1. Set the geographic brief before discussing stories
Redding is a town in Connecticut, and the Census record places it in the Western Connecticut Planning Region. A town population estimate is not a measure of legal-news demand, competition, search activity, leads, cases, or revenue. It should therefore inform the geographic question, not answer it. Ask whether the firm wants coverage framed for Redding, for Connecticut, for the Western Connecticut Planning Region, or for another defined service area. Do not treat households, individuals, the town, the planning region, and the state as interchangeable audiences.
Recommended approach
Bring a written geographic brief to the consultation. Define the place names and state-level subjects that are appropriate for each practice area. Then review whether proposed pages would answer a real legal question for people affected by the story without implying that every reader in Redding is a prospective client.
