Good stories will generate national media coverage. This is RTS Media’s only rule and as our latest report shows, the results speak for themselves.
In the six months between March 1 and September 30th 2017, we generated over 50 individual pieces of national media coverage for our law firm clients.
In addition, we have been able to expand client coverage around the UK, generating hundreds of media hits in newspapers, online, on radio and television.
What generates media coverage for law firms?
We have helped law firms generate stories on a variety of topics and issues during 2017. The most successful (those resulting in the greatest amount of media coverage) tend to be research-led. For example, we use techniques like freedom of information requests, surveys and vox-pops, which uncover new angles for law firms to exploit.
Why does this work so well? Journalists are under increasing pressure to publish content quickly. They still require exclusive news, but often don’t have the resources to spend months conducting research on a topic.
News-driven PR agencies like RTS Media understand this challenge, so we create newsworthy stories about important issues which work for both media, and client, alike. Here are a few helpful tips to get your voice heard in the news
Think of a good headline
Lawyers want to be at the centre of an important issue so that their advice becomes associated with the solution. To get an eye catching story, think of a simple way to sum it up into a headline, for example;
- Government department failing children, says law firm
- Disputes could cost planning authorities millions, lawyers warn
Who will speak to the media?
Often, the finest minds in a firm prefer to remain in the shadows but be prepared to step forward if the opportunity arises. Media training is helpful in a reactive situation but when you are promoting your own stories, it’s not always essential.
Is the story of national significance?
The definition of ‘news value’ is that a story should affect as many people as possible. If you’ve got a story that can tick this particular box, you’re on to something.
Is there an opportunity for regional media coverage?
Once a story has been picked up in national media, there’s a strong chance that local outlets will be interested too. Remember to tailor the story to your audience properly. Don’t start telling reporters in the south that they should be worried about a problem affecting people in another part of the country.
Make the most of TV and radio
The UK has a strong network of regional radio and television broadcasters, many of which carry lawyer-generated news from RTS Media clients. With appropriate planning and execution, it’s possible to secure multiple broadcast interviews and achieve ‘blanket coverage’ across the media with one story.
A business journalist by trade, Ralph Savage represents a series of B2B clients on media and marketing matters. He provides strategic PR advice, media training and consultancy. He also ghost writes regularly on behalf of FTSE 250 CEOs, leading counsel and senior professionals including solicitors, accountants and brokers.