1) The firms' most influential clients likely remain over 35 and are still washing the ink from their fingertips after their morning coffee.

2) Nearly every story that appears in the print media today is posted simultaneously online, impacting search engines and available to online readers and for linking by bloggers.

I tell client that the main reason for traditional media relations is to get independently written stories about them onto the web. Then I tell them they shouldn't wait for the media to write about them, and that they should start a blog...

But look at it this way. 75% of reporters are using blogs and RSS for locating experts and insight for stories they are working on. Law firm one kicks out info they used to kick out in alerts, newsletters, articles, and press releases in a blog with a RSS feed. Reporters subscribed to keyword and key phrase searches at Google Blog Search and Technorati get RSS feed of law firm's stuff into their newsreaders. Lawyers get seen by and quoted by reporters for traditional media.

Law firm two kicks out information the old way not utilizing RSS. Their content is not picked up by the RSS newsreaders of reporters. Their lawyers are not quoted by reporters or the subject of print stories nearly as much.

Being innovative and using new technology such as blogs and RSS increases chances dramatically that lawyers will be quoted or in the print. You're killing 2 birds with one stone - getting online copy as well as offline copy.

But look at it this way. 75% of reporters are using blogs and RSS for locating experts and insight for stories they are working on. Law firm one kicks out info they used to kick out in alerts, newsletters, articles, and press releases in a blog with a RSS feed. Reporters subscribed to keyword and key phrase searches at Google Blog Search and Technorati get RSS feed of law firm's stuff into their newsreaders. Lawyers get seen by and quoted by reporters for traditional media.

Law firm kicks out information the old way not utilizing RSS. Their content is not picked up by the RSS newsreaders of reporters. Their lawyers are not quoted or in print nearly as much.

Being innovative and using new technology such as blogs and RSS increases chances dramatically that lawyers will be quoted or in the print. You're killing 2 birds with one stone - getting online copy as well as offline copy.

I've noted ... not uniquely ... that there needs to be a shift in PR and marcomm from "media pitching" to "online content creation and engagement"... but that many orgs ... not just law firms ... just aren't staffed to create content on a nearly daily basis...