When you see someone quoted in a business publication talking about a hot topic in your area of practice, do you ask, “Why are they talking to that attorney? I know all about that subject!”
The answer is, Reporters call people they know.
They don’t call an attorney they never heard of.
There are many lawyers who focus on your area of practice, so you must distinguish yourself as someone who has their finger on the pulse of what is happening in the industry or the local metropolitan market.
Here’s how you can professionally introduce yourself to reporters and stay within the boundaries of the Rules of Professional Conduct regarding contact with the media.[i]
First, develop an Executive Media Profile that describes your background and lists topics that are keeping your potential clients up at night. Your goal is to answer the key questions of the trained skeptic reporter: Why YOU and Why NOW?
Begin with your letterhead. Type your Name, Partner at Law Firm name, your email address and your phone number, to make your contact information readily accessible.
Then, summarize the areas where you serve clients, say private equity or intellectual property. List a few types of transactions or areas of litigation or industries in three sentences in no more than six lines. Do NOT include your degrees, states where you are licensed to practice law, clerkships or your many published articles. All that information is on your website.
Now, compose a bulleted list of three to five hot topics relevant to the audience of that publication. Look at the horizon and note regulatory changes or industry trends that may affect supply chain, sales, operations, finances and so on. Keep each idea to one line. This approach shows that you understand the issues that readers are tackling. Note, there will be time for more detail and nuance in the subsequent conversation with the reporter.
Next, identify the industry and metropolitan business publications that your current and prospective clients read. Review the three latest issues to locate the names of the reporters who cover the subjects you have selected and that align with your experience.
Send them an email along these lines, to introduce yourself and describe WHY they should talk with YOU and why they should speak with you NOW:
Name,
Your coverage of ____ (topic) caught my eye.
You may be interested to learn my perspective on ____ (topic), which has not been fully discussed by participants in the _____ industry.
Perhaps your readers have not paid close attention to this development, which will have bottom-line impact on their businesses.
Looking forward to speaking with you.
Signature block
If you published a newsletter or client alert on the subject, include a link to it or invite the reporter to subscribe. Do NOT send it, as it may be viewed as spam.
Be sure to attach (or copy and paste) the Media Profile, then send it individually to the reporters you identified as likely to be interested in your insights.
Make a follow-up phone call in a week or so. Reporters receive hundreds of emails daily, so a voice message will be a quick reminder of your earlier contact.
On a quarterly basis, review your list of topics to ensure they are still relevant and update them as appropriate.
Monitor the news for developments where you might chime in, providing an angle from a legal, business, industry or local perspective.
Lastly, when the reporter gives you a call, take a few moments to prepare for this important conversation or interview. Ask for their name, phone number and email address and the subject of discussion, and then delay by promising you will call back in a half hour.
Now you have time to practice the tips mentioned above and consider how best to present your ideas: simply, clearly and persuasively. Then, make the phone call.
After the interview, plan how you will merchandise the article:
Post it on your website
Mention it in your newsletter or blog
Add a link to it in your email signature
Mention it in a LinkedIn post and other social media platforms
Consider writing an article on the subject
Create a webinar on the topic.
In the age of AI, it’s not one and done. You must make the news article accessible to people who may not have read the publication.
With an Executive Media Profile, you set yourself apart as a source for potential hot topics. You are seen as an authoritative and insightful observer on subjects that readers care most about: how to save money and save time.
Here’s to your media success!
[i] The relevant Rules of Professional Conduct are:
RPC 1.6 Rule of Confidentiality of Information
RPC 3.6 Rule on Extrajudicial Statements
RPC 3.6(a) Trial Publicity
RPC 3.6(c) Trial Publicity: Limits Do Not Apply
RPC 3.6(d) Trial Publicity:
RPC 3.8 (f) Prosecutors
ABA Model Rule 8.4(c) Conduct involving Dishonesty, Fraud, Deceit or Misrepresentation
ABA Model Rule 8.4(d) Conduct that is prejudicial to the administration of justice
FRCP 11 Prohibits filing a pleading for any improper purpose.