Like most organisations, a law firm’s continued success lies in its reputation.
The right stories, appearing in the right media, at the right time, gives your firm the gravitas needed for clients to trust in you in their hour of need. But, with the seemingly never ending tasks involved with working in a busy law firm, who’s got time to write a press release once a month or produce an insightful or hilarious tweet daily?
PR is an essential tool for legal professionals who want to further boost their image and, thus, incoming enquiries. Being ranked in prestigious directories such as the Legal 500 and Chambers & Partners, is important but, to reach a wider demographic, media coverage can add to a firm’s general public image.
Through public relations, complex cases or areas of law can be translated into layman’s terms, making it accessible to the masses who are, after all, the ones likely to engage your services. Features such as this also serve to position you as a true expert in your field – and someone upon whom clients can depend.
As well as promoting your successes, a good PR should also be protecting the reputation that you have worked so hard to build. One negative story in the press or appearing on social media, if not dealt with correctly, could be your undoing.
It is important to remember that, when somebody seeks legal advice or representation, they are generally in the midst of a distressing or demanding situation. This is when your reputation really comes into its own; after all, who would want to engage a lawyer with a tarnished image when they are at their most vulnerable?
As Warren Buffet once put it, “It takes 20 years to build a reputation and 5 minutes to ruin it”.