Gaining Value From the Bailout
With the pending stimulus package dominating the daily news, it's important to promote any connection between your client's services and the massive legislation. Numerous practice areas - such as business law, employment, healthcare, bankruptcy, construction and energy – are impacted by the proposed bill. Knowing that coverage of the stimulus package won’t soon let up, create a series of pitches to position your attorneys as experts on their particular area of focus. Once you create the pitch, distribute it to a customized media list, including niche trade publications that may have overlooked their connection to this mainstream news. In addition, monitor coverage of the stimulus bill and contact reporters who could potentially write follow up stories in which your client could be a valuable source. Has anyone found success on this front?
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Don’t only consider the print media when thinking about venues in which you can place your clients as valuable sources on the stimulus bill. Television, radio and especially PR 2.0 outlets – like blogs, podcasts and online news websites – are all in regular need of sources. Utilize the stimulus topic to expand your network of media contacts into areas you have yet to explore.
This is also a marketing opportunity for your firm. If certain clients will be impacted by the stimulus package, put together a brief overview of what it means to them and what actions they should take and send it to them promptly. Consider sending regular updates to them, too. This information can also be posted on an appropriate firm blog, to which you can add useful links. And don't forget to post this information to your web site and optimize it for SEO so the public can find it.