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Online Article: Strategic Media Placement

If you agree to be a media interview subject, consider if it’s worth your time.  Thus argues lawyer and media-relations consultant Jordan Furlong in Strategic Media Placement. 

Furlong asserts:

• Being quoted in publications written for lawyers potentially offers your firm “recruitment and lateral hiring advantages” and may increase referrals from other lawyers.  These articles, however, aren’t necessarily read outside the legal community.
• News publications that are read nation-wide such as the Globe and Mail or New York Times might offer publicity over a larger area.  Yet “from law firms’ point of view, 'major media mentions,' in isolation, can’t automatically be assumed to have an effect on a law firm’s brand and business development. They need to serve a purpose.”
• A local media outlet may provide better exposure to your target audience, particularly in practice areas such as civil litigation or family law.
• Social media is increasing in value.  

Furlong concludes by advising you to “be certain why you’re doing it and what you hope to get out of it. Brand management, profile enhancement, business development, referral generation, expertise demonstration — these are all valid reasons for pursuing media exposure, but most won’t apply in every situation. Be strategic in your choice of media placement”