Becoming a trusted media source can be an incredible boon for attorneys and their law firms.
The media’s third-party credibility provides nearly the same power as a personal referral — the gold standard in legal marketing. And, when compounded over and over again (with multiple media appearances), it can even beat personal referrals.
But becoming a go-to source for the media is no easy task. Yet somehow, some attorneys are always featured in top media outlets, over and over again.
Proactive legal media relations
In today’s world of fast-paced news cycles and digital dominance, you must be proactive to be recognized. Reporters are under pressure to file stories the minute news happens, and we know how to work with them to get your firm the coverage it deserves.
Our proven approach boosts your media coverage by catering to your firm’s goals and to journalists’ needs as they cover:
- Major court verdicts, rulings and opinions
- High-profile legislative or regulatory decisions
- Large mergers and acquisitions and other corporate moves
- Controversial events
- New trends that impact the way your clients do business
The Rep Ink legal PR team
Our team includes former journalists and PR pros with decades of experience working with law firms across the country, securing coverage in outlets from The New York Times,The Wall Street Journal, Reuters, and Bloomberg to Law360, The American Lawyer, The National Law Journal — and industry trades too numerous to name.
Whether it’s complaint filings or court rulings, hearings, bill votes or actions by large regulatory agencies, we take what happens in the legal world and make it front-page news. We know the reporters who cover courthouses, government agencies and the U.S. Supreme Court.
Reputation Ink’s legal PR team knows how to pitch law firm deals, pro bono matters, lateral hires and bonuses. We understand the nuances of litigation publicity, and we know how to separate the wheat from the chaff in the never-ending rankings, surveys and lists game.
Building relationships and credibility with reporters
Our strategy centers on establishing working relationships with reporters before it’s time to file a story. For example, educating them on the context and facts of a case in advance makes their job easier when a verdict or decision is ultimately handed down.
Not only does this preparedness ensure media coverage, but being a go-to source for information means they’ll turn to our client first for a quote. Reporters will know who our client is before they need them, putting our clients in the driver’s seat.
A swift and smart approach to promoting wins
For litigation firms, when a ruling is finally reached, you have a narrow window of opportunity to capitalize on the momentum. Many firms would begin the lengthy process of drafting, editing and approving a formal press release at this point. That’s how you miss an opportunity.
Instead, we often immediately send out the court ruling and any supporting documents, along with a note that an attorney is available for comment. A time-crunched reporter appreciates this path of least resistance when on deadline, and will already be prepped with background info on the case. We’ll then follow-up with a formal press release for less time-sensitive publications.
By respecting the two-way street with reporters and executing quickly, you create a win-win situation that launches your firm into the spotlight.
Deep media contacts
We have invested years in building a database of publications, broadcast outlets and journalists who report on legal and business issues.
Our relationships with journalists are built on our reputation for bringing solid news stories and valuable sources to our media contacts, never wasting journalists’ time, respecting their judgment, and adhering to values of honesty and transparency.
We are also constantly building relationships with new reporters. In this era of rapid change in the news industry, reporters change beats and outlets on a regular basis. We know how to work with reporters and earn their trust. That holds true whether it is the first time we’ve been in touch, or the 20th.
Targeting high-value law firm awards
Awards are a dime a dozen in the legal industry, and you can’t afford to waste time on ones that don’t matter. We have experience navigating this landscape and will target opportunities that align with your firm’s strategic goals.
By taking this approach, we’ve helped other law firms win some of the industry’s most prestigious awards, such as Law360’s Plaintiffs Hot List and The National Law Journal’s Midsize Hot List. In today’s competitive market, niche experts win. We are also well-versed in Chambers and Partners, Best Lawyers and other industry award submissions.
Law firm PR services:
- Media training
- Story ideation/proactive media pitching
- Bylined article placement and editing
- Source interview pitching and placement
- Litigation media relations
- Firm news announcements: new hires, new associates, new partners, lateral hires, new offices, bonuses, associate salary bumps
- Rankings and awards identification, tracking, consulting and writing
- Internal communications
- Crisis communications