PR Outreach

Standard operating procedure for pitching attorneys to journalists and editorial outlets via reporter-source platforms.

Prerequisites

Before starting outreach for any client:

• Client-specific email created (e.g., press@clientdomain.com)
• Attorney LinkedIn profile exists and is complete
• Platform accounts registered under client identity (see Platform Guide)
• Attorney dossier completed (use the attorney research dossier prompt)
• Attorney bio finalized and available in clients/[client]/bios/

Query Sourcing

Daily (Mon-Fri)

1. Check all registered platforms for new journalist queries in relevant beats:
   • Personal injury
   • Criminal defense
   • DUI
   • Car accidents / auto
   • Legal commentary / expert sources
2. Flag queries that match client practice areas
3. Prioritize queries from high-authority outlets (national publications, major legal directories, Forbes Advisor, etc.)

Query Evaluation Criteria

Before pitching, confirm:

• The query is relevant to the attorney’s verified practice areas
• The outlet/publication is worth the effort (check domain authority, readership, AI citation potential)
• The deadline is achievable
• You have the proof/assets the journalist is asking for

Pitch Process

1. Draft the pitch

• Lead with the attorney’s strongest verified credential (bar status, years practicing, notable case type)
• Match the journalist’s ask exactly — do not send a generic bio
• Keep it under 150 words
• No hype, no superlatives, no agency language
• Include: attorney name, firm, location, specific expertise, and one proof point
• Attach or link to the full bio if the platform allows it

2. Send

• Send from the client-branded account
• Log the pitch immediately:
  • Platform
  • Journalist name
  • Outlet
  • Query topic
  • Date sent
  • Client / attorney pitched

3. Follow up

• If the platform allows follow-up: send one follow-up 2-3 business days after the initial pitch
• Keep the follow-up shorter than the original pitch
• Add one new proof point or angle if possible
• Do not follow up more than once unless the journalist responds

4. Track outcomes

Update the tracker with:

• In consideration — journalist acknowledged or responded
• Accepted — attorney quoted, featured, or included
• Declined — journalist passed or went another direction
• No response — no reply after follow-up window closed

Quality Standards

• Every claim in a pitch must be backed by a verified source from the attorney’s dossier
• Never fabricate credentials, case results, or awards
• Never pitch an attorney for a practice area they don’t verifiably practice
• If a journalist asks for something you can’t verify, say so — don’t guess

Scaling Across Clients

• Each client gets their own platform accounts and query allocation
• Do not split one account’s queries across multiple clients
• Track pitch volume and acceptance rate per client separately
• Review platform limits monthly and upgrade accounts where ROI supports it