How to Get a Reporter's Attention Without Losing your Shirt
Posted: July 1st, 2008
By: Paramjit Mahli
Category: Career Corner, Opinion Corner

When it comes to legal public relations, attorneys often confuse editorial with advertising, and assume that media relations is only an effective tool for high-profile litigation cases. This lack of understanding of the role of public relations in law firm marketing has resulted in small law firms missing out on dozens of opportunities for rainmaking and building their book of business. The truth of the matter is that public relations is fundamental to increasing visibility and building credibility in your target market and therefore is at the heart of every good marketing plan.

Some common reasons attorneys cite for not incorporating public relations  are not having enough time, a lack of understanding of its role, or the dearth of resources to make public relations part of their business development plans. Coupled with stereotypes of the press, such as reporters’ interest lying with big law firm news or their only wanting the drama and not the facts, and the cynicism reporters have towards attorneys, it’s no surprise that media relations is frequently relegated to the bottom of business development activities, particularly if the firm has already achieved some “visibility” that did not result in new clients. 

Paramjit L. Mahli of The Sun Communication Group is a former journalist who has worked with international news organizations including CNN Business News, and now helps small to mid-sized law firms increase their visibility, build their reputation and helps them grow their business by using public relations. To get the entire report FREE “ How To Get A Reporter’s Attention Without Losing Your Shirt!” Sign up at http://www.suncommunicationsgroup.com/subscribe.html

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