May 6, 2010
»Respected national legal consulting firm confirms
what PRforLAW, LLC has known for decades«
Legal media relations appearances by attorneys
in legitimate (not paid) news publications and broadcasts
have cumulative effects far outweighing advertising
BTI Consulting Group (www.bticonsulting.com), which calls itself, “the leading provider of strategic research to law firms and General Counsel,” recently confirmed a marketing fact that PRforLAW, LLC has been stating to our clients for years: legal media relations appearances by attorneys in legitimate news have a cumulative effect that far exceeds advertising.
In The Attorney Hiring Zone, Top Activities to Win New Clients that BTI produced for a Manhattan-based PR firm, the authors said “credentialing” activities such as being quoted by the media and other market authorities, speaking at small seminars and authoring articles in trade publications are twice as valuable as advertising.
For years, we’ve told attorneys in firms of all sizes that their ad budgets should be adjusted to permit professional legal media relations for the major cases on which they work. We’ve also recommended, when appropriate, strategically placed OpEds and trade-centric articles as part of the marketing process.
Only peer referrals are more important in law firm hiring consideration, according to the November 2009 BTI study which looked at criteria general counsel used to hire outside law firms. The study also found that “feature profile articles,” which appear in publications in return for payment have value as low as advertising. Both of these venues were placed in the study’s “Awareness Activities” category.
The BTI study also confirms another mantra PRforLAW, LLC has repeated for years, namely that advertising, unlike legitimate appearances in well-respected publications is not screened and carries, “no imprimatur of approval by a third party.” And while legitimate media appearance as an expert have a cumulative effect (similar to what PRforLAW, LLC calls “a news annuity”) advertising requires, “a great expense to repeat and [does] not have a comparative cumulative effect.”
Does your solo-to-midsize law firm operate without legal media relations in your annual marketing plan? Whether you retain legal media relations annually or rely on occasional media relations sharpshooting for important cases, professional legal media relations should be in your marketing plans, in addition to advertising.
Professional legal media relations
can
help your firm create valuable News Annuities™.
Is a client's important civil matter on the horizon? Call us in time to provide a brief, confidential, no-charge assessment of the media implications of your upcoming big case, plaintiff or defense, then develop and execute strategy for the case.
In white-collar matters the value of properly prepared media relations strategy, ready to be released the moment that charges are leveled or your client pleads can help your client. "No Comment," is no help and wastes an opportunity to advocate for your client.
When your law firm or your client needs best-practice case-specific legal media relations, call 202-596-1176 for a no-charge, confidential discussion with Richard Lavinthal.
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Case-Specific -- Best Practice |
A Legal Media Relations strategist and crisis communications sharpshooter for attorneys and their clients, including some of America’s biggest cases. Specializing in important civil or criminal matters, plaintiff or defense, especially cases not-yet public or under investigation, including Rule (6)(e) targets. Call
202-596-1176 for a confidential, no-charge, brief Legal Media Relations analysis of an upcoming case milestone and a per-project, case-specific engagement estimate.
“…a unique legal media relations consultancy…” Law.com, Legal Technology, September 2009
“…according to Richard Lavinthal, owner of PRforLAW, a Morrisville, Pa.-based legal media relations consulting firm.” American Bar Association Journal, January 2010
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