Here is what you really need to know (but most PR guides don't cover)!
You've heard about the power of media, maybe your competitors are getting great coverage or perhaps you have a partner with a big ego who wants lots of press coverage. Either way, you have been tasked with getting lots for your practice, but neither you nor the partners have done it before.
That's not a problem as everyone has to start somewhere. But many law firm partners and their marketing managers approach media relations with fundamental misunderstandings and unrealistic expectations which, at the very least, lead to missed opportunities and often mess the whole thing up.