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If, however, you feel the above caveats do not apply to you -- in other words, if you choose to pursue a publicity program -- I offer the following suggestions.
Get to know the specific print and broadcast media that can best help fulfill your public relations goals. You should also decide which of your people are most qualified to discuss which topics with those media. Then, you must become an expert on the idiosyncracies of the press (for example, Margot Slade, legal editor of the New York Times, hates first-name calls from strangers).
An obstacle to successful law firm publicity is the common practice of overlooking newsworthy ideas often right under your nose. For example, when an attorney prepares a memorandum of law, he or she has created material that can be converted into a bylined article for a trade or professional journal, a news release, or an article for business journalists. The next step is finding the appropriate publications to target for placement of the memorandum-based article or news release.
If, for example, the memorandum discusses municipal finance structures, it can be rewritten in lay language for publications that reach local government officials and administrators. If the material concerns a new lease clause brought on by changing conditions in real estate markets, it may well be of interest to periodicals read by property owners. In short, with a little effort, attorneys can use such memoranda to help fulfill the goal of expanding their practice through specific media placement.
With slightly more effort, even more can be accomplished. By taking the theme of the memorandum, translating it into lay terms, and sending it to reporters and editors who cover that field, an attorney can start to become a regularly quoted source for key business publications. This can help enhance a firm's image and increase its case load.
Most Important Do's and Don'ts
Contact
It's reasonable to call an editor or reporter anytime you have late-breaking news relevant to the journalist's interests. But, when matters are not so urgent, you must learn the most appropriate times to pitch a story. Get to know as much as possible about the reporter, his or her deadlines, the medium and its audience.
Perhaps not so obviously, the time to call reporters and editors is generally when they are least busy. Most prefer to be called early in the day and week. Know when the reporter's column closes. Also be aware that many journalists working for daily newspapers have deadlines unrelated to the daily cycle. Some reporters working for weeklies and monthlies also function on cycles that run counter to their publications. For broadcast media, avoid contacting them as their shows approach air time. Learn the individual routines of journalists important to you.
Apart from newsweeklies, most magazines have lead times of three to four months -- even longer. That means you may have to call them about your story five or six months ahead of time. When you reach a reporter, ask if it's a good time to talk. If not, a pre-arranged meeting can foster the best results.
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