Why Should Law Firms Care About Public Relations?

Law firms that still disregard public relations as a viable discipline  that is not applicable to their profession are missing a vital component in business development and losing out on thousands of dollars. Bottom line public relations is really quite simple: its  about building a reputation and maintaining that reputation. In other words its "getting known, liked and trusted" in your target market.

Don't believe me, just pick up any news paper and discover for your self how CEOs of banks are being  perceived these days.  They are seen as corrupt, greedy, entitled and in some cases incompetent. Not much sympathy for the former masters of the universe.

For any successful business development PR  has to be an essential component.
Here are some reasons why attorneys, especially those who are revisiting their strategic business plans, should include it in their marketing mix:
 
Paid advertising increases name recognition; media relations increases credibility. See blog post on advertising.  When people read a story, or view a new report on TV, in which,  an attorney is quoted, he or she  are automatically perceived as an expert. 

2. Media coverage helps you attract quality prospects. Because public relations increases credibility, it helps you attract clients who want the best.  When people/businesses  have heard of  firm's name or a particular attorne, it is easier to attract and hold their attention while you tell them about your services.

3. Being quoted, having articles published on a regular basis, makes you a player in your field.

4. Obtaining coverage in important publications or on TV can make your organization
look much larger than it is. Don't believe me? OK, be honest, when you see someone on TV, don't you automatically assume that the attorney is  with "big" law.

5. Public relations helps you avoid price competition.
If  the people in your target market believe that you are the best, they will understand why it is important to pay top dollar.
 
Finally, a  public relations program stretches your business development budget.
Because the media do not charge for news coverage, the relative cost of
a good  PR program is a lot less than that of paid media or a direct mail campaign. To find out how you can get media coverage for less than your ABA annual membership visit us here.

Comments

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Well thought out and well presented