The Lawyer's Guide to Public Relations

There is definitely an art to becoming the object of the press's affection. If you are lucky enough to have an in-house public relations department, your “luck runneth over.” However, for most lawyers whose wish list includes “personal appearances” either via print media or electronic media, it can be a challenging and sometimes frustrating experience. There is hope, and it comes in the form of having a personal public relations/professional development plan. While most business development efforts focus on marketing, public relations can be a key component to one's overall success. Public relations is different than marketing in the sense that it requires a more personal approach to one's professional development plan. It requires an individual to hone a separate set of skills that enables one to speak, be quoted and appear as a spokesperson in a specific area of expertise.

I am a believer that everyone can have an “in print” or “in person” public persona, and there are many individuals who are lucky enough to have both attributes. The in print persona is the easier part of the public relations professional development plan. It calls for the preparation of two lists that can be divided into two categories: a list of publications where one can place an article for publication, and a list of journalists who can be contacted with information about an individual's expertise with the view toward becoming the expert in the area and thus a resource for the journalist.

The list of publications can then be subdivided into two targeted lists. The first list is comprised of national, regional and local newspapers, magazines and journals specifically targeted to the legal profession. This list has the utility of building one's reputation as well as establishing oneself as a referral source to colleagues. Publications like The American Lawyer and The National Law Journal are widely recognized examples of national publications targeted to the legal profession; The New York Law Journal (New York) and The Legal Intelligencer (Pennsylvania) are examples of regional publications. These publications accept bylined articles and also publish cutting edge new stories that usually contain expert opinions in a specialized area of law.

The second list of publications consists of national, regional and local newspapers, magazines and journals targeted to the consumer of legal services (existing and potential clients). A subset of these publications are those targeted to a specific area of expertise; eg, entertainment lawyers should create a list of journalists at Variety, The Hollywood Reporter, Billboard; real estate lawyers should have a list of real estate reporters at The Wall Street Journal, The New York Times and should get to know publishers and editors at the The Real Estate Forum, Real Estate Finance & Investment, etc.

Once the lists are compiled, one needs to determine whether to write an article for publication or act as a resource for a journalist, or both. In any event, whether submitting an article or becoming a resource, the author or expert should create a press packet (generally a folder that can hold several written pieces) containing a biographical sketch of their background and expertise. Also included should be other writing samples or quotes, even if the writings were for law school publications, and especially if they were for Law Reviews. These packets should be on hand so that when a topic of interest comes along on which an individual would like to author an article or be quoted, the background material on the author or resource is readily available to send to the publication or reporter. Of course these materials need to be kept current.

The “in person” media persona isn't for everyone. It is reserved for those who either have a natural gift for standing in front of an audience or those who have been professionally trained for media appearances.

For those who have a natural inclination toward public speaking, my advice is to do it as often as possible. Speaking for programs and panels is a great way to get name recognition in a particular area of law. The added bonus is that generally written materials are required for such presentations and therefore can have a shelf life for either a future presentation or can be turned into an article for a targeted publication. A conference or panel audience can be comprised of other lawyers or, better still, existing and potential clients. There are many conference organizers that provide programming on specific topics. That's another place to send the press packet. Compiling a good list of conference organizers can be the ticket to a public speaking career that can benefit your professional development in an unmatched way. It is important to get to know those responsible for the selection of speakers on specific topics that are geared toward one's expertise.

Personal appearances via electronic media are for those who have had professional media training. I say this because all too often the wrong person appears on screen and can literally embarrass not only themselves but their firm as well. There are many outstanding seasoned media trainers (usually former electronic media news personalities) who know the ropes when it comes to media appearances. Media trainers can teach an individual not only how to respond to a question with a useable sound bite, but are also qualified on proper personal appearance and don't hesitate to critique one's appearance for the camera. If an individual is so inclined to do media appearances, then by all means hire a media trainer. It is a cost that can have many happy returns.

Top 10 Tips

Finally, here are my Top 10 Public Relations Tips for getting noticed and developing a public relations professional development plan:

1. Develop a verbal resume. When people ask you what you do, have a 25-words or less description of you and your practice that perks the listener's interest.

2. Don't be a generalist. Develop a specific practice presence just like physicians do. To get attention, you need to be a specialist.

3. Write your own articles on a topic of interest relevant to your practice area or co-author with friends and colleagues giving your perspective.

4. Attend programs and conferences relevant to your specific discipline and then contact the program or conference sponsor to be considered for a spot on future programs.

5. Volunteer for Bar Committees. Print media reporters usually contact Chairs of committees when seeking comment on a specific practice issue story.

6. When you read a story and have something of value to add to it, contact the reporter. Even if the story is already in print, you can establish yourself as a resource for the next time.

7. Never go before the camera or any electronic media outlet without professional coaching. Being on television or even radio is different and it requires skill to be effective.

8. Volunteer your legal talents to civic and charitable organizations that are high profile. These organizations generally create their own buzz and you will be part of it.

9. Always carry your business card, even when you are going to the dry cleaner. You just never know.

10. Perfect your image. It may sound corny, but dressing for success really works.

There is definitely an art to becoming the object of the press's affection. If you are lucky enough to have an in-house public relations department, your “luck runneth over.” However, for most lawyers whose wish list includes “personal appearances” either via print media or electronic media, it can be a challenging and sometimes frustrating experience. There is hope, and it comes in the form of having a personal public relations/professional development plan. While most business development efforts focus on marketing, public relations can be a key component to one's overall success. Public relations is different than marketing in the sense that it requires a more personal approach to one's professional development plan. It requires an individual to hone a separate set of skills that enables one to speak, be quoted and appear as a spokesperson in a specific area of expertise.

I am a believer that everyone can have an “in print” or “in person” public persona, and there are many individuals who are lucky enough to have both attributes. The in print persona is the easier part of the public relations professional development plan. It calls for the preparation of two lists that can be divided into two categories: a list of publications where one can place an article for publication, and a list of journalists who can be contacted with information about an individual's expertise with the view toward becoming the expert in the area and thus a resource for the journalist.

The list of publications can then be subdivided into two targeted lists. The first list is comprised of national, regional and local newspapers, magazines and journals specifically targeted to the legal profession. This list has the utility of building one's reputation as well as establishing oneself as a referral source to colleagues. Publications like The American Lawyer and The National Law Journal are widely recognized examples of national publications targeted to the legal profession; The New York Law Journal (New York) and The Legal Intelligencer (Pennsylvania) are examples of regional publications. These publications accept bylined articles and also publish cutting edge new stories that usually contain expert opinions in a specialized area of law.

The second list of publications consists of national, regional and local newspapers, magazines and journals targeted to the consumer of legal services (existing and potential clients). A subset of these publications are those targeted to a specific area of expertise; eg, entertainment lawyers should create a list of journalists at Variety, The Hollywood Reporter, Billboard; real estate lawyers should have a list of real estate reporters at The Wall Street Journal, The New York Times and should get to know publishers and editors at the The Real Estate Forum, Real Estate Finance & Investment, etc.

Once the lists are compiled, one needs to determine whether to write an article for publication or act as a resource for a journalist, or both. In any event, whether submitting an article or becoming a resource, the author or expert should create a press packet (generally a folder that can hold several written pieces) containing a biographical sketch of their background and expertise. Also included should be other writing samples or quotes, even if the writings were for law school publications, and especially if they were for Law Reviews. These packets should be on hand so that when a topic of interest comes along on which an individual would like to author an article or be quoted, the background material on the author or resource is readily available to send to the publication or reporter. Of course these materials need to be kept current.

The “in person” media persona isn't for everyone. It is reserved for those who either have a natural gift for standing in front of an audience or those who have been professionally trained for media appearances.

For those who have a natural inclination toward public speaking, my advice is to do it as often as possible. Speaking for programs and panels is a great way to get name recognition in a particular area of law. The added bonus is that generally written materials are required for such presentations and therefore can have a shelf life for either a future presentation or can be turned into an article for a targeted publication. A conference or panel audience can be comprised of other lawyers or, better still, existing and potential clients. There are many conference organizers that provide programming on specific topics. That's another place to send the press packet. Compiling a good list of conference organizers can be the ticket to a public speaking career that can benefit your professional development in an unmatched way. It is important to get to know those responsible for the selection of speakers on specific topics that are geared toward one's expertise.

Personal appearances via electronic media are for those who have had professional media training. I say this because all too often the wrong person appears on screen and can literally embarrass not only themselves but their firm as well. There are many outstanding seasoned media trainers (usually former electronic media news personalities) who know the ropes when it comes to media appearances. Media trainers can teach an individual not only how to respond to a question with a useable sound bite, but are also qualified on proper personal appearance and don't hesitate to critique one's appearance for the camera. If an individual is so inclined to do media appearances, then by all means hire a media trainer. It is a cost that can have many happy returns.

Top 10 Tips

Finally, here are my Top 10 Public Relations Tips for getting noticed and developing a public relations professional development plan:

1. Develop a verbal resume. When people ask you what you do, have a 25-words or less description of you and your practice that perks the listener's interest.

2. Don't be a generalist. Develop a specific practice presence just like physicians do. To get attention, you need to be a specialist.

3. Write your own articles on a topic of interest relevant to your practice area or co-author with friends and colleagues giving your perspective.

4. Attend programs and conferences relevant to your specific discipline and then contact the program or conference sponsor to be considered for a spot on future programs.

5. Volunteer for Bar Committees. Print media reporters usually contact Chairs of committees when seeking comment on a specific practice issue story.

6. When you read a story and have something of value to add to it, contact the reporter. Even if the story is already in print, you can establish yourself as a resource for the next time.

7. Never go before the camera or any electronic media outlet without professional coaching. Being on television or even radio is different and it requires skill to be effective.

8. Volunteer your legal talents to civic and charitable organizations that are high profile. These organizations generally create their own buzz and you will be part of it.

9. Always carry your business card, even when you are going to the dry cleaner. You just never know.

10. Perfect your image. It may sound corny, but dressing for success really works.