Do Something! Develop Relationships with the Media

As my friend and colleague, Paramjit Mahli of SCG Legal PR Network says, "When done well, a solid media relations program enhances the reputation of the quoted individual by connecting the person to the credibility of the publication." Many lawyers overlook media relations as a part of their marketing and business development efforts. Hiring a public relations professional, particularly for solos and small firms, can often be cost prohibitive. But if you are looking for new ways to market your practice and get known as an expert, media relations may be worth a look - and it doesn't have to be expensive.

Your media relations program revolves around the same thing that your other marketing and business efforts do - relationships. Only this time, the relationships you'll be establishing are relationships with reporters (and sometimes editors or producers). Apply the same rules you use to develop relationships with potential clients and strategic alliances:

• Begin by determining which publications, radio stations or networks and which reporters you want to target and do your homework to determine the appropriate reporter covering your community or the issues that relate to your practice area. Learn about the publication or media outlet you are targeting
• Offer something of value - provide information or contribute ideas that will help the reporter do their job. Focus your communication on ideas and information that will be of benefit to the publication's audience. Make it more about them than about you
• Be respectful of their time. Reporters work on deadlines, so you'll have to act fast and be responsive in order to develop good relationships and get quoted
• Follow up
• Remember to say thank you

If you're serious about adding media relations to your marketing and business development toolbox and you've got some money to invest, consider joining SCG Legal PR Network. For roughly the same (or less) than you would spend for a month's worth of consulitng from a PR professional you'll get a full year's worth of services. Among other goodies, you'll be notified directly of the legal stories reporters need sources for without having to do the legwork of finding the stories and reporters yourself. Then all you'll need to do is be responsive, be a good source and build your relationships from there.

Comments

[Sherman Texas Attorney]

Excellent post. I have recently been contacted by members of the media to comment on various legal topics. Often the notice is very short and reporters appreciate if you can promptly respond.

[Paramjit L. Mahli]

Allison, You hit the hammer on the nail. Media relations, like everything else, is about cultivating relationships with the press. Here's a quick tip I'd like to add to this blog post. Lawyers should find out if there is a Media Bistro in their locale, if so, they are golden and should look at their event calendar. As your post says "Do Something!" Start showing up at the events.