Timing Is Everything

In the court of public opinion news editors take less time than you need to read this one-sentence paragraph to decide whether your case milestone news goes into the wastebasket.

When your goal is getting news editors (broadcast, Internet, newspaper, magazine or trade) or media producers to notice your legal news you must be PreActive™.

Best-practice PreActive legal media relations involves:

• strategy
• planning
• professionally written, journalistic collateral
• timing

Be PreActive even when opponents control the timing of a case announcement or milestone, civil, criminal or regulatory. Never waste reactive media opportunities with off-the-cuff, frankly valueless, "no comment" replies.

When your goal is media recognition (practice-group, legal and consumer) a professional, experienced legal media relations consultant should be developing well-crafted, journalistic, case-specific legal media relations strategy and professionally written legal news collateral.

In more than a decade at the U.S. Department of Justice, later at the N.J. Division of Criminal Justice, and today as a media consultant Richard Lavinthal has directed public affairs and legal media relations for literally thousands of civil and criminal cases.

Every second of the 24/7 news cycle is a legal media relations challenge. Your firm's marketing or support staff may place tombstone ads, develop proposals for potential clients and maintain the CRM database.

Is an outside legal media relations expert on call when your firm wants to make the most of a major case milestone?

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