We are often asked how to build a strong public relations program for a law firm.
There are lots of starting points, but one great entry point is having conversations with partners. Whether they are partners who already have a large book of business, are a young, up-and-coming partner, or are part of a practice group that the firm wants to highlight, talking to partners is where we surface the vast majority of PR and story ideas.
How do you find the stories worth sharing? Where do you surface the nugget of an idea that can be turned into a media pitch, bylined article or become part of a broader communications campaign?
The answer is in the information you surface in your conversations with the attorneys. That’s why it’s critical that those conversations be as information-rich as possible. It is incumbent upon the PR professional to tease out the content that will form the foundation for a robust PR program.
Here are three, proven questions that inevitably yield multiple story ideas.
Question 1: Tell us about your practice and your clients.
This open-ended question is a great icebreaker. Most partners will seize the opportunity to talk about their work on behalf of their clients.
Starting with this question also grounds the conversation from the outset, helping you understand the partner’s practice and where it fits within the firm.
Don’t be afraid to ask follow-up questions: Of the three industries you serve, is there a priority order to them? How does business flow to you? What is the initial need that typically brings a client to you? What area of your practice do you most want to grow in the next year?
The more you understand the partner’s practice and client base, the better able you will be to deliver meaningful PR opportunities.
Question 2: What is keeping your clients up at night?
Listen carefully to the responses. This is often where we’ll hear a germ of an idea that can grow into a media pitch or column. Pay attention to comments that surprise you or seem to run counter to what you expected to hear. Anything unusual or surprising is often an idea that can be crafted into a pitch, post, article or content.
If you’re interviewing a reticent partner who’s struggling to provide interesting responses, try reframing the question:
Describe a typical client and what she is most worried about.
What are you hearing from your clients that has surprised you?
What should your client be worried about that isn’t even on their radar yet?
Question 3: Are you following any particular cases, rulings, legal trends or developments?
This third question allows the partner to take a step away from her clients and practice. We love this question because it often helps us identify an upcoming case, in which the partner has no involvement or conflict, on which she can offer commentary to a media outlet.
It also puts us on alert to watch for a specific ruling or industry development and reach back out to the partner when a milestone is reached.
Thoughtful questions and careful listening are key to unlocking the organic PR opportunities that partners can contribute to a strong PR program for a law firm.