Public Relations for Lawyers: Media Outreach Tools Part 2

Once you have mastered the law firm press release, in Media Outreach Tools Part 1, here are some additional techniques and media relations tools you can use that are targeted and effective.

Law Firm Backgrounder

A law firm backgrounder is an informational document that provides in-depth background material about a firm, person, place, issue or story. In the case of legal communications, the law firm backgrounder should include information about the firm, its attorneys and the news you are disseminating.

The hallmarks of a good backgrounder are accuracy, conciseness and comprehensiveness. Backgrounders serve to introduce the law firm, a lawyer, a news item, nonlegal experts, practice areas, service offerings (such as seminars and continuing legal education programs), and the management team. They also make it clear why you are contacting members of the media.

Public relations practitioners use backgrounders to provide reporters, editors and interviewers with enough information on a subject to conduct a thoughtful and intelligent interview. They also provide information that would be used in a press release, but for the fact that the release needs to be short and succinct.

Usually not more than a few pages (two to five), the backgrounder is also used to answer any anticipated questions about a particular subject. The more information you provide initially, the more prepared you will be when the media calls. This is especially true when dealing with complex legal issues and matters that have been the focus of media scrutiny. The backgrounder, when used, often accompanies a press release.

There are some basic rules you should abide by when drafting a law firm backgrounder:

Repeat your concise statement of the issue: The statement of the issue that is the subject of your press release should be repeated as your opening statement.
Provide an historical overview: Follow the opening with an historical overview of the matter. Keep it tight and organize it either chronologically or in another order that will make sense to the reader. Describe the story’s evolution—give it perspective. How did it start and what were the major events leading up to its conclusion or resolution?
Cite your sources: If you refer to other materials, books, websites or news items, be sure to cite your sources.
Include other thought leaders: A backgrounder is used to provide just that: background. Such information also includes additional sources for a complete story. For example, let’s say Jane Doe just completed a U.S. Supreme Court appellate argument regarding a case of first impression, which resulted in a favorable outcome for an insurance provider. Jane’s backgrounder should not only detail the issues but also should provide the name and contact information of the insurance company’s spokesperson, insurance industry experts and, if appropriate, opposing counsel and perhaps other attorneys who might add depth to the reporter’s story. Caveat: If you are planning to issue any type of statement or information regarding a case handled by the firm, you must first get your client’s permission.
Provide relevancy: Explain why the issue you’re highlighting is important today. Ask yourself: “What is the significance? Why does this matter today? Who cares?” Then, back up your relevancy statement with facts.
Include the attorney’s experience: Rather than clutter the press release with a full-page biography about Jane Doe, include her full biography in the backgrounder. This is a great place to list Jane’s involvement in other cases that add depth to the issue at hand.
Include a firm overview: Include an overview of your law firm. No matter the size of your organization, there is a law firm behind you, even in the case of the sole practitioner. Include an overview to provide perspective, even if it is identical to your website “about us” information.
Organize your backgrounder with subheadings: Use subheads where appropriate to organize your information and make it easier to read. Based on the tips provided here, your subheads should include: Issues, Historical Overview, Relevancy and Facts, Additional Sources/ Commentators, Attorney Biography and Firm Overview.

Opinion Editorial (Op-Ed)

An op-ed (opinion-editorial) is a form of writing that is used to express a personal opinion. It is an underutilized and extremely powerful way to publish an attorney’s opinion and demonstrate her depth of knowledge on a particular topic. In this way, the attorney is positioned as a thought leader in their area of expertise.

An op-ed is located in the opinion pages of a newspaper which is one of the sections most widely read. The op-ed submissions that get published deal with a topic of current interest, often controversial in the local, regional or national media, and take a stand. It is your opinion, so make it stick.

Since newspapers get countless submissions of op-ed letters, getting an op-ed published can sometimes be difficult. When writing an op-end column you should follow some basic guidelines to ensure that it gets published.

Be opinionated. The more unique or controversial your opinion, the more likely the op-ed is to be published.

Write about one thing. If you cannot sum up your ideas in the headline then it’s probably not the best topic to choose for an op-ed column.

Write in the active voice – it is easier to read.

Make a unique point. Prior to submitting your column research what the publication has recently published on your topic. You do not want to repeat what others previously said about the same topic.

Keep it around 700 words. Typically, an op-ed column should consist of about 700 words although they can run longer depending on the outlet. Keep in mind that newspapers have limited space to offer, and most of the time, editors will not take the time to cut an article down to size. You can determine the exact parameters by obtaining the submission guidelines which are available in each publication and often on their websites.

Stay focused. Your op-ed needs to stay focused. Don’t derail the train by trying to provide too much back up or detail as if during opening statements. It’s the short, concise closing arguments that are the most memorable.

Be timely. If you are writing about an event in today’s news then you must submit your column in a timely fashion – either the same day or a couple days later. Op-ed’s deal with what’s happening today, so don’t get stuck commenting on yesterday’s news.

Connect locally. Use the local approach when writing for a newspaper within your circulation area. Tie your commentary to what’s happening locally and make sure you include your place of residence and why the issue matters to you. Many lobbyists and special interest groups write op-eds as part of their regular outreach strategy. Local papers are more likely to publish a column by a local author than a lobbyist.

There are also some tips to follow when submitting your op-ed.

Know your audience. Identify the right publication for submission of your op-ed. Only submit your piece to one outlet. Ask yourself who’s reading the publication and why you want them to read what you have to say.

Define who cares. Explain why the publication’s readers will care. As with all form of public writings, make sure the audience is engaged and has a stake in your message. The “who cares” factor needs to be included in your op-ed to provide the answer to the question “why.”

Submit electronically. If possible submit your op-ed via e-mail. This will ensure that is it is received in a timely fashion. It is also helpful to use the online commentary submission forms after you’ve drafted your op-ed in using a word-processing tool, edited it and spell checked it.

Offering your opinion through print outlets is a great way to get your name out there in your area of expertise. Don’t be afraid to comment on what you believe in. You’ll be surprised at how many people tell you that they have read your commentary. Once published, don’t forget to order reprints from the publication to use in your business portfolio. The op-ed will then become a sales and business development tool. Make it last.

Letter to The Editor

A letter to the editor, also known as commentary, is another great way to reach out to the media and to show your thought leadership.

Writing a letter to the editor is a useful opportunity to share your opinion, educate the public about your issues, applaud someone for doing the right thing, or criticize policies that you believe should be changed. A well-written, well-timed letter to the editor can shift public opinion and influence policy as well as garner substantial media attention.

There are always stories that touch on subjects that relate to your law firm and law firm practice. Whether it’s a story about medical malpractice caps in your state, a study that reveals the prevalence of racial disparity in nursing home care or an article about the fed’s monetary and fiscal policies—there is always something to which you can respond.

Here’s are some tips on how to respond with a letter to the editor:

Preparation
First and foremost, review the publication’s policies and guidelines for submitting letters. Many have word count limitations and submission requirements that you absolutely must follow. Second, editors prefer to publish timely (within 24 hours of the original article publication), concise letters that respond to an article, editorial or other letter that appeared in the publication and are relevant to issues of local or regional importance. If you’re responding to a weekly, give yourself no more than 48 hours, depending on its print cycle.
Forming Your Letter
Your letter must be able to stand on its own because not all readers will have seen the original article. Open your letter with a strong statement that comments on the original article. Your opening comments can take issue with a statement made by the journalist, agree with and support a critical point, clarify a comment made by someone who was interviewed for the original story, add discussion points about something readers would need to know, disagree with an editorial position, introduce a little-known fact or issue related to the subject, or point out an error or misrepresentation in the article. Be careful about accuracy and avoid personal attacks. Your letter must remain short and focused. Close with the thought you most want readers to remember. Think of your opening and closing statements at a trial. The concept is the same—it’s just the number of words that have to be truncated.
Remember the Details
Be sure to include your full name, the law firm for which you work, your address, office phone number, cell phone number and e-mail address. Editors are wary of fake letters or those written just to promote a product or company, so most will contact you to verify that you wrote your letter and that you are providing the paper with permission to publish it. Finally, ask a colleague to review your letter to be sure your writing is clear, that you are getting your point across, and that there are no grammatical or spelling errors.
How to Submit
Submit letters by e-mail to the editor of the publication or use the outlet’s website submission form to send your letter.

Here are some additional tips to keep in mind when submitting a letter to the editor:

Avoid using legal jargon.
Write from your heart. Be passionate.
Don’t respond to numerous articles in a short amount of time. Pick your battles wisely.
Where possible, use facts, statistics, citations or other evidence to help illustrate your point.
Anticipate that your letter will be shortened. Make sure you lead with your most poignant points and include a strong message in each paragraph.
Use examples that relate to local readers. Editors are more likely to print letters with a local angle.
Do not include a litany of self-serving commentary and details of your years of experience.

Letters to the editor are one of the most frequently read sections of the newspaper and are always published in the editorial section. When done right, your inclusion in this popular venue will accord you a great deal of credibility and recognition from those you wish to influence.

Q and A

Questions and answers can be used in a myriad of ways in your public relations efforts. One way is to draft frequently asked questions (FAQs) and their answers to provide to members of the media. These can also be used to optimize your website. Another way is to prepare you and other members of your law firm for questions the media might ask.

Keep a notebook next to your phone and keep of record of common questions you are asked about your general practices. Then draft your answer so that when a reporter interviews you about your practice, your answers are organized and available.

Fact Sheet

The fact sheet is very similar to a backgrounder. It provides background information but, more specifically, it provides facts that support the news you are sharing with the media. The fact sheet must be short and concise.

Though fact sheets can stand alone, they are more commonly submitted along with a press release or media kit. You should include the basic who, what, when, where, why and how. Don’t forget to include a contact name and information and a subject line or title.

Buck & Fawn P.C. Attorneys at Law

Contact: Judy Smith, Communications Director

215.555.0212 | judysmith@buckfawnlaw.com

___________________________________________________________________

June 10, 2019

The Pennsylvania Medical Malpractice “Crisis”

Jane Doe, Esq., Partner, Buck & Fawn P.C. Gov. Edwin D. Roobell will meet with state officials and industry leaders to examine the current availability and cost of medical malpractice liability insurance for physicians in Pennsylvania. Jane Doe, Esq., will provide a defense attorney’s perspective on these issues.

When: October 10, 2018, at 10 a.m.

Where: Harrisburg Government Building, 11 North 3rd Street, Harrisburg, Pennsylvania.

Information: This program is free, but all attendees are required to register in advance by July 5, 2019. To register, call Judy Smith at 215.555.0212.

FACTS:

• Physicians are leaving Pennsylvania at an alarming rate.

• Malpractice insurance costs for physicians are rising.

• A recent study indicates that only 4.7 percent of doctors are responsible for 51.4 percent for all malpractice payments, according to a report from Public Citizen.

• A U.S. Department of Health and Human Services (HHS) report says that the malpractice crisis is threatening access to care.
• Doctors spend 3.2 percent of their income on malpractice costs.

• Pennsylvania physicians, particularly specialists, pay up to five times more for malpractice coverage than their colleagues in neighboring states.

• Physicians in eastern Pennsylvania have seen their annual malpractice premiums more than double, in some cases to over $100,000 per doctor.

Buck & Fawn P.C. is a national law firm of more than 1,000 lawyers specializing in civil defense litigation. Founded in 1920, Buck & Fawn is headquartered in Philadelphia, and maintains additional offices in Akron, Ohio; New York,; Wilmington, Delaware.; and Los Angeles. Buck & Fawn has successfully defended clients ranging from Fortune 500 companies to local sole proprietors. Capabilities include insurance defense, employment matters, contract disputes and SEC litigation. For additional information, go to www.buckfawnlaw.com.

Calendar Listing

A calendar listing is a tactic that is used to get a free listing of an event or program mentioned by media outlets that provide upcoming event information to their audiences. Calendar listings are issued in advance of an event and are intended to increase awareness and attendance of the program. If your event is by invitation only, a calendar listing should NOT be issued.

Find out when and to whom your listings should be sent. There is usually a calendar or events editor assigned to this information for print publications. Television and radio stations usually accept calendar listings via their websites.

The length of time in advance of the event is determined by the frequency of the medium and their editorial management preferences.

If you want the calendar listing in a monthly print publication, you may need to provide it with the calendar listing at least 60 days in advance. Weeklies often require two to three weeks, and dailies usually require at least one week’s notice. Also, be aware that many websites provide you with the ability to upload the information yourself and, once approved (usually within 24 hours), will post it online.

Sample Calendar Listing

Take a look at a calendar listing detailing an event using Jane Doe’s speaking engagement. Jane is slated to address medical malpractice defense issues at her state’s health care summit. Her law firm would like insurance companies, medical providers and in-house counsel from health care institutions to know about this speaking engagement.

CALENDAR LISTING

Buck & Fawn P.C. Attorneys at Law

Contact: Judy Smith, Communications Director

215.555.0212 | judysmith@buckfawnlaw.com

__________________________________________________________________

June 10, 2019

Jane Doe, Esq., to Provide Insight into Pennsylvania Medical Malpractice “Crisis” at Pennsylvania Health Care Summit

Insurance Defense Lawyer Will Address the Current State of Malpractice Liability Insurance in Pennsylvania for Insurance Companies, Medical Providers and Health Care Institutions

Who: Jane Doe, Esq., Partner, Buck & Fawn P.C. will join Gov. Edwin D. Roobell, state officials and industry leaders to examine the current availability and cost of medical malpractice liability insurance for physicians in Pennsylvania. Jane Doe, Esq., will provide a defense attorney’s perspective on these issues.

When: October 10, 2018, at 10 a.m.

Where: Harrisburg Government Building, 11 North 3rd Street, Harrisburg, Pennsylvania.

Information: This program is free, but all attendees are required to register in advance by July 5, 2019. To register, call Judy Smith at 215.555.0212 or go to www.buckfawnlaw.com/register81009.

Why: Pennsylvania’s medical malpractice insurance industry has been in a state of flux for the past decade. As headlines warn that physicians are leaving the state due to the increasing cost of malpractice insurance, opponents of tort reform contend that the situation is not as dire as it appears. Recently, a major charitable organization completed an in-depth study into the state of malpractice liability insurance in Pennsylvania. Government officials and industry leaders are now poised to examine the results of this research endeavor and chart a path designed to benefit health care consumers and physicians.

About Jane Doe, Esq.: Jane Doe, Esq., has been representing insurance providers and insureds for more than two decades. She recently joined leading defense firm Buck & Fawn P.C. as a partner in the Insurance Defense Litigation Group. Notably, Doe successfully represented a major hospital in a $5 million medical malpractice matter.

Buck & Fawn P.C. is a national law firm of more than 1,000 lawyers specializing in civil defense litigation. Founded in 1920, Buck & Fawn is headquartered in Philadelphia, and maintains additional offices in Akron, Ohio; New York; Wilmington, Delaware; and Los Angeles. Buck & Fawn has successfully defended clients ranging from Fortune 500 companies to local sole proprietors. Capabilities include insurance defense, employment matters, contract disputes and SEC litigation. For additional information, go to www.buckfawnlaw.com.

Media Advisory

A media advisory is most often used to entice members of the press to attend an upcoming event. Much shorter than a press release, a media advisory still covers who, what, when, where and why. Unlike a press release, a media advisory is not meant to be a pseudo news story. Rather, it should be a succinctly written enticement similar to a save-the-date notice, which alerts reporters and editors to a future event or story opportunity. Media advisories might, for example, be sent out in advance of a press conference, to announce that a major class action complaint has been filed, before a significant speaking engagement, to unveil new offices or for a groundbreaking ceremony.

Because your advisory is meant to persuade reporters to attend your event, it should not provide so much information that a reporter could write her story without actually showing up. Accordingly, keep the advisory to one page and do not include too much detailed information. It is common practice to lead with a tantalizing headline (and possibly a subhead) and then to follow with the who, what, when, where and why. After a short paragraph explaining the “why,” you might also wish to include a brief background paragraph. You should conclude your advisory with the same boilerplate you would place at the end of a press release.

Sample Media Advisory

This time, Buck & Fawn’s goal is to get members of the media to attend the program in Harrisburg, Pennsylvania, so take a look at a media advisory detailing the event at which Jane Doe will be a featured speaker:

MEDIA ADVISORY

Buck & Fawn P.C. Attorneys at Law

Contact: Judy Smith, Communications Director

215.555.0212 | judysmith@buckfawnlaw.com

__________________________________________________________________

June 10, 2019

Jane Doe, Esq., to Provide Insight into Pennsylvania Medical Malpractice “Crisis” at Pennsylvania Health Care Summit Insurance Defense Lawyer Will Address State Officials and Industry Leaders as They Examine the Current State of Malpractice Liability Insurance in Pennsylvania

Who: Jane Doe, Esq., Partner, Buck & Fawn P.C.

What: Gov. Edwin D. Roobell will meet with state officials and industry leaders to examine the current availability and cost of medical malpractice liability insurance for physicians in Pennsylvania. Jane Doe, Esq., will provide a defense attorney’s perspective on these issues.

When: October 10, 2018, at 10 a.m.

Where: Harrisburg Government Building, 11 North 3rd Street, Harrisburg, Pa.

Buck & Fawn P.C. is a national law firm of more than 1,000 lawyers specializing in civil defense litigation. Founded in 1920, Buck & Fawn is headquartered in Philadelphia, and maintains additional offices in Akron, Ohio; New York; Wilmington, Delaware; and Los Angeles. Buck & Fawn has successfully defended clients ranging from Fortune 500 companies to local sole proprietors. Capabilities include insurance defense, employment matters, contract disputes and SEC litigation. For additional information, go to www.buckfawnlaw.com.

Here are some additional tips to help you issue successful media advisories:

Send your advisory out approximately four weeks in advance of the event so reporters can make arrangements to attend.
Resend the advisory the day before the event.
If there will be a photo opportunity, live video feed or other visual opportunities, include that information in your advisory.
Keep the advisory to one page.
Issue your advisory in the body of the e-mail, not as an attachment.
As with a press release, remember to conduct research to ensure that the advisory is sent to the appropriate editors and reporters the way they wish to be contacted.
If necessary, include directions and information about parking, refreshments and accommodations.
Follow up with a phone call as the event date approaches.

Remember that a media advisory should be punchy and enticing. You want to convince the press to attend your event or cover your story, so keep the piece short and let them know why your item is worthy of attention.

Press Kit

A press kit, also known as a media kit, is a vital tool in public relations. It is a collection of information about your organization, your news story, the players, the issues and the experts who can discuss the matters that affect you and your target audiences. It should be used as a way to provide more details to the media, not as a primary tool to pitch to the media.

Press kits are especially vital in working with journalists. They save time and improve accuracy by providing the basic information that journalists need for their reports.

What to include in your press kit:

Biographies of individuals who play key roles in the firm or in relation to the story or issue you are addressing
Firm backgrounder
Mission statement
Q&As
Fact sheets
Recent press releases
Photos
Copies of relevant news clippings and reprints

Here are some additional tips to keep in mind:

Include a cover letter: The cover letter should indicate what is included in the kit and who to contact for additional information. Insert a business card into the slits of a pocket folder or attach it to your cover letter.

Press kits won’t help you if you don’t pass them out: Keep press kits on hand at the office, at trade shows, at community events you attend and at any company events. Make your press kits readily available to every news outlet you encounter. Make a note on your website that press kits are always available to members of the media. Provide an e-mail link for media requests and make the kit available as a downloadable file.

Look the part: Use firm letterhead for each element of the press kit. This looks professional and ensures that your contact information is always at hand.

Keep it current: Update your press kit frequently by including current press releases and news coverage. Publications always want the latest, most up-to-date information about your firm.

Press Conference

A press conference involves someone speaking to the media at a predetermined time and place. The speaker controls the information she delivers and the media she invites to hear that information. There is also a presumption that the speaker will answer questions posed by the media or other attendees.

When to call a press conference

So, then, when does it make sense to call a press conference? Ask yourself: Is this the type of story that the media will eat up? Does it involve death, scandal, consumer fraud, corporate misconduct or criminal activities? Have your target media outlets covered similar topics in the past? Does your story have wide appeal? Who cares about the topic? Not every trial result makes sense for a press conference.

Before calling a press conference ask yourself: “Who cares about the topic?” As a rule of thumb, the only time a press conference makes sense is if your story warrants television coverage. Otherwise, it’s easier and less expensive to contact individual members of the media with your story.

Preparing for your press conference

As with any event, you need to go through a strategic planning process. A press conference is no different. It must be well planned and strategically executed in order to be successful. In fact, it’s not just who you invite but when you invite them that makes a large difference.

For example, if you want to get coverage on the evening news, you should plan your press conference between 10 a.m. and 11 a.m. That will give the reporters and camera crews enough time to attend your program, script their voiceovers, edit the film and have it on the production floor in time for the evening news. It is rare that your press conference will be covered live unless it’s a matter that is taking place on the courthouse steps on a case that has high publicity appeal. If you are going to host the press conference at your office, town hall or other similar venue, you need to determine the logistics of space and time. Consider seating, parking and refreshments. If the press conference is in your law firm’s office, you also need to make sure other clients’ files are secured and not in plain view of your attendees.

Also think about the backdrop behind the speaker. If there are any wide-angle views, everything comes into play. Is your firm name and logo apparent? Are there any distractions? If you are at the site of an incident or at a corporate location, is there a view that tells the story?

There are a number of items you want to remember when preparing for a press conference:

Targeted media invitation list
Location, date, time and duration
Media advisory and directions
List of speakers with printed biographies
Press kits
Prepared Q&A for speakers
Media training for speakers
Refreshments and rental needs/seating for media
Sound system and podium or lectern (conduct a sound check)
Banner/backdrop with firm name and logo for photos
Visuals
Parking
Follow-up

As with all law firm public relations efforts, identify what you want to accomplish. Once you know your goal, you can then pick and choose among the media outreach tools that will accomplish your objectives. They’re not all meant to be used in a vacuum, and not every tool is right for every message. Think strategically, just as you would when choosing which evidence to present to the jury.

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Public Relations for Lawyers: Media Outreach Tools Part 2

Law Firm Backgrounder

Opinion Editorial (Op-Ed)

Letter to The Editor

Q and A

Fact Sheet

Calendar Listing

Media Advisory

Press Kit

Press Conference

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