Public Relations V Advertising

A common question I am frequently asked while talking to law firms, particularly those who are considering public relations initiatives is the difference between advertising and public relations.  Typical questions range from: which is more effective?  Which tactic should we start with? What can we implement in-house? And of course the cost?

For firms considering advertising experts such as Al Reis, author of marketing classic "Positioning: The Battle For Your Mind" advises that its best to start with public relations initiatives and then build upon awareness and visibility with advertising.   

Both of these methods are effective and do create positive awareness for law firms, there is however a clear difference between the two.

Advertising:

Advertising allows the law firm to tailor its message to a specific audience at a hefty price.  In another words, the firm buys space or broadcast time to get only ONE message across. Most of the ads are limited to 30 seconds slots. In turn,the firm, knows precisely when and where the ad will be out. Depending on the market and circulation of publication costs of ads can be prohibitive particularly in large urban metropolitan areas.

Public Relations:

Broadly speaking public relations is unpaid publicity, consisting of news stories, articles, selected and evaluated by news editors, generated through press releases, interviews and positioning attorneys as experts in their area of expertise.

Being positioned as experts and working with seasoned public relations professionals law firms have the opportunity to showcase not only their expertise but have the opportunity to communicate how they can solve client problems. In essence they answer the infamous what is in it for me question without getting into the firm's growth and history.

It is important to note that for successful media relations campaign,it is essential to have good public relations professionals, those who have a nose for news and have a track record of working with mainstream media.

Action Item:

What does your firm value Most?

Do you pay attention to an ad worth several thousand dollars OR an interesting news story?

Please email your observations to me.

Comments

[Susan Cartier Liebel]

P. I give much more credibility (rather than pay attention to) to something newsworthy...it's 'stickier' for me than an advertisement.

I appreciate the advertisement if it is relevant to me...but I know it's advertising and this puts it in a negative position for me right out of the chute.