Media coverage can be a powerful tool for generating publicity for a law firm and its attorneys. Unlike other strategies that legal marketing professionals can use to build their firms’ brands, however, positive media coverage is not the byproduct of a one-way, outbound campaign. Rather, positive media coverage is usually the result of strong relationships with reporters.
So how does one go about building a productive, professional relationship with a reporter? “It’s a lot like dating,” said Pat Milhizer, editor of the Chicago Daily Law Bulletin and Chicago Lawyer magazine and a panelist at the LMA – Midwest’s latest Chicago Program Series, “The Art of Getting Noticed.”
Milhizer, along with John Tuerck, director of public relations at Mayer Brown; Debra Pickett, founder of Page 2 Communications; and moderator Jill Delaney Shea of Winston & Strawn, covered a variety of tips that legal marketers can use to increase their firms’ visibility through media coverage. The August 20 luncheon was held at the Union League Club of Chicago and sponsored by Givenly, a company that manages law firms’ and other businesses’ customer loyalty programs.
Finding Great Story Ideas
In discussing how to find good ideas for pitching stories to the media, Pickett noted the importance of constant communication with the firm’s attorneys – not only to find out what cases they are working on that might be newsworthy, but also to learn what activities and organizations they are involved in outside of work. According to Milhizer, publications typically gravitate to stories with a clear human interest, so including an angle about the interests and backgrounds of the attorneys in a firm is a great way to distinguish a pitch.
The panelists also agreed that talking with attorneys is a great way to find out which publications are the best outlets for placing stories, which articles have captured the attorneys’ attention recently, and which reporters wrote those articles. This can help tailor a pitch to the right audience and increase the chances of getting a story published. According to Pickett, while every attorney might want their article in The Wall Street Journal, placing a story in a smaller niche publication that is read by prospective clients can often have a much larger impact on business development.
Many law firms operate under what Tuerck termed “a culture of caution.” Attorneys are typically risk-averse individuals, so it can be difficult to get them comfortable with the idea of talking to a reporter. In order to ease that apprehension, Pickett recommended arranging for in-person interviews, explaining journalists’ professional guidelines, and providing examples of success stories that showcase the benefits of working with the media.
Building Relationships with the Media
Back to that “dating” analogy. In the same way that it is critical to get to know the attorneys, it is equally important to cultivate relationships with reporters. Focus on introducing yourself, learning about the reporter’s interests, and building credibility. Make sure you research the types of stories the reporter has been writing about. “You have to do some stalking,” Milhizer said.
Like any successful relationship, a good relationship with a reporter needs to be mutually beneficial. It is important to establish yourself as a resource for the reporter, so the reporter knows he or she can count on you as a reliable source of accurate information. That professional courtesy will go a long way toward cementing the relationship with a reporter, according to the panelists. Always return a reporter’s calls, and only pitch reporters a story that you know is newsworthy and that will be interesting to their readership. Even if the publication ultimately decides not to cover the story, you will build credibility over the long term by crafting thoughtful, tailored pitches.
The Exclusive on Exclusives
Of course, every reporter wants an exclusive, and exclusives can be an effective way to get a publication’s attention. Tuerck said that if the story’s timing is important, an exclusive can be a great way to gain more control over the timing of when the story breaks. When pitching an exclusive, however, Milhizer urged against overselling the story – be sure it is meaty enough to warrant being treated as an exclusive. In addition, consider any ramifications of offering an exclusive, and take care to minimize any damage it might cause to relationships with other reporters or publications.
Overall, the panelists stressed that a critical part of media relations for law firms is managing both internal and external relationships. Stay engaged with attorneys and reporters, and build credibility by doing your homework and personalizing your pitches. And as for that initial meeting, Milhizer suggests a spot that every reporter can appreciate. “Coffee is a great first date.”
About the author: Scott Wentworth is the founder and head writer of Wentworth Financial Communications. WFC is dedicated to creating compelling thought leadership and content marketing for financial services companies, law firms, and the agencies that serve them.