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The Secret.

Last week I promised to let you in on a little known secret. If you want media attention, you’ve got to be easy. No, not that kind of easy! The kind of easy that makes you a dream source because you make a reporter’s job effortless.

It’s not that reporters are lazy, quite the opposite, in fact. And because they are so busy working hard on deadlines, researching story ideas, interviewing and juggling different priorities, if you want to get their attention and continually provide advice and expertise as a trusted source, you need to make it EASY for them to feature you!

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Here’s your exclusive sneak peek into my “pitch perfect” inbox with my favorite pitch this week:

Hello Mary,

Here’s another pitch from a HARO source! Hope you find the perfect match for your story.

Best,

The HARO Team

Seeking Attorney Experts

Dear Ms. Simms:

I see you are looking for expert commentary from attorneys on effectively using do it yourself (“DYI”) tactics to use earned media to grow their business. I’m a practicing trial and business attorney with over 20 years’ experience, have written magazine articles, spoken at conferences, been features on podcasts, and created a series of video on law-related issues to grow my business from solo to partnership in a mid-sized Virginia firm. Notably, I’ve been featured in Doc Walker’s ProView Magazine, Wealth Women Magazine, Grammar Girl’s podcast at Episode 475, and quoted at FingerCheck.com.

My best DYI tips on how to grow a law practice by leveraging earned media are:

It used to be that you hung your shingle, word of mouth happened, and clients appeared. Not so much anymore. I needed to engage my ideal clients without bankrupting myself. In the process, here’s what I’ve learned:

1. Be teachable.

Public relations are easy. Right? Sadly, no. Twenty-years as a trial lawyer doesn’t automatically translate into media skills.. So, I hired and learned from marketing, public speaking, video production, and entertainment experts. If you have it, lose the lawyer arrogance. Become an excellent student.

2 Give away content.

Much of the interview process happens electronically. Clients find lawyers through internet searches. If you’ve written on their problem they’re more likely to call. Having content available lets medias outlet determine if you’re a good fit. A professional online presence reflects your value, and provides free specific non-Pablum content.

3. Be genuine and passionate.

Show people who you really are and what you are passionate about. Not only will people trust, but they will want to work with you. I’ve received earned media coverage from a relationship I forged seven years earlier because the host knew I was passionate about the topic from our discussions.

4. Use existing resources.

Websites like HelpAReporter.com are valuable tools in obtaining earned media coverage, Invest the time to write pitches where you can provide value. Even if the pitch is rejected, you’ve created content you can repurpose.

5. Don’t give up.

I spent my first two years as a speaker paying to speak. I built a resume. My resume from paid gigs turned into offers to speak then earned media. Building an expert platform on your own takes time. Invest that time and money in yourself. Results will come. Most overnight successes were years in the making.

Thank you for your time and attention to this matter. If you need any further information, please don’t hesitate to contact me.

~Nancy D. Greene, Esquire

National Association of Professional Women Woman of the Year 2012/2013

Amazon Best-Selling Author

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Why This Pitch Stands Out

This pitch is for a story I’m working on in Huffington Post about attorneys who have had success DIYing their PR efforts. I sent out a call for sources through HARO and received quite a number of quality pitches, but this one in particular stood out because Nancy took the time to make her content valuable and easy for me to use for my story.

In the world of PR, news coverage and publicity is called “earned media.” Take that to heart and understand that for the type of coverage and features you want to land, you’re going to have to do a bit of work to earn it!

BONUS

Here’s some Friday motivation to lead into the weekend! If you’re ready to go from Entrepreneur to Enterprise, check out my latest article in Entrepreneur Magazine, the Scale Up Secrets of 7 figure Entrepreneurs.

Spoiler alert: Check out #2, my personal favorite and let’s see what we need to do to get you to industry icon status in 2017! Enjoy the article and if you find it valuable, share it with a friend.

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Until next time,

Be Disruptive.

Shape The Conversation.

Leverage Your Voice.

Xo, Mary

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