Insights

A big part of our job is helping lawyers prepare to speak to legal media reporters about important trends in the industry. Sometimes those stories involve sensitive information that the reporters want and lawyers don’t want to give, or that lawyers are willing to speak cautiously about as long as their name isn’t printed in the story. The “rules of attribution” — the code journalists follow to tell readers where information in a news story comes from — allows sources to protect...

Thought-leadership marketing can be a great way to stand out as a competent, well-respected expert in your field. This is especially true if you write content tailored to the concerns of a specific audience. While it can be tempting to showcase your expertise across a broad range of industries and practice areas — to be all things to all people — this strategy is counterproductive. Here’s how to ensure your thought leadership makes an impact:

Narrow your focus....

As the mass COVID-19 vaccination effort continues to roll out across the country, reporters in legal and mainstream media are looking for expert sources who can shed light on the many legal issues raised by this unprecedented initiative. This creates a great opportunity for attorneys to provide analysis and be featured in the news coverage. But in order to make the best use of these placements, law firm marketers will need to do some legwork to prepare and pitch their attorneys’...

All press releases should be written and sent out as efficiently as possible, of course, but every now and then a high-stakes story requires law firm marketers to push out a release at warp speed. How can you make sure the stressful yet exhilarating process of breaking news goes smoothly for your firm?

Plan ahead. Don’t wait until you are facing an urgent deadline to create an internal firm approval process for extraordinary stories. While a typical press release...

Have you ever wondered why some attorneys are repeatedly quoted as sources for media outlets while others with the same (or even more impressive!) practice never get interviewed? How did those attorneys connect with reporters for a story?

Attorneys who are interviewed and quoted repeatedly by the media have successfully demonstrated that they are subject-matter experts in their respective practice areas, and that they can explain legal matters in plain English. One way to do this is...