The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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I don’t usually like to brag about myself, but something happened this week that is worth mentioning because it is instructive for those executing law firm marketing plans.  I hope you can learn from this and use it to improve your legal marketing strategy.

As many of you know, back in January I was honored to be the featured keynote presenter for the 2nd Annual Small Firm Summit of the State Bar of California.

As part of the marketing of the Summit, we issued two news releases in advance of the event and one immediately following the event.  Those news releases were sent out on a wire service that reaches journalists across the country.

Those news releases captured the attention of a Los Angeles Times reporter who then followed up with me for an interview after the event because of the 4 presentations I gave at the summit.

This resulted in a very solid quote in an article on law firm marketing in the Los Angeles Times based on the presentations I made at the State Bar of California Solo and Small Firm Summit.  I also introduced her to one of my attorney clients who ended up being featured in the story. 

Did you catch that? The reporter who wrote the story saw the news releases and either had a story idea in her head that we were able to supply experts for, or our news releases gave her the story idea.  Regardless of which scenario it was, she contacted those who had made themselves known as experts in the field and wrote the story with them as the quoted sources. 

I then just found out yesterday that the venerable Wall Street Journal law blog picked up the story and cited my quote.

I say this to show you how the seemingly simple step of publicizing the events you are participating in or speaking at can lead to media coverage that you may not have been expecting.  Publicizing these events builds your internet presence and the additional media coverage is a welcome bonus for your hard work.

I didn’t do it expecting to generate quotes in the Los Angeles Times or the Wall Street Journal blog post—that was all a bonus! I did it to increase my presence on Google because I know Google loves press releases.

Law firm internet marketing requires effort, frequency and consistency to be successful.  Media coverage based on your legal marketing is a welcome, and free, benefit that rewards those who have a strong legal marketing plan.

Want to find out more? I'll share all of my secrets to attendees at the upcomingRainmaker Retreat legal marketing boot camps !
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