MOST firms seek positive coverage in the media -- to be called on for interviews, or to give expert commentary. There are some select strategies in order to gain successful media attention with two measures as crucial steps in the process:

* To forge a good relationship with the right people at different media companies so that you understand what each is looking for regarding content and the scope of their coverage;

* To have a written media plan for your firm that forecasts important events so that you are well prepared to launch contacts with media outlets in a timely fashion.

Advice From the Media

Francine Schwadel, legal editor for The Wall Street Journal, receives many calls from firms and public relations representatives, the best of whom understand the scope of legal issues that she and her readers are interested in, which are a broad spectrum of issues related not just to current events and decisions, but to topics that speak to the wide-ranging readership that the paper targets, among them, the national and global consumer, business and financial communities. Ms. Schwadel said that the best lawyers and people in the public relations business bring her a variety of material, and they have thought through and are able to articulate succinctly to her the significance of the material to the Journal's audience. They answer the crucial question: Why would anyone be interested in this?

Remember, when you pick up the phone to call, be prepared. Jamie Martorama, a business reporter who covers law firms on Long Island for Newsday, points out that developing a one-to-one relationship with a reporter is key to gaining exposure. When a reporter knows you because you have reached out, the reporter will subsequently remember you when they are developing a story.

Yet, when contacted, Ms. Martorama finds many lawyers speak legalese instead of breaking down the information into manageable parts so that the information translates easily to both the reporter and the reporter's potential reader.

Robin Pedone, the assistant managing editor of Long Island Business News, appreciates hearing from firms with news that is happening at their firm, such as decisions and ordeals, but also of interest are the broader legal issues.

To solicit news from the field, Ms. Pedone e-mails her contacts in law firms with an issue and asks for commentary. And, she said, if a firm wants to start a media strategy her advice is simple: just call her.

The Media Plan

An effective media plan turns on two elements: timing and contact selection. Start by laying out a 12-month calendar, marking projected dates when important events are planned such as litigation, transactions or firm-wide events that may be appropriate for media coverage. Mark the calendar four to six weeks ahead of the event as the time to contact media outlets. Old news is not news. In addition to an event-driven strategy, plan to have your attorneys place an article for publication or to be interviewed for expert commentary. With the outline of expected events on your calendar, compile a database of appropriate media outlets.

Outlets today are print, broadcast and Internet media contacts. There are also a variety of media directories available in CD-ROM, and through the Internet. Validate the names of contacts by calling to introduce yourself and the firm, and do not forget to be helpful ahead of time by sharing news and information on legal issues beyond your firm's scope. When you talk with any media person, whether it be about an important decision, transaction, or to place an article or gain an interview, qualify your pitch around important questions for the media: What is important about this event that matches the needs of my audience? Does this event or result have the qualifications to be considered by my media outlet? In essence, is it newsworthy?

A Firm's Resources

While it is clear that the door is open to work with the media as long as you understand their interests and scope, some firms succeed more than others. What does that take?

Valerie Zurblis is the director of public relations and marketing at Long Island's Meltzer Lippe Goldstein & Schlissel, one of the first Long Island firms to hire a media professional about ten years ago. Ms. Zurblis goes out and meets the media personally so that the working relationship has more depth and is more responsive for both the firm and the media contact. Besides being fully apprised of a publication's target market, a law firm practitioner should try to think like a reporter, meaning -- tailor the pitch to something the media outlet would immediately find interesting, whether it is an important deal, or a fund raiser.

Ava Thorin, director of marketing and communications at New York's Bernstein Litowitz Berger & Grossmann, a plaintiff securities firm, has a unique position in relation to the media and clients. The matters her firm handles, securities litigation, means that the media is generally already interested and the firm must be careful about its clients' sensitivities. To handle this gracefully, Ms. Thorin prepares the attorneys thoroughly before the media calls, crafting the message itself and articulating the focal point of the conversation. By defining the scope and focus of the communication with the media, her attorneys are mindful to convert a "No comment" to "This is as far as we can go." One final cautionary note, Ms. Thorin said to be prepared for the question, "Is there anything else you want to add?" Without forethought, an attorney may go beyond the intended scope of the communication.

Melissa Kane, director of marketing at Farrell Fritz in Uniondale, Long Island, actively works on meeting the media so that her regional firm gets media penetration in regional outlets. To raise her firm's usefulness to the media she adds value to the relationship by e-mailing items of interest, such as helpful news portals and sites on the Internet.

Using a PR Firm

If your firm has retained a public relations company, it is still important to manage their involvement to maximize returns on investment and to meet the firm's goals, especially in a global environment.

Dee Schiavelli, director of marketing at Kronish Lieb Weiner & Hellman, focuses the interaction of the retained public relations firm on just a few attorneys at a time so that the law firm gets articles published and attorneys interviewed. Ms. Schiavelli relies on the PR firm to prepare the attorneys thoroughly for interviews with media representatives so that they know the genesis of the media contact, what the reporter is looking for, and background on the publication.

She said that the Internet has broadened the categories of media outlets. For example, an attorney with an intellectual property practice related to luxury goods, might now be interviewed by a new publication, such as Alley Cat News in addition to the standards, such as Vogue or Women's Wear Daily.

Working in a global environment requires Jennifer Saxe, director of communications and business development for New York law firm Coudert Brothers, to coordinate a worldwide marketing team made up of attorneys, marketing staff and local office staff.

While the firm's PR company distributes press releases and information on specific events, distributes articles for placement, and publicizes client transactions if appropriate, it is Ms. Saxe's responsibility to ensure that the firm has a global image, or message, that supersedes an office-by-office presentation. Also, she said frequently attorneys cannot publicize their role in a case, but when they can, media contacts are carefully chosen.

Crisis Management

In addition, no media plan is complete without a crisis management component. A bad result from litigation, an important, newsworthy client who gets sued or indicted, or members of the firm leaving may become the exposed underbelly of your firm's reputation. Crisis management in these situations requires that only specific people talk to the media with a carefully planned message. And remember, it is always better to be available than to stonewall, in which case the reporter will seek other, less-qualified sources. In fact, it is often better to initiate media contacts in nasty situations so that you can give the best possible, but realistic recitation of the facts and your future responses.

One final note. Communicate your media plan and intended objectives to all attorneys and your staff pointing out who, specifically, should talk to the media. Particularly in negative situations, you do not want staff members to be an unwitting source of media commentary.

Keep in mind -- the media is the messenger to the outside world. Be prepared.

© Copyright 2002, The Success Group

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