Overview Of Legal PR Firms
Legal public relations firms are specialized communications agencies that focus their services on law-related topics, issues, and industries. These firms understand the unique challenges that attorneys and legal organizations face in their communications efforts, and they have the experience and know-how to assist clients in overcoming those challenges. The scope of work for legal PR firms covers everything from preparing a press release to revamping an entire website.
Because the legal industry is constantly evolving, having a communications strategy that you can implement and revise as needed is crucial. Often times, your firm will be targeted as a source for legal information by members of the media, so being prepared to handle these requests is essential. Legal PR firms hold relationships with various media outlets that help them frame the narrative of the brand they are representing. In addition, legal PR firms have an in-depth understanding of the legal community , and they are up-to-date on all the relevant news as it develops. Having this inside knowledge is invaluable when it comes time to launch a new initiative or make organizational changes. Legal PR firms provide an array of communications services that help a law firm brand itself and communicate effectively, whether that is internally or externally. Some of the services they provide include brand strategy and development, website design, social media management, and media training workshops. Legal PR firms are tasked with gaining their client’s positive media exposure by analyzing relevant trends from the industry and creating content that highlights their views and expertise. In this way, legal PR teams act as a prophetic voice for their clients. Legal PR firms are also different from traditional public relations agencies because they often have deep expertise within the legal industry. This means that they can better serve their clients on multiple fronts, including developing strategic messages that resonate with key audiences, and assisting with business development efforts. Finding a reputable legal PR firm is one of the most important decisions a firm can make, and it can determine just how successful their communications efforts may be in the future.
Why Law Firms Hire PR Services
Law firms seek PR services for several key reasons, primarily because of the unique nature of the legal industry. Law firms are constantly under scrutiny, whether it’s from the public, the media, regulators, or competing firms. Clients need to know their lawyers are up to the challenge. Potential clients need reassurance that they are as good as they say. And the competition isn’t waiting around. There are many good law firms doing "legal marketing" by way of public relations.
The legal industry is unlike any other industry for a variety of reasons. Legal ethics rules dictate how the lawyers at law firms and law firms themselves can promote themselves (very heavily). The legal industry is built on reputation, and reputation is one of the most hard-to-manage issues for law firms. A strong reputation can be your most valuable asset, and that’s why law firms need PR services and reputation management. While a solid reputation is necessary to bring in new business, a negative reputation can have the reverse effect.
The complexity of law firm communications is one of the many reasons why law firms need PR services. Legal communications requires knowledge of legal ethics rules governing communications, an understanding of the law and the industry itself. Достаточно многоегонедоступна. On the plus side, firms with more exposure to the outside world (primarily through PR) often have shown their willingness to do anything it takes to serve their clients. Savvy clients know that their lawyers are likely at their best when they are out in the community.
Crisis communication is another reason law firms engage in PR. Law firms are made up of people, and people make mistakes. No one is immune. Whether the firm itself makes a mistake, a partner is involved with an embarrassing scandal, or a major case goes south, the media will be involved with whatever story comes first.
Common Services Provided By Legal PR Firms
The array of services offered by legal PR firms are varied, as they tend to be tailored to the different types of practices and clients they serve, the size and public interest implications of the matters being litigated, and the predisposition of the company or law firm to seek public relations help.
Some of the most common services requested by law firms include press releases, media training for lawyers, and acting as the single point of contact for legal media inquiries. Press releases are typically geared towards informing an interested audience that a matter is being handled by a law firm, and can be sent both to general assignment reporters covering a practice area and to specific industry publications. Media training is usually offered to lawyers preparing for interviews. Legal PR firms provide them with guidelines to help them deliver their message and manage the interview effectively. For example, a media relations firm can help them describe a case in a way that can be generally understood and read by many people, and they can help lawyers prepare for some of the tougher questions they might be asked, such as, how do you know if your client is guilty; why is your firm the best firm for this case; and, why should anyone hire your firm to represent them in this case?
Advantages Of Retaining A Legal PR Firm
Law firms hire legal PR firms for the same reasons businesses in nearly every other industry hire public relations firms: when their own communications abilities and resources are insufficient to get the job done, or when their reputation needs protection.
Legal PR firms have multi-pronged communication strategies specific to the legal profession that, if used correctly, will provide numerous benefits for a law firm. They can help create compelling articles and press releases to increase awareness of a law firm and to keep that law firm top-of-mind in sectors they already serve or want to move into. Legal PR firms can also advise on key messaging to ensure a law firm is approaching the market with a strong and cohesive voice, and help with a range of strategic initiatives that will enhance visibility, credibility, and status.
When hiring a legal PR firm, law firms can expect to receive the following benefits: A recent survey sponsored by the Public Relations Society of America emphasized that one of the most important benefits a quality PR strategy can offer is crisis management – something especially crucial to a legal firm’s survival. Legal PR firms are expert crisis communicators and seasoned professionals who are highly skilled at communicating with clients and the media in the wake of any legal troubles or issues.
Also, many law firm clients today aren’t traditional institutional buyers of legal services (meaning, companies who buy legal counsel in large quantities). To appeal to this consumer market, law firms must be visible on social media platforms like LinkedIn, Twitter, and Facebook, and be able to effectively manage real-time issues as they crop up. Legal PR firms can help law firms navigate the craft of using social media to connect with, and respond to, clients.
How To Choose The Right Legal PR Firm
Navigating the selection process for legal PR firms can vastly influence the success of a law firm’s marketing and public relations activities. When selecting a public relations agency, few factors are as fundamental to the bottom line as the firm’s expertise, experience and range of network connections. Here are some key elements law firms should take into account when looking for the right fit.
First, when you define the expertise and experience you are looking for, take a long game approach by focusing beyond the immediate project objectives to the future of your business. The foundation of your decision should be whether the legal public relations firm you are considering will be able to deliver on strategic needs as well as individual projects over the next few years.
Second, consider the relationships that the PR agency has with influential journalists, thought leaders and other key market players. Do they have access to appropriate publications, websites and trade associations that are of interest and of benefit to your practice? If your firm has several different and varied specialties, you will be more successful by selecting a PR partner that has demonstrated expertise in a large number of areas rather than just a few .
Third, ask about experience. Have their professionals worked with firms of your size and specialties before? Do they really understand your business and its culture? Ask to see samples of their work, where clients have received strong value from the services they provide, and to receive references from those clients.
Fourth, evaluate the service model offered by the PR firm under consideration. Is the service offered strategic and aligned with your request, or is it a cookie cutter solution? Firms that take the time to learn about your business will be better able to anticipate your needs.
Fifth, ask about the communications strategy that a firm would like to implement. Understanding their strategic plan for you can help you assess their thinking and ideas on short and long-term opportunities.
Finally, evaluate the costs associated with a proposal. Are the estimates associated with realistic tasks and objectives? Will a starting project be expected to pay for itself on its own? Pricing has to be reasonable and affordable, with no room for surprises. The more transparent the pricing the easier the decision should be.
Examples Of Successful Legal Public Relations Campaigns
One of the most interesting examples of legal public relations can be found in the 2005 campaign by Winston & Strawn to establish a global reputation in antitrust litigation. Winston & Strawn was a leading litigation firm before entering into the more prestigious rankings and accreditations of the Global Competition Review. Not only did its successful campaign result in a nomination for "Global Competition Team of the Year," but Winston & Strawn won the award, and has retained the title for 7 years. Winston & Strawn’s Director General of Competition, John F. Martin Jr., attributes the firm’s success to a "strategic launch supported by an aggressive public relations and advertising campaign," led by Fenton Communications, which included a major information website and several publications including a guide to Japanese Antitrust Laws. According to Martin, the combination of these PR efforts created "an avalanche of positive coverage" and won up to 20 high-profile pro-bono cases for lawyers in his department; in fact, Winston & Strawn, LLP now represents the General Electric Company in a large US Federal Trade Commission Investigation. A second example of a legal PR campaign utilized by a law firm comes from Taylor Wessing. The firm won 9 awards in 4 years for its public relations strategy to attain European coverage in a high-stakes, high profile legal battle at the Supreme Court of the UK between the government and the British Broadcasting Corporation (BBC). The campaign involved the use of an independent legal expert to provide insight and commentary on the case, ultimately raising over £4m GBP in additional work for the firm and raising its profile in top-tier European media. Head of Clients and Markets at Taylor Wessing, Phil Thomson, credits the success of the campaign to carefully evaluating the brand, as well as the promotion and perception of the firm in relation to its peers. A third case study comes from Baker & McKenzie which, after acquiring nearly a dozen other law firms, faced the challenge of melding their many brands together to represent one unified whole. The firm commissioned a series of articles, including comprehensive interviews with IT and business lawyers, to transform its image into a streamlined one with global appeal. The campaign proved a success — from last year to 2011, five key Baker & McKenzie offices adopted a standardized logo; the number of stories in the media increased ten-fold in eleven months; and the firm recorded £2 billion in annual revenues.
Legal PR Trends For The Future
As the legal landscape continues to evolve and technology advances, the role of legal PR firms is becoming even more critical to the success of law firms and legal practitioners. Looking ahead, we can expect to see a number of trends that will shape the future of legal public relations.
One of the most significant trends in legal public relations is the use of digital media and social networking. As more and more people get their news from online sources, law firms are increasingly focusing on building their online presence through targeted press releases, media outreach, and social media marketing. Legal PR firms are also using digital tools to better track and analyze the impact of their efforts, providing clients with more actionable insights into the success of their publicity campaigns.
Another important trend is the increasing importance of content marketing in legal PR. Law firms are recognizing the value of producing high-quality, informative content that positions them as thought leaders in their field. Legal PR firms are helping clients develop and promote this content through a variety of channels, including blogs, white papers , and expert commentary in the media.
The use of artificial intelligence and machine learning is another area poised for explosive growth in the legal PR space. With the ability to process vast amounts of information in real time, AI technologies are becoming increasingly important in media monitoring and analysis. This will allow legal PR firms to identify potential issues and opportunities for their clients at lightning speed, and to respond proactively to media inquiries and other emerging trends.
Finally, as the legal industry continues to face rapid changes in regulation and competition, we can expect to see an increased focus on reputation management and crisis communications. Legal PR firms are already helping clients navigate complex issues and controversies, and this trend is likely to continue in the years to come. As law firms become larger and more complex, the need for sophisticated communications strategies has never been greater.
Overall, the future looks bright for legal PR firms and the industry as a whole. With a commitment to excellence and a focus on innovation, we can expect to see continued growth and success in the coming years.