Working toward your wish list

Tom Ciesielka is President of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and mid-sized law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Associations CLE programs.  Reach him at tc@tcpr.net.

At our agency, we like to give people what they want. When we first meet with a new client, we ask them what their “wish list” is because we want to know which specific media outlets they want to see themselves in. “Oprah” is usually a given. And as much as we would love to give “Oprah” to our clients, with a big, red bow on her head, we always have other outlets in mind that can help us work our way toward those “wish list” media outlets. As they say, shoot for the moon; even if you don’t make it, you’ll still land among the stars.

Morning Radio? If you’re dying to be on a morning radio show, we suggest that you get some practice. Radio producers and hosts want to interview people who know how to be interviewed, so the more you’ve done, the better. BlogTalkRadio is a site that serves as a platform for various talk radio programs covering a wide variety of categories; books, law and culture to name a few. Being interviewed on one of these programs and the subsequent podcasts is great because 1) it gives you practice that can be added to your interview resume, 2) it is great online exposure and 3) the interview can be downloaded and circulated to other media. Think of it as the bait to catch the big fish.

Law Publications? If you’re just aching to be featured in a prominent legal publication, try saturating the legal blog world first. Not many people realize this, but reporters and editors read blogs to get ideas for their articles and stories. You can saturate in two ways: 1) Start your own legal blog. Find your niche and stick with it, offering quality advice and unique commentary. 2) Connect with other legal blogs and ask if they’d be interested in featuring your take on legal best practices or doing a Q&A or even a guest blog post. Being featured in a prominent legal blog gives legal publications a reason to come looking for you.

Television? Do you dream of a slot on primetime television? This may be a sign that you need to be more active on YouTube. We’ve all heard the stories: YouTube sensations, videos hitting the million-views mark in one day, going viral, viral, viral. But you don’t need to have a million views for your YouTube video to be a successful tool. Perhaps it is a legal tip of the week. Or footage of your most recent speaking engagement. Or maybe you stage a mock interview a couple employees. Get creative, get in front of a camera and prepare for primetime.

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