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<b>Media & Communications Corner:</b> Becoming Your Reporter's Best Friend

By David Berger
July 28, 2005

If there is one thing that everyone in your law firm marketing department can agree upon, it is the importance of cultivating and maintaining relationships with editors and reporters. Your team has likely recognized this basic point for years, as have the marketing departments of your competitors. It is just as probable, though, that one (or both) of you have seen these efforts stagnate, as happens all too regularly. You lose track of the fundamentals. In what manner, then, can your firm begin to refresh its efforts, and keep ahead of the Jones, Jones & Jones LLP's? What creative methods can you implement that will make a reporter think of your firm and your attorneys first?

The possibilities, predictably, are endless ' but they are so simple to implement in return for the sizeable benefits that follow. Let's look at several options, from those that you can begin to execute immediately, to those that might take a bit more time.

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