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What’s the best way for a law firm to get media coverage?

One of the top questions we get from law firms is how do we get media coverage for our firm? Whether you’re pitching a firm profile or a trend piece, the key is understanding what reporters want. Storylines will always rule. Focus on addressing a trend or issue with broad interest, rather than just getting an attorney or firm mentioned. In the technology-driven era of news, reporters are looking for stories that will get views, and tying your story to a larger trend goes a long way.

Avoid overuse of legal or industry jargon in pitches and interviews. Unless it’s a legal audience, most reporters will want to communicate the story in layman’s terms. So make it easy for them. Don’t discount local outlets, particularly if you’re a smaller firm. Not every pitch or press release is going to warrant coverage by national publications and local news can be just as valuable.

Once you build up recognition, it often leads to nationwide coverage. For local coverage, make sure there is a hyper-local angle. For national, there must be a national impact. Once you’ve secured an interview, be prepped and ready to go. Offer quick sound bites. And of course, be friendly. Reporters are always looking for resources they can trust and come back to for future stories. So, establish goodwill from the first interview. Be responsive and helpful. Know your firm’s facts. And if you don’t have an answer for a reporter during an interview, follow up and provide it later. If a reporter doesn’t express interest in the original pitch, that doesn’t mean they won’t turn to you at a later time.

Lastly, be realistic about where and how often you get in the news. Every firm win or media topic doesn’t necessarily warrant media coverage. And if you’re going up against breaking news, it’s best to wait until that story calms down to get the attention of reporters.

For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at megan@berbay.com or (310) 405-7343.

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Edwin F. Feo, Partner, Milbank, Tweed, Hadley & McCloy, LLP
The team at Berbay took the time to understand our practice and quickly and effectively increased our visibility within key markets. I often receive phone calls from competitors complimenting us on the high exposure we’re receiving – and it’s largely due to Berbay’s efforts.
Tod Beebe, Esq., Managing Partner, Barton, Klugman & Oetting, LLP
We have come to rely on Berbay's quick response to time-sensitive projects, as well as their ability to generate additional marketing opportunities for the firm. Berbay's persistence has made a tremendous difference in giving our attorneys the visibility they need in front of key audiences.
Tod Beebe, Esq., Managing Partner Barton, Klugman & Oetting, LLP
Susan Fowler McNally, Partner, Real Estate Attorney, Gilchrist & Rutter
Berbay has been proactive about finding opportunities for our attorneys to get their opinions and articles into publication, as well as being very responsive to our requests. They have also been instrumental in getting our client's viewpoint into publications, which help shape opinion.
Susan Fowler McNally, Partner, Real Estate Attorney Gilchrist & Rutter
Stephen J. Donell, President, FedReceiver, Inc.
The Berbay team has effectively increased recognition of our firm in our target markets. From securing MCLE speaking opportunities, obtaining quotes in Wall Street Journal and Bloomberg, to designing our firm's marketing materials – they have been a significant asset to our firm.
Stephen J. Donell, President FedReceiver, Inc.
Stephen Garcia, Partner, Garcia, Artigliere & Medby
For years, Berbay has been our go-to marketing and public relations resource and consultants. Since then, the number of leads and cases we’ve generated has significantly increased. In addition to revenue growth, they’ve contributed to raising our firm profile. They don’t shy away from a challenge.
Stephen Garcia, Partner Garcia, Artigliere & Medby
Robert N. Sacks, Esq., Partner, Sacks, Glazier, Franklin & Lodise, LLP
In a world where consulting firms may not always live up to their promises, Berbay did exactly what they said they would do. We're very happy with their services.
Robert N. Sacks, Esq., Partner Sacks, Glazier, Franklin & Lodise, LLP
Robert J. Rose, Esq., Managing Director, Sheldon, Mak, Rose & Anderson, PC
Berbay gives us personalized attention with account executives who take the time to know our business, and look for opportunities to make us look our best.
Robert J. Rose, Esq., Managing Director Sheldon, Mak, Rose & Anderson, PC
Peter Weil, Co-Managing Partner, Glaser, Weil, Fink, Jacobs, Howard, Avchen & Shapiro, LLP
Berbay's team has performed at an exceptional level on behalf of our firm. They continue to bring us new opportunities and have obtained recognition in print and online for our attorneys. They have exceeded my expectations.
Mark Ivener, Esq., Managing Partner, Ivener & Fullmer, LLP
I couldn't have asked for better work. Berbay has helped increase our firm's visibility with a steady flow of articles appearing in targeted industry publications. The response has opened other doors, such as speaking opportunities that we wouldn't otherwise have had. I've been very impressed.
Mark Ivener, Esq., Managing PartnerIvener & Fullmer, LLP
Lisa Callif, Partner, Huntley, Donaldson + Callif
I would recommend Berbay, hands down. They have been so pleasant to work with, and are so good at their jobs, and have really helped us to accomplish our goals. I think any professional group would really benefit from having them on their team.
Lisa Callif, PartnerHuntley, Donaldson + Callif

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