The game-changing potential of earned media for lawyers | Total


Besides courtroom battles and legal briefs, earned media can shape your career in unprecedented ways. Are you ready to expand your reach?

In today’s legal landscape, where visibility and credibility prevail, earned media is a powerful tactic that lawyers can use to boost their professional image and gain the trust of clients. By sharing your legal insights and staying on the media’s radar, you can earn some notoriety and take your legal practice to new heights.

Here’s what you need to know How does earned media work?, Why does earned media matter?And How should lawyers handle an earned media opportunity?.

What is earned media?

Earned media is when you and your legal expertise gain placement in local publications, radio shows, bloggers, or other news sources. the categories It is earned, paid, and owned.

Types of digital media for lawyers

Acquired media It could be a news clip, newspaper article, radio ad, or article in a trade publication. that it no Same as a press release or Public relationsAlthough they can work together.

It’s like getting a pat on the back from the media. You get the limelight because you got it with your skills and successes, not because you paid for it. By gaining an unsponsored placement in a respected publication, you boost your credibility among your peers and potential customers while expanding your brand’s reach beyond your typical audience.

Benefits and challenges with earned media

Earned media can be very helpful. It’s like having your company’s reputation backed up by experts.

+ Earned media builds confidenceWhen your legal savvy is highlighted by unbiased sources like the media or your peers, potential clients are more likely to trust you.

+ Earned media can reach new audiencesThese stories typically reach audiences outside of your normal range, both online and offline.

+ Earned media can supplement SEO: Backlinks They are a major source of online credibility which affects your SEO – especially if you are gaining links from reputable sources such as news outlets.

Earned media requires a lot of workYou have to invest time and effort in building relationships with journalists, keeping up with the latest trends, offering a compelling angle where your expertise shines, coordinating the interview, and preparing for it.

In general, earned media is a highly rewarding marketing activity that can benefit most law firms. We recommend outsourcing this task for best results because earned media requires a lot of research and follow up.

Did you get an acquired media opportunity? Here’s how to nail it

Once you get your interview, start preparing:

Think about your key messages. Try to find a compelling angle that showcases your expertise while addressing your target audience’s concerns. Research the topic and the platform, even if you already know a lot about it. Consider current news cycles and trends.

Anticipate questions. Prepare concise, confident answers to potential questions. You will appear more reliable if you think ahead about your answers. A few key data points could seal the deal.

Take advantage of your personal brand. your sure The online presence is coherent and up-to-date, including your website, social media profiles, and professional image. Wear a jacket or accessory that references your brand’s colors, and use the same type of words that identify your brand. Consistency matters.

When it’s time for the interview, don’t worry about memorizing your points word for word. Try to be a conversationalist with the interviewer. Anyone can overcome existence Camera shy With a little preparation!

here three Tips for conducting interviews from Omnisant Sam YoungbloodEx-journalist:

  1. Keep your answers short and avoid legal jargon.
  2. List your website as a source for more information on this topic.
  3. You are always “on the record” when speaking with a reporter.

Remember, “I don’t know” is a perfectly acceptable answer. Don’t make anything up! You can follow up with the reporter after the interview with a short response if necessary.

Review and next steps

It’s your name on the planks, but you’re not alone in growing your business.

Take advantage of media coverage to expand your reach and attract new customers. Rely on experienced legal marketers to evaluate media opportunities and set you up for success.

(See source.)


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