I was speaking to a group of litigators at the Litigation Counsel of America’s spring conference in Laguna Beach. The topic of my presentation focused on how PR can help build a successful law practice. Because I was talking to a group of experienced litigators who most likely had worked on high profile cases, I knew that media relations was a topic of interest. So, when asked whether any of the attendees had worked with the media, about 75 percent of litigators had raised their hands. I took the time to offer some important advice that sometimes, even my clients forget: Return a reporter’s phone call, even if you can’t talk on the record.
I always say that building relationships with the media is like building relationships with clients or potential clients. It takes time to develop trust. It takes time to understand each other’s needs and how to work together. And remember, it's not all about you. You can build trust by providing value, whether providing information for a story or referring another source that can go on the record.
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