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"After reading How to Get Quoted
and Featured in the Media, I feel transformed into a media insider."
— Audra Callanan, Director of Marketing, Hamilton Brook Smith &
Reynolds, Concord, MA.
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How to Get Quoted
and Featured in the Media
Become a quotable
source, and pitch great story ideas that win media coverage
By David M. Freedman and Paula Levis Suita
About the Authors View
table of contents
28 pages, 8.5 x 11 inches
$34.95 for PDF edition
$49.95 for printed/bound edition (includes shipping)
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How do you feel when you see a
lawyer quoted in a newspaper article, interviewed on TV, or featured on the
cover of a business journal?
You probably feel a combination of admiration, envy, and curiosity. You're
curious, that is, how you might go about getting that kind of positive
exposure in the marketplace – exposure that helps you build name recognition
and credibility.
Tens of thousands of reporters, working in a huge variety of media outlets,
crave good stories about law, lawyers, law firms, justice, disputes,
settlements, trials, investigations, courts, legal seminars, and pro bono
projects. Getting good press is a matter of cluing reporters in to good
story ideas and letting them know that you are available to provide quotes,
comments, and background information when they need it.
This handbook, the first in The GET GOOD PRESS Series for Lawyers, shows you
how to pitch great story ideas to reporters and persuade them to call you
when they need an authority in your area of expertise. That's called waging
an active media relations campaign.
Media relations is not an esoteric skill that requires years of education or
training. Using this handbook as a foundation, media relations can be
practiced successfully on a modest or grand scale by solo lawyers, partners
and associates in small firms, managing partners and marketing directors in
midsize firms, and public relations managers in large firms.
How to Get Quoted and Featured in the Media is written by two successful
media relations professionals who also worked for decades as journalists.
Both authors have won prestigious, national awards for media relations work
they did for law firms. They employ lots of examples, case studies, success
stories, and solutions to real-life problems to help you get good press, and
get it often.
Table of
Contents
Introduction: The Benefits of Good Press
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Client relations
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Business development
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Recruiting
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Client service
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Esprit de corps
Part 1: What kinds of stories
journalists want from lawyers
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Client-oriented (disputes,
settlements, plea bargains, verdicts, transactions, etc.)
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Laws, regulations, legal
issues (new laws, trends, compliance, etc.)
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Lawyer- or firm-oriented (new
hires, promotions, mergers, honors, pro bono, etc.)
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Events (seminars, speaking
engagements, conferences, etc.)
Part 2: How to wage an expertise
campaign (get quoted)
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Difference between active and
passive media relations
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Journalists constantly need
subject-matter experts (SMEs) for quotes and background
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How to contact reporters to
let them know (and remind them periodically) that you are an eminently
quotable source
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Media relations tools: media
kits, backgrounders, white papers, newsletters, bylined articles, etc.
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Should you “pay to play”?
Part 3: How to pitch story ideas to
reporters (get featured)
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Difference between pitches
and a press releases
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Successful pitches: four case
studies (small, midsize, and large firms)
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Pitching techniques and tips:
Part 4: Establish and maintain good
relations with the press
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Reporters need you; you need
reporters; collaborate with each other
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Understand and respect
reporters
About the authors, acknowledgements
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TESTIMONIALS
"The GET GOOD PRESS handbooks offer up-to-the-minute best practices on
various aspects of PR and dealing with the press, as well as illuminating
examples and immediately employable strategies and tips. They are
comprehensive, easy to read, and no-nonsense.”
— Sydney Iglitzen, Public Relations Manager, Brinks Hofer Gilson & Lione,
Chicago; and Public Relations Committee Chair, Legal Marketing
Association-Chicago
* * * *
"These are extraordinarily well written and
designed booklets that can truly aid practicing attorneys in developing a
media presence."
— Michael Steinberg, attorney in solo practice and NASD arbitrator,
Glencoe, Illinois
* * * *
"I found your books invaluable. I learned
so much. They really tell you how to get it done."
— Audra Callanan, Director of Marketing, Hamilton Brook Smith & Reynolds,
Concord, Massachusetts
* * * *
"The GET GOOD PRESS Series for Lawyers is
blessedly practical and impressively market-wise. David Freedman and Paula
Levis Suita understand full well why lawyers have such a pressing need to
master the dos and don’ts of public communications, and they provide a
real arsenal of best practices that will directly benefit both legal
practitioners and their clients. Bravo!"
— Richard S. Levick, Esq., President & CEO, Levick Strategic
Communications, LLC, Washington, DC
* * * *
“Any lawyer who wants to learn how to work
the media to get clients should read Freedman and Suita’s extremely
practical handbooks.”
—Joey Asher, Esq., author of Selling and Communication Skills for
Lawyers, Atlanta.
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