Solicitors are often involved in cases of public interest, which provide opportunities for media attention and assist with law firm marketing.
Each case would, of course, be unique, necessitating a unique approach.
The ideal situation is when you’re working with a confident client who is willing to talk to the press. The attorney will then clearly write a press release summarising the case’s key points and explaining how his firm contributed to its successful conclusion.The Hogle Law Firm in Mesa has some nice tips on this.
The media would almost certainly want to talk with your client to get his reaction to the result and to learn more about how the case has impacted him.
This can be a concern when it comes to selling your law firm because if your client comes across well, the media can concentrate solely on him and fail to mention your firm or the role you played.
You can normally get around this by having good quotes that explain the importance of the case and how it can affect others in the future. This increases the likelihood of a direct quote from you and a mention of your law firm in the media.
Of course, there’s always the possibility that your client would refuse to allow any media coverage of the event. If this occurs, your choices are restricted, but if the argument is compelling enough, you will still be able to gain valuable exposure by writing about the case’s relevance without disclosing the identity of those involved.
You should still be able to market the company with this. Ironically, since the client is no longer the primary object of the media’s attention, it might even provide you with better coverage.
Another potentially challenging scenario is when the client is not in the best state of mind to negotiate with the media, even though he is able to do so. After a stressful court case, clients may feel insecure and need to be shielded from revealing anything to the media that they might later regret.
For a solicitor looking for a law firm marketing opportunity, this may be a moral dilemma. If you believe your client would not be able to stand up to media scrutiny, you should advise them not to participate.
Many clients, on the other hand, want to be noticed and they want the world to know what they’ve been through.
Writing a press release with all of the details we described earlier is one way to deal with this type of situation. This may include the client’s name, but make it clear that he doesn’t want to talk to the media directly and that any follow-up inquiries should be addressed to you, his lawyer.