PR 101 for Lawyers
PSM Marketing relies heavily on a comprehensive PR strategy to help clients build name recognition and awareness in the marketplace. PSM Founder and President, Terrie S. Wheeler, MBC, a veteran in Law Firm Marketing, shares her understanding of the nuances of PR planning and media outreach for law firms. Even though the article was written for a legal publication, everything in Terrie’s article applies to ALL services firms. The article underscores all major areas of PR and marketing like news releases, media coverage, and how important it is to build a relationship with members of the media covering your industry or practice.
While social media is the frenzy these days, the good-old marketing strategy for reaching the local masses- PR planning and press coverage, is equally important to secure a positive name recognition. And, if you were lost on where to start PR planning for your business, you just found an article that provides a path to more press coverage! In this piece, you will receive viable suggestions to build a working PR strategy to accelerate growth and catalyze positive brand awareness.
Defining Your PR Objective
The first step towards marketing through PR is to define an objective. What is it that you are trying to achieve through your PR strategy? Once you can answer that, you have gained a clarity of your purpose. The next steps mentioned in the piece, are equally simple! You don’t have to hire a PR firm to get great press coverage. In fact, you can handle it if you are well-versed with its subtleties. Don’t rely on the information copied and pasted on the Internet. Listen to an expert with experience in professional services marketing who also has advanced education in public and media relations.
This article will provide enough information for you to start building your PR plan without any help from expensive PR firms. A do-it-yourself approach works the best for solo practitioners like you. You don’t know what you don’t know! So read our article and find out how you can develop and implement a PR plan designed to get YOU quoted in the media. Follow the easy guidelines in the article to secure positive press coverage and build awareness for your brand. An effective PR strategy is vital to generating better leads and clients, faster.
Check out the article for practical tips to secure a positive reputation in the media and build your brand awareness in the market. Access the complete article >
How to Secure Press Coverage as a Lawyer
Securing media coverage is a powerful strategy for lawyers and law firms to enhance their reputation, attract new clients, and establish thought leadership within the legal industry. Effective public relations (PR) can differentiate your practice in a competitive market. Here are key strategies to achieve positive press coverage:
Develop a Comprehensive PR Plan
A well-structured PR plan is essential for consistent and effective media engagement. Consider the following steps:
- Set Clear Objectives: Define what you aim to achieve through media coverage, such as increasing brand awareness, positioning as a thought leader, or attracting specific client demographics.
- Identify Target Audiences: Determine who you want to reach—potential clients, industry peers, or the general public—and tailor your messaging accordingly.
- Craft Key Messages: Develop clear and concise messages that reflect your firm’s values, expertise, and unique selling propositions.
- Select Appropriate Channels: Choose the media outlets and platforms that best reach your target audience, including legal publications, mainstream media, and online platforms.
Build Relationships with Journalists
Establishing and maintaining relationships with journalists is crucial for gaining media coverage. To build these relationships:
- Research Relevant Journalists: Identify reporters and editors who cover legal topics or your specific practice areas.
- Engage Authentically: Interact with journalists on social media, comment on their articles, and share their work to build rapport.
- Provide Value: Offer insightful commentary, data, or access to exclusive stories that align with their interests and beat.
Position Yourself as an Expert
To become a go-to source for media outlets:
- Develop Thought Leadership Content: Publish articles, whitepapers, and blog posts that showcase your expertise and perspectives on current legal issues.
- Speak at Events: Participate in conferences, webinars, and panel discussions to increase your visibility and credibility.
- Leverage Social Media: Share your insights on platforms like LinkedIn and Twitter to reach a broader audience and engage with industry conversations.
Craft Compelling Press Materials
High-quality press materials can capture journalists’ attention:
- Press Releases: Write clear and newsworthy press releases that highlight significant achievements, case victories, or new services.
- Media Kits: Prepare a comprehensive media kit that includes your firm’s background, key personnel bios, high-resolution images, and contact information.
- Case Studies: Develop detailed case studies that demonstrate your firm’s expertise and successful outcomes.
Respond Promptly to Media Inquiries
Timeliness is critical in media relations:
- Be Accessible: Ensure that your contact information is readily available and that you or a designated spokesperson can respond quickly to media inquiries.
- Meet Deadlines: Provide the requested information or interviews within the journalist’s timeframe to build trust and reliability.
Monitor and Measure Your PR Efforts
Assessing the effectiveness of your PR strategies helps refine your approach:
- Track Media Mentions: Use media monitoring tools to keep track of where and how your firm is mentioned.
- Evaluate Impact: Analyze the reach and engagement of your media coverage to determine its effectiveness in achieving your PR objectives.
- Solicit Feedback: Seek input from clients and peers to gauge the perception and impact of your media presence.
By implementing these strategies, lawyers and law firms can enhance their media presence, establish authority in their practice areas, and build a positive public image that attracts clients and opportunities.