BigLaw has plenty of incentive to ramp up its publicity machine and get in the news. According to Pew's Project for Excellence in Journalism, reports Poynter, the second biggest use for mobile, after email, is reviewing the news. That goes on both on smartphones and tablets. That means that consumption of news is increasing and that's happening with those who have the knowledge and finances to be mobile. Those are the ideal prospects to attract in new business development.
The rub is this: Getting in the news requires risk-taking such as putting out there counterintuitive opining. It also demands the time and attention of the bigwigs in the firm. They have to share their thoughts and be patient with the media, including bloggers. The more of a brandname the firm has to offer to the media, the more receptive they will be.
Yes, BigLaw should be aggressive and reach out to the media with brief, detailed pitches, with a pithy summary of why audiences will be interested.