Young Lawyers Division 2000-2001
Henry Hamilton III is the asociate editor of The Affiliate and practices law with Parrish, Kruidenier, Moss & Montgomery in Des Moines, Iowa.
Leadership
By Henry Hamilton III
Publicizing Affiliate ProgramsAffiliate projects help serve and educate the public, promote professionalism and competency among lawyers, and present the professional in a positive light. The benefit of these programs is heightened when they are properly publicized. The key to obtaining publicity is planning. In this article I will outline some strategies that may increase publicity of your affiliate projects.
Develop a Media List
Each affiliate should acquaint itself with the media radio, television, newspaper, magazines, trade publications, newsletters, the Internet, etc. The state bar probably has a list of the state's media outlets. If not, the local chamber of commerce may have a media list or guide available.Cultivate a Relationship with the Media
An affiliate representative should get acquainted with local media contacts. The representative should ask these contacts which stories are appropriate for coverage. The representative should ask for the preferred style for press releases, deadlines, etc. In addition, ask to assist the contact person if there is a legal term or concept to explain. The Iowa State Bar Association recently published Covering Iowa Law and Courts: A Guide for Journalists. The book includes information about the structure of the court system, the different types of cases, the legal process, and includes a glossary of terms.Planning
Planning for publicity should begin at the affiliate's annual planning meeting. While representatives from the various committees are present ascertain which activities are worthy of media coverage. Instruct the representatives on the proper channels to foster publicity for those programs.If a committee has a project worthy of media coverage (i.e., of interest to the media's target audience) establish a publicity subcommittee. The committee does not have to be large, generally one-to-three people is sufficient. The subcommittee should use the time before an event to meet and decide several questions. The committee should define the purpose of the program. A project may have several purposes. The subcommittee should determine the target audience. To whom is the program directed children, parents, victims, teachers, other lawyers, law enforcement personnel, or the general public? Decide what message the committee wants to generate. Is the committee seeking to inform individuals, or is the committee seeking volunteers and participants for the project? Determine what type of exposure is most beneficial. Do you want publicity before the event, during the event, after the event, or every step of the way. Do you want exposure within the affiliate, the state bar, the ABA, or the ABA YLD? Do you want citywide, statewide, or national exposure? Most importantly the subcommittee must define the media draw. Why would the media want to inform its audience of this event?
Once the committee has formulated answers to these questions it is well on its way to developing an effective media plan. These questions help focus and concentrate the committee's efforts.
Press Release
Press releases are popular methods of contacting the media. Press releases are letters used to inform the media of events you would like publicized. Press releases should be double-spaced. They should contain the name of the affiliate's contact person and name. They should be written in concise manner covering who, what, when, where, and why. If you have cultivated a relationship with an appropriate media contact call the person in advance and tell them you are sending a press release concerning an event that may be of interest to their audience. Be careful though not to harass the media contact. If they respond to the press release, ask if there is any information or assistance you can provide. Media planning should not stop with the press release. The day of the event expect the media to be present. Thus, make sure outlets are available for their equipment. If your affiliate has a banner, strategically place it so that it will be part of any photograph or film.Depending on the event, you may want send press releases after the event. Inform the media about the events success and future plans. If individuals received awards or were recognized, send press releases announcing their achievements. Do not neglect small hometown papers. These outlets will often print press releases verbatim.
The subcommittee should save the newspapers clippings. Clippings may be used to document the program's success. They can also be used to recruit sponsors eager to get their name in print, or to recruit volunteers and participants for next year's program. The last step of the media plan, whether successful or not, is evaluation. What worked, what did not work? There are other tools available to contact the media, such as media kits, press conferences, public service announcements, etc. However, the press release is simple and easy to use. Remember, we all benefit when affiliate projects are publicized, thus do not be shy, help is most likely available through the senior bar. In addition, the YD has a communication committee which can also provide valuable assistance.
