Good public relations work, in law or in any other industry, is not the same as committing random acts of publicity. If you were trying to improve your health, you would set goals for yourself (weight loss, blood pressure reduction, etc.), then figure out your tactics (exercise on a regular basis, diet, medicines), then set metrics that mark your progress (lose 15 pounds in two months). In a similar way, your PR work will be most effective if you set forth a public relations plan before you make your first phone call to a reporter or write your first blog post. In addition to focusing your work in a specific direction and increasing your chances of success, having a written PR plan will help convince your clients or your supervisors that you have thought through the firm’s problems and are spending its time and money purposefully in order to increase…