You might have heard of a new website called JD Supra — it’s essentially an online forum and database in which lawyers register, create profiles, and post court filings, decisions, forms and/or articles, free of charge and free to access. Check it out and see what it has to offer you. The benefits to lawyers include raising their profiles, providing research materials for consumers and other lawyers, and drawing journalists’ attention to a case or matter that the lawyer is working on.
It’s this latter capacity that caught my interest, since I quite like the idea of a service that can bring lawyers and the media together for their mutual benefit. Accordingly, I penned a short article with eight points for JD Supra’s users to consider before posting a document to “The Scoop” section of the site. Some of the specific points apply strictly to JD Supra’s setup, but others are more broadly applicable to lawyers’ press encounters in general, and I think you’ll find the overall principles set out in the article useful for all communications with the media.
This also gives me an opportunity to expound a little on a subject that’s been kind of aggravating me lately: press releases. In my capacity as editor of National, I get between 10 and 20 e-mails every day from law firms, law schools, corporations, and non-profit organizations looking for legal media coverage of one kind or another. If you’re one of the people who sends me these press releases, I’m sorry to report that I actually read maybe one in 25 of them, and I actually act on perhaps 1 in 100. I don’t think I’m especially unique among editors in this respect — editors of larger-circulation publications probably get scores of these e-mails per day and delete most if not all of them.
I don’t think communications professionals in legal organizations appreciate just how much potential downside there is to sending out a press release that’s not targeted, properly calibrated, and part of an ongoing relatiionship. For many people, e-mailing a press release is standard operating procedure, part of the publicity machinery: alert the media to our issue/event/complaint/opportunity. But for an editor, opening up a non-targeted press release is akin to a homeowner getting a telemarketer on the phone or an office worker receiving spam: at best irrelevant, at worst insulting.
Here are a few thoughts on press releases, what works and what doesn’t.
1. Read my publication before contacting me. Every month, a large law firm sends me its list of lawyers who’ve made partner or worked on a big transaction, requesting I place it in our “People on the Move” section, despite the fact National has never had such a feature (and if I can help it, never will), and thereby reminding me every month how little interest the firm has in what we actually do here. If you want to know what “bad publicity” looks like, that’s a good start. Continue Reading