Here’s my favorite pitch so far this week:
Good morning Mary:
I saw on HARO that you are searching for someone to provide information on DIY attorney PR. I can help you.
DIY PR is not as difficult as most attorneys believe. The key to success starts with recognizing that media outlets need and want content. The correct mindset for the lawyer is “how can I help this media outlet do its job and deliver quality content to its audience”. The law firm must consider the audience of whatever outlet it wants to send content to. A magazine for retirees might jump on a press release stating that you’ve become board certified in elder law. Rolling Stone wouldn’t.
The next step is to audit everything your firm does, and plans to do, and determine which of those actions/events/accomplishments are something that a target media outlet could use to give value to its audience. The possibilities are endless; a trial you’ve won, a seminar you are going to give, a charitable event that your firm has sponsored, a certification that you’ve received, a board appointment. Take this list and determine which of these things might help the reporter or outlet do their job. Don’t assume that “nobody would be interested in X”.
Once you have your list decide what kind of outlets the information would be useful for and why. Then write the content. The key is to be concise and understandable. Write the content so it will be helpful/interesting to the reader. No one really cares that you’ve opened your new law office down the street. They will care if you have raised $10,000 for a local charity at your firm’s grand opening party.
Please contact me at anytime if you want to discuss this, or if you need further information. My contact information is below.
The Law Office of Phil Griffis