<i>Media & Communication</i>: How to 'Get Your Name Out There'

After a change in federal tax law, a client's quote in a prominent business publication prompted a prospect from more than a thousand miles away to call her and pick her brain for a few minutes. Then, based on their conversation, the prospect hopped on a plane for an in-person consultation that led to an engagement.

In this case, my client was closely following the proposed tax legislation, and we informed journalists of her specific expertise and availability for an interview well in advance of the law's passage. The moment reporters began writing their articles, my client was ready to provide insight in a clear and compelling manner about the challenges presented by the new law and how the companies impacted could solve them. Appearing in a media outlet read by her target clientele created instant credibility for my client.

New laws and regulations require new advice — and if you are well-positioned to offer it, there is no reason you can't find yourself in the same situation as my client. Your name or firm don't have to be well-known for your insights to land in a highly regarded media outlet — you just have to prove that you know your stuff. And, importantly, you have to get on reporters' radars early on, because once a new law or regulation is made public, not only is the clock ticking for reporters' deadlines, but their inboxes are inundated with emails from other experts hoping to score some ink.

Major Industry-Altering Conflict Equals Interest in New Perspectives

In speaking with a client about one of the most-watched trials his industry of expertise had seen in years, it occurred to us that despite the numerous articles already written about the case and the dozens of experts already quoted, he could provide a unique and valuable perspective.

We were right. In this case, a high-stakes battle was taking place over who would control the valuable intellectual property linked to a ground-breaking biotech tool. Reporters were writing about it on a near daily basis, and they were happy to hear a new voice with fresh insight. After the article quoting my client appeared in a highly regarded industry outlet, he was contacted by one of the parties to the litigation who said she'd been impressed by his commentary and would like to explore working together.

The lesson here is that when an important event is taking place in real time, there is always room for another point of view if it is distinct and insightful. Ever wonder why you repeatedly see the same experts providing the same kind of quotes on the same topics in the same publications? It's because reporters don't always have time to track down new sources and new perspectives. When a deadline nears, they often call someone they know will answer the phone and give them a good quote. You can become one of those people — and you can kick off that relationship by proactively reaching out to tell them something they (and their audience) haven't heard yet.

'Nothing Sells Like Success' Equals When You Kill It, Tell and Sell It

Winning a precedent-setting decision impacting a large portion of corporate America is unusual, especially when the same lawyer leads the team all the way from the trial court through the appellate process. Many lawyers and firms would simply send out a press release over the wire, and sit back hoping new business will come knocking. In this situation, my client took an active role in promoting the client's case and offered insight to journalists about why the law being appealed needed to change to make the legal system more equitable. The drumbeat of exposure prompted a prospect with similar issues to contact my client and request a meeting, during which he commented that everywhere he turned, he saw the lawyer's name and details about his victory.

Obviously, it's not every day an attorney can leverage a case like this to raise her profile. Fortunately, it's not necessary for the matter at hand be high-profile or to have widespread impact in order to use it to get your name and expertise out there. When you win a case or seal an important deal, and have the go-ahead from the client to speak about it publicly, ask yourself a few questions: How is the event significant to your target prospects? Will it — or could it — impact a particular industry sector or the practice of law? Can you succinctly explain the issue at hand and the anticipated impact (using little if any legal jargon) so a reporter will quickly grasp why it matters to readers? If so, journalists at relevant trade media outlets (at minimum) are likely to care. Their jobs are to stay on top of every industry development of relevance to their readers, and in many cases they'll leap at the chance to get insider knowledge about something significant that has happened.

Conclusion

In a world with too much to do and too little time to do it, promoting your own expertise through these strategic public relations tactics can be an efficient and effective way to develop business. People who need legal services are always seeking smart solutions and perspectives to help them deal with new challenges. By being proactive, you can provide them — and drive new business to your door.

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Nicholas Gaffney, a member of Marketing the Law Firm's Board of Editors, manages Zumado Public Relations and can be reached at [email protected].