Profiting With Public Relations

Faux Pas Committed by Law Firms When Approaching Reporters

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.

Here's What SCG Legal PR Network Members Are Saying....

Feedback from clients is always is good thing. Its a good way of measuring the good, bad and ugly of a product or service. Here's what a couple of SCG Legal PR Network members are saying...

1. Results are what clients demand of us and what we as professionals strive for. It's elating to be a client and have immediate results which exceed expectations. That's what SCG Legal PR Network provided. Within my first month as a client, I was interviewed by an Associated Press reporter concerning my practice area. To my delight, a week later, I found my name in newspapers nationally. I have no doubt that Paramjit and her team at SCG Legal PR Network are striving to create similar opportunities for all of their clients. I’m sold.

Wayne Greenwald, New York, NY

2. "As the legal marketing and business development community strives to tighten budgets, there is greater scrutiny on line items and vendors who do not deliver added value. For any law firm looking for focus and personal communications support, I highly recommend SCG Legal PR Network. While there are other PR tools that sound similar, SCG Legal PR Network is the only national firm specifically dedicated to upping the media profiles of lawyers and their firms. The team has deep media resources globally largely untapped by competitors, which provide a terrific add-on component for any current public relations or business development program."

Cindy Morgan Olsen Digital Immersion PR

3. “As a relatively new ‘Discovery Counsel’ law fir, we have a very unique message to communicate to our prospective clients. Paramjit Mahli and her team at The Sun Communication Group took the time to truly understand the special services and competitive advantages we offer, as well as learning about the textured nuances of the niche market we serve. Drawing on decades of experience in assisting law firms enhance their public profile, The Sun Communication Group team helped us devise an efficient, intelligent, and targeted plan to help us promote our particular brand of legal expertise and leadership credentials in the field of discovery law. The results were immediate and impressive—within a week of hiring The Sun Communication Group, our firm was mentioned prominently in a national legal publication. Similar successes followed immediately. We strongly recommend The Sun Communication Group to any law firm seeking to improve its public profile.”

David Tanenholz
Hardinger & Tanenholz LLP, Washington, D.C

4. Because of the class on media relations, (How To Grow Your Law Practice on a Shoestring Budget)I feel I have the foundation  to grow in the area of public relations, and I even got some one-on -one help outside of the class with a TV interview. I learned how to prepare and to leverage the engagement by following up with the reporter and keeping in contact.
I would definitely recommend this class. The class lived up to its description of marketing on a shoestring budget and more. A great way to get started or restart a marketing plan.”

Laurie Kadair Redman
Louisiana Estate Planning and Elder Law
Editorial Board of ABA GP Solo

For a limited time we are offering a free month of Amethyst Level membership.

Action item: Get out of the analysis paralysis way of being and do something!

How Getting Published Helps Lawyers Get More Clients

This week, a legal prospect called and saw a competitor's article in a trade publication. This certainly motivated this prospect into action. His question was simple: How does getting published help grow my practice?

Here's a written version of that conversation:

Establish your expertise and credibility. Writing  articles for trade publications, or your own newsletter draws upon your expertise in your legal practice area  by providing good relevant information that web site visitors/potential prospects  are looking for. These articles position you as an expert in your practice area  and demonstrates a level of authority which in turn, establishes trust.

Trust increases when your articles appear on web sites and newsletters with a loyal readership. When high-traffic, high-credibility web sites and newsletters publish your articles, you ride on the coattails of their existing relationships with visitors and readers.  Simply, your published work is  seen as referrals from trusted friends. We have had many lawyers forward SCG Newsletter FocusPointe! as a resource.

Articles provide the valuable “word of mouth” that gets people in your target market talking about your business. If your articles deliver solid, useful content, readers will recommend you and your web site to their friends and associates. In fact you can leverage a good article by converting it to a speech.

Finally since lawyers seem to be more familiar with advertising rather than public relations. Its important to clarify some differences. On a purely practical level consider if a law firm buys an ad, it will last a day, a week, or a month. If the firm wants to keep it longer, more dollars will come out of the marketing budget. On the other hand articles published in reputable publications  never seems to go away. Written articles can stay up indefinitely, sometimes working for years as effective client-attracting tools. Increase search engine rankings. 

If you're looking to transform your legal practice, get known, liked and trusted  in your target market,  get more clients, move them along the sales pipeline and become the go to firm try out  SCG Legal PR Network free for a month. Note the free month is  available ONLY for a limited time.

Five Rules Of Working With Print Media

This is a series of four blog posts focusing on working with different media. Here  five rules to follow when working with print media:

1. Find out reporter deadlines. Magazine, dailies, weeklies,  tv and radio reporters are slaves to different deadlines.

2. Reporter's are at the mercy of breaking news. Be aware that another news event may take priority. If your story is put on the back burner, don't get discouraged. In many cases interviews are re-scheduled for a later time.

3. Many reporters like to tape the interview, especially if its an area they are not familiar with. This just helps the reporter be completely present rather than multi-tasking.

4. Many newspaper's have community calendars don't forget to list the CLE or seminar you are giving. As a rule of thumb it should be listed at least two weeks in advance of the day. Reporters look at the event calendars when they are looking for story ideas.

5. When sending your bio/fact sheets to reporters. Email them altogether NOT in dribs and drabs.  You want to put your best foot forward.

If you're looking to transform your legal practice, get known, liked and trusted  in your target market,  get more clients, move them along the sales pipeline and become the go to firm try out  SCG Legal PR Network free for a month.