To achieve success in getting publicity, attorneys must know what the news media like to report and must offer story ideas to the media that are truly newsworthy. Effective methods to obtain publicity are to issue news releases, create "feature article" situations, and become an "informed source."
This article discusses:
- Effective methods to obtain favorable publicity
- How to write a good news release
- How to get an article published
- Methods to get quoted in the media and to create feature articles about yourself or your firm
Advertising is frequently called the "space that you pay for." Good publicity, on the other hand, can be called the "space that you pray for." The secret to obtaining publicity is to look at situations as a reporter, not an attorney. Reporters are interested in things their readers will find of interest, which may be different from what the attorney finds of interest. There are two ways to obtain publicity: issue a news release, or seek out some sort of publicity placement. In both cases, the attorney can take steps to present accurate information in the correct format so as to be pleased with the outcome, keeping in mind that final control always rests in the hands of the media.
News release
A news release is a prepared story or statement, reproduced in quantity and sent to news media that may have an interest in the subject. Distribution depends on the subject matter. A successful new trade agreement between a local manufacturer and an off-shore distributor is of interest to the local general-interest newspapers and regional business publications. At the same time, the merger of two 100-plus member firms from two major metropolitan cities 300 miles apart is of interest also to area radio and television stations, to national business publications, and to major trade journals (including the trade journals of major client groups of the firms).
News releases are relatively easy to prepare and distribute. The attorney can control the content and ensure the accuracy of all statements. Because of the great quantity of news releases received daily by any news media, the form of the release is important so that it is easy to read and be edited by the media.
Here is a checklist for a professionally prepared news release that gets noticed and used:
- Double spaced
- Typed on one side of paper only
- Headline to give editor quick indication of story contents
- Includes who, what, where, and when. If appropriate, also includes the why and how
- Has a name, date, and contact phone for more information
- Written at eighth-grade level, avoiding jargon, citations, and so on
Getting an article published
Writing an article and getting it published in the news media is a popular method by attorneys to attract favorable attention. For attorneys, these "feature" articles are normally sought in business publications on a topic related to some area of expertise. For example:
- An attorney who emphasizes franchise law can write an article about trends in franchising. It can be localized to a city or region and published in a business magazine or newspaper.
- An attorney who emphasizes admiralty law can write about new national legislation that will affect river traffic in fresh water ports. It would have great interest to commercial shippers of all kinds and thus be suitable for transportation trade journals.
- An attorney who emphasizes land use law can write about a recent annexation of land that demonstrates a creative use of the public involvement process. An article would be suitable for the opinion/ editorial section of a local newspaper.
- Tell a story. Editors and readers like to read anecdotes. Humanize the situation as much as possible.
- Explain the situation clearly and easily. The readership is usually not versed in the law and legal language. Write to the eighth-grade level. Keep sentences and paragraphs short.
- Citations are not necessary; in fact, the article is usually better without them.
- Write on a topic that is "hot." This means not only one that has popular interest, but also one that excites you and is well within your current expertise.
- Since you are telling a story, write all at once. Avoid interruptions; then go back a day later and edit your essay.
Dear Editor:
I would like to write an article of interest to your readers. The subject matter is recent penny stock offerings of local start-up companies. Situations we've seen recently lead me to believe that many investors in this region are buying stocks, losing money, and not realizing they may be able to recover some of their losses through a lawsuit.
Here's what is happening:
The public buys stock of a three-year-old company that has just gone public. The firm's prospectus shows three years of increasing sales and profits. Perhaps a broker recommends purchase. Soon, the stock price plummets to 10 percent of its former level.
This kind of situation merits discussion with a securities lawyer. The laws of this state are strict regarding securities fraud and are designed to protect the investor. If the firm's prospectus was unclear or left out relevant information, these investors may be entitled to 100 percent of their money back.
We can provide you with several case histories that are a matter of public record. We can also tell you steps for the small investor to take to avoid this kind of investments.
I would be glad to author this article at no cost to you. I ask in return a byline and brief biographical sketch.
Regards,
(attorney’s signature)
Guest editorials
Another proactive publicity opportunity is in "guest editorials." Most news papers encourage what are essentially lengthy letters to the editor but give them prominent play. They will often include a photograph and biography of the author.
Attorneys can adapt the "attorney-authored article" letter to the news media to propose a guest editorial.
Informed source
A method of obtaining publicity that works well for attorneys is establishing themselves as informed sources. The news media inherently like informed sources. These people are quoted daily in major newspapers, particularly in political circles when dealing with sensitive matters. But the process works for attorneys wherever they work and in whatever business they handle.
Being identified as a good source of information on topics likely to be covered in the media builds confidence in existing clients ("That's my attorney being quoted there. She must know what she's talking about."). It also establishes name recognition among other potential clients. A third reason is the generation of referrals from other attorneys who become aware of a specific expertise through the media.
An attorney can inform writers, editors, and reporters of areas where the attorney has expertise. This can be done through letters or a phone call:
Dear News Editor:
I've noticed that you and your staff frequently cover news stories dealing with land use issues. I was particularly interested in your recent coverage of our city's annexation attempt to the north and the controversy surrounding that process.
Although I wasn't involved in that specific issue, I have worked on numerous annexations. I could help put this in historical context for your reporters, as well as describe regional and national trends on this topic.
Here are some other topics I would be glad to provide information about:
- Land use planning. I recently helped Exurbia revise its growth limitations policies, in conjunction with local neighborhood input.
- Annexation. We represented the owners of Mega Shopping Mall during the recent election that placed the mall inside the city limits of Exurbia.
- Taxation rates and assessments districts. I am currently working with the board of directors of Hillside Recreation District to structure a new levy measure.
- Zoning laws. The city of Mill view authorities have asked me to start litigation against an enterprise they say violated its laws.
- Environmental issues as they relate to land use issues.
Regards,
(signature)
Informed Source Letter to Media
Becoming an informed source takes time, because the key to any successful media relationship is the building up of credibility. This process is useful for attorneys working in conservative firms or who themselves are cautious about media exposure yet at the same time realize the need for name recognition and acknowledgment of their expertise in specific areas. For example, an attorney working in land use issues could write a personal note to local media giving some of the ideas.
In the course of the response, the attorney builds credibility by being available as promised and speaking concisely so that the reporter can reduce complex information into terms understandable by the general public. It is helpful to remember that nothing is "off the record." The news media will always assert their freedom to print or broadcast information "the public has a right to know". On the other hand, providing background information and perspective on an issue is deeply appreciated by most reporters and builds credibility quickly.
This concept also is helpful if an attorney wishes to obtain visibility through television and radio talk shows. It is increasingly popular in all major cities to have weekly "Ask a lawyer" radio talk shows. Also, many television stations seek out attorneys as guests, although this is usually done to discuss controversial issues and therefore should be approached with caution. Also, these shows are usually broadcast at a time when business clients are least likely to be watching. They can be effective, however, for attorneys seeking to reach the "retail" consumer market.
Media lists
In all attempts at proactive media relations, a good list of the media and current editors is important. These can be assembled and maintained by a good administrative aide. Initial lists can be developed from several sources (Yellow Pages, library listings, etc.), although they will not have names of specific writers. Some law firms have found it cost efficient to hire a public relations firm to develop a list. This list will usually be accurate and comprehensive and can be easily updated internally. A good media list should include general interest local newspapers, regional business publications serving the community, regional offices of national business publications, legal trade journals, trade journals of major client groups, and local radio and television stations. College alumni publications (both undergraduate and law school) and "hometown" newspapers should also be included.
