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10 Common Misconceptions Lawyers Have About Media Relations
Traditional media continue to evolve and constrict in a marketplace consumed by non-traditional influencers, including bloggers, social media stars, bots and even your Uncle Joe. (Anyone with a device connected to the Internet can potentially gin up convincingly real "news" with the right window dressing and keen targeting of messages online.) Accordingly, the art of media relations is more important than ever to make sure PR professionals are doing all we can to influence the dwindling number of legitimate journalists while managing and enhancing the public reputations of our law firm clients.
As with any profession, there are clearly understood best practices and established rules for working with media professionals to secure positive media coverage — or sometimes temper reporting on negative news. Both of these can enhance a law firm or its attorneys' visibility, credibility and business-development efforts. Misinformation, a lack of understanding and common misconceptions about working with the media, however, are often at the root of missed opportunities and blunders. Those misconceptions can also dilute the perceived value of media relations in the eyes of our clients.
Law firms and lawyers have to be aware of what is realistic and what is not, and what media relations can and cannot do to influence media coverage. Understanding and accepting these misconceptions also can help inform how PR practitioners approach and engage with reporters and editors for that next law firm news alert, feature story or media pitch.
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