Profiting With Public Relations

Stepping into a Reporter's Shoes

Given todays belt tightening climate, its no surprise many lawyers are doing or making an effort to do their own public relations. What they fail to understand is like every other discipline, public relations has its own set of rules. Its important to understand the rules, otherwise you are shut out.

Key to  public relations success is understanding a journalists needs and schedule. When this is done correctly, lawyers and  law firm marketing professionals have a much better chance of getting their firm's news some ink.

All journalists have varying needs, concerns, objectives and personal style. In this day and age of social networking, most of them are likely to follow others on Twitter,  read a dozen or so bloggers as well as going through the wires and dailies.  Knowing these things requires  some effort, but will be worth it,because it gives you a sense of what they are thinking and what is on their mind,  otherwise your media relations efforts will be inconsistent.

Are Lawyers Putting 'Relation' Back Into Their Business Plans?

Too many attorneys fail to understand how public relations work. They think an advertisement promoting their firm counts or that ONLY high-profilelitigation cases receive media attention. Nothing could be further from thetruth. Every day hundreds of small and medium-sized law firms are quoted inwidely-read publications, ranging from top tier press to local community press, raising awareness of their firm and gaining credibility as experts in the marketplace. Firms that don’t realize this and don't incorporate it as part of their business development plans  suffer from missed clients.

The truth of the matter is that a solid public relations  plan MUST be is at the heart of every good marketing plan for ALL law firms. After all, public relations is all about building 'relations' with the right groups.

Common reasons cited by lawyers for not incorporating public relations are: not having enough time, a lack of understanding of its role, or the dearth of resources to make public relations part of their business development plans.

Couple  with long held stereotypes of the press, such as reporters’ interest lying with big law firm news or reporter's only wanting the drama and not the facts, and the cynicism reporters have towards attorneys, it’s no surprise that media relations is frequently relegated to the bottom of business development activities,  particularly if the firm has already achieved some “visibility” that did not result in new clients.

The irony of course, is that both groups need each other for their work. Reporters are continually seeking sources for their stories, and attorneys need to get more than their qualifications, out in the market place in other words, they need to get known, liked and trusted in their target market.

How To Take Advantage of Editorial Calendars.

What Is An Editorial Calendar?

Often referred to as "ed cal" for short, shows the major  editorial features that are planned for upcoming magazine issues and newspaper issues.

These calendars are an indispensable part of all public relations strategy. They are used by marketing professionals to decide strategically which issues to place their advertisements in, and pr professionals to increase their chances of coverage by positioning stories and tips.

It is a wise policy to review editorial opportunities at the beginning of the year and write these opportunities in your calendar.

What next?

Review calendars frequently. Contact your target editor or editorial assistant a few months in advance of publication of an issue. First, find out if its an appropriate time to talk. The editor may be on deadline, ask when it would be suitable to call them, after all, you want the editor to be receptive to your ideas.

Once you have established he/she has a few minutes, share your pitch (story idea) being sure to mention that you would love to have them review it for the specific editorial opportunity you are focusing on.  Be sure to ask editor for more information about this opportunity if you don't have the specifics, and also get their email address so you can send them all the information they need instead of tying up their time on the phone.

To find out how The Sun Communication Group can help with public relations plans for your firm contact me directly at (212) 661-9137.

Community PR For Lawyers

A common question asked by attorneys located outside the big urban centers is: will   getting press in local community papers build my credibility  Here me loud and clear the answer is YES, especially if that community is your target market.  Reporters with communities papers are sources to build relationships and get known in that area. Don't forget these reporters are plugged into those communities and are very well-connected.

So what if you don't have big city  marketing/public relations budget where do you start?

Here's a couple of pointers:

 Community news outlets (radio, community tv and print)  primary focus is  local concerns. That means localizing your message. Without that local  perspective, I can guarantee no-one will return your telephone call.

Create content with a shelf life, consider the hot topics of today. Its pretty certain that after the US Presidential Election the focus of the press is going to be the economy.

Weekly papers, in particular, are interested in well written, common-sense lifestyle, financial, real estate,  how-to and other service features, which aren't as time-sensitive as straight news announcements.

Remember many of these small papers are part of weeklies with circulation of 100,000+. If your news is of wide enough interest, it has a better chance of making it into the common pages that go into all of the chain's outlets, thereby maximizing exposure in that geographic market.

So its worthwhile spending some time researching what issues the papers are covering and developing story ideas with shelf life. For a consultation please contact me directly at pmahli@suncommunicationsgroup.com and for other articles on media visit our website.

Preparing Attorneys For Interview With the Press

The bad news is that attorneys whom by nature of their work have a  controlling disposition MUST accept that they cannot control interviews with the media.

However, attorneys can control their message, simply put that means that you have  100% control over what comes out of your mouth, and that has an enormous impact on the content of the story.

So, when a reporter contacts you directly, you should ask for reporter's deadline, what the story is about? and schedule a time with a reporter so that you have had time to gather your thoughts and material together.

Should the reporter be on deadline buy yourself at least 30 minutes to gather your thoughts together. This makes a huge difference.

Tidbit: Broadcast Interviews

When producers/guest bookers/ hosts have agreed to interview you. Make sure you send all your information together in one email, your bio,  and any pertinent information regarding the interview.

I would also include adding suggested questions or talking points. Many reporters pride themselves on not using canned questions, but some of them are stretched thin, and do  not have the time to do their homework, so whatever you can do to help  will go a long way to building and solidifying those relationships. They may or may not use all the suggested questions but it will make their life a lot easier!

Tidbit: Reporter Deadlines

 

When calling a reporter/producer ALWAYS ask if they are on deadline. Why? This will:

1)Drop their guard
2) Let them know that you are interested in their deadlines. They will tell you when it’s appropriate for you to call back. It’s a good way to lay the foundation to build a solid relationship with them.

However, if the reporter is calling you, well, that is an entirely different matter.

How To Get A Reporter's Attention Without Losing Your Shirt!

Too many attorneys fail to understand how public relations work. They think
an advertisement promoting their firm counts or that ONLY high-profile
litigation cases receive media attention. Nothing could be further from the
truth. Every day hundreds of small and medium-sized law firm are quoted in
widely-read publications, raising awareness of their firm and gaining
credibility as experts in the marketplace. Firms that don’t realize this
suffer from missed clients.

The truth of the matter is that public relations is at the heart of every
good marketing plan.

Common reasons cited by attorneys for not incorporating public relations
are: not having enough time, a lack of understanding of its role, or the
dearth of resources to make public relations part of their business
development plans.

Couple  with long held stereotypes of the press, such as reporters’ interest
lying with big law firm news or reporter's only wanting the drama and not
the facts, and the cynicism reporters have towards attorneys, it’s no
surprise that media relations is frequently relegated to the bottom of
business development activities,  particularly if the firm has already
achieved some “visibility” that did not result in new clients.

The irony of course, is that both groups need each other for their work.
Reporters are continually seeking sources for their stories, and
attorneys need to get more than their qualifications, out in the market place
in other words, they need to get known in their target market. 

Recently I was quoted in an article titled "Blow That Curve"
which had a nice shelf life, as it was reprinted in several ALM publications
including a Texas publication. This led to a call from a financial planner
with Merrill Lynch, in Texas who is interested in having me speak to his clients,
mainly associates. Now, this doesn't happen all the time, but getting the word out
in a consistent manner increases your odds.
 
So, the question arises how do you build those relationships with the fickle press?
To learn more about how to build these relationships sign up for white paper:
"How To Get A Reporter's Attention Without Losing Your Shirt!'

Are You The "Go To" Attorney For The Media?

Last year a very bright young attorney in the New York area participated in our 8 week teleseminar, "How To Grow Your Law Practice on A Shoe String Budget", given by yours truly and my partner in crime Allison C. Shields of Lawyer Meltdown.  One of the sections of the teleseminar focuses on media relations as an important component of business development strategy for law firms.

Our bright young attorney confessed, that at this point in his firm's growth he did not feel comfortable working with the media. Well, fast forward a few weeks after the seminar....

I received a call from the same  attorney, informing me that he had spent the better part of an hour working with a reporter from The New York Times, helping them understand complexities of a case. While excited, I could sense a bit of disappointment in his voice. And then he dropped the news, he wasn't referenced in the article. I understood his dismay, he had after all, spent an hour of billable time with the reporter.

Although the attorney didn't get quoted, the good news is that he took some giant leaps in forming a relationship with a reporter, from one of the countries most influential newspapers.

The attorney:

• had answers to the reporters questions.
• took his time and made sure the reporter understood all the legal jargon.
• had the opportunity to showcase his expertise and knowledge.

From the reporter's perspective: they now have another credible source to add to their database, someone who knows what they are talking about and RESPONDS in a timely manner.

You can bet your bottom dollar that this reporter is going to call on this attorney for help in any similar stories.

What is a source?

1. Someone who gives short, concise quotes and responds quickly to ALL media requests.
2. Although they may not have the answers but will take the initiative and time and look into their network to help the reporter out.
3. Someone who is very familiar with the reporter's beat and regularly sends story ideas and developments in that area.

It is important to remember, that most reporters cover several different areas, and  constantly require help in understanding the intricacies and complexities of different stories. Sources are their bloodline.

So, whether you are just starting to build your practice or are a seasoned attorney how do you become the 'go to' source for the press?

Start with th following:

1. Be 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.

2. When you are giving seminars or giving educational speeches, invite a reporter who covers that area. Send them a copy of your speech with a note inviting them to call you with questions.

3. Make sure the firm has online press room. (See earlier posts on online media rooms)

4. If you really want to start slow. Start with writing Letters to Editors.

Just make sure that you have followed the reporters bylines and have read them. You want to demonstrate that you have done your homework! Don't forget the old axiom first impressions count.

In The Ring: The Trials of a Washington Lawyer

Robert S. Bennett has represented cabinet secretaries, numerous Washington power brokers, heads of state such as President Bill Clinton, other high profile public figures such as  Judith Miller, Paul Wolfowitz, former president of the World Bank and recently Republican John McCain.

In his new book, "In The Ring: The Trials of a Washington Lawyer" he talks candidly about life, law and how he toiled to defend his clients and how the scandal machine in Washington D.C., magnified the intensity of some of this most famous litigations. The book is a fascinating and compelling read for anyone who is interested in the media, law and power players in Washington.

Recently, I had the opportunity to interview Mr. Bennett.

Q    What are some of the "mistakes" you've made and what were the lessons learnt from them?

A    The only mistakes I have ever made are when I don't follow my instincts, and so, I always follow my instincts.

Q    What advice do you give young attorneys starting out?

A    Try to get experience in a prosecutor's office or a public defender's office. 

Q    You talk considerably in your book about the importance of having a balanced life, when did you realize the importance of it and how do you achieve it?

A    I always had this view.  The only way to achieve it is to set your priorities and follow them. 

Q    Law is a very academic profession, you seem to be in tune with human drama.  Who are your favourite authors?

A    For leisure reading, I like Daniel Silva and Michael Connolly.  I do not view the law as a particularly academic profession.

Q    Who were your role models when you were growing up?

A    Duke Snider and Gil Hodges of the Brooklyn Dodgers.

Q    You have represented very well know politicians, those that garner considerable attention from the press, what is your general approach to dealing with the press?

A    Know who in the press you are dealing with and whether or not they are trustworthy.  It is always best when your client's case is not in the newspaper, but when it is, the issue is not whether you deal with the press, but how you deal with the press.

Q    How would you advise lawyers when dealing with press in high profile cases?

A    Never make any statement unless you are sure of its accuracy.  The worst thing you can do from a media perspective is to start retracting an earlier statement.

Q    Is it fair to say that particularly in high profile cases that the press is PART of the legal process?

A    The press is not a part of the legal process, but it can have an impact both good and bad for your client who is caught up in the legal process.

Q    Do you think attorneys should get a 101 basic media relations at law school?

A    I think it would be a good idea to have such a course as an elective, but I do not think it should replace the more fundamental and basic law courses.

A very big THANK YOU to Robert S. Bennett, for taking the time to answer my questions.