Profiting With Public Relations

Why Law Firm Public Relations Fails?

For any law firm public relations initiatives, to be successfully implemented requires first and foremost buy-in from the decision makers of law firms.

When that doesn’t happen relationships are bound to go  south, and that frequently is chalked up to the following: 

•    The lack of serious commitment on the part of the firm, has led to missed  opportunities.
•    Unrealistic expectations of the law firm.
•    Attorneys taking the back seat. The assumption being:  we  have the ‘PR Firm’ to do the work.
•    Disrespect, not valuing the work of the public relations professionals.
•    Lack of understanding on the part of the attorneys on the basics of media.

To read more on this upcoming article please sign up for our newsletter.

How To Stand Out In An Over Crowded Marketplace?

Former presidential candidate Al Gore announced plans to launch a three-year, multi-million dollar advocacy campaign calling for the U.S. to reduce its greenhouse gas emissions and educating the public about global warming. Its key objectives  educate Americans, so that they will mobilize their leaders into taking proactive measures and slow down global warming.

The organization Alliance for Climate Protection's "We" campaign, plans to  combine advertising and online organizing with grassroots groups, to ensure that all key groups are reached.

As part of the media blitz Mr. Gore appeared on 60 Minutes, it was inevitable that Leslie Stahl would ask questions relating to the current democratic primaries.  However Mr. Gore stayed on message, he steered the interview back to  global warming and its implications for us.

Becoming an expert or a thought leader in your area of expertise is something that I  am continually speaking to attorneys about, particularly when they want to add public relations to their overall business development strategy. Currently I'm working on a white paper on this very  topic. To receive a copy of the white papers  email me.

Rather than abandoning marketing to a marketing department, experts become actively involved in the process. They write books, articles, speeches, and become media sources, by working with public relations professionals to keep their visibility machines rolling. By becoming experts  your law firm  stands out from an over-crowded marketplace and is heard. Lets face it far too  many law firms  look alike and sound alike. There's nothing that separate them.

So what lessons can your legal practice group/law firm learn from Mr. Gore:

1. He has become a handful of recognized global experts in this area. To date, he has a film, book  An Inconvenient Truth: The Planetary Emergency of Global Warming and What We can do about it, and film/presentation An Inconvenient Truth.

3. Mr. Gore is  constantly sought after to speak at various industry organizations and non-governmental organizations such as United Nations.

4. He has received many awards for his work. (Oscars and Nobel Peace Prize)

5. He is using both traditional forms of media and new forms to reach targeted groups with his message.

6. The press is continually seeking him out as source.

Finally, Mr. Gore  is committed and passionate about global warming and is  spending a lot of his  own money. Being an expert requires both generosity of time and the willingness to share resources and knowledge.

Action Items:

What action steps are you or practice group leaders taking to become known as experts? To find out more how we can help you, please contact me.

Tidbit: Does Your Press Release Contain All The Basics

If you are sending out a press release, make sure it contains the  following:

• A big, bold headline that summarizes the content of the release. Remember your headline's job is to entice the reporter to continue reading.
• A two or three sentence summary of the issue and facts.
• A short, concise quote from the attorney designated to speak to the press.
• A condensed  bio of attorneys hilighting media experience, speaking experience any books and white papers they have co-authored.
• Media Relations representative contact information at the the top and bottom of press release.
• Keep the release to one page or 400 words maximum. The shorter the better. Most reporters read the headline and the first paragraph. For more on press releases see earlier blog post.
• Make sure all links, emails and telephone numbers are accurate.

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.

Public Relations V Advertising

A common question I am frequently asked while talking to law firms, particularly those who are considering public relations initiatives is the difference between advertising and public relations.  Typical questions range from: which is more effective?  Which tactic should we start with? What can we implement in-house? And of course the cost?

For firms considering advertising experts such as Al Reis, author of marketing classic "Positioning: The Battle For Your Mind" advises that its best to start with public relations initiatives and then build upon awareness and visibility with advertising.   

Both of these methods are effective and do create positive awareness for law firms, there is however a clear difference between the two.

Advertising:

Advertising allows the law firm to tailor its message to a specific audience at a hefty price.  In another words, the firm buys space or broadcast time to get only ONE message across. Most of the ads are limited to 30 seconds slots. In turn,the firm, knows precisely when and where the ad will be out. Depending on the market and circulation of publication costs of ads can be prohibitive particularly in large urban metropolitan areas.

Public Relations:

Broadly speaking public relations is unpaid publicity, consisting of news stories, articles, selected and evaluated by news editors, generated through press releases, interviews and positioning attorneys as experts in their area of expertise.

Being positioned as experts and working with seasoned public relations professionals law firms have the opportunity to showcase not only their expertise but have the opportunity to communicate how they can solve client problems. In essence they answer the infamous what is in it for me question without getting into the firm's growth and history.

It is important to note that for successful media relations campaign,it is essential to have good public relations professionals, those who have a nose for news and have a track record of working with mainstream media.

Action Item:

What does your firm value Most?

Do you pay attention to an ad worth several thousand dollars OR an interesting news story?

Please email your observations to me.

Pet Peeves of Journalists

With more and more law firms understanding public relations and incorporating it to their business development arsenal, it is essential that paralegals, officer managers and attorneys  doing their own media relations and wearing multiple hats DON'T commit the following peeves of journalists!

1. When calling reporters ALWAYS ask them whether they have the time to talk. Don't just dive into your pitch. The reporter  may be in the middle of a deadline and will not be open to any suggestions of story ideas. Take your cue from them and respond accordingly.

2. My favourite - sending press releases to the wrong reporter and then following up. This is a big NO NO. This will show the reporter that somebody hasn't done their homework. Not a good way to start a relationship!

3. Not having all of the attorney's  data on hand when a reporter calls. Be organized, have all the information together in a file. Don't fumble.

4. Don't use legal jargon; simplify your language, make sure the reporter understands it. Simplifying the terminology and taking the time to explain it to them will  go a long way in establishing a strong foundation.

5. Not explaining what is important about the story idea up front. This should be done right at the beginning of your conversation.  Make certain you answer the 5 W's: the Who? What? Where? When? Why? and How? This is the perfect opportunity to put your cynical hat and  ask yourself, "So What?"

To get a basic primer on media relations or to find out how media relations can specifically help your law firm call me directly at (212) 661-9137 or email me at pmahli@suncommunicationsgroup.com.

Power of Online Pressrooms.

A good online media room/press kit allows law firms to put their best foot forward, and best of all they work 24/7.

One of the  main uses of an online press room is to be of value to reporters, this is true particularly if the law firm has a public relations campaign as part of its business development arsenal. When done correctly, online newsroom trigger story ideas for reporters, lead to calls from reporters on stories that they are currently working on and help build and solidify current relationships with reporters.

Simply put, online press kits are a compilation of important information such as, fact sheets, frequently asked questions, press releases, story ideas and press clippings. 

While the primary aim of the online newsroom is for the media. Typically, reporters will visit the firm's website for background information and use the online newsroom to check facts, spellings and other important details of the law firm.

Equally important, to bear in mind is that online newsrooms provide  prospective clients and potential strategic alliances organized, accurate information.

Next week,  a look at what to include in an online newsroom.

How to Get Speaking Engagements

Like it or not, speaking engagements are a very important component of a public relations plan of any law firm intent on growth. Whether you fear public speaking, or your workload leaves little free time, it is important to find a way to make room for speaking.

Well-known marketeers such as Dan Kennedy and countless others agree that speaking engagements are one of the fastest ways to get new clients. Firms need to expose their areas of expertise to prospective clients.

By speaking at conferences and forums put together by professional and industry trade groups, attorneys can increase their firm’s visibility and consequently its prospects for attracting new business. What speaking does is give the speaker special status, thus making it easier for speakers to meet prospects. Attendees expect speakers to reach out to the audience, in turn they give speakers respect and credibility. According to the American Society of Association of Executives, the conferences and meeting industry is a $56 billion dollar market.

However, a word of caution. If you are expecting overnight success, think twice: public relations, like gardening, requires nurturing, pruning and weeding out. So how and where do you begin?

Tidbit: Tips for Writing Effective Press Releases.

Press releases serve several functions, including but not limited to
helping with search engine optimization, provide newsworthy information to reporters, keeping prospects updated.

When you are writing a press release the consider the following:

Be clear on who you are writing the release and why?

Make sure the information is newsworthy ESPECIALLY if the release is part of your media relations campaign. If you're uncertain whether you're actually have news, read through my earlier post on "What Constitutes News?"

If it is, make sure you answer the 5 W questions:  the who, what, where, when and how.

Start with a brief description of the news. Most reporters/editors will only read the first paragraph.

Make sure the first 10 words of your release are effective, they should not only grab the attention of the reader but inform them of something new.

Deal with only the facts. Press releases need not be long, it is more a case of quality over  quantity. Good releases may be as short as 300-450 words.

Finally, provide as much contact information as possible: contact person, telephone + mobile numbers, email and web site address. Have this information on the top and bottom of the release.

Your job is to make the life of the reporter easier.

To find out more about media relations. Sign up for our 8 week long teleseminar: "How to Grow Your Law Practice on a Shoestring Budget".

8 Ways to Improve your Legal Practice in an Economic Downturn.

    The last couple of months has seen increasing focus and coverage on the state of the American economy. According to economists, the economy is in a far worse state than originally anticipated; which in turn has led to the current administration working fast and furiously, putting together an economic stimulus package.

    Understandably, there is a lot of talk about doom and gloom. A popular topic of discussion in business circles is  how to keep your businesses growing in slow times.  For example, should business owners, spend more on advertising, blogging, attending trade shows etc. Or should they review current marketing plans.

    To be candid, all of these lead generation methods have their advantages, but, there are other actions attorneys can take, in their  legal practice, that are more likely to produce more bang for your buck when things are slow.

Here are some areas to review in your legal practice:

1. How frequently do you reach out to your professional networks? How well do you maintain your extended networks?

2. Harvard Business School research found that a 5% increase in customer loyalty can lead to 40% to 90% increases in the lifetime value of that customer relationship. You need to earn your customer's loyalty. What are you doing to improve your client systems?

3. Are you perceived as the expert in your niche? If not, what concrete actions steps are you taking? Do you know where to begin to start building your expert status?

4. Review your strategic plans. Slow times are a great time to review your plans and see if you are still on track.

5. Are you taking opportunities of collaborating with strategic partners and authoring articles for local papers and trade journals. If so, how  are you leveraging them?

6. Are the systems in your legal practice operating efficiently like a well oiled machinery? If not, what area needs improvement? Your marketing? Public Relations? Managing clients? Are you still searching for a systems that WORKS for you?

7. Is the press calling to quote you?  When was the last time a reporter called you?

8. Do prospects get to see and hear you up close and personal. How often and where are you speaking?

    Reviewing all these different areas of your law practice, and discovering where weaknesses lie are far more  likely to be  productive and dollar cost effective, instead of trying new marketing strategies and hoping they will work.

     Allison C. Shields of Legal Ease Consulting  and I will be giving an 8 part teleseminar  How to Grow Your Law Practice on a Shoe String Budget discussing all these areas in considerable detail. To take advantage of the early bird offer please register at: How to Grow Your Legal Practice on a Shoe String Budget.