown.  One of the sections of the teleseminar focuses on media relations as an important component of business development strategy for law firms.

Our bright young attorney confessed, that at this point in his firm's growth he did not feel comfortable working with the media. Well, fast forward a few weeks after the seminar....

I received a call from the same  attorney, informing me that he had spent the better part of an hour working with a reporter from The New York Times, helping them understand complexities of a case. While excited, I could sense a bit of disappointment in his voice. And then he dropped the news, he wasn't referenced in the article. I understood his dismay, he had after all, spent an hour of billable time with the reporter.

Although the attorney didn't get quoted, the good news is that he took some giant leaps in forming a relationship with a reporter, from one of the countries most influential newspapers.

The attorney:

• had answers to the reporters questions.
• took his time and made sure the reporter understood all the legal jargon.
• had the opportunity to showcase his expertise and knowledge.

From the reporter's perspective: they now have another credible source to add to their database, someone who knows what they are talking about and RESPONDS in a timely manner.

You can bet your bottom dollar that this reporter is going to call on this attorney for help in any similar stories.

What is a source?

1. Someone who gives short, concise quotes and responds quickly to ALL media requests.
2. Although they may not have the answers but will take the initiative and time and look into their network to help the reporter out.
3. Someone who is very familiar with the reporter's beat and regularly sends story ideas and developments in that area.

It is important to remember, that most reporters cover several different areas, and  constantly require help in understanding the intricacies and complexities of different stories. Sources are their bloodline.

So, whether you are just starting to build your practice or are a seasoned attorney how do you become the 'go to' source for the press?

Start with th following:

1. Be taking an  active role in one of the committees at your bar, you will be listed in a directory. Reporters use such directories as  important tools to reach out to potential sources.

2. When you are giving seminars or giving educational speeches, invite a reporter who covers that area. Send them a copy of your speech with a note inviting them to call you with questions.

3. Make sure the firm has online press room. (See earlier posts on online media rooms)

4. If you really want to start slow. Start with writing Letters to Editors.

Just make sure that you have followed the reporters bylines and have read them. You want to demonstrate that you have done your homework! Don't forget the old axiom first impressions count.

In The Ring: The Trials of a Washington Lawyer

Robert S. Bennett has represented cabinet secretaries, numerous Washington power brokers, heads of state such as President Bill Clinton, other high profile public figures such as  Judith Miller, Paul Wolfowitz, former president of the World Bank and recently Republican John McCain.

In his new book, "In The Ring: The Trials of a Washington Lawyer" he talks candidly about life, law and how he toiled to defend his clients and how the scandal machine in Washington D.C., magnified the intensity of some of this most famous litigations. The book is a fascinating and compelling read for anyone who is interested in the media, law and power players in Washington.

Recently, I had the opportunity to interview Mr. Bennett.

Q    What are some of the "mistakes" you've made and what were the lessons learnt from them?

A    The only mistakes I have ever made are when I don't follow my instincts, and so, I always follow my instincts.

Q    What advice do you give young attorneys starting out?

A    Try to get experience in a prosecutor's office or a public defender's office. 

Q    You talk considerably in your book about the importance of having a balanced life, when did you realize the importance of it and how do you achieve it?

A    I always had this view.  The only way to achieve it is to set your priorities and follow them. 

Q    Law is a very academic profession, you seem to be in tune with human drama.  Who are your favourite authors?

A    For leisure reading, I like Daniel Silva and Michael Connolly.  I do not view the law as a particularly academic profession.

Q    Who were your role models when you were growing up?

A    Duke Snider and Gil Hodges of the Brooklyn Dodgers.

Q    You have represented very well know politicians, those that garner considerable attention from the press, what is your general approach to dealing with the press?

A    Know who in the press you are dealing with and whether or not they are trustworthy.  It is always best when your client's case is not in the newspaper, but when it is, the issue is not whether you deal with the press, but how you deal with the press.

Q    How would you advise lawyers when dealing with press in high profile cases?

A    Never make any statement unless you are sure of its accuracy.  The worst thing you can do from a media perspective is to start retracting an earlier statement.

Q    Is it fair to say that particularly in high profile cases that the press is PART of the legal process?

A    The press is not a part of the legal process, but it can have an impact both good and bad for your client who is caught up in the legal process.

Q    Do you think attorneys should get a 101 basic media relations at law school?

A    I think it would be a good idea to have such a course as an elective, but I do not think it should replace the more fundamental and basic law courses.

A very big THANK YOU to Robert S. Bennett, for taking the time to answer my questions.

Public Relations V Advertising

A common question I am frequently asked while talking to law firms, particularly those who are considering public relations initiatives is the difference between advertising and public relations.  Typical questions range from: which is more effective?  Which tactic should we start with? What can we implement in-house? And of course the cost?

For firms considering advertising experts such as Al Reis, author of marketing classic "Positioning: The Battle For Your Mind" advises that its best to start with public relations initiatives and then build upon awareness and visibility with advertising.   

Both of these methods are effective and do create positive awareness for law firms, there is however a clear difference between the two.

Advertising:

Advertising allows the law firm to tailor its message to a specific audience at a hefty price.  In another words, the firm buys space or broadcast time to get only ONE message across. Most of the ads are limited to 30 seconds slots. In turn,the firm, knows precisely when and where the ad will be out. Depending on the market and circulation of publication costs of ads can be prohibitive particularly in large urban metropolitan areas.

Public Relations:

Broadly speaking public relations is unpaid publicity, consisting of news stories, articles, selected and evaluated by news editors, generated through press releases, interviews and positioning attorneys as experts in their area of expertise.

Being positioned as experts and working with seasoned public relations professionals law firms have the opportunity to showcase not only their expertise but have the opportunity to communicate how they can solve client problems. In essence they answer the infamous what is in it for me question without getting into the firm's growth and history.

It is important to note that for successful media relations campaign,it is essential to have good public relations professionals, those who have a nose for news and have a track record of working with mainstream media.

Action Item:

What does your firm value Most?

Do you pay attention to an ad worth several thousand dollars OR an interesting news story?

Please email your observations to me.

Power of Online Newsrooms (Part Two)

A few weeks ago, I wrote a blog post on the importance of having online newsrooms. This is the second part of that blog posting, specifically outlining what you need to include in an online pressroom.

Online newsroom have an enormous capacity to help law firms, including helping them to put their best foot forward when cultivating relationships with the media. By providing media-friendly materials, on the firm's website available 24 hours a day, 365 days a year, law firms increase the odds of a reporter contacting them, for help on stories they are working on. Furthermore, a good online newsroom may be the difference between having multiple column inches and just a mention in a story.

So here's what the law firm needs at the very minimum:

1. Press releases - all law firm releases should be arranged in a chronological order.

2. Fact sheets, these essentially give snippets of important information, such as statistics, news that will trigger or help as background information when reporters are working on stories.

3. Contact information of media relations professionals or attorneys designated as  media spokespersons for the firm.

4. News clippings of the firm. Organize them by date, include the title and link to article. Don't forget to include all radio and television interviews as well.

5. List subject areas, within each practice group that attorneys can talk to the press in depth. This is great way to trigger story ideas.

6. Photos and bios.

7. White papers.

8. All articles authored by attorneys.

9. List all past and upcoming speaking engagements.

10. Don't forget to add any books or chapters of books written by attorneys, particularly by lawyers designated to speak to the press.

To get a basic primer on media relations or to find out how media relations can specifically help your law firm call me directly at (212) 661-9137 or email me at pmahli@suncommunicationsgroup.com.

 

Pet Peeves of Journalists

With more and more law firms understanding public relations and incorporating it to their business development arsenal, it is essential that paralegals, officer managers and attorneys  doing their own media relations and wearing multiple hats DON'T commit the following peeves of journalists!

1. When calling reporters ALWAYS ask them whether they have the time to talk. Don't just dive into your pitch. The reporter  may be in the middle of a deadline and will not be open to any suggestions of story ideas. Take your cue from them and respond accordingly.

2. My favourite - sending press releases to the wrong reporter and then following up. This is a big NO NO. This will show the reporter that somebody hasn't done their homework. Not a good way to start a relationship!

3. Not having all of the attorney's  data on hand when a reporter calls. Be organized, have all the information together in a file. Don't fumble.

4. Don't use legal jargon; simplify your language, make sure the reporter understands it. Simplifying the terminology and taking the time to explain it to them will  go a long way in establishing a strong foundation.

5. Not explaining what is important about the story idea up front. This should be done right at the beginning of your conversation.  Make certain you answer the 5 W's: the Who? What? Where? When? Why? and How? This is the perfect opportunity to put your cynical hat and  ask yourself, "So What?"

To get a basic primer on media relations or to find out how media relations can specifically help your law firm call me directly at (212) 661-9137 or email me at pmahli@suncommunicationsgroup.com.