Spring is traditionally the time get on top of jobs you’ve been putting off all winter, so now could be the perfect time to take stock of your current PR strategy and make changes.
To grow as a business your law firm needs to keep questioning the way it is doing things – is it still as effective as it could be?
It can be easier to carry on doing what has always been done, in the way it’s always been done and, before you know it, you’re in the classic PR rut!
If it ain’t broke, don’t fix it?
Perhaps you feel comfortable with the service you’re receiving, you’re getting coverage and your lawyers seem happy, so why rock the boat?
Change is uncomfortable for many and I’m not advocating change for changes sake, but it’s a healthy discipline to ask some searching questions from time to time.
You want your PR to continue to function at the optimum level for your law firm, supporting its goals and strategy – neither of these are static so your PR needs to evolve too.
Start a conversation…
Here are some questions you might use as a jumping off point to assess if you need to shake things up this spring:
- Do we really know what our lawyers want and are we giving it to them? Just because no one is complaining doesn’t mean they are totally happy. It is always useful to conduct a listening exercise, do a survey from time to time and ask your lawyers what they want from PR at the firm, and if they think they are getting it? You may be surprised at what you find out – perhaps your assumptions don’t hold true? If so, this is your opportunity to fix it.
- What is our firm’s latest business strategy and does our activity support that effectively? Firms’ strategies change, often from year to year. Make sure you have access to and are talking to the partners (or others) who are making decisions on strategy and you really understand what the business is trying to achieve right now. This will enable you to closely align PR strategy with business goals.
- Are we getting a good return from our investment of resources? For example, you may be going all out for national press coverage, but does this really help you? Would it actually be easier to reach your target audience through trade/local press? See my previous blog: National media coverage for lawyers: is it worth the effort? You can’t know this until you understand the business goals and what clients the firm is seeking to attract (see above).
- Are we getting good value from our suppliers? If you use an agency when was the last time you went out to tender? In the current economic climate, it’s always worth shopping around to see what else is available. If you have been using an agency for a while, does this still meet your needs, are you getting enough support (or maybe you are paying for more than you need)? Could an individual consultant provide the same service at a reduced cost? Depending on your annual fees, might it be worth considering bringing PR in-house? Alternatively, could you re-negotiate terms so that the retainer better meets your needs? A word of warning however, it’s about value not price. While a low fee might be attractive it’s wasted spend if you don’t get the support you actually need.
- Are we operating in the right spaces? Digital media develops at break-neck speed. You need to ask if your firm still has a presence in the right places? Instagram for example, has changed beyond all recognition from its early days as a platform for holiday snaps; it’s now a mainstream channel for businesses and continues to evolve, such as the introduction of reels.
- Have we moved with the times enough? The old ways of doing things might not be what your audience needs any more. Consider pitching to podcasts rather than radio stations and using influencers on social media rather than securing an interview in a traditional publication. See my blogs: Podcasts: the cool cousin of the written word and How law firms can use influencers to boost their brand.
Keeping things under review and not being afraid to make changes where they are needed will ensure your law firm’s PR continues to bear fruit in the year ahead!
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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.