PR for law firms
Why do law firms need PR?
Have you ever thought about what potential clients are looking for when they search for a law firm? It’s not something people tend to take a risk on, so gaining trust and establishing a good reputation are key factors in winning new business – and in ensuring retention of the clients that you already have.
One of the most effective ways to become a trusted name in your region or within your particular legal specialism is to invest in a planned and proactive PR campaign.
Good PR not only raises your law firm’s profile, it promotes credibility and positions you as an expert in your field of law. These are all attractive to potential clients; if they have read about you in the press or online, they already feel a sense of familiarity and trust in your legal services. It will also reassure your loyal clients that they are placing their business with the right law firm.
At The Ideal Marketing Company, we have extensive experience working with clients from the legal sector. We can work with you to create a PR strategy that will help you to:
- Attract new clients
- Raise awareness of you firm & build your brand
- Build credibility & trust
- Create a positive image in your local area
- Drive customers to your website
- Position you as an expert in your legal field
How can law firms create a successful PR campaign?
Using PR for expert positioning
An article or a press release – which is better for law firms?
In brief, a press release is a news story about something specific that has happened. It is factually based and written in a non-emotive style including relevant information and quotes.
Subjects for press releases could include:
- The launch of a new service
- An expansion of premises or staff numbers
- A new appointment
- Commentary on a legal issue
- Higher turnover
- Work anniversaries
- Community involvement and events
Editorial articles can range in style. They usually offer advice, information or opinions. So, if you particularly want to promote your employment law division, you might write an article about settlement agreements explaining why employers have them and how they work. If you want to promote your trusts, wills and probate department, you might pitch an article explaining what the Court of Protection is and how it works.
These articles aren’t adverts so must be of interest to the reader and not just promote your company. This will help to demonstrate that you know what you are talking about and that you are an expert to be trusted. Click here for more information about the differences between press releases and articles.