With so much discussion about search engine optimization and search engine marketing, some people may forget other traditional methods to get your name and your firm in front of the right people:  media relations.

Working with the media to provide content, an opinion or your expertise can be just as powerful, if not more, as being on the first page Google’s search results or featured in a television advertisement. But of course, as with any other marketing tactic, creating a rapport with the media takes time and a continuous effort.

Here are four tips to help you get started:

1) Become an expert in your practice area.

For most people, the legal industry is confusing and complex. Given it’s the world you live in everyday, you are in a unique position to demonstrate your knowledge by working with the media. You can offer comment on a news story, explain a complicated ruling or offer advice on a legal issue.

The key to success here is to have examples of your expertise at the ready. Whether it’s your firm’s website with resourceful information, your Avvo profile, marketing videos or a blog covering related topics – journalists will want to learn more about who you are and what you have to offer. If you have a monthly newsletter, consider including relevant journalists. The more information you make available, the more opportunities will come your way.

2) Based on your overall marketing goals,  target the right media.

I don’t agree that any publicity is good publicity. You need to make sure you are targeting the right media to get in front of the audience you seek to reach. Depending on your practice area and location, this can vary – newspapers, online outlets,  television, blogs are just a few of the possible types of targets.  Ask yourself, what are your clients reading? Where are they getting their news and information?

Unless you have a media database, you may have to do some digging around to find the right people. However, most outlets have an editorial page with contact information. LinkedIn is another good source. And the site MediaOnTwitter.com as well as Listorious provides a comprehensive list of journalists on Twitter.

3) Actively seek, and create, opportunities.

When it comes to media relations, it’s easy to be reactive. For example, there’s a story about a celebrity couple going through a high profile divorce. If you are a divorce attorney, you could be the local expert to offer your opinion on the possible outcomes of the case. Another example, a large company sues another for stealing a patent. If you practice business or copyright law, again you could provide a comment on what the stakes are for each side. It’s all about getting involved with a story you know the media will already be covering.

Being proactive requires more work, but is often more rewarding with the types of opportunities that will come to fruition.  Examples of this include offering to write a column for a news outlet or answer a readers’ questions. Or perhaps you’ve noticed a trend or growing problem among your clients – such as more foreclosure cases or more younger people filing for bankruptcy.  Put together a list of tips or advice that can help people and pitch that to the right people.

Lastly, take advantage of an opportunity when you have a high profile or unique case with a client also willing to share their story. Realizing this does not happen often – if at all for lawyers – in the event it does, allow the media to help you publicize the situation.

4) Remember who you are working with, and your audience.

Media outlets run on a 24-hour news cycle. Constantly on deadline, working in a very competitive environment, it’s important to be responsive to their requests and flexible to their schedules. Make your contact information easily available. Also, once you have the opportunity for an interview, remember to speak to your audience, which is most likely consumers – every day people – not lawyers. Use simple language and take time to explain complicated topics. It’s also important before every interview to be prepared with your talking points – three are best – and make them quotable and dynamic.

Interested in hearing more? Join us for a free webinar – Public Relations for Lawyers – with Avvo’s Mark Britton on Thursday, August 19th at 10:00AM PT.

Photo: Seattle Personal Injury Attorney, Chris Davis, of the Davis Law Group.

Arrive Magazine, the on-board publication of Amtrak and Acela Express, has teamed up with Avvo to generate a Top Lawyers List featured in their upcoming Best of the Northeast issue.  The Top Lawyers list will highlight exceptional attorneys along the Northeast Corridor.  To be considered for inclusion in the list, attorneys should ensure their Avvo Profile is as up to date as possible.  Law Firms interested in advertising in Arrive’s Best of the Northeast issue can contact Heather Reynolds at 917 804-1145.  The list will be finalized on August 3rd and feature 10 attorneys in each of the following practice areas:

• Criminal Defense
• Divorce
• DUI
• Immigration
• Personal Injury

I’ve been on Twitter for a couple of years – it’s great for temporal search, for tracking what people are saying about your company and getting esoteric news updates. But I’m amused by the gushing over Twitter’s marketing potential, particularly by lawyers and legal marketers. Twitter is not a billboard. It’s not a brilliant free substitute for paid advertising. The only way Twitter works for attorneys is by expanding sources of potential referrals. And guess what? Those endless litanies of the latest car accidents in your city, those monotone updates of recent court rulings – they’re not going to work for you on Twitter.

The way Twitter works is through the same diligent effort that makes all referral business go: making connections, being authentic and displaying one’s competence, professionalism and dedication to client service.

This post from Ben Kearney caught my eye today:

I don’t know Ben personally, but thanks to Twitter I know that he lives and practices in lovely Eugene, Oregon, enjoys wine and, like us here at Avvo, has a certain illogical affinity for Brian Tannebaum. But that post – and others like it that offer a glimpse into Ben’s practice and approach – make it certain that if someone came to me looking for a business lawyer in Eugene, I’d recommend that they give Ben a call.

But let’s not pretend this is easy. You’ve got to have the willingness to engage and the baseline of competence and professionalism, just as you would if you joined Rotary, Kiwanas or another local group in an effort to develop referral business. I follow hundreds of lawyers on Twitter (find me at @joshuamking and odds are I’ll follow you, too), and I still see too little of this. Let us know who you are, what you care about, and how you practice. Have a conversation.

Because if your only use of Twitter is as a billboard or a one-way push of legal updates, you might as well stop wasting your time now.

Liberty Mutual recently produced a short film about two lawyers “in love, but not in sync.”  The film makes dating a lawyer look almost as appealing as eating glass.

With one push of a button, Google can make or destroy thousands of of businesses all over the world.  As a result, a recent New York Times editorial suggested that perhaps such power warrants government regulation.  But is talk of regulating Google’s algorithm a reasonable response to unchecked power? Or a short-sighted, knee-jerk reaction?

Tweaking Google’s algorithm

Every so often Google tweaks its ranking algorithm, the formula that decides which websites rank highest.  When such tweaks occur, they can be a disaster or a windfall to certain businesses.  Google’s official rationale for algorithm tweaks is to improve results and to therefore give users a better experience.  But some aren’t buying that explanation, particularly as Google expands its lines of business and endures increasing pressure to show shareholders a profit.  In any event, Google’s keeps the details of its algorithm ultra secret in the interest of staving off competition and spammers.

It’s all about free speech

I would think Google has a First Amendment right to rank whichever website it wants however it wants, free from government oversight or intervention.  Isn’t the American way to let the marketplace of ideas work these things out, not regulators?

Granted, Google has mind boggling power to influence the destinies of thousands of businesses, but so what? If Ebert and Roeper can make or break movies with their reviews, are we going to have Congress investigate them? Besides, no one forces any business to be dependent on Google, although it can be tempting to enjoy (or become addicted to) the “free” traffic, if you can get it.

The competition

When it comes to algorithm tweaks, I believe competitors like Bing will keep Google in check much better than the government ever could.  To the extent that Google’s rankings serve Google at the expense of users, then that creates an opportunity for competitors to steal market share. And to the extent that Google’s rankings serve both Google and users, then Google will thrive.  The point is that for Google to survive over the long term, it has to align what’s good for users with what’s good for its bottom line — something it’s done very well so far.

If someone thinks there’s a fairer, better way to rank internet search results, then let them compete directly with Google.  It’s easy to think Google is unstoppable, but it wasn’t too long ago that Google came out of nowhere and took down then entrenched players like Yahoo, simply by doing a better job.

It may not happen tomorrow, and there will probably be more than a few Cuils along the way, but Google is not immune from someone building a better mouse trap.

With all the ups and downs in the U.S. economy, how has your law practice fared in the first half of 2010? Please take this brief  survey to let us know! No really, it will only take two minutes.  Thank you!

In case you missed last week’s guest webinar, Cloud Computing for Legal Professionals, with Larry Port of Rocket Matter – not to worry! Here is the video:

Larry has also provided a free cloud computing resource kit that includes a white paper, a compilation of articles from mainstream legal technology press and the full text of the North Carolina proposed ethics opinion on using the cloud in law firms.

Avvo’s involvement in the legal community isn’t just through our ever-expanding online presence – we also participate in CLE seminars, legal networking forums, and tradeshows across North America.  Take a chance to enhance your legal presence, knock out some CLE hours, and meet your Avvo Representatives at these upcoming events!

July 15-17 in Vancouver, WA:  WSBA Solo & Small Firm Conference

The 5th annual WSBA Solo and Small Firm Conference – happening this week – will feature excellent netowrking opportunities, marketing tips and provide 14.75 CLE credits for Washington attorneys, including 3.5 Ethic Credits.  Avvo’s Benjamin Brown will be providing Avvo information at this event.  Stop in and meet Washington’s Avvo Account Manager.

August 1-3 in Duluth, MN:  Minnesota CLE – Strategic Solutions for Solo & Small Firms

Described by Minnesota CLE as the “absolute can’t-miss event of the year for solo and small firm attorneys,” this seminar features various national presenters, 40 optional sessions to choose from, and is even family friendly.  Avvo’s North Ad Sales Manager, Bryan Jones, will be providing marketing tips and advertising expertise. Avvo’s General Counsel, Josh King will also be presenting in a break out session about how social media works, and how it can be used in your law practice.

August 5-10 in San Francisco, CA:  ABA 2010 Annual Meeting

With thousands of lawyers planning to attend, Avvo CEO Mark Britton, will be participating in a panel discussion about lawyer ratings and online reputation management.

August 11-13 in Toronto, Canada:  NACDL Annual Meeting & Seminar

NACDL’s 2010 National Seminar features Jon Krakauer (Best-Selling Author of Into the Wild) and Honorable Beverly McLachlin (Chief Justice of the Supreme Court of Canada) as featured presenters.  Avvo’s Bryan Jones will once again be providing marketing strategy and Avvo tips at this event.

August 13 in Redmond, WA:   East King County Bar Association Summer Golf Tournament

This event, sponsored by Avvo,  is open to attorney members and non-members for golf.  The 4 person best ball scramble will have an 8AM shotgun start followed by awards BBQ around 12:45PM. Golf entries are $125 and include, golf, riding carts, range balls, BBQ lunch and great prizes and awards. Avvo’s Mark Britton will be playing along with his team of Avvo golf all-stars!

September 10 in Seattle, WA:   Law Seminars International 2nd Annual Social Media Law Conference

This cutting edge conference will explore the evolution of digital social interaction and the unique legal issues that are evolving simultaneously with each new business model. Avvo’s General Counsel, Josh King,  will be presenting: Opportunities and Ethical Dilemmas for Private Practitioners in Social Media.

September 23 – 26 in Monterey, CA:   State Bar of California Annual Meeting

Earn up to 19.5 hours of CLE credit at the State Bar of California’s Annual Meeting. The 157-class schedule features presentations on California Case Management, Social Media Marketing, Ethics and more. Avvo’s South Ad Sales Manager, Shawn Burke, will be there to answer questions about online marketing and how Avvo can help you.



Peer endorsements are one way to show you are connected in the legal community and can add some points to your Avvo Rating. This video will walk those of you who are new to Avvo through the steps necessary to endorse an attorney on Avvo. We end with step by step instructions for how to solicit Avvo peer endorsements of your own.

For those of you who have already claimed your profile and just want to learn how to endorse others, skip ahead to minute 1:10.

I had a simple but interesting experience the other day.  We (actually my wife) decided to put AC in our 100-year-old home.  Anyone that has put AC in an old home knows that it is staggeringly expensive.  That is why this spring, after last summer’s heat wave (they do occur now and then in Seattle), my wife paid for new AC without additional wrangling with or notice to her allegedly cheap husband.  I was surprised to see a gargantuan AC installation charge on our credit card, but I was even more surprised to find out it was only for the down payment . . .

Anyway, no matter how much we spent on our new, super-duper AC system, it broke down the first day we used it.  Mrs. Britton (she loves being called that btw) was livid and called the company and they had someone out the next day.  Considering my wife’s mood, I did not want to be the AC guy ringing our bell.

But, when I came home that evening, my wife was all smiles (!?) even though the AC man was still at our house doing repair work.  Apparently he had to run off to get some new parts which slowed his progress to the point where he was still working in our kitchen during dinnertime.  Raising an eyebrow at my wife (both because this guy was still in the kitchen and because my wife was so calm about it) she said, “He is very competent and working so hard.  He’s doing his best.”  I wondered if my wife was getting snowed, so I decided to go meet Mr. AC.  He looked up, smiled and introduced himself as Ignacio but quickly pointed out that I could call him “Nacho.”

Now, I probably wouldn’t start by asking customers to call me a snack food, but I found myself being immediately comfortable with Ignacio . . . sorry, “Nacho.”  He stood squarely in front of me in a very proper, but unassuming way and explained everything that had happened – in plain English (I’m not an AC guy).  He told me what he had done to rectify the issue, why it was taking so long, and how much longer he would be at our house.   He told me upfront that the issue was their fault and that we would not have to pay any money.  He was direct in his eye contact and communication.  I couldn’t help but feeling like I was watching some well-rehearsed speech.  He also asked me if there was anything else related to the AC that we wanted to change because he was happy to handle it before he went home.  After our exchange, I felt like we were in the best of hands – someone who really cared.  A young person — but one that was bright and in search of excellence.

I tell this story because Nacho offers an important lesson to anyone in the service business, including lawyers.  Young lawyers should take particular note, as they are constantly met with clients wondering whether they are worth their hourly rate.

What did Nacho do that was so effective?  He mixed together a number of presentation, client-service and product-expertise elements that made both my wife and me immediately trust him and feel lucky that he was in our house:

• Nacho was highly communicative.  Nacho understood his product, service responsibility and the specific issues with our system.  He clearly articulated the issues, his analysis and the proposed solution.  He told me exactly where he had been, where he was going and when he would be gone.  I found myself having to ask few questions because Nacho had identified my key questions in advance.  Before speaking with a client, a great lawyer (or any other service provider) will always ask himself, “What is important to my client?  What will she want to know?  What facts, documents, etc. could I offer to communicate more clearly?”  Identifying and answering those questions in advance will often lead to the necessary preparation to wow your clients.
• Nacho was confident.  He stood squarely in front of me, looked me right in the eye and spoke to me as a peer – so much so that he asked me to call him by his nickname.  He sold the idea that we were in the AC boat together, and he was the captain.  Every lawyer, from partner on down must be a similarly confident leader.  Young lawyers in particular are often so servile that they immediately put themselves at a disadvantage.  The client views them as someone inferior who is in charge of nothing, when in fact every lawyer on a case or transaction is in charge of something.  As a client, I like very confident lawyers that will have a normal conversation with me — no matter their years of experience.  They don’t put me on a client pedestal; they talk to me as a peer and together we decide on the best course of action.
• Finally, for someone that had been working on an AC unit for hours, Nacho was very put-together.  He was not a blur of oil and coolant stains.  When you meet with clients after a long morning, day or whatever of work.  How do you look?  Do you look fresh to fight their battles, or do you look worn down.  Believe me, no client likes to see someone from their high-priced legal team looking worn down.
• Nacho understood his service responsibility.  This may simply be the culmination of all of the above, but he also had an upbeat, “How can I help you” attitude without it seeming overly apologetic or stiff.  On the other hand, he wasn’t macho, aggressive or defensive.  The entire conversation had an element of “I have a responsibility to make you happy because you are the client.”  Again, I didn’t feel he was playing me, I felt that he would sincerely do whatever it took to get our AC was working by the end of the day.

In the end, all of the presentation, client-service and product-expertise elements that Nacho implemented – consciously or not – made him very affective in handling the Britton’s AC disaster.  Whether it is an AC Unit or a delicate legal transaction, people want confident, communicative, service-oriented people like Nacho on their team at all times.  Notwithstanding, I consistently see technically great lawyers, and often other professionals, fumble in this area.  Instead of trying to dissect it, maybe we should simply ask, “Are you like Nacho?”

Be Like Nacho!

Mark