Like many sectors, mass media plays an important role in the branding of law firms. Proactive legal practises are fast to pin-point that the lack of a specialist legal PR service might affect the prospects of their company when it comes to gaining work with larger, media savvy firms that are stuck in important legal arguments which seize the attention of others within the field, or more broadly, the public as a whole. To ensure your law firm acquires the established players in the marketplace, it is important to engage with the press professionally and in a method that puts your most effective image forward.

A significant element in any effective legal PR channel is a complete analysis of the issues. Making comments which are determined by conjecture in place of case law and precedent may be more damage than good, endangering a law firm’s trustworthiness. Statements have to be previously constructed and thought through, focusing on the information associated with client issues and not on speculation.

One strategy recommended by legal PR teams is for clients to get noticed as an established authority in a specific area. This ensures that in the event something enters the media, the client’s legal practise is going to be the first to be approached for a statement on the story or for further explanation about the legal guidelines involved. The aim of such an approach is to help present the law firm seem skilled, professional and knowledgeable. This can be achieved with the delivery of a concise and sharpened message.

This will take us to the following matter: make sure that you address the clients you want to focus on. The channels used for media releases have to be carefully chosen, to ensure messages which are displayed are heard by the right groups. The target group has to be precisely determined and legal PR messages designed accordingly. A good way to reach the prospects is by discussing legal problems that directly interest them.

In order to reach the maximum number of people, you need to understand the market and determine the latest trends. Will a paper article reach the right clients? Perhaps a magazine feature that explains the law and how readers can use it may relate better to them. The method in which authorized PR statements are delivered should always be professional, thoughtfully written and free from supposition.