Now that Labor Day is behind us, things seem to be ramping up again and the schedule is beginning to fill in. In the past week or so I've been involved in a number of conference calls to schedule meetings for various organizations for the 2010-2011 'year.' Yesterday I participated in a planning call for the ABA Law Practice Management Section's webzine, Law Practice Today. The theme for one of the upcoming issues is business development, and one of the articles I'd like to see is how lawyers can use the media to their advantage.
Lawyers seem to be getting more and more familiar with other marketing and business development tools like article writing, seminars, social media, websites, blogs and even advertising, but media relations is one area in which I think most lawyers are in the dark.
Some law firms have "Media" pages on their websites, but those pages are not very effective. How about you? Does your firm have a "Media" page? If so, what was the purpose of creating the page? Was it to showcase your own articles or media exposure or to provide information for media to contact you and use you as a resource?
Jordan Furlong wrote a terrific post today on the Stem Legal Blog entitled, "How to fix your law firm's Media page" which gives step by step instructions and practical suggestions about what you should (and shouldn't) include on your firm's media page. And the great news is that most of it you probably already have ready to go in another format or elsewhere on your site.
For example, Furlong suggests including a series of primers on your Media page to explain basic legal concepts that reporters might need to understand. If you've got a blog or a FAQs section on your website, or if you have basic information about legal concepts that you provide to clients, this kind of information can be repurposed for your media page as well.
Be sure to check out Furlong's post for more information about your firm's Media page.