One of the marks of a thought leader is that the media takes notice. Lawyers who are thought leaders are often quoted as sources in stories. Their opinions and insights are used to make sense of the news. As a consequence of being featured in the media, a lawyer is perceived as more credible and authoritative, further burnishing his or her thought-leader credentials. In this episode, Jay and Tom discuss why pursuing a PR strategy is important, and how to do it. Topics discussed include:

• The PESO model - Paid, Earned, Shared, and Owned media
• Why every good PR pitch starts with a great idea
• The importance of understanding a reporter’s motivations and objectives
• How to localize and contextualize news in order to gain coverage