Law firm public relations is a tricky and competitive business. The Bureau of Labor Statistics estimates that the United States has about 759,000 lawyers. When a national news story of legal importance breaks, many of them would love to be a quoted source of expertise within that story. Unfortunately, the math suggests that most will be disappointed if they simply email the Wall Street Journal, offering to contribute. So what is an enterprising, media-friendly attorney to do?

Find your niche. And no, your practice area doesn’t count. It is a starting point. For example, for every attorney that focuses on United States patent law, there are thousands with the same qualifications. By narrowing the scope of your media relations efforts, you winnow the field, qualify your story prospects and better your chances of responding in a timely and helpful fashion to specific media opportunities. Go beyond “patent law” and find areas that match your background on which to focus. The human genome. Business method patents. Semiconductors. Major litigation. Something, anything, that creates a more specific public relations agenda will do wonders for your efforts.