Media Relations Strategies For Law Firms

Reach a Wider Audience with Targeted Public Relations

The legal industry in the U.S. is very competitive. It can be challenging for new law firms to stand out among the crowd.

This is where tried and tested media relations strategies come into play. You can build trust with prospective clients by raising your firm’s visibility, showcasing your success rate, and tying your brand to high-profile cases.

To help you out, we’ve outlined four top media relations strategies for law firms below.

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Four Media Relations Strategies For Law Firms

1. Reach Out To Media Publications

No matter what area of law you specialize in, it is essential to proactively reach out to various media houses. Bloggers and journalists from esteemed publications can portray you as a thought leader in your respective field. They will also be able to share your firm’s valuable insights regarding everyday matters.

Whether that means writing a monthly opinion piece for a national magazine, or providing a quote in a local newspaper, every bit of positive brand awareness counts. You might even want to take it a step further and do on-camera interviews. These allow people to put a face to a name and form a real connection with your firm.

Many law firms are wary of media attention because they don’t want to comment on cases they are actively involved in. Because of this, they miss out on all the excellent advantages that positive media coverage can bring their firm’s way. Instead of fearing media publicity, think of it as a tool that can help you to benefit both your firm and your local community.

Your firm can provide helpful tips for law students, talk about the do’s and don’ts when it comes to drawing up contracts, or simply give great insight into other high-profile cases. The important thing is to decide what you are comfortable talking about and create a media strategy that will guarantee positive brand exposure.

2. Put Someone In Charge Of Your Firm’s Marketing

If you have an established firm, then you are probably receiving quite a few media inquiries on a monthly basis. If you are struggling to stay on top of all the media opportunities heading your way, it’s probably best to appoint an experienced PR firm, like The Hoyt Organization. Not only will a PR firm be able to identify the best media opportunities, but they will also be able to prepare and coordinate interviews.

This is also true when it comes to speaking engagements. Talking about a specific legal topic that you specialize in will allow you to demonstrate your expertise and help to establish your firm’s credibility. An experienced PR firm can help identify relevant speaking opportunities and take care of all the administrative arrangements.

When it comes down to it, having an extra set of hands around to take care of your marketing affairs will allow you to do what you do best.

3. Display Your Firm’s Achievements and Ratings Online

If your firm has won legal awards or has garnered top-level ratings from previous clients, then it is time to put them on full display. Legal industry awards and high ratings can really help in establishing your firm’s credibility and, in doing so, get more clients to knock on your door.

In today’s digital age, most prospective clients research a law firm before contacting them. This is why it is so crucial to proudly display your awards or other achievements online. If you haven’t yet submitted any cases for award consideration, now is the time to apply. It may be a time-consuming process, but with an established PR company at your side, you won’t have to worry about any of the clerical duties.

This is also relevant when it comes to your firm’s online ratings. You have to make sure that your firm is listed on multiple websites, search engines, and other online locations so people can voice their opinions about your firm. Not only will this bolster confidence in your firm’s capabilities, but it will also boost your website’s overall SEO rating, which will make you more discoverable online.

4. Proactively Manage Crises

Whether your law firm is just starting out or has been in business for years, any business can fall victim to a PR crisis. Whether it is a negative review on a search listing or a high-profile case that could harm your firm’s image, you need a mitigation strategy for any potential crisis.

The best solution is to appoint an experienced PR firm to deal with any hiccups before they happen. This will not only give you peace of mind but will also allow you to protect your firm’s reputation should the worst come to pass.

In Summary

Becoming a great lawyer takes years of dedication and commitment. Don’t let your law firm’s accomplishments go unnoticed by failing to implement stellar media relations strategies.

Getting your firm noticed by prospective clients can be easier than expected, especially if you have the right PR firm to help you out. Connect with The Hoyt Organization today.

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Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.