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Media Relations

Media Relations, Public Relations

Why the Turtle Never Wins the Race

There are many times when your law firm is competing to tell the same big story for a shared client. And when that happens, being first to execute on a smart publicity campaignwill get you the desired outcome with the media. It is a simple fact: Journalists to turn to the first law firm that contacts them, and makes their attorneys available, when they need a comment for their story. This just occurred connection in major appellate case. Four major law firms, and two smaller ones, all participated in defeating a billion-dollar antitrust case on behalf of leading magazine publishers and distributors. A unanimous panel of the U.S. Court of Appeals for the 2ndCircuit upheld summary judgment for all the defendants. As Jenna Greene of ALM just explained in an interesting article,   it was New York’s Cravath, Swaine & Moore, a firm not known for being especially quick to toot…

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Media Relations, Media Strategy

Target media outlets that target your clients

Big does not always mean best in many industries. That includes the media. While not all outlets are equal, don’t ignore ones just because their circulations are small. Public relations professionals often talk about landing that major interview in USA Today or getting a client quoted in the Wall Street Journal. And there’s no question that for some clients, this kind of publicity in a major outlet can be incredibly useful and can raise visibility and potentially lead to new business. It may even be the ideal situation for that client with their media strategy. But PR professionals and the lawyers who hire them must recognize the media sector is broad and diverse. Most lawyers work in a specialty area like insurance, energy or intellectual property. Each of these areas has its own niche specialty publications that are very closely read by industry members who are current and potential clients….

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Related posts
Why the Turtle Never Wins the Race
November 9, 2018
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Media Relations, Media Strategy, Media Training

When to Politely Decline a Media Request

The old cliché about publicity is that any kind, even bad publicity, is a good thing. Like many old clichés, this one deserves to be relegated to that place where old clichés go when they are tired and worn out. Not all publicity is good, especially in the legal industry. But it is often difficult to determine whether an opportunity is good or bad, and that’s when the wisdom of PR professionals can offer tremendous value. This is one of the little-noticed, but most important jobs of a law firm PR person. Just as lawyers are called on by clients to share their perspective, point of view and help weigh relative merits, we help our clients determine which opportunities are worth exploring and which deserve a polite “no thank you.” To illustrate this point, here are some real-world examples of when it is best to pass on an “opportunity”: When…

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Related posts
Why the Turtle Never Wins the Race
November 9, 2018
Target media outlets that target your clients
October 4, 2016
Making the Transition from Media Hack to Law Firm Stooge
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Journalism, Media Relations, Public Relations

Making the Transition from Media Hack to Law Firm Stooge

We see the notices almost daily about a reporter leaving the news business and moving to the (more lucrative) in-house communications positions. Just last week it happened again as a senior legal affairs reporter is leaving the San Jose Mercury News to join leading global law firm Orrick. It’s a good get for the PR team at Orrick, because after all, who would know better how to work with a lawyer and sniff out a story than an experienced journalist. But leaving a career as a journalist to join a firm is much more than just a change in job, it has to include a change in mindset. As the Internet has made reporters’ lives more stressful more and more are choosing what appear to be the greener pastures of PR. It’s a transition I successfully navigated nearly 16 years ago, and requires some thought and reflection. Here are a few…

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Related posts
Why the Turtle Never Wins the Race
November 9, 2018
Target media outlets that target your clients
October 4, 2016
When to Politely Decline a Media Request
August 11, 2016