Legal Marketing
11 Publicity Misconceptions
That Cost Lawyers A Fortune
By Trey Ryder
M
ISCONCEPTION #1: You have to know someone at the media to get publicity. Not true. Whether you get publicity depends
almost exclusively on the strength of your news release or story idea. It has almost nothing to do with who you know. As a
rule, editors don’t go out on limbs, even for their friends. Editors want good stories. You give them a good story idea and
you’ve got a good shot at getting it in print. You give them a bad story idea and your chances fall like a rock.
MISCONCEPTION #2: You must pay for publicity. No. Print articles and broadcast interviews are almost always free. Some small
publications, to assure their survival, give preference for articles to advertisers. Also, some publications offer special sections where, if
you buy an ad, you get an article of equal
size. But, for the most part, articles are
written free by the major newspapers and
magazines. Interviews are broadcast free
by radio and TV stations. All you have to
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do is provide them with a good idea they
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want to use. If they believe your idea will
• Divorce
• Asset Location
• Elder & Child Abuse
interest their audience, they will likely
• Infidelity
• Custody
• Difficult Service
write or broadcast your story.
• Adoption Locates
• Identity Theft
• Missing Heirs
MISCONCEPTION #3: You get
• Internet Fraud / Catfish
• Backgrounds
publicity only if you’re a big advertiser.
• Runaways
• Modification of Support
No. Advertising sales reps are
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quick to point out that—other than
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advertising—they have nothing to do
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with what goes in print or over the
Discovery
36 www.AttorneyAtLawMagazine.com