Law firms can range in size from individual attorneys in a solo practice to large law firms with thousands of attorneys. Engaging with media and positioning attorneys as thought leaders in their respective practices is crucial for attorneys in any size law firm. However, the ways in which public relations professionals go about providing media support can vary depending on whether the firm is small, midsize or large.
Small Law Firms
Small law firms can range from an individual attorney in a solo practice to about 10 to 15 attorneys. When a firm is smaller, attorneys tend to have more on their plates, and thus fewer people with the time to interview or engage with the media. After pitching an attorney as a thought leader on a relevant issue, if a reporter is interested in speaking with the attorney, consider sending a written statement or comment to secure a quote in the publication as an alternative to sitting for a time-consuming interview.
Midsize Law Firms
Midsize law firms have more attorneys than a small law firm, meaning that attorneys may have more time to engage with the media. However, they may not have the luxury of being able to sit for multiple interviews like an attorney at a large law firm might. Attorneys at midsize firms can benefit from tactics used for both smaller and larger law firms. While they may be able to sit for one or two interviews, they might consider submitting a written statement or comment to reporters at other publications who are interested in gaining their insight.
Large Law Firms
At large law firms, attorneys generally have more time to engage with the media. Attorneys may be able to delegate tasks to have more time to answer questions in an interview, and they may also be able to sit for more interviews during their work week. Large law firms also typically cover a variety of practices, so public relations professionals have the luxury of positioning attorneys as thought leaders in various fields for more publications.
Engaging with the media to position attorneys as thought leaders in their respective practices is a crucial part of the media support process for public relations professionals. However, the necessary media support tactics can vary depending on the size of the law firm. Public relations professionals need to be aware of the scope of their law firm’s ability to engage with the media beforehand so that everyone involved is set up for success.