Law firm partners put enormous effort into winning clients. Crafting their business development skills, perfecting their pitches and writing digital content are integral to the effective communication strategy of every practice group. Although their potential and reach can be significant, media interviews are inevitably seen as less important.
Despite the obvious value of being quoted in the FT, the Wall Street Journal or the high-end trade press, surprisingly little effort and thought can be given to the process. Yet the legacy is permanent: the digital footprint of a lawyer’s quote not only lasts much longer than the impression from a single meeting or a bespoke pitch document, it is likely to be read by far more people who matter over time.