Law firm marketing activities should help enhance at least one of the four Rs: revenue, reputation, referrals, and retention. One way of enhancing reputation is to be quoted in the media.
Now, some lawyers would rank facing the media right down there on the popularity scale with root canals. They would consider the idea of actually cultivating relationships with journalists to be unseemly. However, you’ve all read news articles where the same lawyers get quoted over and over again. I’m sure you’ve wondered, “That lawyer doesn’t know any more than I do about that topic. How come he/she gets quoted . . . [more]