When a breaking news story hits the headlines, it can be a golden opportunity for law firms to showcase their expertise. But in media terms, timing is everything and if you’re not ready to move fast, you’re better off stepping back and taking a more strategic approach.
You’ve got two hours, max!
If your firm wants to capitalise on a breaking story, your window of opportunity is narrow. Journalists working on live news pieces typically file within a couple of hours of a story breaking. That means if you’re not sending out a quote within two hours – ideally faster – you’ve almost certainly missed the boat.
That sounds harsh, but it’s the reality of the news cycle. A comment that lands even three or four hours after a story breaks is often wasted effort because journalists will have already moved on.
React fast—or plan smarter
So what’s the solution? There are two main paths here and both can be effective, depending on how your firm works.
- Go all-in on a fast response
If your fee earners are prepared to drop everything and send out quick, punchy, opinion-led commentary, this can be incredibly effective. Journalists love experts who are responsive and easy to work with. Over time, momentum will build. My experience tells me that you will find your law firm becoming a o-to source.
But this only works if your team is genuinely willing to stop mid-task, rearrange calls, and prioritise media over client work. It’s not as unthinkable as it sounds. The quote you’re sending might only be a sentence or two, and the media payoff can be significant.
- Be strategic
If you know fast-turnaround commentary isn’t realistic because fee-earners won’t prioritise it then you’re better off taking a step back. Think about where you can add value once the dust has settled.
A well crafted byline article in a relevant title can be just as powerful as a quote in a breaking news piece—and sometimes even more so.
Take the recent example of Rachel Reeves and the embellished LinkedIn profile. For employment lawyers, this was a perfect news hook. Those focused on employer clients could have pitched an article to HR titles like People Management or Personnel Today. Lawyers working with senior execs could have targeted Financial News, Bloomberg, or City AM. The key is tailoring the message to the audience and moving fast enough that the story is still top of mind.
Journalists don’t want essays
One thing to remember especially if your team is attempting a quick response is that journalists are not looking for a perfectly polished, three-paragraph explanation of the law. They want something pithy, opinionated, and above all, brief. In many cases, a single strong paragraph will do. Often, even one sentence is enough.
The goal is to add insight, not to recap what’s already been reported. Think: “ It’s a reminder that exaggeration on CVs can have serious consequences, you could be fired!”
Don’t let perfection be the enemy of timely
One of the most frustrating scenarios is when a lawyer spends hours crafting and refining a quote only to send it out 24 hours too late. At that point, the opportunity has passed, and all that effort goes unrewarded.
That’s why it’s so important to be realistic. If your firm isn’t set up for fast media response, don’t force it. Instead, work on positioning your team as strategic commentators—those who spot themes, offer deeper insight, and write thoughtful pieces for key titles after the news dust has settled.
In short…
Breaking news can be a powerful PR tool, but only if you know how to handle it. You’ve got two hours—maybe less—to make your move. If that’s not realistic, you’ll get better results by stepping back, picking your moment, and pitching strategically.
Either way, make sure your PR efforts are aligned with your firm’s goals and working style. Chasing headlines shouldn’t come at the cost of quality or sanity!
How can I help?
If you’d like support building a media strategy that works for your firm—whether that’s fast-turnaround commentary or carefully pitched bylines—do feel free to get in touch.
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