How to Do PR for a Law Firm
Law firms are dependent on new clients to survive and promotion brings those in need. A law firm that has a successful public relations campaign and an effective PR representative can become the “go to” information resource for the public.
- Aim your public relations messages to the segment of the population that is most likely to respond to them. For example, if the firm wishes to attract clients in a business-to-business arena, don’t place ads in local newspapers but rather in publications dedicated to business, such as local journals.
- Understand the problems the firm can solve and fashion your PR message towards those who need attorneys. Use real life examples of problems your firm has worked or solved, but make sure you have client approval before doing this.
- Establish relationships with reporters who have influence on the audience you want to reach. This will help to establish your firm as one the media can go to for clarification on an issue. A good PR spokesperson can offer a well-articulated perspective on a large variety of law topics in an engaging and refined manner.
- Use the firm for expert testimonials. You and the firm will gain popularity and notoriety.
- Write for law publications. As the law firm’s public management, become an expert on a large variety of topics and write bylined articles for magazines and papers. There are several trade publications that eagerly look for well-written and informative pieces submitted by qualified candidates. Look to publish not only in the immediate area, but as you gain success, branch out to national publications as well.