Want to get your name in front of more prospective clients – for free? It’s not fantasy; it’s public relations.

Attorneys who take the time to properly promote themselves to members of the media can reap huge benefits. Effective media relations can get you featured in news stories, helping you build your reputation as a legal expert, raise awareness about estate planning topics and educate prospects about the steps they need to take.

So how do you do it? These tips can help.

Add Value: Think about what you can bring to members of the media that other people can’t.  As an estate planning professional, you can likely provide insight and expertise on related Supreme Court rulings, tax changes or other newsworthy events. If there’s a movie coming out that addresses elder law issues and that’s part of your practice, you could provide tips for consumers on overlooked legal issues for seniors. Think about topics that are controversial, unique, trendy or timely. How can you provide insight on any of those topics that would benefit a news outlet’s audience?

Three years ago each one of us became recipients of a $5 million coupon. That’s how I like to describe the estate tax exemption made permanent by the American Taxpayer Relief Act of 2012. (Adjusted annually for inflation, the 2015 exemption is $5,430,000.)

Beyond this attractive estate tax exemption “coupon,” one of ATRA’s most taxpayer-friendly aspects is a concept referred to as “portability.” A temporary feature under the previous tax act, estate tax exemption portability became a permanent fixture under ATRA. This portability now provides a means for married couples to fully use each spouse’s estate tax exclusion amount without having to worry about technical marital deduction formulas in their estate plans. In essence, your unused exemption “coupon” can be added to your surviving spouse’s. 

There are many ups and downs, difficulties and challenges in marketing your services to prospective clients. It is easy to let rejection and other obstacles take us out. In challenging times, the key to successful marketing and sales starts with one word – bounce.

No, it’s not fabric softener. And it’s not some soft, fuzzy, “feel-good” concept either. Bounce is a practical tool, a working principle that can help you gain the upper hand and build the business you want, on your terms.