Law Firms Need To Adjust to New Media Landscape

In recent years, many lawyers and law firms have gained a better understanding of how to work with the media to raise their visibility with critical audiences. But the media has changed drastically in the last two years. So here are a few developments worth noting:

1) Old news used to mean yesterday’s newspaper or last night’s broadcast. Today, “old news” can be defined as news that broke on Twitter two hours ago.

2) Newsrooms have been depleted more than ever in this down economy, leaving many print publications with lean staffs. That means that fewer reporters have less time to meet you for breakfast or lunch – or to visit your offices.

3) Many print publications have gone out of business entirely; others have stopped printing with ink and are now “online only.” So there are less traditional media outlets available to consider your news item.

4) While there’s been a decrease in the number of reporters in the print and broadcast media, there’s a huge increase in bloggers, who can sometimes have as much or even more influence with your critical audiences

5) Telling your law firm’s story can still be told with a news release, but today’s news release should include hyperlinks that make it easy for reporters/editors/producers to find more information. This results in better copy since you can now link to a partner’s biography instead of using an entire paragraph on the partner’s background.

6) In the past, most corporate and law firm news was distributed with lots of text and an occasional photo. Today, law firms should also be thinking about creating high quality audio and video for the media, just as many are already doing on their websites to enhance recruitment efforts. Of course, what used to cost thousands of dollars in a production studio can now be done in your office -- but lawyers should rely on experts in media presentation and message development so they come across effectively.

7) Until a few years ago, getting information about a reporter if you were not in the news business could be a challenge. Today, many reporters have Facebook and Twitter pages and profiles on LinkedIn. Many media outlets now are using their websites to better inform readers about their staff. (Note: The New York Times, for example, has a Q&A from key editors who answer questions from the public about how they gather news) and the Times has also added short profiles of their beat reporters.

8) Reporters today are being asked to do more with less. Some who used to have one “beat” now have two or three. Others who years ago wrote one story a day, now must update that one story two, three or four times a day to keep up with the latest developments and get them online quickly. You might say that all reporters today operate like wire service (AP, Reuters, etc.) reporters have always worked. That means deadlines are very tight and not as much time is given for lengthy interviews and extended quotes. Therefore, lawyers need to continually learn to speak in sound bites, particularly on breaking news stories.

9) Reporters are doing most of their research online. So, for example, if they need a land use attorney, they might look to your well-read blog, particularly if you just posted commentary on a key decision they are also writing about.

10) Potential clients, particularly those under 30, get most if not all their news online. That creates great opportunities for lawyers to reach prospects and current clients by spreading their firm’s important news across the digital landscape: LinkedIn, Twitter, Facebook and Digg are great places to start.

While technology and the economy has changed news operations forever, some things haven’t changed. Reporters and editors still want “scoops” or “exclusives” and will usually do their best to ensure accuracy and fairness. Keep in mind that journalists see their role as the public’s eyes and ears and therefore will almost always seek more information, not less, particularly when there’s an opportunity to report on sordid allegations, perceived or real injustices, and illegal or unethical behavior.