You may have noticed that some law firms seem to be mentioned everywhere. This can be maddening if it’s your competition! How do they do that?
Today we’re here to show you how you can earn media mentions for your law practice, too.
How media mentions increase business for your law firm
Media mentions help you gain business in three ways.
- They can help you get in front of audiences that you wouldn’t normally be exposed to. For example, imagine the new people you would reach if you were quoted on a scuba diving website in an article about liability and diving.
- Earned media mentions elevate your trust factor among potential clients, since they carry more weight than your own website or paid placement.
- Links to your website from media coverage can improve authority for your website in Google searches, providing you with a trickle-down benefit.
How lawyers can gain media exposure
Earning media mentions is not exactly rocket science, but some of these methods are easier than others. As the foundation, you want to create respectful relationships with reporters.
- Start with your local newspapers.
Reach out to reporters or editors who cover your industry and introduce yourself as someone who would be happy to contribute legal commentary. You might offer an analysis for a situation in your local area that you know the reporter is covering.
- Be first to publish a blog post on a very hot topic.
If you are the first to publish, you can become a source for others who are also working on that story.
- Comment on other blogs.
Provide thoughtful, well-written responses in the comments section of blog posts on the topic you want to be known for, letting the author know you would be happy to help them dig deeper into the topic.
- Welcome media inquiries on your website.
Say explicitly on your website that you provide interviews and quotes to the media. Reporters will Google terms like “spokesperson”. Try this: “Spokesperson providing interviews and expert quotes on [your expertise]”.
- Tweak your bio.
Be specific on your website about what makes your expertise unique. This will make you more attractive to reporters as a source.
- Monitor HARO for requests by members of the media.
The HARO (Help a Reporter Out) website dispatches a list of queries by journalists three times a day, with a deadline and requirements for each query.
Make the most of media mentions you’ve earned
Once you’ve earned mentions in a few articles, the effects can snowball. Members of the media may find you via articles where you’ve contributed when they are researching the same topic. You’ll also want to maximize the effects for clients who are considering your services.
To help this process along, take care to do the following:
Call out media mentions prominently on your website. Potential clients are looking for help in narrowing down which lawyers to talk to. Media mentions will increase your trust quotient and provide “proof” that you’re an expert. (See how Houston personal injury attorney Neal Davis does this.)
Be sure to publicize your media quotes via your social media channels to stand out in a sea of competing attorneys.
You could also write a blog post around the topic and link to the article where you were mentioned. Then let the reporter know you covered his or her work. Again, share and mention on social media to help amplify the effects. Be generous with exposure you provide for the writer and the outlet.
What techniques have you tried and found successful? Share what works for you in the comments below.