Profiting With Public Relations

Getting Ink For Your Law Practice

Getting your name in print is really all about consistent recognition.  Regardless of  your opinions on the state of the media, when a law firm  gets positive ink, readers automatically view the firm with more credibility.  It does not matter where the law firm or attorney's name is printed as long as it was put there ‘by someone else’. (See my earlier blog posting about advertising v public relations.) Getting the word out may not be as complicated as you think, there are a number of ways to get the law firm's name out.

• Get quoted in a news article.
• Named as one of the key firms/attorneys orchestrating a transaction or deal.
• Listed on web and letterhead of a non-profit board.
• Write and publish an article in trade publications.
• Be listed as a speaker or panelist on web site and newsletter of organization.
• Collaborate with associates on a project that is to be published. This is a win/win situation for both attorney and associate.
• Consider letters to editor.

An KEY component of getting your name in print regularly  is having a PR (public relations) specialist on retainer. While the law firm is conducting the business of law the public relations firm is consistently seeking  public relations opportunities. It is something that requires commitment from all the players in the firm and is definitely worth the investment.

ACTION STEPS:

1. When was the last time an attorney, associate work was published?
2. How is the firm leveraging the published articles?

Best Practices: Connecting With The Audience

   All too often, when speaking or making presentations attorneys forget that speaking like any other marketing activity is a multi-layered strategy. It simply isn't just about giving the presentation and riding off into the sunset and then expecting miracles.

    Aside from the pre and post presentation marketing, there is of course making the connections with the audience.   Common questions asked by legal clients are  how do I connect with them and make the presentation more effective and memorable.

    The following are a couple of tips we advise clients to incorporate when giving any kind of presentation.

• Show up early, at least 30 minutes, especially if you're using technological gadgets. Greet the attendees and ask them if there is any specific question they would like to see addressed in the presentation. If appropriate, ask for their business card.
• During the presentation make it clear to the audience that you will be around to answer any unanswered questions.
• If you have referenced an article, or something of interest to the audience, have an agreed method of follow up.
• Golden Tip: Send personal notes, within 24 hours after the presentation to individuals, you had one to one conversations with.

    Importantly, whatever the next step is make sure you do what you promised, otherwise, your credibility will be diminished.

Action Items:

1. How often do you or your firm give presentations?
2. Are there areas where your presentation needs improvement? List them in order of priority.
3. Schedule a time to perform this task. If you stuck and can't pinpoint where you need help, but know you need help email me pmahli@suncommunicationsgroup.com.

Seminar Marketing Checklist Part Two

Last week, I wrote a blog post on the advantages of having seminars as part of law firm business development strategy.  Below is the checklist I promised.

Be clear on what type of seminar the firm is running,  a promotional seminar or for-profit seminar?
Typically, a regular seminar will not involve making any profit. The law firm invests their resources and time with the objective of getting new prospects and clients.

On the other hand running seminars for profit, means adding a product line to the services the firm offer. Both type of seminars  require the same type of planning, managing, marketing as your existing practice does.
 
Checklist:

• Be  clear on who your target market is. Is your list large enough to ignore publicizing the event in local event calendars?  
• Make sure to use the old rule of thumb that value should account for 80% of seminar, while remaining 20% focuses on promotional activities of the firm.
• Allocate time for marketing the seminar, have designated staff or outside agency in charge of this important task. Don't fall into the trap of spending time on the presentation and leaving the marketing of the seminar until the last minute. This is certain to lead to poor results.
• Consider the number of participants you want to attend. If part of the objective is to develop meaningful relationships with participants, then small around 20-30 is good.
• Who will be responsible for the marketing of the seminar? What sort of resources will be allocated? What is the budget? Who will be responsible for public relations activities? Is there one person who will be in charge, from conception of the event to methods of follow up after the event.
• Is there an evaluation system in place? This is particularly important especially when the firm has committed to holding seminars for the long haul, this will help prevent the hit and miss approach.

Action Items:

1. Has your firm conducted seminars before?
2. What were the results? Were the partners satisfied?
3. Name three things  that firm can do to improve the firm's currents seminars.

For more information please visit us or  email me pmahli@suncommunicationsgroup.com.

Seminar Marketing For Law Firms

Holding seminars on a newsworthy topic tied to your practice
is a very effective way to generate prospects for law firms.
They provide law firms, a myriad of business development
opportunities ranging from, the opportunity to showcase their
expertise to a room full of potential clients, to re-connecting
with old clients. Done well, they are informative, educational and
unobtrusive. Most importantly they help move prospects along the
sales funnel.

Purely from a strategy perspective, seminars in addition to other
public relations activities, such as getting published, writing,
speaking and taking on leadership roles provides law firms,
another platform to build their credentials in the prospects
hearts and minds.

To find out how we can help email me at
pmahli@suncommunicationgroup.com or visit The Sun Communication Group.

Next week a checklist for putting seminars together.

Networking Tips For Working A Room

A couple of weeks ago, I attended an evening programme focused on career development at Association City Bar of New York.The programme was aimed mostly at recent law graduates and associates.

All four panelists provided some concrete strategies and tips. However, what really surprised me was  how hungry these graduates and associates were for information on networking. After the panelist finished a further 45 minutes was spent on questions. The questions ranged from: which form of resume  works best to how to strike up a conversation with strangers when networking.

Here are a couple of pointers, particularly if you starting your networking endeavours:

• Think carefully about who will be attending this event, Whom do you want meet? Do you know anybody who could make that introduction?
• Have business cards with you.
• Make sure you have some topics to talk about. Read through a couple of daily newspapers, so that you can discuss  current affairs.
• Be punctual, arrive early.
• Avoid eating excessively or drinking.
• Don't sit, you want to make some connections. 

To find out more how networking can help your law practice, email at pmahli @suncommunicationsgroup.com or visit The Sun Communication Group.
 

 

What To Do If No One Asks Questions After A Presentation

A common question that I'm often asked by attorneys giving presentations to a room full of prospects is what do when no one from the audience asks any questions.

Rather than panicking, consider that it is possible that the audience is processing your speech.

The best way to plan for such situations is to be well prepared. 

Make certain that you have  at least a couple of interesting or important points to share with your audience during question time. I would go as far to recommend as to have a couple of questions you've been asked about this subject matter with  you.

After you have announced that you will take questions, calmly wait several beats, count up to 10 if need be.

Never convey that you are concerned or embarrassed that there are no questions.

If no one speaks, smile and say, "Before I came up here today I was asked..." Then, state an interesting question you have been asked in the past and answer it well.

Teleclass: Offline and Online Networking

How often do you hear the term, "it's all about networking!" Most of us  know its importance in our legal practices, but how many of us actually do it. There is a huge disconnect, between the knowing and applying. I can already hear the excuses rear their ugly heads: I'm not the networking type, don't have the time, I've never got anything from it and my personal favourite - it takes far too much time.

Like it or not, networking is an indispensable part of all business, whether
you are an attorney with a small practice, a law student seeking a job or an
associate in a large firm.

The key to make any networking successful is to find out what works for YOU!
Consider do you prefer online networking? Are you the type that prefers to break bread and meet people? Do you fail to follow up after making great
connections? How do you keep in touch?

In today's fast paced technological environment we need to combine BOTH online and offline marketing.

Samantha Cardwell-Ward, attorney and trainer of Ward & Associates and I
will be giving a tele-class on Thursday June 26th at 5pm EST on this very subject.

Samantha will be discussing the online networking component and I will be
conducting the offline networking section.

Here’s a sampling of what you will learn:

• Following up with your contacts online: How often?  What should you say?  Should you call or e-mail?

• Hidden dangers of social networking online.  The 3 things you should know.

• How to network effectively, so that it fits in with your schedule.

• Maximizing your networking.

• How to keep your networking relationships active.

We guarantee that all attendees will walk away with at least THREE tactics  they can apply immediately to their practice.

To find out more, either email me or register directly at Ward & Associates.

Tidbit: ABC's of Legal Marketing Plans

What a Marketing Plan will help you with:

A basic marketing plan can help improve your legal practice in several ways:

• The plan will help the law firm identify their target market.
• Sets objectives and provides a roadmap, of how to reach the final destination.
• Allocate and assign individual or teams with specific tasks.
• Helps retain current clients and increase business with them.
• Provides metrics and sets benchmarks to measure success.

To find out more about how to evaluate your firm's marketing plan, please email me.

Tidbit: 10 Reasons For Retaining Loyal Clients

Too often small professional service firms are focusing on growing their businesses and often neglect their current customers. Here are some pointers that will grow your businesses through leveraging:

•    Gather feedback. Through telephone call, lunch or a more formal method such as surveys.
•    Thank clients for referrals. Send handwritten notes.
•    In your regular newsletters offer tips and how to’s .
•    Hold client appreciation days such a cocktail party, seminar or visit to an interesting local
•    Feature a client of the month in your marketing communications materials. Everybody loves to be recognized and acknowledged.
•    Launch a blog – focusing on issues effecting your client or industry.
•    Be innovative – think of ways of improving client relationships.
•    Form a client advisory board and ask for feedback on a new service that your organization maybe planning.
•    Return client calls within 24 hours or sooner!
•    Ask for feedback to improve your services

To find out  how we can help you. Email me.