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Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief

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Presented to the Association of Legal Administrators in Chicago, December 2012

Published in: Business
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Get Your Attorneys “Lady Gaga” Media Attention When Their Work is as Exciting as Stapling a Brief

  1. 1. Presented byTC Public Relations
  2. 2.  N – No news value U – Unimportant information T – Too lengthy S - Stalking
  3. 3. 1. Analysis4. Track 2. Inventory 3. Message
  4. 4.  Your Firm’s Practice Areas Competition Non-conflict legal news or trends
  5. 5. 2. Inventory Firm history
  6. 6. Asylum seekers benefit from pro bono legal representationfor housing and welfare benefits appeals.Photograph: Sean Dempsey/PA
  7. 7. “I don’t have anything worthsaying, but trustme and publish my press release.”
  8. 8. How can I help provide thebest legal sources available?
  9. 9. Breaking NewsIn The News Contributor
  10. 10. Typical TopicsComments Count Opinions Matter
  11. 11. Dear [Media contact’s name],I saw your article about [insert topic] today inthe [insert publication]. Here’s informationfrom another point of view that can help you asthe story progresses…..”
  12. 12. Dear [Media contact’s name],I saw your article about [insert topic] and wascurious to know why it did not include [keypiece of missing information]. Here’s a[link, attachment] related to that informationfor your reference.
  13. 13. Dear [Media contact’s name],I saw your article about [insert topic]. As thecourts weigh in on [topic] the litigation is likelyto go in a new direction. That’s because I’mseeing companies asking for a more aggressivelegal strategy on [topic].
  14. 14.  Publications Contents Contacts Alerts
  15. 15.  Helpful Links  Professional Public Relations Tools & Services Professional Legal Resources ◦ PR Newswire ◦ 2010 Illinois Rules of Professional ◦ PRWeb Conduct ◦ Vocus  RULE 3.6: Trial Publicity ◦ ABA Model Rules of Professional Conduct  Professional Associations ◦ Legal PR Chicago Online Social Media Monitoring ◦ Public Relations Society of America ◦ Google Alerts ◦ Legal Marketing Association and ◦ Meltwater News the Midwest Chapter ◦ CisionPoint  Law Firm Public Relations Planning Worksheet  Recommended Reading
  16. 16.  N – Notice E – Editorialize W – Wait S – Save contacts
  17. 17. Tom Ciesielka 312-422-1333 tc@tcpr.net

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