Here's an example of how one enterprising Grand Rapids, Michigan law firm used breaking news to create a "hook" for press coverage.
The labor and employment law firm of Palmer & Wood, P.C., is advising employers on creating emergency preparedness plans for the outbreak of H1N1 flu (aka swine flu). The Grand Rapids Press gave attorney Greg Palmer top billing in a May 2nd story titled "Law firm preps business for health crisis during swine flu scare."
This PR technique - one of many covered in my legal marketing book Courting Your Clients - works reliably when a breaking news story opens the door to reach reporters scrambling for experts available to quote on various aspects of the news.
News coverage like this can be used for front page web site postings, direct mail to clients, inclusion in proposal packages, and other purposes. (Alas, I couldn't find a web site for Palmer & Wood.)
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