After spending most of my professional life reporting on lawyers and law firms, I decided to do what so many reporters before me had done and leave the world of journalism for public relations. Doing PR for lawyers and law firms seemed like the natural next step.
I will confess that, after doing this job for more than five years, law firm PR is a lot more difficult and well-planned than most reporters would imagine. One of the things that makes it difficult is that you’re pitching dozens or hundreds of potential “experts,” many of whom are openly hostile to the mere notion of talking to a reporter.
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