Articles about Media Relations

By David M. Freedman
About the author

A Guide to National Media Directories. Details about the eight best-known media directories, including Cision (formerly Bacon's), Burrelle's, Bulldog, Gebbie, Ulrich's, Oxbridge, etc. Details (updated April 2007) include formats (electronic and/or printed), prices, and media outlets. Also, a few sample pages from the Cision online directory— PDF format

How to Create a Flexible Press Kit. Your press kit (also known as a media kit) should be easy to customize for different purposes, circumstances, and media outlets. You should also be able to update it frequently. (Posted 9/28/06)

On the Record: How to finesse two tricky situations in media interviews—"no comment" and "off the record"—and what those terms really mean (published at LawMarketing Portal, Aug. 11, 2006)

Media Policies & Guidelines for Law Firms. Create a policy for responding to media queries (excerpted from How to Do the Interview: Policies, Strategies and Techniques, by David M. Freedman and Paula Levis Suita) — PDF format

Advanced Press Release-ology. A comprehensive guide to preparing releases that get results and win the respect of journalists (published in CW Online, IABC, Sept. 2003)

Writing Letters to the Editor. It's a respectable and very cost-effective way to gain exposure in the marketplace (originally published in The Value Examiner, Nov/Dec 2007) — PDF format

How to Wage an Expertise Campaign. Let reporters know that you are the person to call for quotes and background.

Just Answer the Reporter's Questions, Thank You. Don’t try to shift the interview's focus to your own agenda (called "bridging") unless you have had media training. (published in the May-June 2004 issue of IABC's Communication World)

Marketing Collateral for Small and Solo Firms. How to use brochures, newsletters, pamphlets, and other marketing literature to grow your business. (Adapted from Chapter 45, Flying Solo, ABA, 2005)

Book review: On Deadline: Managing Media Relations (4th Edition), by Carole M. Howard and Wilma K. Mathews, Waveland Press, Inc., Prospect Heights, IL, 2006. (Paperback, 256 pages, $24.95)

Tips for Working with a Ghostwriter. A top-notch one will not merely follow your instructions—he or she will challenge you to improve the concept, the structure, and the substance.
 

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About the author

David M. Freedman (www.freedman-chicago.com) is a Chicago-based writer, editor, and media relations consultant, who specializes in the fields of law and finance. He won a Your Honor Award from the Legal Marketing Association in 2001 for public relations.

Dave is a coauthor of The GET GOOD PRESS Series for Lawyers (www.getgoodpress.com). He is the founder and director of Newsletter Strategy Session (www.nwsltr.com), a website for publishers of client newsletters. His articles have appeared in Accounting Today, Law Practice (ABA), Strategies (Legal Marketing Assn), Chicago Lawyer, FindLaw, and the LawMarketing Portal (www.lawmarketing.com). He authored Chapter 45, on marketing communications, for the third edition of Flying Solo (ABA, 2005).

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