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Report something genuinely new that involves the law firm
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Touch on today's breaking news. For example, if you're involved in health care, perhaps your talents relate to pending health legislation
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Reflect the concerns of the media's readers/viewers
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Point to a trend in society or the economy. Do you have information about how trends are changing in your field? Can you release a survey? Can you talk about how your clients' preferences are changing?
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Highlight an unusual corporate strategy. Did your firm do something so exceptional as to produce truly remarkable changes in either your firm, your profession, or society at large?
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Talk about a particular geographical region. Do you have useful legal information about how a neighborhood or city is changing?
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Spotlight a personal human interest story. For example, do you have a partner or employee who faced up to a special emotional, physical or other challenge?
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Tell how the practice of law is changing. Are new markets opening up? Have different techniques in your profession come to the fore? Has a new law been passed affecting your profession? In what way?
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Offer advice. The trick is to suggest just enough tips to whet the reader's appetite, but not quite enough for the reader to think he or she can do without your firm. Result: the reader says, "This person seems to know what he (or she) is talking about; maybe I ought to call."
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