How would you like to get some free publicity in a local or national newspaper in which you are described as a leading lawyer?
It may seem too good to be true but it is possible. In fact, hardly a day goes by without some lawyer getting thousands pounds worth of publicity without having to pay a penny.
Newspapers are always searching for articles of interest to their readers. The law is a good place to look because it affects everyone’s life in one way or another and it is always changing. Therefore, there is always something new to write about.
Journalists can write their own articles but they are not lawyers. They like to use quotes from legal experts to give their articles more authority. If you can provide those quotes then you’re likely to be rewarded by being described as a leading lawyer in your field.
A recent example in the Guardian involved Jonathan West, who is head of family and matrimonial at Prolegal.
Mr West was quoted extensively by Guardian reporter Owen Bowcott in an article about the Government’s proposed new law on shared parenting orders.
The main premise of the article was that the new law was unnecessary because the courts are already pioneering shared residence orders. The article is based mainly on Mr West’s opinion and he is quoted extensively.
As no other lawyer is involved, it’s quite possible that the article began life as a press release from Mr West’s firm. Or it may be that the journalist contacted Mr West to ask his opinion.
Either way, it means that Prolegal are actively promoting themselves in the media. They’re doing so by helping reporters write informative articles about the latest legal developments.
Lawyers who get involved in this way not only get a name check for themselves and their firm, they are also likely to be described as experts.
Now, Mr West may well be a leading lawyer but even if he wasn’t, he would almost certainly be described as such because the newspaper obviously wants to make its report look authoritative. An easy way to do that is talk up the person you are quoting.
Cultivating the media and submitting press releases can pay rich rewards by getting you exposure in newspapers read by hundreds of thousands of people.
And best of all, it doesn’t cost you a penny.
This article has also been published by the Law Gazette
Nick Kehoe is a former television and newspaper journalist. He is now managing director at law marketing firm Media Coverage.