Page 7 - First-Year Associates Handbook

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First-Year Associates Handbook | TUESDAY, OCTOBER 14, 2014 | S7

in the proverbial trenches, they’re often not time to connect with a reporter or editor? ful). Availability, often on short notice, is one reporter and publication identiied, from a

aware how valuable their knowledge is to The saying goes: It’s not what you know, of the main differentiators between a good strategic point of view. After all, a 4,000-word
reporters. This may include discussing a trend but who you know. The same can hold true source and a bad one.
legal article will be of more interest to read-
you’ve spotted within an industry you serve, for media relations. There are strategies for During the interview, remember to give ers of a legal journal than it will to those of
or having the foresight to prepare talking bulking up your contact list with members of concise and clear responses to the reporter’s The New York Times. And depending on the
points in advance of a pending legal decision.
the media, and developing these relationships questions, and avoid legal jargon unless he topic, reaching 20,000 readers of a speciic
Another opportunity arises to inject your- in your irst year will help lay the founda- or she speciically asks for it. Don’t hesitate trade publication can offer more value than
self into the media discourse when you notice tion for mutually beneicial relationships with
to mention your practice or your irm, even sharing with the two million readers of The
misinformation in the media. This can be a reporters down the line.
going as far as offering to spell the name of Wall Street Journal.
great chance to pick up a dialogue with a jour- Read the news to see who covers your area
the irm near the end of the interview. (Be

nalist, wherein you establish your expertise of expertise. A good early step in your efforts sure to provide the full name, with appropri- Beneits and Importance of Starting Now
and position yourself as a future resource. to identify an appropriate reporter, editor or ate punctuation.)
After all, with the 24-hour news cycle, the media outlet is to run your idea by a member Clear communication with the reporter is The media continues to evolve and there
low of content is never-ending, and report- of the irm’s marketing department or a senior essential. Make sure what you say is accurate is an ever-expanding ield of online news out-
ers must consistently update their stories as attorney. In addition, approaching your col- and what you intend to say. You can also ask lets and online versions of print publications.
new developments surface.
leagues will help you tap into their networks, the reporter to check facts with you, espe- Media placements now have a longer shelf
Reporters and editors are also always look- learn about the irm’s existing media relation- cially if you are well versed on the topic, or if life. Not only will your article or quote reach
ing for varied opinions to lend a balance to ships and gain an understanding of how your the topic is complicated for the average per- a wide swath of readers upon publication,

their articles or for greater coverage. If you ideas it into the irm’s larger public relations son. Doing this, and giving out your contact but your name will continue to be associ-
don’t see your ideas relected in the media and marketing initiatives.
information so the reporter can reach you ated with the topic you’re opining on as users
coverage, take the opportunity to chime in.
directly for any further questions, increases search online for the issue for days, months
But take care: When you’re engaging with Media Relations Do’s and Don’ts
the chance your name and the irm’s name and years to come.
the media you’re representing your irm, so will be used in the article.
Once you start building your media
it is important to get a second take on how Once you’ve decided to foray into the Whatever you do, never ask the reporter resume, the Internet may do some of the work
your media proposal will relect not just you, world of media relations, it’s important to if you may read his or her notes after the for you. But there are speciic strategies to
but your practice group and irm as a whole. understand how to use strategies that will interview, approve your quotes (they’ll offer ensure you’re maximizing the beneit of these
It’s important to conirm there are no inter- make you a resource journalists will turn to that option if they feel it’s needed), or read placements. Start by including titles and links

nal or external conlicts or sensitivities that time and again. It’s equally important to avoid the story before it is published.
to articles you’ve written or been quoted in
would prevent you from publicizing your habits and inclinations that can burn bridges on your professional online biography when-
work or providing commentary on a news and alienate reporters.
Information Is Valuable—Don’t Waste It
ever possible. You can also distribute your
development. Oftentimes, this can mean not The irst step is always to be prepared, placements through social media channels to
only checking in with your client but also whether it’s for a phone interview or a face- It may take you years to achieve a big keep your proile active before your network
with the irm’s marketing team and senior to-face meeting. Prior to the interview, you win or close a big deal, but the news cycle and increase your reputation as a thought
attorneys who have a birds-eye view of the should research the reporter’s speciic beat that follows may last just one day. Waiting leader.
irm’s initiatives and can identify any subtle (area of coverage) and read his or her past to announce a win, deal or other event can Remember, the earlier you begin incorpo-
conlicts.
work. While you may not always get answers, cause you to miss the cycle while others rating public relations into your work, the

Firms almost always have media policies it’s okay to ask the reporter beforehand for a involved take advantage by being prepared. sooner you will be able to reap the beneits.
in play that need to be respected.
synopsis of his or her story as well as sample Whenever possible, know whom you’ll con- Opportunities breed opportunities. Even brief
questions to help you prepare. If you and tact and develop contingencies for what you’ll media placements strengthen your resume
Contacts Are Key
the reporter have agreed upon a time for an say in advance, so you can share your story when it comes to pursuing coveted speak-
interview, make sure to remain available, immediately.
ing slots or bigger-bang opportunities with
Once you’ve identiied an opportunity— since rescheduling can be challenging (and As your irm clears your story, it’s impor- top-tier broadcast media and publications.
with whom do you share it? And when is the
if you’ve laked on a reporter, rarely success-
tant to make sure you have both the right
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