Why lawyers may already have the skills to grow their business through proactive media relations
Lawyers are in a constant state of learning. From CLE credits to keeping up to date on case law, good lawyers are always seeking the most effective ways to stay informed and improve their ability to serve their clients and grow their practice.
This is especially true when it comes to business development. Unlike other areas of a lawyer’s job, business development is generally not taught in law school, but can be as important to career development as the ability to write a contract, run a deposition, or argue before a jury.
Business development is all about awareness – generating a positive impression of a lawyer’s expertise and track record before they enter into a discussion with a prospective client. One of the most effective ways to get this done is through proactive media relations. So-called “earned” media coverage carries a higher degree of credibility than advertising, which translates to a more positive impression and shorter sales cycle. Many lawyers may have experience in responding to calls from reporters, but that process is entirely different than generating your own press. In the first case, a statement is given that may be included in an article that is in process and scheduled for publication. With proactive media relations, lawyers are engaging with reporters with the goal of convincing them to write and publish a story that will be of value to their readership.
But how can lawyers start a media relations effort suited to their unique needs when they have no experience doing so? The reality is that many skills familiar to attorneys can be repurposed to jump start an effective media relations effort that will move attorneys through the marketing funnel from Awareness to Interest, and closer to Conversion.
Define Your Message
Message development is at the heart of every legal case. Lawyers are skilled investigators, asking questions that gather facts and evidence to build effective narratives for their clients that produce positive outcomes.
This process is no different when adjusted for a lawyer’s business development efforts. Instead of telling a client’s story to parties engaged in a case, the lawyer must consider their own narrative. Editors and reporters want news, commentary, and perspectives that will educate and excite their readership. To serve this need, lawyers need to ask themselves what issues they are most qualified to speak about. Why should a reporter speak to a lawyer instead of a CEO, consultant or academic? What legal complexities are relevant to the current news cycle either now or in the future?
In establishing your own personal narrative, it’s important to remember two things. First, don’t be humble. Reporters need to justify the value of their sources to the editorial team, which means that your pedigree and experience have value in the competitive world of spokespersons. Also, do not be afraid to challenge conventional wisdom. In any news cycle, there will be dozens of people vying for attention but telling the same story, but reporters are looking for different angles that give a 360-degree view of the issue. If you disagree with the prevailing opinion, make your case and you may find an accepting audience.
The manner in which your message is delivered is also important. Lawyers will spend considerable time developing and practicing arguments for trials and other forms of litigation, but speaking to the media is quite different. As opposed to the highly organized structure of a jury trial or deposition, media interviews are driven almost entirely by the reporter’s questions and can often move in a nonlinear fashion. It’s not uncommon to prepare for an interview with a set of talking points aimed at a single narrative only to get sidetracked into a completely different direction.
It’s important to keep your overall message and goal in mind with each response. Anticipate the difficult questions. Practice language that bridges back to your central point of view. Control the flow of the conversation, but don’t take an adversarial approach. Media interviews are not arguments that need to be “won.” If you find yourself in an argumentative, unfriendly discussion, you’ve already lost.
Build Media Relationships
Attorneys are familiar with the value strong working relationships bring to a case. From colleagues to opposing counsel, judges, juries and other parties who contribute to outcomes, making personal connections at varied levels can often prove to be a deciding factor.
Reporters are no different. Like parties engaged in case work, the media places a high value on relationships built on mutual trust. Just knowing that you exist is not enough to be placed on a short list of sources. The best media relationships are built on clarity, transparency, responsiveness, and an awareness of the media process.
In terms of clarity, lawyers should understand that most reporters do not have a comprehensive understanding of complex legal terminology. Fewer buzzwords and simple, direct language will increase your chances of contributing to editorial content.
Transparency is also important when building media relationships. Most reporters do understand that lawyers cannot share all the information they know about a case, but you should be honest about what you can share and not produce statements that obfuscate the issue or may contradict information shared in the future.
All reporters work on deadlines, so responsiveness is highly valued and may be the difference between your comment being included in an article instead of opposing parties. Respecting a reporter’s deadline is the fastest way to be placed on their list of trusted sources.
Being aware of the media process means that you respect a reporter’s urgency, follow through, and give them material that is actually relevant to their publication and specialty. Be aware of not just what a reporter writes about, but how they gather their information and how they operate. Some reporters prefer to be contacted via email, while others view X (Twitter) as a critical communications channel. Most reporters will not provide you with the opportunity to read their copy before publication but may allow you to confirm the facts presented in your quote. These details are not just important to a positive outcome but are also important in building lasting reporter relationships.
In a post-COVID environment, the best way to fast-track this awareness is through in-person meetings. When half the world interacts through video calls, a brief in-person coffee meeting will not only build your credibility but will also set you apart from the competition and make you and your expertise more memorable.
Expand Thought Leadership
Attorneys are well practiced at writing both client alerts on breaking legal issues and longer, more complex articles that include detailed explanations, legal precedents, and practical counsel to existing and prospective clients.
These products are highly valuable but are typically published only in legal trade publications and journals. For business development, you must expand your thought leadership to a broader range of publications. Daily newspapers, websites and other outlets have a demand for such content because informed articles from attorneys can provide needed clarity to critical issues. The same content can also be used with podcasts, generating long-form content that explains complex issues and in a format that is easily shared and given a long shelf life.
Building Your Brand
But why conduct media relations at all? The answer lies in the way that most people form opinions in today’s marketplace of ideas. Whereas previous generations had fewer points of input, today’s consumer and potential client builds a perspective based on multiple points of content, from legal trades to broadcast media, mainstream news sites, podcasts and more. By taking existing skills and adapting them to address today’s media audience, lawyers can drastically expand the reach of their new business outreach and build a more complete, compelling personal brand.
A version of this article originally appeared in Law360.