Whether you are a small or big law firm, getting a spotlight in the media can be a great way to boost your legal authority and law firm’s brand image with the public.
There are three big advantages to being featured in the media:
- More credibility with clients.
- More potential backlinks for your SEO strategy.
- More client referrals.
Recently, you might have seen your competitor’s firm getting featured in a news article or being interviewed on TV.
At the time, you were thinking to yourself, “Hey! Why didn’t that news reporter reach out to me for that story? I know more about that legal topic than my competition does!”
The reporter never reached out to you because they did not know how or why to reach out to you. For some reason, however, they knew about reaching out to your competition.
Your competing law firm has been going out of its way to network with journalists, reporters, and build connections with people in the media. They’ve been blogging about these experiences and adding the stories they’ve been featured in on their website.
This has been the secret for them getting featured and getting all of the media attention!
Let’s review some options so you can do the same for your law firm.
A Press Release For Your Law Firm
Publishing a press release is the fastest way for you to get your law firm’s brand mentioned in the news. You can use many distribution services, and the cost varies depending on the industry.
The Legal and Finance industries are the most expensive because of the quality writing that is required. Another reason is the competition for getting your Press Release picked up in quality publications.
To help guarantee that your law firm’s press release gets picked up on mainstream news sites, services like NewsWire offer a guaranteed media placement program.
It won’t be cheap though, expect to pay upwards of 2,500 dollars or more for this type of premium PR Distribution service.
There is a cheaper option if you are just looking for local news media coverage and don’t have high expectations for the exact sites you get picked up on.
You can do a standard Press Release for around $500 to $1,500 dollars and still get picked up by many local affiliate sites for Fox, CBS, ABC, etc.
Should you go directly or use an agency?
Instead of going directly to a PR Distribution company like NewsWire, EIN PressWire, or PR Newswire, it’s best to go through a Legal Digital Marketing or PR Agency. They’ll save you lots of time by knowing which distributions have the best deals for the kinds of sites you want to get featured on.
Plus, an agency will know precisely how to write your press release and get it approved for distribution!
Another huge advantage of working with agencies is the volume discounts they get from the PR Distribution companies. Because agencies get a better deal on publishing costs, they can add even more value working with you.
Qwoted and HARO Services
Someone from your law firm could join one of these mailing lists as a source and read the various emails that get sent out asking for information about a particular story that a journalist is working on.
When a request comes up for a story relating to a legal topic your firm can comment on, you’ll have a great chance of being featured in that article.
Many of these news stories will end up on big news sites like Forbes, Fox Business, CNN, ABC, or other influential blogs for your industry.
Both HARO and Qwoted have plans where you’ll need to pay a monthly fee to have priority access to pitching. HARO will be your best choice if you are just looking for a free plan.
Social Networking With Other Legal Bloggers, Journalists, etc.
If you read law blogs or legal news articles regularly, you can begin commenting on stories you read if comments are allowed. This will boost your name brand with the writer of that story. You can also follow that writer on their social media profiles.
Show a writer your expertise by commenting and interacting with them on various legal topics and ideas they post or write about.
Over time, that writer will remember your name, significantly increasing your chances of being contacted directly for an upcoming news story where an expert legal source is needed.
Be The Local Subject Matter Expert For Your Legal Field
If you network with enough people in your local city, you will eventually become known as the local legal expert in your field.
To find networking events in your city, I recommend you Google search local business associations like the Chamber of Commerce, Rotary, and Volunteer Groups.
You can even try Meetup.com and look for legal industry groups in your city.
Over time, you’ll discover all the good networking events from the bad ones. And with enough persistence, you’ll build the right connections to get more exposure in the local media and find new cases to work on.
Coincidence, Luck, and Being in the Right Place at The Right Time
A lot of lawyers get in the news because they are just in the right place at the right time.
So it’s recommended to engage with anybody in your social circle regularly. Also, go to any fun event in your local city where you think you can build a connection with someone in the media.
It could happen that you bump into a media person at a local event you are hosting or giving a donation to, the possibilities are endless!
The bottom line is this: Sometimes, you’ll have luck on your side, and if all the right circumstances line up, you’ll land your name in a featured story because you never gave up trying.
Getting Featured By Doing Something NewsWorthy
To add more to the idea of coincidence, luck, and being in the right place at the right time, lawyers and law firms who have a Blog, YouTube channel, or a Book, etc., can greatly increase their chances of being discovered by the media.
You’ll most likely get discovered by someone in the media doing a Google search, or browsing on YouTube. Then, they magically click on your article or watch your video. Now, call it luck or what have you, but next, they’ll be reaching out to you for a quote on an up-and-coming news story.
Here’s a list of creative ideas to think about:
- YouTube Channel
- A blog for your law firm
- Writing a book
- Publish an article about a big deal you won for your client.
- Host a charity or volunteer event.
- Highlight a news event that happened recently on your law firm’s blog.
- Offer some volunteer help
Consistency, Patience, and Follow-Up
Here are a few things to remember, regarding consistency, patience, and follow-up.
- Remember to always be consistent in following up with your contacts, so they remember you when a media opportunity comes up.
- Remember to be patient when following up with people in the media, because sometimes it takes time to get a story written and approved for publication by an editor.
- Consistency for meeting new people at various events will help you grow and keep a fresh network of contacts to work with.
It will take up a lot of time doing the various things we’ve just talked about, when it comes to meeting people and responding to news mailing lists like HARO.
If you don’t have the time to do things yourself and you want some help with your media outreach and public relations, it’s best to work with a professional.
Comment below or contact me if you’re looking for help. Cheers!