I have been lucky enough to have begun establishing relationships with the press lately, and it has yielded great results – I’ve been quoted frequently by one reporter who writes for a legal-related publication, and have been used as a source (and quoted) by a popular local business publication on a couple of occasions. I know that these relationships will continue to bear fruit in the future. (Indeed, since I drafted this post, I’ve been contacted again and I’ll be quoted in a local business publication on Friday and the story is to also include a photo).
I think these opportunities not only give me visibility but add to my ‘expert’ status both locally and nationally. Whenever I have a press opportunity, I keep in mind the tips I learned from my friend Paramjit Mahli of SCG Legal PR Network who is my partner on the “How to Grow Your Law Practice on a Shoestring Budget” teleseminar (to be reincarnated in 2011). Her media relations segment was extremely helpful.
As I noted in a recent post, Making the Most of Your Firm Website's "Media" Page, most lawyers are in the dark about how to handle the media or make the most of a media opportunity, so I have asked Paramjit if I could ‘borrow’ some of her tips (with some of my added comments in brackets):
1. It is crucial to keep all of your promises to reporters and editors. They have LONG memories and don’t forget - particularly if you let them down when they are under a deadline.
2. There is also big turnover at media outlets. Reporters take their baggage with them to their new place of employment. [This means their contacts, too. A reporter at a ‘small time’ outlet today may be a bigwig tomorrow. If they liked you as a source or you were good to them then, they’re likely to call on you again.]
3. Don’t ignore a call or e-mail from a reporter. (Be grateful that somehow they have found you). Return phone calls as soon as possible (Paramjit recommends calling within 15 minutes), even if you don’t know why they are calling you. Don’t wait 24 hours, as most press (especially now with online stories and blogs) are up to the minute – you may miss the opportunity. Respond even if it’s just to tell them that you prefer not to be involved or that it isn’t your area of expertise. [Or you can ask a trusted assistant to return the call and schedule a better time to speak with you].
4. Find out the parameters of the story, when the story is due, and what specifically the reporter is seeking. They may be looking for a quote from you or some sources from you. Either way, you want to be remembered as the person who tried to help them.
5. If you are the source and you are not prepared, ask for an hour so that you can collect your thoughts. This is exactly like moot court. To get the most of the interview, know what you want to convey in the story [it’s better than just ‘winging it, since there really is no such thing as an ‘off the record’ conversation with a reporter – see #10].
6. If you really don’t know the answers, don’t leave them hanging. Contact the reporter and let him know so that he can proceed to the next source.
7. Suggest other sources and contacts who are pertinent to the story and who might be worth talking with.
8. Follow through. Do exactly what you promised the reporter.
9. Don’t use legal jargon. Speak in plain English.
10. ALWAYS assume everything is on the record.
11. Know when to say no to the press. On occasion, a reporter may focus on a story that may be detrimental to your target market or to your existing clients. In such circumstances, it is prudent to give the reporter a couple of other sources that they can speak with or simply decline. Irrespective of the fact whether the attorney wants to be quoted in such a story it is still important to return the phone call in a timely manner to maintain the relationship.
I hope these tips will help you improve your relationships with the media - or inspire you to add media relations to your marketing and business development toolbox. One way to do that is to get the 'inside scoop' on which reporters are seeking lawyers as sources for news stories, so be sure to check out SCG Legal PR Network.
This article is super and example is so good that Media Relations Tips for Lawyers.I know that these relationships will continue to bear fruit in the future.
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Jonshan
Solicitor Manchester
Posted by: Solicitor Manchester | October 21, 2010 at 08:53 PM
Recently, I engaged in media relations for a law firm to promote a partner's volunteer work with a regional high school. When I began to get traction and hooked the state lawyer's book/magazine and a few other interview opps. the lawyer got cold feet.
What happened was frustrating in that I had to back peddle after the leads were in the door. Highly uncomfortable after the fact.
The tip here is to ensure follow through before a PR expert engages with media. Sometimes it takes media awhile to respond to story pitches, and lawyers need to be on board for the long term.
Posted by: Jayme Soulati | September 23, 2010 at 12:00 PM