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Many lawyers fear media relations based on the perception that it cannot be controlled and is not predictable and "safe" like advertising. Yet, media relations can have positive and quantifiable results, so long as you properly manage the process.

Don't be dissuaded from a media campaign simply because your firm is mid-sized. Journalists need expert commentary from reliable, intelligent sources. The size of the law firm is not nearly as important as the ability of the spokesperson to assist the journalist with a story.

Reactive and Proactive Media Relations

A reporter calls because he needs your analysis of today's court ruling for a story that will run in tomorrow's paper. You respond quickly, respecting the reporter's deadline, and provide insight, analysis, and a quotable comment. This is reactive media relations. You may even recommend additional sources, in order to strengthen your rapport with the reporter. But no matter how "close" you may feel to the reporter, never expect to review your quote prior to publication.

Tomorrow's paper, you hope, will include your quote, and you can then circulate the piece to clients and prospects who might be interested in the decision and your viewpoint. While you may expect to see your law firm's name in the article, be aware that newspapers have space limitations and style rules, which may cause an editor to omit the name.

Now suppose your legislature is expected to pass important legislation tomorrow. Anticipating this, you could compose a quote of your analysis and opinion of how the law will affect the community. When the news breaks, your publicist could send your commentary to reporters known to be covering the decision, inviting them to interview you as they prepare their stories. This is proactive media relations.

This approach is a bit more controllable, allowing you to choose your message and decide who receives it. While no placement can be guaranteed, the range of media available -- from daily newspapers to magazines to trade publications to online newsletters -- is extensive and enables you to reach many audiences. Certainly, you'd like to be quoted in The Wall Street Journal; but recognize that there is great value in directly promoting your expertise in the trade publications your clients read.

Finding and Communicating the News Hook

What is "news"? Look on your desk, or view your e-mail log. Same old, same old? Maybe to you -- but look again. What questions do your clients have? What problems are keeping them up at night? Are you noticing a trend that the media may not have covered? Do you see a new angle to a story the press already covered? That's how you find the news hook, which is what a reporter needs in order to "sell" the story to her editor.

Once you've found the hook, how do you communicate your news to the media? First, determine the audience you want to reach, and then find the publication with that readership. You can write a press release and submit it to a journalist, who may contact you to discuss the issue further and perhaps develop a story from your release.

Or if you'd like to write a bylined article on the subject, you can pitch your idea to an editor at a suitable publication, adhere to the publication's writer's guidelines, and submit your article by the given due date. In most cases, the editor will redline your paper, and may permit you to review and approve it. Once the article is published, you can inquire about reprint rights, and then distribute the piece to clients and prospects, to showcase your expertise.

An interview is another option. A publicist can discuss your expertise with a reporter, then set up a meeting by phone, e-mail, or in person. For all interviews, but especially for those where the topic may be controversial, you should prepare by asking yourself all of the tough questions a reporter could ask. Obtain any client permissions needed to avoid conflict with your work or with other firm clients.

Write out your comments and answers, and keep the information nearby during the interview so that you can stay on message. Saying "no comment" is not an option. And there is no such thing as "off the record" -- you are quotable from beginning to end, and in most cases you will not be given an opportunity to review and approve your quote prior to print.

No matter which approach you use, you must have a news angle that a journalist can work with. Public relations consultants and in-house marketing staff can help develop the news angle from the raw material you provide. When done with thoughtful planning, media relations can be a highly effective way to enhance your visibility and credibility with the people who decide to purchase your legal services.