Pumping Up Legal PR
by Allan Colman
In lean times, marketing budgets are usually the first to be slashed. But wait...it is when times are tight that you need marketing the most. One cost-effective aspect of marketing is public relations and media relations.. If buying tons of ad space in a legal publication you hope your target is reading is out of the question, you might think about Legal PR. Done effectively, public relations is a third party endorsement more valuable than any bragging you could do on your own.
Some attorneys are afraid of PR because you have no control over the message once the interview is over. That's why you must work closely with the marketing department and PR professionals to help you hone in to your inner-media darling.
Unsure you have anything going on in the firm that is newsworthy? Take on the role of expert commentator and offer your expertise to reporters covering news items that need a legal perspective.
Once you get a great clip that features your firm or comments you have made on hot news items, use them as an opportunity to strengthen client retention. Send copies to remind clients of what a sound decision they made to hire you.
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Allan Colman is Managing Director of the Closers Group, which specializes in helping law firms develop rapid and sustainable new business by utilizing legal PR among other initiatives. His firm helps law firms to establish business development action plans, improve sales closing abilities and retain/grow client relationships. He may be reached at acolman@closersgroup.com and at 310-225-3904. Visit his Web site, www.closersgroup.com.
