While the UK isn’t quite on a par with France and its August shutdown when workers leave the cities and head for the coast for the entire month, taking a break over the summer is non-negotiable for most of us.
The benefits of rest and recuperation for our mental health and physical wellbeing can’t be underestimated. I think the British statesman John Lubbock put it perfectly when he said:
“Rest is not idleness, and to lie sometimes on the grass under trees on a summer’s day, listening to the murmur of the water, or watching the clouds float across the sky, is by no means a waste of time.”
As the summer holiday season gets underway, many PR and marketing teams will be operating with reduced capacity and will need to work smarter, not harder, to secure media coverage and produce relevant content.
Keeping your law firm, its brand, and its lawyers front of mind during this quieter period is a must. There are some tried-and-tested methods that can deliver easy PR wins. Remember, the simplest ideas are often the most effective so don’t be afraid to score some easy points. And this applies throughout the year, not just during summer.
Here are my top five tips for securing media coverage and exposure for your firm without too much sweat!
- Repurpose existing content
When capacity is low, one of the easiest wins is to review historic blog posts. See if any past themes can be linked to current news stories and pitched to the media, or simply refreshed and reposted on your website and social media.
2. Issue press releases on firm news
Be sure to issue press releases to the legal press and all relevant sector titles about firm news such as pro bono initiatives and any personnel changes or developments. Promotions and key hires are more likely to lead to media coverage if you include a high-resolution headshot, so make sure to do this.
3. Offer third-party commentary to the media
Even if your firm isn’t currently running major cases or landing big client wins, your lawyers can still offer insightful comment to journalists on legal developments or news stories with a legal angle. All professionals keep up with developments in their field, so this shouldn’t involve much extra work. Is there significant new legislation coming into force? Is another firm involved in newsworthy litigation? Look for topical hooks your team can speak to from their own experience. For example, the recent heat wave provided a classic hook for employment lawyers who could comment on whether employees can insist on home-working.
4. Use Google News alerts
Tools like Google News alerts are great for keeping up to date with stories that might offer a good media angle. Set up keywords for any topic you want to monitor and you’ll receive updates whenever they’re mentioned online. These alerts also show which journalists and outlets are covering the stories. potentially useful for your media list. Following key journalists on social media and engaging with their posts can also help build relationships.
5. Schedule content in advance
Use tools like Buffer or LinkedIn’s own scheduler to ensure that fresh or repurposed content continues to go out regularly. Scheduling in advance frees up time for your comms team to focus efforts elsewhere while maintaining a consistent online presence.
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