Insights

Paid, earned, shared and owned — “PESO” — represent the full interconnected landscape of channels for distributing your firm’s messages to your target audiences. The PESO model, brainchild of PR thought leader Gini Dietrich, has now been around for a decade and was updated this year to reflect the many changes that have occurred in media since she first published it.

No matter how carefully you navigate the creation of press releases and emails to reporters, mistakes sometimes happen. Law firm PR professionals and marketers are human. Reporters are human. Eventually, each of us get a turn to experience the sinking feeling of seeing an error in print. But take heart — thoughtful action can minimize the damage and protect your relationship with the reporter. PR...

As campaign season heats up, journalists in legal and business media are looking for informed perspectives on what’s at stake. These interviews can be a great way to demonstrate thought leadership, but they’re also fraught with the possibility of alienating potential clients. How can you navigate media opportunities that will promote your practice without causing offense? Know who you’re talking to and why. If you haven’t heard of — or don’t trust — a...

It’s relatable to hear how overwhelmed journalists are: 50% receive more than 50 pitches each week. Marketers’ workdays are just as full as the reporters we’re hoping will cover our firms! It’s important to recognize how we can help make journalists’ jobs easier and, in turn, get our firms media coverage. According to a Cision survey,

Law firm leaders who are responsible for executing their firm’s strategic plan need to feel comfortable communicating with national, local and industry-specific reporters, but few people, no matter how bright or accomplished, are born knowing how to do this effectively. When you see a lawyer successfully manage an interview or become a trusted source for a reporter, it’s usually because she or he has received media training. Media training comes in many shapes and sizes, and the best kind...