If you’re looking to hire a lawyer, who would more likely earn your business? An attorney who tells you they’re great, or one profiled in a news story about a legal victory or even a hard-fought ongoing case.
For prospective clients, the impact of a well-told story and its source can be as significant as legal evidence. The art of ‘show, don’t tell’ isn't just a technique for writers; it's a crucial strategy for law firms aiming to demonstrate their effectiveness, humanize their clients, and ultimately, win both cases and new business. This strategic storytelling, mainly through public relations, is pivotal in shaping public perception and enhancing a firm's credibility. Understanding and implementing this strategy can lead to more effective PR.
As a three-time Emmy-nominated investigative reporter and producer with over 16 years of experience in top markets like Los Angeles and Portland, Oregon, I have witnessed the transformative power of compelling storytelling. My stories have not only informed but also catalyzed significant legal outcomes, such as exposing mishandlings in a primary school district that led to $2.2 million in lawsuits and uncovering insurance company failings that resulted in hundreds of thousands of dollars in fines. These experiences have underscored the undeniable power of a well-told story to drive action and inspire change.
The Power of ‘Before’ in Legal Narratives
The most compelling legal narratives begin with a powerful depiction of ‘before’—who the clients were before the incident that changed their lives. It’s about setting a stage where the audience can see what the clients could do previously, which they can’t do now due to an injury or injustice. For example, consider the story of an individual who was an avid soccer player before an accident left them unable to walk. This stark contrast highlights the incident's impact and humanizes the client, making the stakes of the legal battle emotionally palpable and fostering a sense of empathy and connection with the audience.
Credibility and Media Perception
Research by Julie O'Neil and her colleagues shows that earned media stories are considered the most credible source of information. This form of media, produced by journalists, significantly influences public trust more favorably than paid advertisements, which are often viewed with skepticism. For law firms, leveraging this kind of media means providing stories that interest journalists and are rich with authentic, verifiable details that underline their credibility.
Conversely, the same study highlighted the pitfalls of native advertising, often perceived as deceptive. This underscores the necessity for law firms to engage in genuine storytelling that distinguishes clearly between impartial reporting and promotional content.
Common Pitfalls in Legal Public Relations
I’ve been the target of many legal PR efforts over the years, and several common missteps stand out:
Overcomplicated Press Releases: Effective press releases are concise and highlight the most crucial information upfront. Releases that bury the lead are less likely to capture media interest.
Lack of Visual Aids: Not including or not permitting recipients to use relevant photos and videos can severely limit a story’s appeal.
Inaccessibility: Failing to provide direct contact information or make spokespeople available can frustrate journalists and kill potential stories.
Slow Response Times: In the fast-paced news world, being unresponsive can mean missing out on coverage.
Neglecting Follow-ups: A simple follow-up call can often tip the scales in favor of your story being covered.
Crafting and Sharing Impactful Narratives
An integral part of shaping a powerful story involves directly engaging with the client’s experiences. Early in the process, logging a deposition or interview with the client is crucial, carefully extracting poignant quotes and insights. These can be quoted directly or paraphrased to maintain the narrative's authenticity. This approach often proves more impactful than any other, as it captures the genuine voice and emotion of the client, making their story resonate more deeply with audiences.
Leveraging Media Effectively
Combining the credibility of earned media with the controlled narrative of owned media—like blogs or social media—creates a more dynamic and comprehensive storytelling strategy. Utilizing multimedia elements like video interviews, before-and-after photos, and interactive timelines can make the narrative more engaging and accessible, breaking down complex legal issues into understandable and relatable content.
Strategic storytelling in legal public relations and advocacy is not just about recounting facts; it's about building a narrative that can sway public opinion and judicial outcomes by connecting on a human level. It's about presenting a case in a way that not only seeks justice but also resonates with the emotional and ethical chords of the audience. By employing strategic storytelling, law firms can enhance their appeal and effectiveness and uphold a commitment to justice that transcends the courtroom.