There is a perception out in the legal word that press releases and lawyer's becoming partners in law firms is somehow newsworthy. Both of these are necessary in a law firm's overall communications program but don't necessarily require contacting the press. It is Important to remember that journalists are inundated with emails and story ideas every day. Many of these story suggestions are not are not relevant to what the reporter covers. In such circumstances not only do you risk alienating the reporter but they will not be responsive to your pitch next time.
Last week I asked Cynthia Cotts from Bloomberg News best way for firms (lawyers doing their own pr, office management staff wearing several hats) to approach Bloomberg Media. Here's a part of the q/a. The rest is available only to SCG Legal PR Network Diamond members.
1. Top 3 faux pas legal media folks commit when approaching legal/general reporters at Bloomberg news?
CC: DON'T:
- Pitch a story exclusively focused on one firm or lawyer without connecting it to a general industry trend and/or an upcoming news hook.
- Call reporters on the phone -- we definitely prefer email.
- Send long e-mails when first trying to gauge interest. Better to start with a quick e-mail pitch identifying names, facts and the trend or news hook, and then, if the reporter is interested, send the back-up info.
2. Do you only work/quote big law? Do you talk to lawyers from small to medium sized law firms. Or is this just a case of which firm/lawyer is best prepared and responsive in a very timely manner.
CC: Bloomberg has traditionally focused on big law. However, because of the ongoing economic changes in the industry, I'm interested in lawyers from small and medium sized firms who can tell me a story, with concrete details, about how they got work that previously would have gone to a big law firm. Sample subjects: billing models, strategic focus on a single practice, ability to recruit talent that would otherwise have gone to big firms, better culture, etc. Any lawyer that can put me in touch with a satisfied client is someone I
want to talk to.
The rest of this q/a will be available to SCG Legal PR Network Diamond Members only.
A very heartfelt thanks to Cynthia Cotts for taking the time to answer my questions.
It's good to be prepared for anything reporters may request, and as you mentioned, you certainly can't expect the reporter to focus only on you or your firm. When I recently approached a local reporter with a potential story, he immediately asked if I had the names of three other lawyers he could talk to about the topic.
Posted by: Julie A. Fleming | Monday, October 05, 2009 at 11:15 PM