To ESQuisite Marketing, the answer is simple. For our clients, the media is a friend. Why do we say this? Because we know that reporters can be extremely helpful with a lawyer’s marketing activities. Most reporters are very honest. They are doing their jobs and looking to get all sides of a story. That said, this blog is not about reporter ethics or how to handle the media. Rather, this blog is about how to use the media to benefit an attorney’s marketing efforts.
The Benefits of the Media
- Become a thought leader
- Create content for website and social media
- Obtain a competitive advantage
- Produce more sales and business development tools
- Improve your bio and your ego
What To Do
Every marketing plan for lawyers should include using the media. It is not difficult to implement this part of the plan. Reporters are constantly looking for sources/experts when writing their stories. So, be that expert. Find out what reporters cover your area of law, or an industry that you know. Reach out to those reporters and introduce yourself. Let them know about your background and how you can be valuable resource. We worked with one lawyer who was breaking into the burgeoning cannabis industry by identifying reporters covering the industry. Next, we had the lawyer contact reporters using an email that we crafted. Consequently, the dialogue began and lawyer has been quoted in several articles.
From there, we were able to post the mentions on the lawyer’s social media and website. We added to his bio. And, we shared with clients and prospects. Very powerful stuff indeed.
Due to the symbiotic relationship between the lawyer and the reporters, all continue to reap benefits.
One disclaimer in the non-marketing sense – never talk to the media about a client’s case or matter without client permission. Hear us, never without permission.