Insights

Over the next few weeks, we’re taking a deep dive into the four types of media that form the backbone of an effective law firm marketing and communications plan. 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

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,

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 Daily...

To be effective, reputation management needs to be proactive, not just reactive. That means your law firm has to do more than just defend itself after being criticized online. Anticipating areas where you may be vulnerable and implementing systems to catch problems before they start will help you control the narrative about your organization. Without a strategy in place, your firm could unwittingly find itself struggling to manage a crisis that could have been...

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...