At the start of many a new business conversation or during a strategic legal PR mapping session with law firm clients, the question of national media coverage inevitably arises. Many lawyers want to know when they can expect to see themselves in The Times or on the BBC.
- National coverage can be expensive and time consuming to achieve and is extremely unpredictable. It can take many months of pitching ideas before an opportunity arises, and often you will be required to drop everything to fit the needs of the show or publication – something that many busy lawyers find impossible to do.
- Media coverage is never guaranteed. Broadcast and print pieces are frequently ‘bumped’ at the last moment and may never see the light of day – regardless of a 5 a.m. start, £150 ticket to London and 6 hours out of the office.
- Further, it’s important to remember that although national coverage will put you in front of a huge audience, it may not be an audience you actually want to engage. If you get this wrong, you could end up generating a wide range of new enquiries in an area of law that is actually unprofitable for you, fielding a high volume of calls with no prospect of a valuable instruction, at the expense of higher quality leads from existing clients.