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What are the PR strategies for obtaining local and national media coverage?

Local and national public relations campaigns often have similar strategies and tactics. So what’s the difference? The story. In order to generate interest in a local or regional area, the story needs to directly pertain to the people or to the community of that area. Sometimes it can span several communities, which can give the story a more national appeal.

When you’re a reporter with the Los Angeles or New York Times, having a local angle is a very important piece. While these publications write stories on national news all the time, one of their goals is to explain how it affects the Los Angeles or New York communities specifically. Whenever you embark on a local or national PR campaign, the biggest question is why should people care about this?

Not every story is interesting and some are evergreen so perhaps tweak the question to why should people care about this story now? It comes down to packaging your local or national story in a way to show why they should. Once the story is crafted, it is essential to get it to the right reporters and journalists. Each one is assigned to a different beat. So it’s essential to get it to the right person who covers that type of news.

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.
Edwin F. Feo, Partner Milbank, Tweed, Hadley & McCloy, LLP
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.
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Stephen Garcia, Partner, Garcia, Artigliere & Medby
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Stephen Garcia, Partner Garcia, Artigliere & Medby
Robert N. Sacks, Esq., Partner, Sacks, Glazier, Franklin & Lodise, LLP
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Robert N. Sacks, Esq., Partner Sacks, Glazier, Franklin & Lodise, LLP
Robert J. Rose, Esq., Managing Director, Sheldon, Mak, Rose & Anderson, PC
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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.
Peter Weil, Co-Managing Partner Glaser, Weil, Fink, Jacobs, Howard, Avchen & Shapiro, LLP
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
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