Ever wonder how it is that some attorneys get quoted all the time in various news media? Especially if you’ve got strong credentials in the same specific area of law, I know you’ve wondered out loud, “Why him and not me? How does he do it? ”
Well, it’s actually not all that difficult. But there are a number of key steps to take. And doing so on your own, without the help of a PR Agency or in-house marketing person, can be both mystifying and daunting.
First, you need to let the news media know you’re versed in a particular topic area, qualified to provide expertise, and available for comment. That can include notification ahead of time, at the time something meaningful happens, or afterwards, letting them know that next time, you’re a resource to turn to.
So you have to start by identifying the media players in your arena. Depending on the area of law, they may be national, regional or local media. The medium may be print, journal, internet-based, radio, TV, or a combination. And once you’ve identified the players, you need to decide what method you want to take to let them know about you. News release? Letter? Phone call?
Second, you need to be prepared to take a call. That means that you need a good plan in place to allow people in your office to quickly find you no matter where you are or what you’re doing when the call comes in. And, of course, you must be prepared to respond.
Be forewarned that failure to respond will often result in never receiving another opportunity from the same media source. News media work on very tight schedules, and when they call for your wisdom — or sound bite — they need it right away. If you’re not there, they go on to the next person. Those who prove reliable get the next opportunity.
Sometimes you cannot respond. Maybe the client has requested no media contact. Or the judge. Or you feel you cannot comment on a particular matter from a strategic perspective. (Remember: client confidentiality issues prevail in the absence of client consent.) Even if you cannot comment, do not avoid the call. Get on the phone and explain why you cannot provide comment. Perhaps you can provide some guidance as to the legal issues involved instead. Or you can offer an in-depth interview at a later date. Of course, don’t promise what you can’t deliver. And always deliver whatever you promise.
If you aren’t quite ready to respond to the call, schedule a return call for the immediate future, like in one or two hours. That will hopefully give you sufficient time to prepare without losing the opportunity altogether.
Lastly, you need to follow up, and get as much bang for your PR buck as possible. That means a few things. First, always maintain a scrapbook. Get reprints or transcripts of anything which quotes you extensively and in a positive way. Second, use these for additional PR contact with media, prospects, and clients. Finally, you should occasionally measure and value the actual exposure, (for example, so many inches of print PR times whatever cost that many inches would cost in advertising), to assess whether your efforts are paying off.
Following is an excellent example of a well-written PR release which was sent out over the PR Newswire by Fox Rothschild. It lays a solid foundation for identifying the named partner as a strong resource for media to turn to:
Lawyer Available to Provide Commentary on ChoicePoint’s $15 Million ID Theft Settlement With the Federal Trade Commission
PHILADELPHIA, Jan. 27 /PRNewswire/ — Scott Vernick, a partner and renowned trial attorney with Fox Rothschild LLP, is available for comment regarding electronic data security, theft of personal information and identity theft in the context of ChoicePoint’s $15 million settlement with the Federal Trade Commission. The FTC charged that the company mishandled consumers’ records and violated their privacy rights. In 2005, ChoicePoint revealed that the financial records of over 160,000 people in the company’s database may have been accessed by scammers.
Vernick provides both legal and executive management counsel to clients in the electronic payments and financial services industries, as well as to outside managers of state-funded health programs.
Vernick is the Office Managing Partner of the Philadelphia regional office and a member of the Firm’s Executive Committee. He concentrates his practice in business-related litigation and risk management, with a particular emphasis on electronic data security, e-commerce privacy protection, software and hardware technology service agreements, protection of trade secrets/intellectual property, mergers and acquisitions, commercial lending, FCRA, FDCPA, TIL, unfair competition, government contracting and procurement, and employment issues.
He is a former chair of the Philadelphia Bar Association’s Professional Responsibility Committee that addresses lawyer conduct and issues of responsibility to clients, the justice system, the public and other attorneys. He is a former co-chair of the Philadelphia Bar Association Professional Guidance Committee that advises lawyers on the propriety of issues or actions that they are considering taking in professional matters and transactions. In 2005, Scott was named a “Pennsylvania Super Lawyer,” representing the top 5 percent of all lawyers in the Commonwealth.
Counted among the 200 largest law firms in the nation, Fox Rothschild LLP is a full-service firm with offices in Pennsylvania, New Jersey, Delaware, New York and Florida, providing a complete range of legal services to public and private business entities, charitable, medical and educational institutions and individuals. For more information about Fox Rothschild LLP, please visit http://www.foxrothschild.com/.
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