Fine-tune Your Media Strategy: June Program Report

Access. That is what a law firm’s media strategy all boils down to.

Getting the right person on the phone, with the right media, in as timely a manner as possible. The firm spokesperson (read lawyer) should be articulate and confident. They must have a clear understanding of the topic of discussion while also being able to place the topic of discussion into the larger societal context –  whether the subject is a precedent-setting decision or the announcement of a deal that will impact the marketplace.

Speaking to the importance of grating the media access to the right person at the right time, Jacquie McNish, Senior Writer, The Globe and Mail Report on Business, called herself a “heat-seeking missile” when working to a deadline. The vivid imagery worked to offer attendees at the Toronto LMA chapter luncheon on June 19, 2008 a no-nonsense understanding of the fact that getting a firm’s name, face and lawyers before the public is a time-sensitive endeavour.

That is not to say that the message being offered to the media is not important. In fact, even a highly visible legal personality, partner within a widely respected firm, may not be the best person to offer insight into a situation. Individuals who are known to talk in circles or who only grant access to the press when they are discussing good news should not be chosen to speak on behalf of a firm.

Today’s fast-paced society, fostered by social media, allows information to be shared instantaneously. As such, the “court of public opinion,” as described by Jacquie, makes their decisions quickly. Messages from firms must be offered with a high level of transparency and accuracy.

Beyond gaining access to the individuals and messages of firms, there is the need for each company to have a recognizable brand that is linked to a mission statement. These elements work to ensure the success of a well-developed media strategy. Moreover, it is essential for legal marketers to understand that traditional methods of communication, such as press releases, no longer effective ways to capture the media’s attention.

Building upon this idea, Diana Lawrence, National Director, Marketing & Communications, Stikeman Elliott LLP, emphasized the importance of pitching stories to the media that have a “hook.” Appealing to the press means having a unique story and the perfect person to discuss it from a previously unexplored angle.

Freda Colbourne, CEO, Edelman Canada, pointed out that a marketing savvy firm must have a number of strategies developed to work together. A communication strategy needs to link directly with the business development strategy, within which falls the media strategy. Some firms choose to build relationships with external public relations firms to ensure that a consistent message, both verbal and otherwise, is offered to the public. Law firms also offer insight into their corporate culture by presenting themselves in the public domain of the Internet. Firms “have to be in charge of their own story,” Freda noted. Websites can be an effective vehicle to illustrate  expertise and position within the legal marketplace as long as they are developed to express the mission statement of the firm.

Jim Middlemiss, Legal Post Editor, The National Post, stated that a law firm gets his attention by illustrating that they are a “forward-thinking” organization. Jacquie added that “compelling narratives” work to secure the publication of a story.

Ultimately, attendees were reminded that the law reflects what is going on at the intersections of society. This is why the public is interested in our stories, and why the media strives to gain access to the insights and explanations offered by legal professionals.

As marketers, it is our responsibility to communicate a clear message, presented by a knowledgeable individual. Timing, honesty and, of course, access, act as key elements of a well-developed and executed media strategy.

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Keelin McNab is Mandates Coordinator at Bennett Jones LLP in Toronto.