Although a lot of attorneys think PR is unnecessary and requires too much money, it can be a credible and useful tool to enhance business development and hiring efforts even in the law industry. Here is some fact-based reasoning that justifies PR’s potential:
- PR assists law firms in maintaining and improving their images, further business development.
- PR positions attorneys as leaders in key markets.
- Attorneys and firms who are represented across the media as quoted resources or subject matter experts are perceived as more credible
Overall, the law industry is really competitive and the challenge is not just securing clients, but also keeping them. Public relations helps attorneys rise above that competitive noise paramount, building and extending a firm`s reputation, differentiation and expert thought-leadership. In addition, PR can also assist with:
Business development/increasing client revenue
Before being legal counselors, law firms are a business and it must make money to pay for paralegals, office staff, supplies, technology and copy houses. Attorneys need to ensure a steady stream of clients and they often research ways to increase billings and hourly rates. Therefore, showcase your firm`s expertise outside a courtroom is an optimal method of justifying this.
Improving hiring results
If a law firm wants to attract the brightest legal minds and obtain the most sought-after positions, it needs to earn public reputation. People need to see your firm as successful and high-profile in order for you to hire attorneys from the top law school grads. For this reason, a PR investment is a law firm`s secret weapon and it will elevate the firm`s profile and ensure participation in the most optimal event to procure greater mindshare.
In actuality, public relations and law firms share a lot of similarities: both professionals have to read, listen, write and prepare clients. Furthermore, they are both considered experts in matters that follow established rules and regulations. A critical first step for a law firm is to be aware that a relationship with a public relations firm is worthwhile. Then, they will learn that properly chosen PR support will not only deliver solid recommendations, but it will also educate firm members about how to successfully address everything to the media.