Community papers and local media are often overlooked by law firms despite them providing huge opportunities for law firms with limited resources and budgets. In 2008, The Newspaper Association of America reported that newspapers across the U.S. are developing “hyper-local” sections and web sites “aiming to attract readers with micro-level coverage and citizen- contributed content.”
Large- and small-town papers and broadcast stations alike are using their websites to post news and extend their reach for advertisers. Getting quoted in small town media is good experience for lawyers who are doing their own public relations on a very limited budget. Community media also offers fertile ground to build relationships with the local press.
Here some suggestions for working with local media:
- Expand your local media database, start networking. Community news organizations focus on local concerns. Get familiar with the local concerns/issues.
- If social media is part of your public relations plan, start monitoring reporters. You never know news may find a home on local websites/blogs etc.
- Get to know reporters and editors style of writing. Do your homework. Some things never change, like the importance of developing relationships with reporters and editors. There are lots of busy editors out there, and it can be a tough job developing a good relationship.
- Find out whether a local publication has a regular supplement (such as an arts insert) or is planning to produce a special section. Then find out what the focus of the supplment is. Learn how to meet the needs of the media and you get the name of your firm out at a fraction of the cost of advertising. Consider getting professional help at the start. You will avoid wasting time and limited resources.
- Take advantage of free resources offered by us on our blog and resource page on SCG Legal PR Network.
Sign up for our White Paper: Clash of the Titans: Can Lawyers and Journalists Get Along? How Public Relations Builds a Lawyer’s Book of Business.
Watch out for part two of this article which is about crafting local messages that work with local media.
