Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief

Presented by TC Public Relations

Why are law firms more susceptible to “dry spells” when it comes to publicity?

Yet, we’re asked to be publicity rainmakers…

Causing us to makemedia contacts…

N – No news value

U – Unimportant information

T – Too lengthy

S - Stalking

N.U.T.S.

So How Does the Supreme Court Fit Into This?

“Stand Up Comedy”in the Supreme Court

1. Analysis

2. Inventory

3. Message

4. Track

Working with People to Build Your Firm’s Public Reputation Cycle

Survey the Landscape Before Venturing Out

Your Firm’s Practice Areas Competition Non-conflict legal news or trends

What’s Already on the Shelf?

Firm history

2. Inventory

Asylum seekers benefit from pro bono legal representation

for housing and welfare benefits appeals.

Photograph: Sean Dempsey/PA

Give a Little, Get a Lot

Have something worth saying

“I don’t have anything worth

saying, but trust me and publish my

press release.”

How can I help provide the best legal sources

available?

Get a seat at the “table of contents”

Local Example

In The News

Breaking News

Contributor

National Example

Comments Count

Typical Topics

Opinions Matter

Dear [Media contact’s name],

I saw your article about [insert topic] today in the [insert publication]. Here’s information from another point of view that can help you as the story progresses…..”

Contrarian

Dear [Media contact’s name],

I saw your article about [insert topic] and was curious to know why it did not include [key piece of missing information]. Here’s a [link, attachment] related to that information for your reference.

Missing link

Dear [Media contact’s name],

I saw your article about [insert topic]. As the courts weigh in on [topic] the litigation is likely to go in a new direction. That’s because I’m seeing companies asking for a more aggressive legal strategy on [topic].

Prophecy

Paid, Earned, Owned Media

The Right “Combination”

Comic Book Briefs

Publications

Contents

Contacts

Alerts

Helpful Links

Professional Legal Resources◦ 2010 Illinois Rules of

Professional Conduct RULE 3.6: Trial Publicity

◦ ABA Model Rules of Professional Conduct

  Online Social Media

Monitoring◦ Google Alerts◦ Meltwater News◦ CisionPoint

 

Professional Public Relations Tools & Services◦ PR Newswire ◦ PRWeb◦ Vocus

Professional Associations◦ Legal PR Chicago◦ Public Relations Society of

America◦ Legal Marketing Association and

the Midwest Chapter

Law Firm Public Relations Planning Worksheet

Recommended Reading

Resource Guide from Presentation

Making the

N – Notice

E – Editorialize

W – Wait

S – Save contacts

Tom Ciesielka312-422-1333tc@tcpr.net