Becoming A Go-To Source For the Press

Whether you are just starting to build your practice or are a seasoned attorney, how do you become a valuable source for the press?

Here's some suggestions to get lawyers started: 

1. By taking an active role in one of the committees at your bar, you will be listed in a directory.  Reporters use such directories as important tools to reach out to potential sources.  You can also get listed as an expert on our SCG Legal PR Network legal expert directory for member journalists, which features experts based on practice areas.  These are virtually effortless ways to become a source.

2. When you are giving seminars or educational speeches, invite a reporter who covers that area.  Follow up by sending him or her a copy of your speech with a note inviting them to call you with additional questions. 

3. Make sure your firm has an online press room.  I cannot emphasize how vital this is.  You’d be surprised at just how many firms and non-legal companies don’t have press rooms.  Having a press room will increase your chances of becoming a resource because reporters will have constant access to all of your firm’s news releases, reports, photos, videos and/or other resources.  These resources will help reporters flesh out information you give them in interviews.

 4. This may take more time, but you can start becoming a resource by writing letters directly to editors.  Just make sure that you have followed reporters’ bylines and know their areas of interest well.  You want to demonstrate that you have done your homework, so you don’t waste their time.  Don't forget the old axiom first impressions count.

 5. Scan editorial calendars often for stories that are relevant to your practice-area expertise, and contact the writer for stories that pertain to your knowledge and experience. 

Undoubtedly, there will always be other competing interests for your time, but understand that, when done well, articles can be leveraged into other marketing activities, such as incorporating them into blog postings and white papers, republishing them in your firm's newsletter, and utilizing pieces of them in speeches or presentations.

Rather than just receiving a check from the trade-publication editor, consider your "payment" an extended byline or resource box.  That little blurb about you at the end of an article provides more information about you, the author, and that will be priceless.

For more information on us visit SCG Legal PR Network

Comments

[Julie A. Fleming]

Great advice. In addition, it's important to be prepared for when reporters contact you. If you contact reporters and one of them bites, you need to have sources, other people they can talk to, high-resolution pictures, and any information they may request available immediately. Otherwise, they'll move on to the next story.