Law Firm Public Relations: More Than Awareness But Client Acquisition & Retention

by

Kevin Waddel

Law firm public relations should promote relevant firm news, such as partner announcements, noteworthy clients, case accomplishments and, of course, the firm s intellectual capital. But what about if your law firm isn t general practice, and has a specialty or many specialties? If you are focused on targeting a particular niche, your law firm public relations partner should target the media outlets and journalists who cover that specific area.

Firm success and reputation often come from the talent of your assets. Law firm public relations strategies should include promoting the brightest minds in your firm. Bring your talented staff to the forefront, branding them as experts in a particular niche and acting as law firm public relations brand ambassadors. In this regard, partner with a law firm public relations firm whose law firm public relations strategies include making it a priority to generate exposure for firm partners. It creates additional avenues to highlight the brand, and associates expertise with firm representatives in the process. These law firm public relations tactics can include placing op-ed articles, interviews and guest contributions with helpful law advice and relevant commentary on current events. Therefore, make sure your law firm public relations team is networking with key media members and highlighting the availability and bios of the top members of your firm.

Successful placements via law firm public relations efforts in the media surrounding or quoting your firm exposes your brand to thousands of potential clients, without the credibility issue often associated with paid advertising. Not only does law firm public relations eschew credible reputation building, but it works in tandem with advertising to present a multi-tiered marketing approach.

Law firm public relations should also extend to seeking cross-promotions and event sponsorships. Whether a charity golf tournament or corporate fundraiser, these events will garner media coverage, positive brand association and provide networking opportunities. Law firm public relations can also come in handy in brand marketing. Press coverage can be leveraged in media reels and marketing collateral to cast additional positive perceptions surrounding your firm. Your law firm public relations team should also craft compelling case studies for every client you ve serviced. These stories can often be referenced in law firm public relations efforts and will highlight the capabilities and benefits of your services on your website.

If you are in the competitive service industry of law, utilizing law firm public relations isn t just an option – it s a necessity. Law firms typically drive business through word of mouth and lead-based advertising. The sophistication has increased beyond television commercials and billboards, to search engine optimization and affiliate marketing. While generating leads through direct response advertising is important, its effectiveness can be greatly increased through law firm public relations.

For more information visit to http://www.makovsky.com

Kevin Waddel is a free lance writer. To get more information about Public relations, Public Relations New York,

Law Firm Public Relations

and Health Public Relations visit

makovsky.com

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