PR Can Position You to Make the CloseFeatured
BD and PR departments need to work together to enhance the brand and improve client engagement.
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BD and PR departments need to work together to enhance the brand and improve client engagement.
Read moreAt a recent new business pitch I was asked the question that almost always comes up with prospective clients: How quickly will I see new business from our PR investment? PR alone is not magical it is just one of many resources an organization must invest in for new business. Too often people expect PR to do all of the work without. Firms need to also spend money on strategic advertising opportunities, sponsorships and memberships in trade groups. When asked about the ROI of PR m y answer is always the same: You can’t expect PR to bring in the business. Of course it does happen and I have great examples of how that has worked, but often those firms are already doing other things in the market to build their reputation and develop business. A law firm’s PR program is only a small piece of the overall business development…
Read moreA timely topic or news story is the core of what PR professionals use to secure an opportunity. What accompanies that pitch more often than anything else is an attorney’s bio describing his or her experience related to that pitch. Yet, that bio can be the most ignored piece of content on a law firm website. Lawyers often neglect keeping their bios fresh, let alone updating them on a regular basis. As a result, not only are PR opportunities missed because reporters can’t find sources when searching a site, but new business opportunities are missed because a potential new client is looking at stale information. Nancy Slome, a principal at One to One Interactive, says the most important aspect of any law firm website is well written and updated attorney bios. Nancy recently spoke at the Legal Marketing Association’s Bay Area Tech Conference about the importance of keeping an attorney’s professional…
Read moreMany attorneys think that just because they begin a strategic PR program, clients will immediately flock to their door. It’s just not that simple, unfortunately. An excellent public relations representative or company can do a great deal for a lawyer or law firm, but PR has to be understood as a long-term project and as something that needs to dovetail with the firm’s marketing and business development efforts. I know of clients who have decided to close down a PR program because they saw no obvious immediate results after six months. This kind of action can be true of any client in any industry, but attorneys in particular often have unrealistic expectations about how PR works. This may be because attorneys tend to think in a linear fashion: If a good brief will convince a judge and win a case, a good PR campaign will convince the media immediately and…
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