Legal Trade Media Gush about Your Law Firm - So?

 Is positive coverage in legal trade media, like most sector awards and a well-done website, mere "window dressing?" That is, it doesn't move the needle much or maybe not at all in winning new business? 

I asked ChatGPT that specific question. First of all, it informed it that is an issue law firm leadership and CMOs debate. Then it got granular:

"Coverage in those outlets [Bloomberg Law and more] rarely wins new business directly — few general counsel read a Law.com quote and immediately call the firm.

" ... this is largely an “insider” audience, not the CEOs, CFOs, or public-sector decision-makers who usually hire outside counsel."

But, sure a story that does wind up impacting business development can start in Bloomberg Law. Then it makes its way to the outlets which the C-Suite pores over such as The Financial Times, The Wall Street Journal, Reuters, Forbes, Bloomberg News and major regional publications. 

For example, legal media track the prominent law firm partners in M&A. Then, business media frame that as a lens for reviewing the global economy. In that Paul, Weiss, which handles much of Apollo's dealmaking, could receive plenty of seminal attention. That is, opening doors to new business.  

Another relevant snippet in the ChatGPT's analysis of the influence of trade media - or the lack of it on the business of law firms - is this: What's on business media platforms can and does impact reputational issues. So, are CMOs who chase relationships with trade media for law-firm branding wasting resources? Note that it was in Fortune that Paul, Weiss placed the op-ed on an innovative approach to gun control by chair Brad Karp.

In business development as well as branding it's probably more productive for a law firm to have leadership and star partners deliver talks at key financial and technology conferences. Those business media cover.

There are the usual standbys such as treating business heads to sporting and pop music events. 

And, how about the old-fashioned breaking bread together. Karp told BusinessInsider how he hosted in one morning three consecutive breakfasts with prospects and clients.

In addition, there are what are known as "wrap-up" stories. Have the firm leadership pitch an exclusive package to a business editor on antitrust, with industry experts already lined-up willing to be quoted. 

Being featured in trade media is flattering. When I was in content-creation I was grateful to the late Jack O'Dwyer for announcing in his trade PR publication that I had hung out a shingle. But it was a published letter to the editor in Fortune which brought in assignments from corporate executives.

In intiutive coaching/tarot reading my most successful clients don't waste resources on prestige. They go after encounters which have a direct connection to shaking loose an account. Even if not large. Business gets you business. Prestige might bring nothing more than glow.

Confidential tips about Paul, Weiss are welcome. So are bylined articles/op-eds. Please contact Jane Genova janegenova374@gmail.com or text 203-468-8579.

Thrown off your game, maybe the first time since you started working? You made all the right moves and then the world moved in another direction.

Intuitive Coaching. Special expertise with transitions, reskilling and aging. Psychic/tarot readings, upon request. Complimentary consultation with Jane Genova (Text 203-468-8579, janegenova374@gmail.com). Yes, test out the chemistry. Zero risk.