How to Pitch Your Attorneys to Media

How to Pitch Your Attorneys to Media

HOW TO PITCH YOUR ATTORNEYS TO MEDIA OUTLETS

Has media coverage delivered the results you want for your legalmarketingstrategy?Hasbuilding relationships with the RIGHT reporters proven challenging? If ownedmediasuchasblogposts, socialmediachannels and webinars lays the foundation for a fruitful content marketing strategy , the addition of earned media is what takes it to the next level. A feature or mention of your firm in the right publication can present a whole new world of opportunities including new business leads, brand awareness and website traffic, but it won’t happen on its own. From identifying and researching the best media outlets to engage with to the importance of asking for linkbacks in stories and positioning attorneys as reliable sources for reporters, the How to Pitch Your Attorneys to Media Outlets eBook outlines what your firm needs to know to build a successful media relations strategy.

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TABLE OF CONTENTS

13 | THE IMPORTANCE OF THE LINKBACK IN LEGAL MARKETING

01 | HOW TO RESEARCH THE BEST MEDIA OUTLETS FOR YOUR FIRM

2. Targeting Journalists 3. Using Twitter and LinkedIn 4. Write Reviews

14. Types of Linkbacks 15. Benefits of Linkbacks 16. How to Earn Linkbacks

17 | WHY ATTORNEYS CAN’T ACT BUSIER THAN JOURNALISTS 18. Do Your Research 19. Be Easy to Find 19. Be Available 20. Be a Resource

05 | DECIDING ON WHAT TO PITCH AND WHEN

6. Relevant and Newsworthy 7. Quality Over Quantity 8. Timing is Key 8. Engage Without Being Pushy

21 | HOW TO BECOME A RELIED UPON SOURCE FOR JOURNALISTS

09 | HOW TO PITCH 10. Build a Relationship 11. Engage, Don’t Sell 11. Carefully Include Newsjacking 12. Personalize Every Pitch

JOURNALISTS, BLOGGERS & INFLUENCERS

22. Use Social Media 23. Produce Relevant Content 24. Be Honest 24. Stay Patient

HOW TO RESEARCH THE BEST MEDIA OUTLETS FOR YOUR FIRM

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Even with a steady dose of blog posts, podcast episodes and social media updates, no content marketing strategy is completewithout the addition of earned media. During a time when the general public is consumed with a skepticism of marketing tactics and spin, media coverage can be a powerful tool for your law firm.

Brand awareness, website traffic, social shares and new business leads are just a few of the potential benefits of having your firm featured or mentioned in the right media outlet. The goal is to maximize your firm’s mentions by ensuring they are seen and consumed by members of your target audience.

TARGETING JOURNALISTS

Reaching your target audience with earned media means securing coverage in the right website or publication. Rather than just firing out pitches to any and every journalist or blogger that crosses your mind, do some background research and determine those who warrant the attention of prospective clients. Even if you have no journalism background and have never stepped foot in a newsroom, you can still target the right reporter, writer or commentator by knowing their coverage area or consumer demographics. For example, if your target audience is made up of a younger generation, pitching to a print newspaper probably wouldn’t be as valuable as an online publication. Or, if you’re pitching a story about the achievements of one of your attorneys, an education reporter or sports writer likely won’t be of much help. Study your market. Chances are there are niche publications or journalists reporting on the ins and outs of your industry that your firm can target to make the most of your pitches.

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USING TWITTER AND LINKEDIN Social media can be a strong ally when compiling the best media outlets for your firm. With its fast-paced atmosphere and wide range of users, Twitter is full of journalists, bloggers and thought leaders that can help you deliver your firm’s story to your audience. Follow them and engage with their content to cultivate relationships and in turn, share your own content. You can even take it a step further with targeted ads to put your content directly in front of your industry’s most recognizable leaders. While they may not immediately turn around and reshare it, you can get your name out there, making a personal connection much more attainable. LinkedIn is another source for developing contacts and professional relationships, but it requires a bit of work on your end. Much like your Facebook profile that includes friends, classmates and coworkers from your past, your LinkedIn connections are likely filled with dozens, if not hundreds of professionals from a variety of different industries. By using LinkedIn tags, you can separate your connections into different groups, making it much easier to navigate when you’re trying to foster a professional relationship. From there, you can easily keep up with what others are sharing to shape your own content strategies as well as comment on and share what those connections are posting.

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WRITE REVIEWS

From bloggers and podcasters to authors and influencers, positive reviews and ratings are worth more than gold to many content creators. It’s how they stand out from the crowd and make a name for themselves. As the media landscape continues to change, these content creators have become as trusted as the local newspaper or nightly broadcast news station was years ago. They’re a valuable addition to any media list and something as easy as a positive review can lay the foundation for a fruitful relationship. Maybe you subscribe to a podcast that discusses tax law news that could interview one of your attorneys. Or, perhaps you found a popular legal industry blog that could feature a guest post or quote from a partner at your firm. Whatever the case may be, publishing a review is your introduction to these outlets. By simply giving a content creator a five-star rating or writing a few sentences to give your endorsement, you’re creating an instant conversation starter and a reason to reach out to your firm for more. When it’s treated as a priority, earned coverage can be more effective than paid media for brand awareness and lead generation. Keep in mind that earned media doesn’t happen overnight. It is dependent on building and maintaining relationships with the various media personnel and content creators in your industry. Don’t disregard or cut off a connection just because you didn’t generate news coverage from your first pitch. Be patient and stay committed and your firm will soon be reaping the benefits of earned media.

Content marketing efforts for your firm are incomplete without the inclusion of an earned media component. Our agency has particular expertise creating thought leadership platforms fueled by an integrated strategy of earned media and content marketing. Schedule your 1-hour free consultation with Ghidotti here.

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AND WHEN DECIDING ON WHAT TO PITCH

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As newsrooms continue to be downsized due to furloughs or layoffs, earning media coverage for your law firm is becoming more challenging. While media list research provides a starting point for your media relations practices, it’s only half of the battle. After you have identified and connected with the ideal news outlets and influencers to

reach your target audience, you must determine how you’re going to approach a journalist with your story. Knowing what to pitch and when to do it could mean the difference between landing a story and having your pitch overlooked or ignored altogether. Here are some tips to help you decide.

RELEVANT & NEWSWORTHY

According to a study from Muck Rack, 43 percent of journalists receive five or more different pitches each day, so you want to make sure your story is worth their time. Put yourself in a journalist’s shoes. They’re committed to their readers, viewers or listeners just as your firm is to its clients. Focus on important and timely topics to ensure that your pitch has its best chance of being published. Staying up on current events and trends provides an opportunity to tie- in your own firm to the subject matter, but it must be done appropriately. Using the COVID-19 pandemic as an example, nearly any story related to the virus will be considered newsworthy but don’t try to force a connection to the virus if one doesn’t exist. Of course you want to be a part of the conversation, but trying to wedge your way in can be counterproductive and damage your relationship with a journalist.

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QUALITY OVER QUANTITY From newspapers and magazines to television and radio stations, there’s no shortage of media outlets for your firm to contact, but that doesn’t mean you should mass send your pitches to everyone. Journalists are bombarded with story ideas each day and lack of personalization is the number one reason they ignore an otherwise relevant pitch. Remember that working with the media is about developing relationships. Tailoring your pitch to an individual rather than a group will go a long way toward securing coverage and maintaining that positive relationship. One way to improve the likelihood that your pitch is considered is to offer an exclusive. Approximately 75 percent of journalists say they are more likely to cover a story if offered an exclusive. The right pitch to the right reporter can be beneficial for both parties. You get third-party credibility to improve your firm’s brand awareness, website traffic and social shares, while they get a story that no other news outlet has.

Knowing what to pitch and when could mean the difference between securing a story or being overlooked. In our SAME 4-step strategic process we use message mapping as the framework to help you create compelling, relevant content resulting in better earned media for your firm.

Learn more.

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TIMING IS KEY

You never know when a story idea is going to hit you. Maybe it’s late at night, you’re winding down with your favorite Netflix show and suddenly an amazing topic comes into your mind. It’s probably a good idea to get your pitch out immediately before you fall asleep and forget right? Wrong. Knowing when to pitch is almost equally as important as knowing what to pitch.

Nearly 65 percent of journalists prefer to be pitched before noon, compared to just four percent who prefer the evening. If you think of your brilliant idea at a different time, write it out and save it as a draft to send at the opportune time. With 62 percent of journalists having no preference, the ideal day of the week isn’t as cut and dry. However, Monday is the most preferred day for approximately 20 percent.

ENGAGE WITHOUT BEING PUSHY We all know that feeling. You have a great idea and it’s practically spewing out of your mouth because you’re so excited to share it with someone else. While it’s important to be passionate about your firm’s story, rein it in when pitching to the media. Email is the preferred method for journalists to receive a pitch, so resist the temptation to pick up the phone and overwhelm them with your own excitement. That doesn’t mean to flood your message with enough information to fill up a book. Less is more when it comes to pitching as 61 percent of journalists prefer them to be less than three paragraphs. Get to the point and prove the worth of your idea quickly to ensure the best chance of securing a story for your firm. You can follow up if you don’t get a response, but limit it to just one additional email at least three days after your first pitch. Keep in mind that even when you do everything right, not every pitch is going to turn into a story for your firm. Even the most well-written ideas can still be passed over by journalists. Think of yourself as a baseball player in the batter’s box for this practice. Even when you strike out, there’s always another opportunity coming and even Babe Ruth only got a hit in 34 percent of his at-bats.

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HOW TO PITCH JOURNALISTS, BLOGGERS & INFLUENCERS

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If securing media coverage for your law firm is your mission, the pitch is the key to making it a reality. After you have researched the best media outlets and determined the story you want to pitch, it’s time to reach out to a journalist, blogger or influencer

tospreadyourmessage.However, that doesn’t mean you should just start firing emails left and right. Making the perfect pitch is a process that requires time and effort to ensure the best chance of success for your firm.

BUILD A RELATIONSHIP Think of pitching to the media like you would dating. You wouldn’t just walk up to someone at the bar and ask them on a date. You start a conversation and build a relationship over time before taking that next step.Your dealings with journalists should be the same way, and there are plenty of avenues for developing your relationship with media members. Introduce yourself. If your firm is starting its media relations practices from scratch, reaching out to a beat writer or reporter is an easy way to give them an idea of who you are and what you do. Follow their work. Reading and engaging with a journalist’s content will allow you to personalize your pitch when the time comes, increasing the likelihood of landing a story for your firm. You can even take it a step further by following them on social media and sharing their work with your own followers. Journalists want their content to be read just as much as your firm does. Be sincere. While you may see your interactions with the media as a means to an end for securing coverage for your firm, being genuine and kind will go a long way toward building and maintaining a working relationship.

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ENGAGE, DON’T SELL A journalist’s top priority is sharing relevant and interesting stories with the public. They aren’t in partnership with your firm and likely won’t be interested in any fluff pieces about a big case you just won or any recognition you have received. Rather than reaching out to tell a media member that they should write about your firm, focus on how you can provide expertise on an important trending topic. This practice can also be used when you seemingly don’t have any stories to pitch. If there’s nothing newsworthy happening at your firm, reach out to local media members and offer to be a resource on any stories they may be working on. While it may not immediately result in a mention for your firm, it will put you at the top of their mind the next time they need a source. Remember, positioning your firm and attorneys as thought leaders in your industry is one of the primary goals of securing media coverage.

CAREFULLY INCLUDE NEWSJACKING

In the era of social media, there’s always breaking news stories circulating. Whether it’s something that’s happening far away or right in your own city, these trending topics present opportunities for your firm to capitalize on thepopularity of a story andbe apart of it. However, it must be done quickly. Outside of continuing narratives like the upcoming presidential election, trending news stories come and go in a few days. Wait too long to be a part

of the story and it will be old news at that point. This is also a practice that should be done delicately. Take the COVID-19 outbreak, for example. There are certainly chances for your firm to pitch a related story to the media, but remember that this is a pandemic that has claimed the lives of more than 100,000 people in just the United States and should not be taken lightly.

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PERSONALIZE EVERY PITCH When it comes time to actually write the pitch, put yourself in a journalist’s shoes. They wouldn’t write the exact same story twice and you shouldn’t write the exact same pitch twice. That doesn’t mean that you can’t pitch the same idea to more than one outlet, but each pitch should be personalized for the recipient. By studying the market for your target audience, you can determine the best media outlets to deliver the message of your firm. Use that information you have compiled as you draft your pitch. Note the coverage area of the journalist you’re pitching and make a reference to some of their previous related work. Many media members, particularly those that have been around the business for a while, can sense the lack of authenticity with a one-size-fits-all pitch and will be less inclined to share your story. As is the casewith all aspects ofmarketing and communications, practicemakes perfect with media pitching. You won’t become a professional overnight and even some of your most well-written pitches may still fail to garner coverage for your firm. Don’t get caught up in the wins and losses. Stay confident, follow the same guidelines and your firm will be collecting news mentions and features in no time. If you need any help securing those wins, give us a call. With our legal experience, we can help you shortcut the process.

Media pitching is a skill that can be developed with practice and repetition. If you’re not sure where to start or you need help securing coverage, give us a call and schedule your 1-hour free consultation with Ghidotti.

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THE IMPORTANCE OF THE LINKBACK IN LEGAL MARKETING

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Even after your law firm has researched the best media outlets, selected the ideal story to pass to a journalist and delivered a successful pitch, you’re still missing a key component: the linkback. This is where another website (a publication or news outlet) links

to your website within the copy of its story. While the recognition and thought leadership are still valuable benefits, the linkback is what takes your media mention to the next level by driving traffic to your website and improving your rank in search engine results.

TYPES OF LINKBACKS

Referring to any time a page links to a different page, a linkback is a broad term that includes both internal and external links. Internal links are from one page to another within your own website, while external links are when an outside source links to your site. They are each beneficial for your law firm and should be used concurrently to achieve maximum results. Internal links keep visitors on your website longer, driving them to other related content to improve your reputation as a thought leader, establish a relationship and generate new business. When you include internal links in your content, visitors click, which leads them deeper and deeper into your site. You can use specific calls-to-action with your internal links, such as to read or learn more, download content, or contact you for a consultation. External links from high-ranking sites (think big publications with a large following vs. a local, niche site) can improve your firm’s SEO, or search engine optimization, and put you closer to the top of the results page in search results. The “nofollow” tag. In an effort to reduce spam, some external links will be given a “nofollow” tag by the publisher, eliminating any potential SEO value for your law firm. However, if the source has a large audience, a nofollow link can still generate traffic to your firm’s site as people will open a search bar and find you. It just doesn’t provide much credit to your firm’s overall SEO capabilities. Relevance of the linking website. Similar to your own content production, the goal of a linkback is to have it reach your target audience. Having your firm linked on an unrelated site won’t do anything detrimental, but being tagged by a respected source in your industry is much more likely to generate traffic with prospective clients or business partners. The value of external links varies based on a few determining factors. Domain authority of a host website.

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BENEFITS OF LINKBACKS

While increasing the visibility and authority of your own domain along with traffic and improved search engine ranking may be the most notable benefits of a linkback, there are other advantages this practice can provide for your law firm. Networking. Much like a pitch is necessary to earn a story from a journalist or media member, getting an external link requires some outreach by your firm. Even if your efforts don’t lead to a linkback, it’s another way to build a relationship with a fellow member of your industry that could lead to a partnership down the road. Brand Awareness. Every time a linkback is included in a news story, journal article, blog post or other form of content, it reinforces your firm in the minds of those in your target audience. Those who click on the link are doing so voluntarily, making them more likely to stay on your site, consume more of your content and think of your firm first when the time comes time to do business. Thought Leadership. When your firm’s website or content is linked from a well- respected source, that recognition is also attributed to you. The more linkbacks your firm gets from those high quality domains, the more credibility and trust you generate with your target audience.

During a time when the general public is consumed with a skepticism of marketing tactics and spin, media coverage can be a powerful tool for your law firm. Producing a message map that results in better earned media is one of the key elements in our SAME 4-step strategic process.

Learn more.

15

HOW TO EARN LINKBACKS

The most beneficial linkbacks for your law firm are those that are earned rather than bought. Search engines can detect purchased links and the ensuing penalties greatly diminish your ranking. The good news is that your firm has the tools to earn those valuable linkbacks on its own. Create relevant content. Before you can reap the benefits of a linkback, you must first provide a reason for it. Producing high-quality content that answers a question or provides insight into a relevant topic increases the likelihood that another site will include a linkback to it. Use your partnerships. Any business partners that your firm has worked with can also be sources for a linkback. Sending a partner badge to signify your working relationship or writing a testimonial of their company are easy ways to have your firm featured with a link to your website. Community outreach. Sponsoring a local event, providing pro-bono services to an organization or hosting seminars or workshops are just a few of the ways that your firm can give back to your community while also providing opportunities for a linkback. Link building can seem like a daunting task to a beginner. If your firm is interested in the benefits that a linkback can provide but you don’t know where to start, our team is here to help. We’d love to start a conversation with you about how we can create results for your firm.

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WHY ATTORNEYS CAN’T ACT BUSIER THAN JOURNALISTS

HOW YOUR FIRM CAN PRODUCE AND HOST CONTENT

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Many lawyers know the feeling. You’re reading a news story or journal article and come across a quote from a fellow attorney, wonderingwhy the reporter didn’t contact you instead. Chances are it’s because that reporter doesn’t know you. While researching media outlets, deciding on a

story to pitch and how to pitch it will get you on the right track, it’s the relationship with a journalist that will lead to an interview and likely the inclusion of a linkback to your firm’s website. Here are some tips to help you develop your relationship with media members.

DO YOUR RESEARCH Like a marriage, friendship or business partnership, a relationship with a journalist is a two-way street and requires effort from both parties. Before you ever reach out or deliver a pitch, explore the previous works of a reporter to get a feel of their coverage area. You can even reference a previous story of theirs to showcase your understanding of them and their beat. A good first impression can go a long way toward securing a fruitful partnership with a reporter. Even when you don’t have a story to pitch, it’s important to keep in touch with journalists to maintain that relationship. Follow them on social media and show your support by sharing a story on your personal social media channels. Developing your relationship with reporters will also help determine their various preferences. It’s safe to assume an email is a good form of communication, but as you get to know them better, you may come to find they prefer a phone call or text message.

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BE EASY TO FIND While it’s still important to do your part in fostering and maintaining a relationship with a media member, there will also likely be times that a journalist or reporter wants to reach out to you first. And nothing will jeopardize your earned media opportunity like not having contact and background information readily available and easy to access. Keeping your bio, a photo and any other assets in a centralized location on your firm’s website will make it easier for a journalist to contact you when the time comes. Sticking to a consistent schedule with your content marketing efforts can also help in this practice. The more often you publish relevant content, particularly with the right keywords, the more likely you are to be found through a Google search. Plus, the more content you produce on your own will give a reporter a better understanding of your work to determine whether or not you would be a reliable resource for future stories.

Making time for a journalist can go a long way toward developing a professional relationship that leads to more coverage for your firm. Our agency has particular expertise in helping law firms and legal marketers create thought leadership platforms fueled by an integrated strategy of earned media and content marketing that increases leads and cases and amplifies brand recognition.

Schedule your 1-hour free consultation.

BE AVAILABLE

One of the most effective ways to cultivate and protect your relationship with a reporter is to always make time for them. Journalists often don’t set their own deadlines and there are times that they’ll be racing against the clock to finish a story on time. This is where you can improve your standing with a media member by always being available to provide a quote or relevant information for the story. That’s not to say that if a reporter calls or

emails that you should drop everything you’re doing and devote all your time to their needs. Keep in mind that you’re the expert and thought leader in the legal industry and providing some assistance toa journalist inneed likelywon’t take too much of your time. However, there’s few things as beneficial for your relationship with a media member. Help them out and you’ll become a trusted source that they rely on again in the future. Ignore it and the opportunity may never present itself again.

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BE A RESOURCE

It’s no secret that having a good relationshipwith a journalist can be greatly beneficial for you as a lawyer and for your firm as a whole. The credibility and expanded reach can open the doors to an entire new audience and recognition as a thought leader in your field. To ensure that you remain top-of-mind to a reporter, it’s important to provide benefits of your own by being a trusted resource that they can reach out to whether the story involves your firm or not. Create a profile of your background and professional experience to send to reporters that can be kept in their >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30

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