Here’s your exclusive sneak peek into my “pitch perfect” inbox with my favorite pitch this week:
Here’s another pitch from a HARO source! Hope you find the perfect match for your story.
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