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Media engagement 101: What success looks like for lawyers
In today’s digital age, media engagement has become an essential component of a successful legal practice. However, many law firms and lawyers struggle to effectively engage with the media and build their profile, writes Jeremy Hyman.
Jeremy Hyman
In the past, law firms relied heavily on word-of-mouth recommendations to generate new business. However, the rise of digital media has transformed the way law firms communicate and market themselves to potential clients. The internet has become the go-to source for consumers seeking legal services, with search engines and social media platforms being the primary means of both discovery and due diligence.
To achieve success in building a media profile, law firms and lawyers need to adopt a proactive approach to media engagement. This means developing a media strategy that outlines the goals and objectives of media engagement, identifies key target audiences, and determines the types of media outlets and platforms that are most relevant to their practice.
One of the key elements of a successful media strategy is building strong relationships with journalists from desirable media outlets. This can be achieved by establishing regular contact with journalists, providing them with relevant and timely information, and responding promptly to their requests. Lawyers can also leverage their expertise by offering to provide expert commentary or analysis on legal issues (on and off the record) as relevant to their practice area.
Sometimes when client sensitivities don’t afford attribution, just helping a journalist fact check a story or better understand a difficult topic (on what’s often referred to as “background”) can set oneself up for future success, having proven one’s value and cemented in the relationship.
Another important aspect of building a media profile is developing compelling content that can be shared across different media platforms. This can include opinion pieces, blog posts, podcasts, videos, and infographics, among others. The content should be tailored to the target audience and should be engaging, informative, and relevant to their interests.
Social media can also be a powerful tool for building a media profile. Law firms and lawyers can use social media platforms such as Twitter, LinkedIn, and Facebook to share their content, engage with followers, and connect with journalists.
However, it’s important to remember that social media requires a strategic approach and that content should be carefully curated to ensure that it aligns with a lawyer’s or law firm’s area(s) of specialty and overall media strategy.
Another important consideration when building a media profile is ensuring that all communications are consistent and aligned with the firm’s brand and values. This includes ensuring that all messaging is clear, concise, and accurate and that it reflects the firm’s expertise, professionalism, and commitment to client service.
It’s also important to be prepared for media interviews and to have a clear understanding of the key messages that need to be communicated. This includes developing key talking points and anticipating potential questions, knowing anything could be asked.
Finally, law firms and lawyers should regularly evaluate the success of their media engagement efforts and adjust their approach as needed. This may include measuring the reach and engagement of their content, tracking media mentions, and soliciting feedback from clients and other stakeholders.
Building a successful media profile requires a strategic and proactive approach that includes developing strong relationships with journalists, creating compelling content, leveraging social media platforms, ensuring consistent messaging, being prepared for media interviews, and regularly evaluating the success of media engagement efforts.
By adopting these strategies, law firms and their lawyers can effectively engage with the media and build their market profile, resulting in increased brand awareness, credibility, and new business opportunities.
Jeremy Hyman is the head of communications at Baker McKenzie.
