5 Ways To Get More Media Coverage For Your Firm In 2022

November 16, 2021
5 Ways To Get More Media Coverage For Your Firm In 2022

If your 2022 goals include increasing awareness of your law firm, becoming a well-known attorney in your practice area, or better promoting your firm’s expertise and accomplishments, media relations must be a central part of your marketing strategy. 

However, securing media coverage isn’t as simple as putting out a press release. It takes a focused, dedicated effort and a deep understanding of how the media works. Here are five ways to get more media coverage for your law firm in 2022:

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11 ways attorneys can improve their chances of securing speaking engagements

September 13, 2021
11 ways attorneys can improve their chances of securing speaking engagements

Several years ago, I set out to become an industry speaker to promote Reputation Ink’s law firm public relations services to prospective clients. I’ve now spoken to many professional organizations at the local, regional and national levels and can attribute those speaking engagements to winning several new accounts.

Securing speaking engagements may be one of the most effective ways for attorneys to showcase their knowledge and get in front of prospective clients. However, the higher-profile speaking engagements are competitive and are often monopolized by just a few of the top professionals in any given industry. That’s why you must work hard to stand out.

Here are the lessons I’ve learned in my own process of securing speaking opportunities that any lawyer can use to book their own gigs.

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Why you should focus your marketing on one (or a few) industries

August 2, 2021
Why you should focus your marketing on one (or a few) industries

This article originally appeared in DRI’s The Voice.

We’ve all heard the age-old adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” There’s a lot of truth behind this quote: it can be difficult to know where you should invest your marketing dollars. Should you invest in media relations? Social media? SEO? Videos? Email newsletters? Webinars? Speaking at events? There’s a lot you can do, but what’s going to make the most impact?

When working with clients facing this question, I often advise them to pick an industry (or two or three, depending on the firm’s size and budget) and focus their marketing efforts there. Here’s why:

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Why podcasting is an introverted lawyer’s dream networking tool

May 30, 2021
Why Podcasting Is an Introverted Lawyer’s Dream Networking Tool

The last time I went to a networking event (over a year ago thanks to COVID-19), I remember sitting in my car and giving myself a pep talk. “This is a party. Go inside and enjoy it. This is a party. Go inside and enjoy it,” I repeated over and over again to myself. 

While I’m the life of a party when I’m with my friends, I loathe networking events and dread small talk. Instead, I enjoy substantive conversations and don’t know how to achieve meaty, engaging discussions with people I don’t know very well. Thus, the topics stay in the weather and cute-things-my-dog-did-today categories. I inevitably go home exhausted and dreading the next time I have to discuss the weather with strangers while snacking on a charcuterie board. 

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Why law firms need to know about the ‘excess share of voice’ rule

May 6, 2021
Why law firms need to know about the ‘excess share of voice’ rule

There’s a well-known principle in business-to-consumer (B2C) marketing: Brands that have a higher “share of voice” than their “share of market” will grow. This is called the “excess share of voice” (ESOV) rule.

While market share is a widely known metric, share of voice (SOV) isn’t as clear. It’s defined a number of ways depending on the source, but it essentially means the number of conversations about a brand, divided by the number of conversations about a topic, industry or niche (i.e., whatever “market” you are measuring).

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The end of ‘done for you’ marketing: why attorneys must partner with marketers on knowledge extraction

February 19, 2021

Thought leadership is a critical marketing strategy for business law firms. Today’s legal buyers expect their lawyers to be at the forefront of issues that matter to them. They are seeking a trusted advisor — an attorney (and a firm) who they can trust with sensitive and high-stakes matters. 

Demonstrating expertise through content such as blog posts, bylined articles, in-depth reports, videos, podcasts and webinars is the most effective way to build a reputation as a trusted advisor (beyond actually serving as one to an existing client).

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How to write better client alerts: 10 of the best tips

February 1, 2021

Client alerts are a staple of law firm marketing. These short news bulletins — generally written by attorneys and edited, formatted and distributed by marketers — inform clients of recent developments in the law and provide analysis on how these changes will impact their business.

And while client alerts play a critical role in a firm’s marketing efforts, they are renowned in the industry for their lack of readability, substance and timeliness.

This poor quality isn’t due to a lack of guidance on how to use this marketing tool effectively. Numerous articles by seasoned legal marketing pros provide excellent advice on how to write better client alerts. In this post, I’ve cherry picked the best advice out there and put it all in one place for you. If you’re looking to improve your firm’s client alerts, look no further. 

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5 considerations for law firms speaking out on the #blacklivesmatter movement

June 3, 2020

5 considerations for law firms speaking out on the #blacklivesmatter movement

“Believe in something. Even if it means sacrificing everything.” 

Nike’s update to its famous “Just do it” tagline is now more relevant than ever. Today, “brands” — that’s marketing speak for a company or firm — are taking political, cultural and social stands that would have been unimaginable just a few years ago. 

From racial injustice and police brutality to climate change and immigration, brands are being called upon by their customers to put a stake in the ground and declare a point of view on divisive issues. And now, law firms are adding their voices

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6 ways lawyers can use downtime to build for the future

May 21, 2020

6 ways lawyers can use downtime to build for the future

While much has been written about how to network and build business during the coronavirus pandemic, a lot of the advice has focused on short-term activities and gains. And while the recommendations are solid (as marketing and biz dev are critical during a downturn), a basic principle of marketing cannot be ignored: Marketing and business development are long-term endeavors. In professional services like the law, those who succeed are consistent over the long term with their marketing and business development.

However, marketing is time-intensive and requires the involvement of the attorneys themselves. This becomes a Catch-22 — marketers and publicists need access to lawyers’ knowledge and expertise (I call our role in the process “knowledge extraction”), while lawyers’ time is stretched thin as they meet aggressive billable targets.

That’s why, as COVID-19 disrupts every aspect of our society, I see an opportunity. While some lawyers are busier than ever in areas such as bankruptcy, healthcare, insurance, employment and cybersecurity, others aren’t faring so well, as M&A deals and court proceedings are put on hold. For those attorneys, now is the time to focus on the labor-intensive marketing activities that form the foundation of any successful practice.

Here are six ways lawyers with coronavirus-induced free time can build for the future:

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Law firm communications and COVID-19: What’s next?

May 1, 2020

Law firm communications and COVID-19: What’s next?

I was honored to be part of a panel discussion last week, hosted by three Florida Legal Marketing Association (LMA) groups: Orlando, Jacksonville and South Florida. If you couldn’t attend the virtual event, you missed hearing from the following law firm public relations professionals:

The panel discussion was moderated by Laura Kaminsky of BakerHostetler. While we covered a range of topics, I’ve highlighted key takeaways below (the full webinar recording is available here).

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About the Author
Michelle Calcote King

Michelle Calcote King is an award-winning marketer with nearly 20 years of expertise in all things marketing, content, media and public relations. Specializing in highly complex industries, she leverages superior writing skills, media savvy and a love of all things digital to move her clients’ businesses forward.

Read my full bio or connect with me on LinkedIn.

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