get your attorneys “lady gaga” media attention when their work is as exciting as stapling a...
DESCRIPTION
Presented to the Association of Legal Administrators in Chicago, December 2012TRANSCRIPT
![Page 1: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/1.jpg)
Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief
Presented by TC Public Relations
![Page 2: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/2.jpg)
Why are law firms more susceptible to “dry spells” when it comes to publicity?
![Page 3: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/3.jpg)
Yet, we’re asked to be publicity rainmakers…
Causing us to makemedia contacts…
![Page 4: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/4.jpg)
N – No news value
U – Unimportant information
T – Too lengthy
S - Stalking
N.U.T.S.
![Page 5: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/5.jpg)
So How Does the Supreme Court Fit Into This?
![Page 6: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/6.jpg)
“Stand Up Comedy”in the Supreme Court
![Page 7: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/7.jpg)
1. Analysis
2. Inventory
3. Message
4. Track
Working with People to Build Your Firm’s Public Reputation Cycle
![Page 8: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/8.jpg)
Survey the Landscape Before Venturing Out
Your Firm’s Practice Areas Competition Non-conflict legal news or trends
![Page 9: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/9.jpg)
What’s Already on the Shelf?
Firm history
2. Inventory
![Page 10: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/10.jpg)
Asylum seekers benefit from pro bono legal representation
for housing and welfare benefits appeals.
Photograph: Sean Dempsey/PA
Give a Little, Get a Lot
![Page 11: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/11.jpg)
Have something worth saying
“I don’t have anything worth
saying, but trust me and publish my
press release.”
![Page 12: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/12.jpg)
How can I help provide the best legal sources
available?
![Page 13: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/13.jpg)
Get a seat at the “table of contents”
![Page 14: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/14.jpg)
Local Example
In The News
Breaking News
Contributor
![Page 15: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/15.jpg)
National Example
Comments Count
Typical Topics
Opinions Matter
![Page 16: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/16.jpg)
Dear [Media contact’s name],
I saw your article about [insert topic] today in the [insert publication]. Here’s information from another point of view that can help you as the story progresses…..”
Contrarian
![Page 17: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/17.jpg)
Dear [Media contact’s name],
I saw your article about [insert topic] and was curious to know why it did not include [key piece of missing information]. Here’s a [link, attachment] related to that information for your reference.
Missing link
![Page 18: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/18.jpg)
Dear [Media contact’s name],
I saw your article about [insert topic]. As the courts weigh in on [topic] the litigation is likely to go in a new direction. That’s because I’m seeing companies asking for a more aggressive legal strategy on [topic].
Prophecy
![Page 19: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/19.jpg)
Paid, Earned, Owned Media
![Page 20: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/20.jpg)
The Right “Combination”
![Page 21: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/21.jpg)
Comic Book Briefs
![Page 22: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/22.jpg)
Publications
Contents
Contacts
Alerts
![Page 23: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/23.jpg)
Helpful Links
Professional Legal Resources◦ 2010 Illinois Rules of
Professional Conduct RULE 3.6: Trial Publicity
◦ ABA Model Rules of Professional Conduct
Online Social Media
Monitoring◦ Google Alerts◦ Meltwater News◦ CisionPoint
Professional Public Relations Tools & Services◦ PR Newswire ◦ PRWeb◦ Vocus
Professional Associations◦ Legal PR Chicago◦ Public Relations Society of
America◦ Legal Marketing Association and
the Midwest Chapter
Law Firm Public Relations Planning Worksheet
Recommended Reading
Resource Guide from Presentation
![Page 24: Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief](https://reader034.vdocuments.mx/reader034/viewer/2022051609/5480b828b379593f2b8b5c23/html5/thumbnails/24.jpg)
Making the
N – Notice
E – Editorialize
W – Wait
S – Save contacts