Tag

Media Relations

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….

Read more
Related posts
When to Politely Decline a Media Request
August 11, 2016
Making the Transition from Media Hack to Law Firm Stooge
April 18, 2016
Facts are boring. Stories are Compelling.
February 22, 2016
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…

Read more
Related posts
Target media outlets that target your clients
October 4, 2016
Making the Transition from Media Hack to Law Firm Stooge
April 18, 2016
Facts are boring. Stories are Compelling.
February 22, 2016
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…

Read more
Related posts
Target media outlets that target your clients
October 4, 2016
When to Politely Decline a Media Request
August 11, 2016
Facts are boring. Stories are Compelling.
February 22, 2016
Media Relations

Facts are boring. Stories are Compelling.Featured

The human mind is constructed for telling and listening to stories. It’s just how our brains work. We are hard-wired in that way. Mark McKinnon, a leading political strategist recently told the New York Times you can’t win an election without storytelling. “Good stories win. Campaigns without a story lose.”  Noted trial lawyer Gerry Spence told a group of lawyers they will only capture a jury’s attention if they present their case as a story. “Of course it is all story telling — nothing more. It is the experience of the tribe around the fire, the primordial genes excited, listening — the old warrior, his voice alive, rising with the flames, now whispering away, hinting at the secret …” The same principle is true for public relations professionals. A PR professional succeeds when he or she develops a convincing story, with a clear beginning, middle and end. Yes, reporters like data and survey results, but…

Read more
Related posts
Target media outlets that target your clients
October 4, 2016
When to Politely Decline a Media Request
August 11, 2016
Making the Transition from Media Hack to Law Firm Stooge
April 18, 2016