Lawyers pay attention, news is perishable. There are many definitions of news, one of the popular ones is 'timliness'. For wire services, live television and daily publications this is a critical element. Lawyers need to know that news doesn't wait for the billable hour to be completed.
News does not wait for anything or anyone. In fact nowadays, where social media platforms such as Twitter are becoming increasingly popular. Many people obtain news from Twitter instead of traditional media outlets. Think back to the death of entertainer Michael Jackson. Twitter became part of the story.
My point being, that if a reporter does call attorney x, if the firm does not respond in a timely manner an opportunity to garner media will have been lost. You can also bet your bottom dollar that particular reporter will not call back.
When done well, a good media relations plan achieves several objectives:
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including being an effective tool to support sales and marketing objectives of the firm
- positioning the practice groups as thought leaders and experts in their field.
Going through the motions isn’t enough; it is like having a PR hologram—the firm is committed but not really committed. Strategies, implementation must be aligned.
If you want to test the waters try SCG Legal PR Network's free Amethyst membership.
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