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Lawyers want to get into newspapers and establish themselves as experts in their particular practice area. But they aren't quite sure how to go about it, and, quite frankly, they don't completely trust reporters.
At least that's the message I received from attending a recent meeting of law firm marketing professionals.
The issue is pressing enough that the Oregon State Bar plans to begin offering media-relations training to attorneys.
I wouldn't want to discourage attorneys from taking a media-relations course, but I don't think dealing with reporters is really all that difficult. Of course, being a reporter myself, I'm probably a bit biased. I do, however, consider myself a reasonably pleasant, intelligent and straightforward fellow.
I also don't think attorneys are alone in having problems with reporters. Many professionals see a reporter as a layperson who tries to get a handle on a complex …