Public relations connects you with your public in a meaningful and compelling manner using key and relevant messages that resonate with your audience. Effective PR strategies boast your profile by broadcasting your message to your clients and prospects. It gets your name in newspapers, magazines and other publications, broadcast outlets and online sources. It tells your story, on your terms.

PR services include: 

• Media relations (more below)
• Website enhancement or redevelopment
• Writing services
• Sponsorship evaluation
• Advertising strategies
• Brand renewal and identity rejuvenation
• Crisis communications
• Merger communications — domestic & international

Media relations — influencing editorial

Whether you want to raise your own profile, your practice group’s profile or the firm’s profile, a thoughtful media strategy will deliver your message in a cost-effective manner. Lawyers’ clients have also benefited from implementing a legal media strategy that articulates the client’s position favourably without putting them in jeopardy.

Proactive and reactive media strategies serve opposing needs, and both require experience in order to effectively influence the degree to which a story is covered or ignored. Here is a sampling of my experience:

• Media strategy in support of litigation: media, communications and training services provided to a brewery faced with allegations of trademark infringement. The defendant’s message and story was covered across Canada by media outlets and extensively online.
• International merger: media, communications and project management services for international merger in key markets including Vancouver, Calgary, Montreal, Quebec, Montreal, London (UK), Johannesburg.
• Domestic merger: media and communications services for domestic merger in key markets including Vancouver, Toronto, Whitehorse
• Crisis communication: media services for national firm accused of workplace harassment, a story which was quickly contained to local media outlets.
• Awareness campaign: media and communications services for local press conference aired on local news and other broadcast outlets.

Media relations services include developing a media plan, identifying key messages, media training, pitching story ideas, drafting and distribution of a media release, interview support, and media monitoring.