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Marketing and Public Relations Tips for Law Firms

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The legal profession is one of the most competitive industries in the country. So how do lawyers stand out from the crowd? Raising the visibility of your practice is crucial to your success, and one of the most effective ways is by utilizing public relations (PR). Here are the top five PR tactics that are highly effective for law firms.

Establish Thought Leadership

Thought leadership is important for distinguishing a reputation for your firm. One way you can enhance your credibility is by becoming an authoritative voice in your industry. You can do this by writing bylined articles that focus on the area of law that you practice. Creating written content can be time-consuming, but having a respected publication could lead to prospective clients and future referrals.

Show Off Those Awards and Achievements

Your reputation is everything as a lawyer, but the results are even more important. Highlight any awards your firm has received, loud-and-proud, on your company website. You should also showcase ratings and testimonials you’ve received from past clients. If there are any notable cases you won that received earned media, make sure to include those in your blog posts.

Don’t Sleep On Traditional Press

While we are in the digital age where online marketing tactics take precedence, traditional press is still crucial for public relations. The best way a general audience can learn about law activities is through the news. You can work in tandem with journalists and keep them up to date on any current case information. Even if you don’t have an active case you want to report on, you can also jump in on trending topics regarding the law, such as new proposed laws. This will help bolster your credibility.

Promote Corporate Social Responsibility

One of the most effective tactics any company and brand can take is showcasing their corporate social responsibility. A great way to do this is to sponsor an event. Sponsoring an event will give positive exposure to your law firm, but make sure that the cause is something that makes sense to the law firm’s practice. For instance, say a disability insurance lawyer wants to get involved with an event. What would make more sense for them, sponsoring a fundraiser for an animal shelter or a marathon for benefitting disabled adults? Choose your sponsorships wisely, and make sure it is for something you are passionate about or firmly aligns with the practice you do.

Social Media Is An Amazing Tool For Law Firms

While you need to respect client confidentiality, social media can still be utilized by your law firm. Doing so helps inform the public on what your law firm is doing, and it can give them a general understanding of what you do. Show your success, lawyer profiles, ongoing media coverage, or use it as a tool to connect with journalists.

Public relations is beneficial to any industry, but it can be more so advantageous for lawyers of all practices. Consider these five techniques as a part of your overall marketing strategy.

About the author


Andrew R

Andrew R is a digital marketing expert and spokesperson for a US-based disability law firm.