Profiting With Public Relations

Preparing Attorneys For Interview With the Press

The bad news is that attorneys whom by nature of their work have a  controlling disposition MUST accept that they cannot control interviews with the media.

However, attorneys can control their message, simply put that means that you have  100% control over what comes out of your mouth, and that has an enormous impact on the content of the story.

So, when a reporter contacts you directly, you should ask for reporter's deadline, what the story is about? and schedule a time with a reporter so that you have had time to gather your thoughts and material together.

Should the reporter be on deadline buy yourself at least 30 minutes to gather your thoughts together. This makes a huge difference.

Mistakes Made By Attorneys When Getting Their Work Published.

Getting by-lined articles in  targeted trade publications is a good way for attorneys especially those who don't like the limelight, of building their credibility in their  target market. Done well, published articles can be leveraged into speeches, white papers, and provide content  for blogs etc.

One of the biggest mistakes I have seen attorney's make when writing articles is having a great topic, especially one that their prospects are interested in. The attorney usually has a specific publication in mind as well. The problem arises in failure to  conduct due  diligence when it comes to editorial guidelines of the publication. Why is this important? A great article does not automatically gaurantee publication. Editors have specific guidelines and they must be adhered to. Otherwise, efforts to have work published will have mixed results.

Tidbit: Broadcast Interviews

When producers/guest bookers/ hosts have agreed to interview you. Make sure you send all your information together in one email, your bio,  and any pertinent information regarding the interview.

I would also include adding suggested questions or talking points. Many reporters pride themselves on not using canned questions, but some of them are stretched thin, and do  not have the time to do their homework, so whatever you can do to help  will go a long way to building and solidifying those relationships. They may or may not use all the suggested questions but it will make their life a lot easier!