This article is a "blog" post from the Jaffe PR Blog (http://jaffepr.com/blog). It is reprinted here with the permission of the author, Michelle King, and Jaffe PR.
I have been a public relations and marketing consultant for the majority of my career, and I have learned that every client is different - which is one of the many things I like about being a consultant. However, one of the main differences often lies in the extent to which my clients take advantage of and make the most of my services and expertise.
While I can do some things that will benefit my clients with minimal involvement from them, for the most part, how much my clients gain from our relationship depends heavily on how much they put into the relationship. I must have their input, ideas and involvement to achieve the best results. This is especially true in law firm media relations - I am tasked with "selling" attorneys' expertise to the media and other audiences. Regular, consistent access to that expertise is critical to achieving the best results.
Here are a few ways lawyers can work with PR agencies to get the most from their relationships:
Communicate regularly with your publicist: The more your publicist understands your practice, the better the results you will achieve. Take the time to explain your practice and industry. Provide regular updates on your work, including major cases and new clients.
Be aware: Monitor the media in your industry and be knowledgeable about current issues, trends, major cases, new legislation, regulatory changes, and anything else that may impact your clients. Then let your publicist know about them. While your publicist should also be monitoring your industry and sending ideas your way, you will always be much more knowledgeable about your practice area than your publicist will be. Plus, being aware of industry issues is just good business.
Understand the different types of media: Your publicist can help you with this one. Of particular interest to attorneys is the trade press, which are specialized publications aimed at people in particular industries or business sectors. Often, a major story will break in an outlet like The Wall Street Journal, The New York Times, or other national media. Then, the trade media will follow up on that story and cover it in more depth with stories tailored to their niche audience. This deeper coverage provides attorneys an opportunity to reach a narrow, defined audience with in-depth analysis on a major news event.
Be proactive: Timeliness is crucial to obtaining coverage on hot topics. There are many other law firms and attorneys jockeying for "ink," and often journalists will simply interview the first few sources that approach them. Let your publicist know when there is something on the horizon that you think your clients will be talking about. If it's relevant, but you're not sure how you can contribute to the topic, your publicist will help you figure that out.
Think seasonally: Are there certain issues your clients are typically concerned with at particular times of the year? The media loves seasonal stories - you'll notice back-to-school stories, summer fun stories and of course Christmas stories in the consumer media. But you also see this in the business and trade press. For example, tax attorneys are ideal for this kind of tactic. Let your publicist know well in advance about these seasonal events and it might result in a nice story for you.
Be opinionated: Journalists are looking for sources that can provide useful background information and analysis, but they truly love sources who have opinions. While that's not always possible (for any number of reasons), if you can, take a stand on a topic. The more controversial or different your ideas and opinions are, the better chance you have of standing out from the crowd and getting covered.
Multitask: If you create a helpful how-to communication for your clients (such as a client alert, newsletter article, speech, or just an email), let your publicist know. He or she may be able to turn that piece into a media opportunity.
Treat journalists as if they are your clients or referral sources: Publicists depend heavily on their own credibility and relationships with the media. If you don't show up to an interview, are late in responding to a request or are not a helpful source, that journalist may refuse ever to use you again as a source, and might even take it out on the publicist. If the topic isn't right for you, say so. But perhaps there is another attorney in your firm or someone in your professional network who can talk to the reporter. Pass along any helpful information you can, and the reporter is much more likely to call you again.
Be willing to write: The media is changing dramatically, and many media outlets now depend on contributed articles from industry experts. Business and trade publications are especially on the lookout for qualified guest writers on issues of importance to their readers. Your publicist should guide you on the publication's requirements and style and then edit the article from a journalist's viewpoint, pointing out any legalese, jargon or stilted language.
Michelle King is Senior Vice President and Director of Public Reputation Services for Jaffe PR. She is a public relations and marketing consultant, and a publicist for regional and national law firms and some of the world's largest companies. Contact Michelle at mking@jaffepr.com, or 205-639-1098.