By John Meredith
Many firms do not have a budget for advertising, so they must rely on other forms of lower-cost publicity to get the word out about their firm and services. As background for where publicity fits among the well-known “Four P’s” of marketing -- Product, Price, Place and Promotion -- publicity is a type of promotion.
Publicity can be called “free” advertising because publicity is usually obtained at no cost or at a discounted cost. While some firms have marketing personnel on staff or are able to retain PR/Advertising firms, publicity can provide law firms without a marketing budget a means to let others know about their firm.
Why Publicize?
One of the main reasons to obtain publicity is that it increases the number of persons who are aware of your law firm. Another reason is that clients feel more comfortable hiring your firm if they have heard about it before and are familiar with it in the general community.
A final valuable reason for publicity is that it can provide a third-party endorsement. Third-party endorsements, such as newspaper articles, are from persons not on the payroll and are viewed as more objective and credible.
What is Your Message and Who will receive the Message?
The basic steps to effective publicity are (1) Research, (2) Plan, (3) Implement, and (4) Evaluate. The research and planning phases should begin with an idea of which “public” or audience you are trying to reach with your message. Potential audiences include current and potential clients, new attorney and staff recruits, referral sources and others. Each audience has different methods for receiving and absorbing publicity. Through this audience-focused planning, you can work back to the best method for targeting each intended audience.
One common mistake is forgetting internal publicity and communication with attorneys and staff at your own firm. The internal audience may need to be notified first, so they are not caught off guard by publicity dispersed outside the firm. Further, your attorneys and staff can give their initial impressions, so that you have a first glimpse of the effectiveness of the publicity. Your ultimate goals are to consider what impression you want to leave and what action you want the person or entity to take as a result of receiving the publicity.
How to Publicize your Message?
There are many publications that are looking for information to publish. For example, if an attorney joins your firm, then the Texas Lawyer, your local newspaper, the Texas Bar Journal and other sources will publish this information. In addition, the attorney’s law school and college may publish the information in their sources.
For formalized publicity attempts, prepare a press release. Consider using different press releases for each type of media outlet. Make a list of media contact names, addresses, phone and fax numbers, and e-mail addresses and strive to develop a relationship with these sources.
In the press release, include the who, what, when, where, why and how. Also, list a contact person with the first and last names and business title, a physical address, phone numbers (work and mobile) and email address. Next, include the release date (e.g., “For Immediate Release”), which lets the media know when they can publicize the information.
Make sure the overall theme of the publicity is concise enough to pass the “elevator ride” test -- meaning the publicity should be succinct enough to describe it in a short elevator ride. Start your press release with this primary message and do not hide it in the body of the text. Most importantly if you want to have a reporter publicize your message, make the press release creative and interesting. Since media sources want the news to be “new,” a press release with a catchy title or exciting theme increases the chance that the media will follow up on the story or publish the press release.
Republicizing Your Message
Most people do not realize that publicity can be reissued, so consider repackaging the information and sending it out again to clients and others who may not have seen the publicity the first time. You can also include the information on your firm’s webpage.
Putting It All Together
Most importantly, the publicity message should fit with your firm’s overall theme. While getting your firm’s name in the media is usually valuable, part of the planning is to determine if the publicity moves your firm’s overall image in the right direction.
Finally, without effective legal services, all the publicity in the world is not helpful. There are times when you should refrain from publicizing programs or events if it would not be beneficial for your firm. In the end, Starbucks has to have good coffee, not just good publicity.
John Meredith is the Business Director for the Houston Office of Greenberg Traurig, LLP.
3 comments:
Word-of-mouth is the best advertisement, especially for a law firm. The best referrals are from current clients.
I agree with Sacramento Lawyers that word-of-mouth referrals from clients are the best advertisements. That doesn't mean that we shouldn't also employ the 2nd, 3rd, 4th and 5th best methods of gaining new business, however. When our satisfied clients give our name to a potential new client, it can help persuade the referral to actually pick up the phone and call us, if they have heard of us before, due to publicity about us. That's an example of multiple marketing methods working to optimize the outcome.
payroll system is the first need of an organization to fill their accounting services.
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