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.
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
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