Many people ask themselves this question, but knowing how to communicate with the press, whether general or specialist, can be an effective lever for development. Being “seen in the media” is a way of standing out on key issues and building influence.<\/p>\n\n\n\n
A lawyer, notary or chartered accountant needs to work on their reputation to develop their client base, in the same way as a traditional business manager. As a communication tool in its own right, press relations can be extremely effective, for example, through regular appearances in the web and print media, TV and radio. We’re talking about visibility achieved through “earned media” (as opposed to “paid media”), which focuses on editorial content rather than advertising space. The aim is to occupy media space in order to make a name for oneself by promoting the firm’s key areas of expertise.<\/p>\n\n\n\n
The “seen in the media” effect is strong. It enables the firm to stand out from the crowd on strategic issues and to consolidate its reputation by positioning itself as an expert on specific problems. Thanks to the volume of interactions with the press and distribution via social networks, visibility is increased tenfold. Investing in press relations also means developing your digital influence. An effective media campaign brings traffic to your website and considerably improves its SEO.<\/p>\n\n\n\n
Visibility in the media also acts as a “label” of expertise. Offering expert strategic insight helps you stand out as someone who is involved with the general public and not just with your customers. In this way, you are not just a player in the legal world, but also an advisor serving the community. This increases the firm’s trust capital and positions it as a benchmark on key issues.<\/p>\n\n\n\n
There are two essential aspects to this question: the choice of subject and the way in which it is treated. Space in the press is at a premium\u2026 And there’s stiff competition to get a word in edgewise. So you have to be very demanding in the way you handle the information you pass on to the journalist. The clarity of the information and the ability to explain what is often a technical subject to non-expert journalists are essential factors for success.<\/p>\n\n\n\n
As for the choice of subject, it can be a “hot” topic that concerns your practice – in which case you need to be able to react quickly to journalists (first come, first served!) – or a timeless, in-depth subject.<\/p>\n\n\n\n
You can also publicise your deals and your “lawyer’s market”, which the legal press is always so keen on, as well as the opening of a secondary office, a merger or tie-up with another entity, the acquisition of know-how, the completion of a survey, and so on.<\/p>\n\n\n\n
Tell me who your target audience is and I’ll tell you which media outlet or journalist to approach\u2026 ! You can’t have one without the other. If you’re not targeting a specific audience, the “general public” press is ideal because it has a large readership (Le Monde, Les Echos, La Tribune, La Croix, etc.). If you are targeting a more professional audience, you will need to turn to the specialist press, which is aimed at a specific target group (employers, HR, DJs, etc.) and sometimes even by sector (construction, health, luxury goods, cosmetics, etc.). The legal press, on the other hand, allows you to use current legal developments (legislation, case law, regulatory standards, etc.) to demonstrate your technical expertise in a methodical way to a target group of well-informed professionals.<\/p>\n\n\n\n
Don’t hesitate to take up a subject on which you are an expert or on which you notice a trend in your field:<\/p>\n\n\n\n
– Being the first to initiate a subject, at the right time, will enable you to establish your expertise and make yourself a key player in the market. But that’s not enough\u2026<\/p>\n\n\n\n
– once you’ve pre-empted a subject, you need to be able to tell a story to showcase your practice. If you don’t, your competitors will. Not telling your story leaves more room for others to tell theirs. <\/p>\n\n\n\n
– expert\/journalist: it’s a win-win situation! While your contribution helps you to raise your profile, it also enables the journalist to obtain content that matches the editorial line of his or her media outlet. Responsiveness and clarity are the main assets sought by journalists who call on a lawyer to answer their questions.<\/p>\n\n\n\n
Other actions are possible depending on what you organise throughout the year :<\/p>\n\n\n\n
– a lunch, a talk at the firm with a think tank? Don’t forget to share it on your networks. Write an article with the think tank’s founder !<\/p>\n\n\n\n
– you already have a newsletter? capitalise on your articles to offer them to the press.<\/p>\n\n\n\n
– do you publish news or features on the firm’s blog? First send the article to your press agency, which can then suggest it to the most relevant media. A specialist agency can help you target the right story, at the right time, to the right people.<\/p>\n\n\n\n