get your attorneys “lady gaga” media attention when their work is as exciting as stapling a...
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Presented to the Association of Legal Administrators in Chicago, December 2012TRANSCRIPT
Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief
Presented by TC Public Relations
Why are law firms more susceptible to “dry spells” when it comes to publicity?
Yet, we’re asked to be publicity rainmakers…
Causing us to makemedia contacts…
N – No news value
U – Unimportant information
T – Too lengthy
S - Stalking
N.U.T.S.
So How Does the Supreme Court Fit Into This?
“Stand Up Comedy”in the Supreme Court
1. Analysis
2. Inventory
3. Message
4. Track
Working with People to Build Your Firm’s Public Reputation Cycle
Survey the Landscape Before Venturing Out
Your Firm’s Practice Areas Competition Non-conflict legal news or trends
What’s Already on the Shelf?
Firm history
2. Inventory
Asylum seekers benefit from pro bono legal representation
for housing and welfare benefits appeals.
Photograph: Sean Dempsey/PA
Give a Little, Get a Lot
Have something worth saying
“I don’t have anything worth
saying, but trust me and publish my
press release.”
How can I help provide the best legal sources
available?
Get a seat at the “table of contents”
Local Example
In The News
Breaking News
Contributor
National Example
Comments Count
Typical Topics
Opinions Matter
Dear [Media contact’s name],
I saw your article about [insert topic] today in the [insert publication]. Here’s information from another point of view that can help you as the story progresses…..”
Contrarian
Dear [Media contact’s name],
I saw your article about [insert topic] and was curious to know why it did not include [key piece of missing information]. Here’s a [link, attachment] related to that information for your reference.
Missing link
Dear [Media contact’s name],
I saw your article about [insert topic]. As the courts weigh in on [topic] the litigation is likely to go in a new direction. That’s because I’m seeing companies asking for a more aggressive legal strategy on [topic].
Prophecy
Paid, Earned, Owned Media
The Right “Combination”
Comic Book Briefs
Publications
Contents
Contacts
Alerts
Helpful Links
Professional Legal Resources◦ 2010 Illinois Rules of
Professional Conduct RULE 3.6: Trial Publicity
◦ ABA Model Rules of Professional Conduct
Online Social Media
Monitoring◦ Google Alerts◦ Meltwater News◦ CisionPoint
Professional Public Relations Tools & Services◦ PR Newswire ◦ PRWeb◦ Vocus
Professional Associations◦ Legal PR Chicago◦ Public Relations Society of
America◦ Legal Marketing Association and
the Midwest Chapter
Law Firm Public Relations Planning Worksheet
Recommended Reading
Resource Guide from Presentation
Making the
N – Notice
E – Editorialize
W – Wait
S – Save contacts