Public Relations: Why print vs. digital isn’t an either/or decision for today’s PR placements

By Ellen Keiley

A potential client recently asked me, “With the decline of traditional media, is it even worth trying to get into newspapers or magazines anymore? Should we focus exclusively on digital?”

It’s a great question – and one I hear often. As someone who works every day to secure media placements for attorneys and professional-services firms, here’s my answer: It’s not print vs. digital. It’s both.

Over the years, I have often said, “Any media is good media.” And today, most traditional print outlets also have strong digital platforms. When a publication offers both print and online visibility, it is ideal – the best of both worlds. You reach longtime print readers and capture online visibility that boosts searchability, credibility, and shareability.

For example, I still love flipping through the physical Massachusetts Lawyers Weekly paper, but I also value the online version for its accessibility and its utility as shareable content for clients –  whether on websites, newsletters, or social channels. Consuming media has evolved, and our PR approach should evolve with it.

Digital-only media matters

Online-only outlets should not be discounted. They often have large, engaged audiences and offer immediate accessibility, SEO (search engine optimization) value, hyperlinking, and easy distribution across social media and email campaigns. Digital platforms provide speed, flexibility, and visibility that are incredibly powerful for lawyers looking to establish thought leadership.

How do we choose where to pitch?

When a client asks me to secure a placement, we start with three considerations:

• Audience alignment. Who reads it and are they the right audience?
  • Topic relevance. Does the publication naturally fit the content?
  • Reach and readership. How many people will see it?

We all love a large audience – and we aim for it – but smaller niche publications still hold tremendous value when they reach the right readers. One strategically placed piece in a well-targeted niche outlet can often generate more meaningful engagement than a broader placement that isn’t aligned with your ideal audience.

A simple comparison demonstrates the power of earned media:

• A law firm newsletter with 5,000 subscribers and a 22 percent open rate reaches roughly 1,100 readers.
  • A publication with 500,000 daily readers reaches at least 500,000 people.

Firm-owned content keeps you relevant to your existing contacts. Earned media expands your reach far beyond your network – and adds third-party credibility.

Local vs. national media

I also hear attorneys say, “I only want local media because my practice is local.” Local media is important and should always be pursued — but national platforms are valuable too.

National earned media:

• Amplifies thought leadership.
  • Enhances credibility.
  • Differentiates you from peers.
  • Attracts speaking, referral, and partnership opportunities.
  • Creates strong shareable assets for marketing and social media.

It isn’t about choosing one. It’s about strategically pursuing both.

Should every lawyer write thought-leadership articles?

Another question I hear often is whether it’s worth the time to write an article at all. My answer: it depends.

If a lawyer enjoys writing, then yes – absolutely. Writing is an excellent business-development tool. The more marketing activities a lawyer engages in, the better, whether writing, speaking, networking, or involvement in professional organizations.

But if writing feels like a chore and drains your energy, don’t force it. Not everyone needs to be an author to build visibility. Choose marketing activities based on your strengths and interests. Speak if you enjoy presenting. Network if you enjoy connecting in person. The key is to engage in consistent outreach in a way that feels authentic and sustainable.

Consistency and authenticity win the long game in lawyer business development.

Bottom line

Content is still king – and earned media remains one of the most powerful ways for attorneys to build a personal brand and demonstrate expertise. Showcasing thought leadership solely on a firm blog limits reach and impact. Publishing in online outlets, print publications, and industry platforms extends your voice to a much broader audience.

In a changing media landscape, the strategy isn’t to choose print or digital. It’s to leverage the full media ecosystem to build visibility, credibility, and influence.

 

Ellen M. Keiley, CPC is president of EMK Consulting Group, LLC, which offers public relations services and business development coaching  for law firms and other professional services firms. She can be contacted at [email protected].