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?
The legal sector is a competitive industry. If your law firm is struggling to stand out, a good PR campaign could be the answer. But PR doesn’t just happen organically; it needs to be carefully targeted, and executed – and there are cost implications. Even if you don’t pay to have a news story published, getting media coverage takes time and planning.
Start by deciding who you want to target and which services you particularly want to promote. Once you have identified this, you will have a clearer idea which newspapers, magazines and websites you want to gain coverage in. You then need to research relevant publications and areas of the media, forming relationships with key journalists and writers.
Think about whether you want to focus on local or national PR? National media coverage is great, but it is more time-consuming and difficult to achieve; you will need a really strong story, particularly if you are a smaller legal practice and not a high street name. Local PR can be just as effective (if not more so) than national PR so don’t discount the influence of local newspapers, magazines and websites. Click here to read more about the benefits of local PR for law firms.
Using PR for expert positioning
Although your potential clients won’t be reading legal publications, demonstrating that you are an expert in your field by having articles and news stories featured in legal publications is a very persuasive tool. Fortunately, most law firms will have a team of experts well qualified to write about legal topics in their field. From family law to lasting power of attorney; from settlement agreements to personal injury claims, your team will have the knowledge to contribute opinion pieces, advice and explanation. This not only positions you as an expert, but people believe editorial far more than they trust adverts, so getting editorial in newspapers magazines and online is a powerful persuader.
An article or a press release – which is better for law firms?
Most of the PR that we carry out for law firms involves writing articles and press releases. But what’s the difference?
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.
Would you like help with your legal PR?
To find out more about how PR can help get your company noticed for all the right reasons, email [email protected] for a free initial consultation or call 01858 445543.
Imagine being able to employ a team of marketing professionals – each with their own specialist skills. Well now you can. With legal sector experience and enthusiasm to help you tackle your marketing challenges, we have the team to support you.