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Tactics for the Law Firm Press Release
It’s Not Just for the Press Anymore
By: Gina F. Rubel, Esq.
The law firm press release is typically used to garner media attention
and
attain press coverage.
To create a buzz, generate awareness and
build your firm reputation, your firm must not only remain in the eyes
of the media positively and consistently; it must also communicate its
message to clients, prospects, colleagues, friends, family and
competitors.
The more often these audiences hear your
firm name, the more likely they will remember the firm when searching
for counsel or referring cases. Law firm press releases are used in a
variety of situations. They are used to announce new business wins,
substantial verdicts, non-confidential settlements and precedent setting
cases.
They are used to announce new hires,
promotions, partnership, appointments and successful election outcomes.
They are used to share CLE presentations, speaking engagements, and
keynote addresses. And they are used to publicize programming and
community participation such as event sponsorships and nonprofit
fundraising event participation. Whatever the news, there are many ways
to use a press release to increase awareness of your firm, retain
current clients and generate new business.
1.
Send it to clients: Clients like to hear that their law firm is doing
well. They want to believe they’ve hired the best firm for their needs.
Sending them your press releases strengthens the relationships that you
have and helps to reinforce their decision in choosing your firm. It
also strengthens your firm’s value in their eyes.
2.
Send to prospects: Prospects include past
clients, potential clients, business associates, friends and family.
Always stay on your prospects’ radar screens. You never know what is
going to generate a response and when they’re going to need your help.
This helps prospects better know who you are and what you do. It also
helps influence prospects justification to choose your firm when the
need arises.
3.
Send it to vendors: Vendors can be clients
too. And vendors have a wealth of contacts to whom they may refer your
firm. Staying in touch with your vendors is important in order to
strengthen the relationship that you have with and to influence
referrals to potential clients.
4.
Send it to strategic partners: Strategic
partners can include your “of counsel” attorneys, referring attorneys,
universities, accountants, and many others. When strategic partners hear
your news, it strengthens and enhances the commitment and support to
your firm.
5.
Send it to employees: Employee communication is always important.
Keeping your employees in the loop communicates the direction and
strategy of the firm so that they can, in turn, effectively communicate
the firm’s philosophy to others. It also builds pride in the firm.
6.
Send it to Employees’ contacts: Employees, in turn, should be encouraged
to forward the firm’s news to their friends, business associates, family
and other contacts. By encouraging employees to “spread the news,” your
firm increases its visibility exponentially. Remember, “He tells two
friends and she tells two friends . . . .”
7.
Send it to elected officials: Elected officials often provide direction
for their constituents. Keeping your firm in their minds can positively
enhance the firm’s opportunity for growth.
8.
Send it to trade associations: If you firm and its attorneys are members
of the American Bar Association, your state and city bar
associations, trial lawyers associations, and the like, your firm should
communicate its news for maximum exposure. Most associations have a
regular publication or Web site where they will gladly share your news
with your colleagues.
9.
Put copies in the lobby: Often potential new clients, current clients,
opponents and associates sit in your lobby prior to their scheduled
appointment. From the new client interview to the deposition, there is
always someone waiting to meet with members of your firm so it’s a great
time for your firm to share its news.
10.
Put it on your Web site: Your Web site is your virtual brochure, you
electronic information clearinghouse, and your window to the universe.
Your Web site should enable visitors to find out who you are and what
your firm is doing. By posting your news on the site and providing
appropriate links, you communicate to your viewers what your company
is doing and the appropriate links allows
the viewer more detailedinformation.
11.
Register the Web page with search engines: When a Web surfer is looking
for information about your firm, practice areas, experience or news,
registering your press release with search engines allows them to easily
find your firm’s Web page through the press release. Moreover, it helps
your firm to increase search engine optimization.
12.
Put it in your press kit: Your firm should maintain a press kit both
digitally and in hard copy. The press kit provides members of the media
background information about your firm. The press kit should always
include copies of your most recent press releases.
13.
Include it in your newsletter: If your firm regularly communicates via
newsletter, you should include a brief summary and Web site link to the
actual press release. This enhances communication with your clients and
prospects and allows easy access to details about company activities.
14.
Include it in your brochure: Your firm’s marketing brochure should
provide information that compels the reader to contact your firm when in
need of legal counsel. Your brochures should include testimonials to the
firm’s news which demonstrates successes, proactive strategies and
growth.
15.
Hand it out at trade shows and job fairs: If your firm participates in
trade shows and job fairs, it should share its news with attendees. This
helps to introduce people to your firm, generate interest and establish
credibility.
Reproduced with permission
By: Gina F. Rubel, Esq.
Furia Rubel Communications, Inc.
Gina@furiarubelPR.com
Author Biography: Founder and president of
Furia Rubel Communications, Inc. (http://www.furiarubel.com
), Gina Rubel, Esq., is a Philadelphia lawyer with more than a decade of
integrated communications experience in the legal industry. After
practicing law for several years, Gina focused on her passion for
proactive, integrated communication for the legal, healthcare, and
nonprofit industries. Gina has developed and executed integrated
strategic communications plans for large and small firms; supervised
crisis communications, risk management and media relations for
internationally publicized death penalty trials, planned events for
major corporate, nonprofit, and philanthropic gatherings; and
implemented programs that include corporate branding, publicity, special
events, Web site development, and association relations.
Gina is an active member of the Legal Marketing Association,
Philadelphia Bar Association, the Justinian Society, the Philadelphia
Public Relations Association, and the Public Relations Society of
America, among others. She served on a Supreme Court of Pennsylvania
Disciplinary Board Hearing Committee for six years, acting as the
chairperson for three years. She has published articles in Lawyers
Weekly USA, The Legal Intelligencer, Philadelphia Lawyers Magazine and
MediaMap.com and is a frequent lecturer at Philadelphia-area
universities and high schools. She is a 1991 graduate of Drexel
University and a 1994 graduate of Widener University School of Law. |
