If you’ve decided you want to get some external help with PR for your law firm, how do you go about choosing an agency which is right for your needs? It’s a crowded field, and it might seem like a rather overwhelming and high-stakes decision that you are faced with.
Generally, using an agency which focuses only on the legal sector, will be more beneficial than using one which has a more varied client base and spreads itself more thinly.
A specialist legal PR agency will really understand how law firms function and what their needs are, they are likely to know the legal industry inside out and bring a wealth of experience to the challenges and requirements of legal businesses.
Here are a few of the advantages that working with a specialist PR agency could bring your law firm:
- They will understand how you work from the outset: You won’t have to spend time educating them on law firm structures, hierarchies and processes, they’ll get that lawyers have the constant pressure of client needs and billable targets and will be realistic about how much non-chargeable work can be expected from them.
- They will have the right contacts for your industry: They are likely to have built up relationships within the legal sector over years, knowing the main players and who to talk to for specific things so they won’t be making cold pitches. A specialist agency will know how to approach trade titles such as The Lawyer and Law Society Gazette as well as legal reporters such as Jonathan Ames at The Times in a way that appeals to their unique needs and audiences.
- They work more efficiently, saving you money: Knowing the legal sector so well means they are unlikely to waste time (and money) pursuing unprofitable avenues, for example by pitching the wrong thing to the wrong person!
- They speak the same language: Legal PR specialists will be familiar with legal jargon and terms and be able to break down complex ideas in ways that read well and do not require heavy editing from a lawyer.
- They are adept at navigating legal media: The legal media is different from general media, it has its own requirements and often wants more technical or specific content from lawyers – which is great because this gives the opportunity to showcase lawyers’ expertise and thought leadership. A specialist PR agency will be used to providing this kind of content.
- Their reputation will add to your law firm’s credibility: It’s a small world and successful, specialist PR professionals are likely to have built up good working relationships with the relevant journalists and outlets, they will be trusted to provide a quality product – journalists may even reach out to specialist agencies proactively looking for sources because they know the PR professionals will be able to get them what they need.
- They instinctively know what’s required: Through their niche experience, specialist PR agencies understand what’s required – they know the right places to place articles, quotes or opportunities that gain most exposure and support the client with their long-term goals.
There is a lot riding on picking the right PR firm to engage with, it could ultimately be the difference between the success and failure of your law firm’s business strategy so don’t leave it to chance, find a specialist who really understands your sector.
Recent posts:
Four reasons why your law firm should use a social media scheduler
PR for junior lawyers: top tips to boost your legal career
10 news angles for a law firm press release
The power of an “exclusive”: what it is and why it works
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.