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Media & Communications Corner <b>Media Relations: A Look Back and A Look Forward</b>

By Liz Lindley

It continues to be a great pleasure for the media relations professionals at Jaffe Associates to contribute our viewpoints on the publicity issues and trends that all of you face each day. Since becoming regular columnists for Marketing the Law Firm, we have covered a number of topics that we hope have been educational and even inspirational. Here, we take a look back at these columns and tell you some of next year's topics.

February: How does an attorney get the firm's name into a print or TV piece? We noted that the sheer length of a law firm's name makes it an easy target for the cutting-room floor or the editing wastebasket. Short of looking like a pro golfer and blatantly wearing your firm's name on your tie or jacket, or even painting it on your forehead, what options are available? There are some things that one can do in this competitive legal environment to get your firm's name mentioned, but you are going to have to work for every mention you can get.

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