Given todays belt tightening climate, its no surprise many lawyers are doing or making an effort to do their own public relations. What they fail to understand is like every other discipline, public relations has its own set of rules. Its important to understand the rules, otherwise you are shut out.
Key to public relations success is understanding a journalists needs and schedule. When this is done correctly, lawyers and law firm marketing professionals have a much better chance of getting their firm's news some ink.
All journalists have varying needs, concerns, objectives and personal style. In this day and age of social networking, most of them are likely to follow others on Twitter, read a dozen or so bloggers as well as going through the wires and dailies. Knowing these things requires some effort, but will be worth it,because it gives you a sense of what they are thinking and what is on their mind, otherwise your media relations efforts will be inconsistent.
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