That means if there is a bad story in one city, it should be countered by other stories, or you leave it as the only record on that issue. Press releases written by lawyers have all the appeal, news, and timeliness of white rice. We place 300 to 400 different legal stories every month, using a total of one to two press releases monthly as the tools to place those stories. Press releases, like any legal tactic in a lawyer's bag of tricks, have their place and time but it is seldom and not always. If Coca-Cola only engaged in publicity when they had a new formula, you would be drinking Pepsi.
Publicity requires reach and repetition.
That means lots of placements, lots of times. Publicity for law firms is about business development, not ego. The good news is that with a little practice, lawyers can overcome the power of these myths and become good press sources. Well, we already have most of the myths for next year.