Managing Director of Today's Media, David Opie, is an experienced voice in legal journalism and media. He recently joined the LFMC on our latest podcast to share his insights into effective public relations for law firms. Drawing on his extensive experience working with legal professionals, David highlighted practical strategies for improving media engagement, securing coverage, and building lasting relationships with journalists. From crafting authentic stories to leveraging internal expertise, his advice offers actionable steps to help law firms stand out.
Here, we’ve distilled some of David’s key tips to help your firm achieve PR success...
1. Focus on authentic stories
Let’s face it—nobody likes a thinly veiled advert. Law firms looking to grab attention need to focus on stories that are genuine, meaningful, and reflective of their expertise. Audiences, including journalists, can see through exaggerated claims, so make sure your facts are watertight and your story has substance. The goal? Build trust while positioning your firm as a credible voice in the legal world.
2. Make journalists’ lives easier
Journalists are busy people, so the easier you make their job, the more likely you are to get coverage. Ensure your partners and experts are ready to speak to the media—whether for interviews or follow-up questions—and know how to communicate effectively. It’s all about accessibility: be available when they need you, and you’ll quickly become a go-to source for expert commentary.
3. Be timely and offer exclusivity
When it comes to PR, timing is everything. Whether it’s a big industry event or a major legal development, getting your insights out quickly can make all the difference. If you can, offer an exclusive story to a key publication to grab their attention. If exclusivity isn’t an option, find a unique angle that sets your story apart—think insightful data or a fresh perspective on the latest legal trends.
4. Follow up like a pro
Simply firing off a press release won’t cut it. A well-placed follow-up call or email can bring your pitch to life and show why it deserves attention. Journalists are inundated with pitches, so a little personal touch—like explaining the value of your story or sharing an interesting angle—can make all the difference.
5. Build personal relationships
PR isn’t just about one-off interactions; it’s about building trust over time. While emails are convenient, don’t underestimate the power of picking up the phone or meeting in person. Journalists are more likely to feature stories from people they know and trust, so invest time in developing those relationships.
6. Tap into your team’s expertise
Every law firm has a treasure trove of expertise waiting to be shared. Encourage your team to contribute case studies, insights, or thought pieces that can be turned into engaging content. You don’t have to reinvent the wheel—internal newsletters or reports often hold the seeds of great PR stories.
7. Stay ahead of the news
Don’t wait for journalists to come to you. Proactively offer commentary on big industry events or policy announcements, even if it’s just a quick quote. You might not always get featured, but over time, this positions your firm as a reliable, informed voice in the sector.
8. Commit to PR as a priority
PR isn’t something you can just dip into when you have a quiet moment. It requires time, resources, and a strategic approach. When done well, it not only boosts your visibility but also enhances your reputation and attracts new business.
9. Tell compelling stories
At the heart of every successful PR pitch is a strong story. Think about what will resonate with the audience of the publication you’re pitching to—avoid fluff and offer something with real substance. A clear, catchy headline helps too, so take the time to make your pitch as engaging as possible.
10. Avoid common mistakes
The fastest way to lose credibility is by overhyping your achievements. Phrases like "industry-leading" mean nothing without evidence. Similarly, avoid submissions that lack a clear narrative. Focus on creating PR materials that are concise, relevant, and genuinely valuable to the media and their audience.
11. Be accessible
Finally, always be easy to reach. Journalists are often working to tight deadlines, so responding quickly to their queries can make all the difference. Providing direct contact details and being consistently available helps build trust and ensures you’re top of mind when they’re looking for expert input.
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