How to Use Law Firm PR to Get Your Story Told

Written by Bryce Tarling3 minutes well spent
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Public relations (PR), and working with the media in general, can be a powerful way to connect with audiences beyond your existing network.

When we talk about PR, we’re referring to the work you do with the media, and other organizations, that puts your firm in the public eye. This involves pitching stories to the media, with the hope that they’ll share what you have to say.

PR can connect you with vast audiences of potential clients, but to do so, you’ll need to earn the attention of the media. It’s important to know what they’re looking for, so you can stand out and get your story told.

What are reporters looking for?

Reporters and the publications they represent are looking to engage and inform their audiences. This helps them build respect and popularity, which helps grow their audience and ultimately brings in more revenues from circulation and advertising. (Much like you, publications must vie for attention among their competitors.) You can help reporters by fueling the stories they want to tell.

The most obvious type of story to try and earn is a business profile, which is ideal because it’s all about you.

But to earn a profile, you need to have a clear sense of what makes you stand out as a business. For example, reporters might be interested in a story about a technologically savvy law firm, leveraging innovative technology solutions, such as Clio, to make themselves hyper-efficient in offering excellent customer service.

Tell your story

Regardless of the story, reporters like to have well-rounded characters with personality, because it helps the story stand out. This doesn’t mean you need to dye your hair or break out the rhinestones. The key here is to be personable, and to have a clear sense of your passions and your motivations.

Whatever your story is, own it.

  • Did you recently decide to leave Big Law in favor of starting a more personal small-firm practice?
  • Are you a member of a larger firm with a long history of dealing with human rights issues?
  • Are you a recent graduate with an intense passion for justice?

Don’t be afraid to share why you chose your path, and what got you there.

You should also be ready to talk about the services you provide. While the specifics of your services won’t always be the focus for reporters, you should always be prepared to talk about the work you do, what type of clients you work with, and how your services can benefit them.

A business profile is just one angle, however. You’ll need to get more creative and come up with other ideas to pitch. For example, lawyers are often in a unique situation to provide commentary and insight into issues that may relate to their area of practice, and the types of clients they work with.

Being strategic in your pitches is key. Knowing who you’re trying to reach, and how, will inform how you go about your pitching.

This content was produced in partnership with Evolve Law.

Evolve Law is a community of 100+ legal entrepreneurs and early adopters dedicated to being a catalyst for the accelerated adoption of technology and innovation in the legal industry. Members include early stage startups (Alt Legal, Allegory, Doxly), larger tech companies (Avvo, Clio, LegalZoom), law firms (DWT, Dentons NextLaw Labs), and legal service providers (Thomson Reuters, Wolters Kluwer). Evolve Law produces 20+ events per year around the U.S. and Canada; and content including podcasts, blogs, videos, and social media amplification; Evolve Law Jobs as a resource for people who want to work in legal tech; and the LegalTech Toolkit for attorneys who want to incorporate more technology into their practice.

Categorized in: Marketing

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