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<b>Media & Communications Corner: Media Relations In The Midst Of A Merger</b>
The decision to merge your law firm with another is complex. Not only must you consider the myriad financial and business details and weigh how the firms will mix culturally, you must also carefully plan out how you will announce the decision to your support staff, clients, vendors and consultants. Each of these groups is important and each needs special attention.
Of course, you must notify the public as well, and the best way to reach this massive group is via the legal, business and local media. It makes sense to work with public relations professionals while you go through the merger process. A reputable public relations firm will keep all information confidential and not release any information to the press until you expressly give the green light.
By working with experienced media-relations professionals, you gain several advantages:
- Access to journalists;
- A clearly defined media-relations strategy and plan will give you some peace of mind as you juggle all of the other components of the merger; and
- Once the merger is announced, you can rely upon the media-relations professionals to get your message out, arrange interviews and follow up on media clips, while you tend to all of the other business at hand.
At Jaffe, we have handled a significant number of law-firm mergers. Each firm wants to gain as much media coverage as possible. Recognizing this, we offer this simple tip: Do not plan on announcing your merger on a weekend. Reporters are harder to reach on Saturday and Sunday. While it may seem like a perfect time to have the final vote and issue the statement while the office is closed, the timing actually may be detrimental in the long run.
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