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Media & Communications Corner: Law-firm Media Relations in a Bloomberg Age

By John D. Tuerck

For a number of familiar reasons ' lawyers' innate caution, bureaucratic obstacles, the sheer number of available sources for reporters, among others ' positioning lawyers and law firms for media visibility has always been a daunting challenge. Adding to the challenge is the continuing struggle for survival of print publications, caused in substantial part by the Internet's increasing preeminence in delivering news content. For media-relations professionals advising lawyers and law firms, the question is simple: How does the emergence of the Internet as the primary vehicle for delivering news affect law-firm media relations?

In some instances, there's not much of an effect. If, say, you're promoting a win at trial to The American Lawyer (an ALM sister publication of this newsletter), or responding to an inquiry from a Wall Street Journal reporter, the approach is essentially the same ' even if the information will appear electronically and in the printed product. As always, media relations professionals still need to vet the inquiry, keep an eye on potential client concerns, recruit and prepare a source, coordinate the interview, and perform any follow-up work with the reporter.

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