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Getting Wired: Niche Alternatives for Distributing Your Firm's News
Consider the following scenarios that are regular happenings in the life of any law firm marketer charged with media-relations duties:
- A partner who never wants to do press sends you an e-mail, marked urgent, saying she's come up with a great story idea that she wants you to “get out to the media” ASAP.
- Your firm wins a huge case and the attorneys actually tell you about it while you can still get some media attention.
- You have an ever-increasing pile of new hire announcements sitting on your desk that you know only have a limited audience, but your marketing partner is breathing down your neck to “do something.”
Sound familiar? These are situations faced by every law firm marketing department. And, while it is obviously good to be in a firm that's proactively creating news ' and working with you to do so ' there's always that gnawing in the pit of your stomach as to what you're going to do with the news, and whether you'll be successful.
The knee-jerk reaction is usually this: Get this out. Now. By any means possible.
The solution might even seem obvious. Use one of the two large U.S. wire services.
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