Ruberto Israel Makes it Easy for the Media to Call
Would you like to see your firm quoted in print? You've got to make it easy for reporters. They are not going to do any extra work if they can avoid it to find someone to quote. So 25-lawyer Ruberto, Israel & Weiner in Boston distributed a 12-page, glossy "Media Resource Directory" and sent it to news reporters.
I wish law firms had sent these booklets out when I was a print newsman back in the day. The directory contains:
- The firm phone number, on every page.
- Legal topics from Alternative Dispute Resolution to Women in the Legal Community, with a name and an email address of a lawyer to contact.
- Brief bios and pictures of each of the lawyers, plus the firm's Director of Marketing, Howie Altholtz, the former marketing director at Nixon Peabody and a law grad of Suffolk University.
It's missing a few things, such as a FAQ about the firm describing the number of lawyers, statistics and rankings of the firm. But these can be included in the second edition.
Nonetheless, the it does its main job right: "The Media Directory makes it easier than ever to reach these experts when you need them most," Altholtz writes in a cover letter. "We hope you will keep this directory handy and that you find it useful one day when you're on deadline or developing a story."
Reporters can call the lawyers directly, or Altholtz or the firm's media counsel. Kudos to Altholtz -- I'll be checking the papers for the firm's name.
