Media & Communications Corner: <b>How To Make The Most Of A Stale News Story</b>

All marketing directors have experienced it. They receive an e-mail that describes a terrific deal closed or case "just" won by an attorney at the firm. The attorney requests a press release and a full-blown public relations push to all media outlets. But curiously, nowhere in the e-mail does the attorney mention when the big case or deal happened. As it turns out, it is because it happened more than a month ago and, since the client did its own press release immediately after the fact, every media outlet known to man covered it then. So how can a marketing director say no, without actually saying it? The dilemma is that you cannot send the release to the media again, weeks after the fact, but you don't want to tell the attorney that he or she has no options either. So here are some suggestions of how to make the most of old news.

10 minute read December 27, 2004 at 11:00 AM
By
Cari Brunelle
Media & Communications Corner: <b>How To Make The Most Of A Stale News Story</b>

All marketing directors have experienced it. They receive an e-mail that describes a terrific deal closed or case “just” won by an attorney at the firm.

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