How to become the media’s legal expert

Here are the key steps to becoming the media’s ‘go-to-expert’. Once mastered they will pay you back in spades. The down side is this strategy focuses the attention on you rather than the firm or the departmental team. Still, it’s a great way to differentiate yourself from local competition. Using radio, TV soundbites and niche internet based magazines you can stand out from the crowd among your target audience. This article explains how to get started.

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5 things you need to do to become the media’s favourite legal expert

How many times have you chosen one brand over another simply because it is more familiar to you? That brand was better than its competitor at being visible across a variety of communication channels and as a result it won your custom. Your  law practice can benefit from this strategy too and it doesn’t require a big marketing budget.

In fact, there are many cost efficient ways to raise your profile. Some are even free! Low cost options include Public Relations. Good PR takes a ‘news’ angle and is aimed at informing the audience on a topic of interest. Of course, the benefit to you is that you are presented as the expert on the subject you talk or write about.

It isn’t necessary to employ a PR agency for this type of work because editors are crying out for experts that can help fill their programmes, websites and newspages with interviews and stories that entertain their audiences.

Here’s how to go about it:

1. Identify channels that attract the audience you want to reach.

2. Select a topical legal development that will be of interest to that audience.

3. Write a brief summary of the approach you would take on the subject. Keep it upbeat and entertaining and email the editor explaining that you would include practical tips.

4. Be imaginative and suggest ways in which you could provide regular contributions. For example, a monthly column in a newspaper or a quarterly update on the radio are obvious ones. An effective way to get your foot in the door is by offering to do a one off news review on a morning radio show or a commentary on a high profile news story for a magazine or local newspaper.

5. If you don’t hear from them, follow up with a personal phone call. Take the opportunity to build the relationship. Keep it light and develop a rapport. Ask for audience demographics. They need to know that you are interested in helping them rather than just promoting yourself.

I guarantee that if you follow these steps you will get valuable PR slots in the media.

Carolyn

P.S. why not check out more marketing services for lawyers at my website.