Reprint Rights 101: How law firms can promote media hits without getting sued

August 18, 2020

Reprint Rights 101: How law firms can promote media hits without getting sued

You get a solid quote in a key publication, or publish an insightful article in a legal trade magazine, and you want everyone to know (particularly potential clients). So, you post the full text of the article to your firm’s website, send it to your email list and put out some social media posts linking to it for good measure. 

Good marketing, right? 

While promoting your media coverage is important (and kudos to you for recognizing that), unfortunately you’ve left yourself open to legal action from the media outlet because you’ve just violated their copyright. 

Don’t feel too badly. This happens fairly often, and we’ve found that lawyers and law firms are among some of the worst offenders. Which is more than a little ironic, because, you know, laws…

The good news is that there are ways to leverage your media hits while staying on the right side of the law — and in the good books of the media outlets that cover you. 

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Media exclusives: how and when to use them

July 27, 2020

Media exclusives: how and when to use them

When I was working at a television station, the first question the news director would ask after a reporter came in with a juicy story was, “Is it exclusive?”

She wanted to know if her station was the only place viewers could find the story or if they would at least be the first to break the news. In a time when just about everyone has 24/7 access to information at their fingertips, regardless of when the 5 o’clock newscast airs, media outlets are looking for any edge they can get over their competitors.

For PR purposes, exclusives can help you squeeze all of the “juice” you can get out of a story and make sure it’s placed with an outlet that will give it the coverage you think it deserves.

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Who does what in the newsroom? A guide to media roles

July 13, 2020

Who does what in the newsroom? A guide to media roles

Pitching to the right person at a media outlet can make the difference between having your company make the front page or helplessly watching it slip through the cracks of someone’s inbox. Even small newsrooms exchange thousands of emails every day, and a fraction of the staff is tasked with screening and collecting stories to go to broadcast, print or online. 

You must stand out and connect with the gatekeepers to enjoy the benefits of media coverage.

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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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Meet the Legal Media: Angel Coker, The Birmingham Business Journal

March 4, 2020

Meet the Legal Media: Angel Coker, The Birmingham Business Journal

Name any major metropolitan area in the United States and it more than likely has a local edition of the American City Business Journals. Birmingham, Alabama is no exception. The Birmingham Business Journal keeps local entrepreneurs and professionals up to date on the trends and issues that affect their bottom line. 

While not every Business Journal has a dedicated legal reporter, most have someone covering law firms as part of their beat. For the Birmingham Business Journal, that’s Angel Coker. She joined the publication two years ago. Before that, she was an editor at a small paper in Mississippi, and also worked at the Tuscaloosa News for three years. 

We asked Angel about her beat, how she finds sources and story ideas and what she’s looking for when working with law firm marketing and PR folks. 

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Meet the Legal Media: Rebekah Mintzer, Bloomberg Law

February 20, 2020

Meet the Legal Media: Rebekah Mintzer, Bloomberg Law

Bloomberg Law is known for its coverage of the business of law, particularly Big Law. It has become a go-to source for information on the legal industry as a whole, as well as specific practices with newsletters published under the Bloomberg Industry Group banner. 

Rebekah Mintzer is a Deputy Team Leader with Bloomberg Law. For our Meet the Legal Media series, we asked about how she finds sources and story ideas, her preferences for working with law firm PR professionals and what tips she might share for getting coverage. 

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Differentiate your law firm marketing with personality and a unique voice

May 22, 2019

Differentiate your law firm marketing with personality and a unique voice

What does your law firm’s marketing content say? Does it have a voice? Is anyone listening?

Nowadays, all of us — yes, that includes your firm’s clients and potential clients — are inundated with emails, advertisements, notifications and social media posts around the clock.

That means standing out is more important than ever… but that can be hard for a buttoned-up law firm.

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Law firm diversity: How to showcase your efforts (and not be fake)

May 7, 2019

How to showcase your law firm diversity (and not be fake)

The issue of diversity in the modern law firm is a hot issue right now, and rightfully so: Recent figures from the National Association for Law Placement (NALP) show that in 2018, just one in five equity partners were women (19.6%) and only 6.6% were racial/ethnic minorities.

And just earlier this year, the all-white partner class at an elite law firm stirred a national debate on law firm diversity, including in-depth coverage in The New York Times. (Yeah, you can’t exactly sweep them under the rug.)

This conversation has left numerous managing partners, diversity committees and legal marketers asking:

  • Just how diverse is our firm?
  • Do we do enough to showcase our diversity?
  • What does diversity truly mean at its core?

Spoiler alert: Simply having an inactive “diversity committee” isn’t enough.

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Lessons from the 2019 Legal Marketing Association Annual Conference

April 12, 2019

This week, more than 1,500 attendees gathered in Atlanta, Georgia, for the 2019 Legal Marketing Association Annual Conference. I try to attend the conference every year, as it’s one of the best networking and educational opportunities in the legal marketing profession.

While I couldn’t attend every session (I’m good, but I ain’t that good), I wanted to give you a brief overview of three sessions covering three different, but critical topics: diversity, economic trends and marketing technology.

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The top 9 media mistakes lawyers make

February 12, 2019

The top 9 media mistakes lawyers make

A solid public relations strategy is an essential part of a savvy legal marketer’s arsenal.

PR is a unique and powerful tool unlike other marketing efforts because it offers third-party validation: When a lawyer is quoted in an online news story, appears as a pundit on a news show or publishes something in an industry trade journal, that establishes his or her credibility in front of potential clients.

A lot of effort goes into securing that perfect PR opportunity: targeting relevant media outlets, pitching an attorney as a knowledgeable source and landing the interview. So it makes sense for lawyers to be prepared every time they jump on a call with a reporter or sit down for a broadcast interview in order to get the most out of it. This includes knowing the most common pitfalls when attorneys interact with journalists.

Here are some of the top media mistakes we’ve seen lawyers make in the past, and how to avoid them.

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