A couple of reminders of how to leverage firm news:
- Transactions and cases - While it may not hit the New York Times, it is however, news for the client. Create a one paragraph summary of the activity and publish it on the firm's website.
- Firm news, such as new hires, leadership changes both in the firm and in the community, awards, gifts and other hallmark events. In essence this is news that your target community should be aware of. Its also news that demonstrates your commitment as a member of that particular community. This is important information to have on the firms website. Remember Google, journalists are always Googling.
- News that relates to the firm, such as sponsorships, seminars, presentations-they should be on the website under the news and/or events section. When giving presentation pay attention to the questions asked by audience. Those questions may trigger story ideas that the public relations folks can use to pitch to reporters
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