Working with the local press is good for business

One of the most effective marketing tools in raising the profile '¨of any firm is exposure from coverage and mention in the media, but for many people in the profession the prospect of working with journalists can cause great anxiety.

Regional law firms can '¨benefit greatly from working with outlets that broadcast to their local community, so what is stopping so many of us getting involved with them beyond simple advertising?

For many years, whenever solicitors appeared on television or in the pages of a newspaper '¨it was outside a courthouse either reading a prepared statement or passing silently through crowds of people trying to avoid eye contact.

The interest and intrigue '¨about what happens behind '¨the perceived closed doors of '¨the legal profession has led to '¨a multitude of legal novels, '¨thrillers and dramas that are tremendously popular. From '¨the works of John Grisham and shows like Law & Order and The Accused, to recent fly-on-the-wall series The Briefs, there '¨seems to be genuine public interest in what we do for a '¨living, so why not show them?

Whenever you broach '¨the subject of working with journalists, the knee-jerk '¨reaction from solicitors can be the threat of breaching client confidentiality. In my experience, journalists are well aware of '¨such restrictions and often just want clarification, insight or explanation in a certain area of law they are doing an article on.

Lawyers at my firms have '¨often been asked to comment '¨on legal issues in the local press. You can talk about the law itself, give abstract situations and hypothetical examples to illustrate a point or simply explain various options '¨within a situation and their consequences. In that capacity, '¨I have never had a journalist ask me for the name of a client or details of specific case.

Of course, if you are contacted about a case you are working, on you cannot comment, and I am not for one minute condoning any 'off the record' chats or 'leaks', but I would recommend getting involved with your local media. Do write in with letters and comment on issues relating to either the profession or legal aspects of high-profile issues that affect your community; make the offer to your local paper to be available to give insight and '¨help wherever possible; and volunteer to get involved with answering questions from members of the public.

This sort of activity not only helps you understand the local area which you serve, but it helps embed your firm in the local community, making it approachable and recognised '¨as a credible source of professional advice.

My firm employs the services '¨of outside PR professionals '¨to help guide us in media activities, make suggestions of opportunities we may not have recognised or thought of and undertake proactive PR work to help maintain our profile. There are a wide variety of options ranging from in-house PR teams to outsourced practitioners, so there are resources to fit any need if you want the reassurance of professional expertise looking out for your firm's welfare. SJ