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Media & Communications Corner: <b>How To Make The Most Of A Stale News Story</b>
All marketing directors have experienced it. They receive an e-mail that describes a terrific deal closed or case “just” won by an attorney at the firm. The attorney requests a press release and a full-blown public relations push to all media outlets, local and national, including the Wall Street Journal and the New York Times. But curiously, nowhere in the e-mail does the attorney mention when the big case or deal happened. As it turns out, it is because it happened more than a month ago and, since the client did its own press release immediately after the fact, every media outlet known to man covered it then. So how can a marketing director say no, without actually saying it? The dilemma is that you cannot send the release to the media again, weeks after the fact, but you don't want to tell the attorney that he or she has no options either. So here are some suggestions of how to make the most of old news.
Before anything is done, the attorney needs to get permission from the client to do any PR on behalf of the firm. In many cases, PR was not done initially because the client preferred to handle it themselves and did not want their outside counsel trying to initiate PR efforts on their own. Once the client has granted permission, it is ok to write a press release from the firm but it cannot go out to the media who already covered the story. Instead, tell the attorney that you can post the release on the firm's Web site and send it over the Jaffe Legal News Service as well, which goes to more than 600 reporters and editors and is a free service. That way the release is able to be archived and searched and available to visitors to the firm's Web site. And don't forget to add the deal or case to the attorney's bio on the firm's Web site as well.
As for actually writing the release, assuming the client has granted permission, next it needs to be determined whether or not the client issued its own press release on the matter. If they did, the entire process becomes a lot easier. The language is already there and is approved; all the firm needs to do is put it on the firm letterhead, add in a quote from the attorney, and change the content to highlight the firm's role.
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