One of the strongest marketing tools at a law firm’s disposal is a strategic media relations program. Earned media remains one of the most highly valued components of the traditional PESO™ model and can be a powerful addition to a law firm’s new business efforts.
Beyond that, though, attorneys and law firms are exceptionally well-positioned to engage in a media relations initiative. That’s because law firms are virtual content creation machines.
Here are five reasons why attorneys at your law firm may be strong candidates to become trusted sources for the media:
- Law firms are integrally involved in business. As any CEO or business owner knows, there are legal angles that come with almost any business decision. The work your attorneys are doing for their corporate clients positions them well to be a resource to a business journalist.
- Almost every business story has a legal angle to it. Even if a reporter hasn’t covered the legal implications of a business announcement, there’s a strong possibility that there may be an opportunity for an enterprising attorney (led by their PR firm) to “newsjack” their way into a breaking story.
- Attorneys are remarkably well-suited to be media sources. They are, by nature, creative and quick thinkers, counselors, communicators, and problem solvers. With proper training and preparation, an attorney can easily become a trusted source to the media.
- There are many media opportunities that exist outside of an attorney’s client roster. Many times, attorneys cannot or will not comment on a current client matter – but they can often weigh in on other business stories or trends that touch upon their practice area.
- A law firm earned media program is a gift that keeps giving. Once an attorney has proven themselves as a reliable media source, they are likely to enjoy more such opportunities. Reporters are often working on tight deadlines and value a “proven” source. In addition, many business stories enjoy second, third and even fourth “chapters” to them. For example, we pitched a corporate attorney following Elon Musk’s announcement that he planned to take Tesla private. Because we were one of the first PR firms to offer up a source, the attorney – along with several others at the firm – were quoted in more than 3,000 stories that ran for eight months following the initial announcement!
Turn Your Law Firm into a Media-Generating Machine
More recently, 2023 proved to be a year of rich media opportunities for another law firm client. On the lookout for business stories we could cycle a Labor and Employment attorney into, Detroit served up an opportunity with a long tail as the Big Three automakers and their unions spent months negotiating a new contract.
We are often asked how we come up with story ideas to pitch to the media. Once we understand an attorney’s practice and areas of expertise, we can begin positioning an attorney as a resource to journalists looking for sources to strengthen or expand their reporting.
At Buchanan PR, we are ready to help you take your law firm marketing strategy to the next level. Our expertise in legal public relations will turn your attorneys into trusted media sources that will help earn you media placements. Contact us today to start your journey and learn more about other law firms we’ve helped.