Don’t Expect PR to Bring in the Business

by Cheryl on October 17, 2014

At 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 my 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 pie. I realized long ago that it is important to set expectations up front about what PR can do and should do for your firm and how it relates to a brand and business development efforts. I strongly believe B2B PR creates the tools to make it easier for a firm or individual attorney to reach out to prospective clients. An article provides an excuse to send a note to a client or and an interview with a publication provides the content to post an update on a LinkedIn profile.  A promotion of a speaking engagement provides an excuse to showcase an attorney on the home page of a website.

To expect every effort to result in new business is a recipe for disappointment.  A PR professional who sells you on something otherwise should not be hired.

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Public Relations Advice for Lawprenuers

by Cheryl on September 23, 2014

Whether you are a lawyer or legal marketing professional, public relations is an effective way stand out from the crowd. It’s no longer an option in today’s business environment, especially if your goal is to generate business.

I was recently featured on the podcast Lawprenuer Radio, a program that offers advice for attorneys who consider themselves entrepreneurs. The public relations insights I offer listeners is applicable to any professional who wants to generate name recognition among clients and potential clients.

You can listen on the site here or check out Lawpreneur Radio Show on iTunes!

I look forward to your comments and feedback about the show.

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Legal Reporter at Ars Technica Talks Good PR

September 22, 2014

A big part of the being a resourceful PR professional is staying up-to-date on when reporters move jobs as well as what they want from us in their new positions.  Legal PR Advice asked David Kravets, a senior reporter at Ars Technica where he gets his sources and stories for the popular online news site.
Here are some [...]

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The Accidental Journalist: How Blogging Turned into a Journalism Gig

September 17, 2014

Jonathan Handel, an entertainment attorney in Los Angeles wrote about his experience as a blogger and now a journalist.  He gave me permission to post this article which originally appeared on MuckRack.
“I appreciate your fair coverage of the Writers Guild strike,” read the short email I received almost seven years ago. This was gratifying, but [...]

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Client Alerts in a Perfect World

September 5, 2014

In a perfect world, PR professionals would be alerted when a lawyer or team of attorneys starts writing a client alert. That’s because many client alert ideas are generated way before the finished product is posted to a website or sent to my inbox.
I realize that the attorneys do not often think of us when [...]

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Congrats! You Are the Best Lawyer. Now What?

August 22, 2014

 Congrats! You have been chosen as one of the best lawyers in America. The best place to post this listing is your bio, the firm’s website, the news section under press releases. You can even send it out via social media channels. But, do not send it to a newspaper expecting it will make the cover [...]

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Going Viral: Ice, Ice Baby!

August 18, 2014

Have you dumped a bucket of ice over your head yet?  If not, you may be the only person to not participate in ALS Association’s Ice Bucket Challenge. Anyone who studies the practice of PR has to give props to the ALS Association for its cool idea.  Here is how it started.
News reports indicate even ALS was [...]

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Expect Your Internal Memo to Get Leaked

July 15, 2014

When you write a memo for an internal audience you have to assume that it will be leaked. Above the Law has proven this over and over again. The website is known for easily acquiring internal memos which often become the source of its stories, especially the juicy ones. It is naïve, but I assume firms [...]

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Above The Law’s BigLaw Firm Survey

July 2, 2014

Above The Law just launched what looks like another insignificant survey. The site is asking people to rank a select group of firms based on 1) reputed strength and quality of the firm’s practice and 2) desirability of the firm as a potential employer.
I am sure this is one list that most law firms won’t [...]

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Media Training 101: Landon Donovan’s Emotionless Coverage of World Cup Soccer

June 24, 2014

Landon Donovan did not prepare for his role as TV commentator for ESPN as he would have had he actually been playing in the match. And he should have known better. If any of you watched the stone-faced Donovan after the last minute draw in the USA v. Portugal match you know what I mean. [...]

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