Many myths exist about who is covered by the media in general.
One popular myth is that you have to have an "in" with the media before
they will use your media releases or write about you. The truth is that
the media have to keep their audiences interested. New voices and
diverse opinions, especially conflicting opinions, give their audiences
something to think and talk about and a reason to come back.
Media people are constantly looking for something fresh. Your being quoted, written about, or interviewed depends almost entirely upon the strength of your story. That is, you have an interesting angle. You have an expertise or experience that does or does not support a popular topic. What you have to say is timely, significant, relates to a "miracle" or "disaster," or is a "hot" topic.
While you do not have to "know" people in the media, it is always useful to let local media, relevant magazines, radio and TV broadcasters, blogs, know of your interest in them. You can share your areas of expertise and your availability as a resource. Then from time to time you can send them ideas for stories and intriguing media releases about your firm, tying them in with topics they are covering.
You need to know those media by their approach and topics covered so what you suggest will fit in. Also know the appropriate person by name (with correct spelling), their title, how they want to receive it (fax, e-mail, snail mail). to whom to send your information.
Another myth is that you have to pay for your media attention or be a humongous advertiser to get it for free. This is rarely the case. Print and electronic media do live by advertisers' dollars but have to be able to be independent of them. Remember that paying for coverage is, in reality, advertising, which has little credibility. Media in general have credibility because they act as outside observers, providing objective evaluations with no hidden financial agenda.
A third myth is that you have to be well-known commodity for the media to talk about you. Most stories have multiple "authorities" to present different aspects or perspectives. Media may want people who are available, have the appropriate title, like "lawyer," and can be considered to be a knowledgeable and reliable source.
While getting media coverage is important to creating visibility and credibility for your practice, do not think that publicity is the end-all and be-all of your marketing strategies. It plays an important role, but is only one of many tactics to make your prospects aware of you and what you can do for them.
Media people are constantly looking for something fresh. Your being quoted, written about, or interviewed depends almost entirely upon the strength of your story. That is, you have an interesting angle. You have an expertise or experience that does or does not support a popular topic. What you have to say is timely, significant, relates to a "miracle" or "disaster," or is a "hot" topic.
While you do not have to "know" people in the media, it is always useful to let local media, relevant magazines, radio and TV broadcasters, blogs, know of your interest in them. You can share your areas of expertise and your availability as a resource. Then from time to time you can send them ideas for stories and intriguing media releases about your firm, tying them in with topics they are covering.
You need to know those media by their approach and topics covered so what you suggest will fit in. Also know the appropriate person by name (with correct spelling), their title, how they want to receive it (fax, e-mail, snail mail). to whom to send your information.
Another myth is that you have to pay for your media attention or be a humongous advertiser to get it for free. This is rarely the case. Print and electronic media do live by advertisers' dollars but have to be able to be independent of them. Remember that paying for coverage is, in reality, advertising, which has little credibility. Media in general have credibility because they act as outside observers, providing objective evaluations with no hidden financial agenda.
A third myth is that you have to be well-known commodity for the media to talk about you. Most stories have multiple "authorities" to present different aspects or perspectives. Media may want people who are available, have the appropriate title, like "lawyer," and can be considered to be a knowledgeable and reliable source.
While getting media coverage is important to creating visibility and credibility for your practice, do not think that publicity is the end-all and be-all of your marketing strategies. It plays an important role, but is only one of many tactics to make your prospects aware of you and what you can do for them.
Dr. Signe A. Dayhoff, Ph.D., teaches solo law practitioners how
to mesmerize prospects and increase their clients 20% in only 3 months
in 5 simple steps and do it with professionalism and integrity.
Subscribe to her free monthly Get Your Ideal Clients Tips, education-based relationship marketing e-zine, and claim your complimentary "Effective Listening & Responding Guide." For creating profitable and dignified visibility and credibility it is http://www.GetYourIdealClients.com.
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Subscribe to her free monthly Get Your Ideal Clients Tips, education-based relationship marketing e-zine, and claim your complimentary "Effective Listening & Responding Guide." For creating profitable and dignified visibility and credibility it is http://www.GetYourIdealClients.com.
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