Is My New Case Newsworthy?

Many times we will get a call from attorneys around town with a simple question: "I just got a new case and I suspect there may be some media interest in it, how do I know for sure?"

Well, the short answer is, you never know for sure. But there are some very simple questions you can ask yourself to determine if the new case does hold some potential for media interest. Here they are:

• Is this case unique, out-of-the ordinary, or otherwise man-bites-dog?
• Does this case involve sensational facts?
• Does this case involve, or potentially involve, a large sum of money?
• Are the parties well-known or otherwise high profile?
• Is this a case that will merit attention in the regional or trade media?
• Will this case make new law?
• Does this case involve a new application of old law?
• Is the area of law considered “hot” by the media right now?
• Does this case have a compelling human face?
• Is this case indicative of a trend?
• Does this case have broader implications as a business story?
• Is there a political or regulatory aspect that will attract interest?
• Does the opposing counsel have a history of publicizing his/her cases?

If the answer is yes to any of these questions- follow through on the exercise by asking yourself, what is the client's purpose in this matter, who is their audience and what is our message? These are the critical questiosn to ask in formulating a media strategy that will result in success.