Do you have reporters on your client alert and article email list?
If not, you should add them.
Why? Well I’ve had many occasions when a simple email blast I sent on behalf of a law firm led to a media opportunity.
You’re giving reporters helpful story ideas when you add them to your content of value (and all of your content should provide value).
You’re raising their awareness on important legal issues.
(Just please don’t add them to your press release list when it comes to announcing your rankings – that’s just a waste of a touchpoint).