Paid Search (PPC), Public Relations

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Posted On: By Postali


What’s the Difference Between PR and Advertising?


“Advertising is what you pay for; publicity is what you pray for.” – Unknown

Advertising is a paid promotion designed to put your law firm’s name in front of a larger audience. Whether it’s a Facebook ad or a television commercial, advertising is about paying for the opportunity to say good things about yourself. (Which is good!)

By contrast, public relations is not what you buy. It’s what you build.

In PR, other people say good things about you, and it’s not because you’re paying the tab. (Which is great!) That’s why PR is an incredibly powerful marketing tool: it’s a proven reputation builder with rewards that advertising alone sometimes can’t buy.

The best PR plans create thoughtful communication between your firm and the public that subtly but effectively attracts more cases. Keep reading to learn how you do it.

Control Your Reputation

When your name is on the door, you want a sterling reputation behind it.

PR is reputation management: what do people think when they hear your name? More importantly, what do you want them to think when they hear your name? What’s your reputation with prospective clients and the public?

Create an effective PR campaign, and you gain control of your reputation. This lets you:

  • Create and enhance your rep through earned publicity via the media, journalists, and influencers.
  • Protect it with proactive tools, so you’re in control when faced with a negative situation.

You can define (or redefine) your reputation with a proactive public relations campaign.

Be A Legal Thought Leader

Show what you know.

When you are a thought leader in your area of law, you influence the public by highlighting that you understand what needs to be done. From a family lawyer discussing practical custody issues to a defense attorney offering insight into a jury verdict, when people view you as a thought leader, they gain a better sense of your credibility, experience, and trustworthiness.

Lawyers can demonstrate thought leadership with:

  • Regular blog posts
  • Media Interviews
  • Social media exchanges
  • White papers available as PDFs for download

Digital PR allows you to capture a wider audience and a chance to show your leadership skills.

Expand Your Practice with Referrals & Retention

Do you keep in touch with your clients?

Resolving a client’s legal issue may not be the only time they need you. Are you aware of their potential legal needs as they approach major life milestones such as getting married, buying a new home, or creating a family trust? A strong PR program should include open-ended dialogues between you and your clients, as well as inviting potential new cases.

PR tools that enhance retention and referrals:

  • Live streams
  • Videos
  • E-newsletters
  • Robust website content

Your current client list is a goldmine for referrals, and this process is easier when more people see, read, and hear about your firm.

Proactive PR Attracts New Cases

You cannot control the messenger. But, you can control the message.

Effective publicity is like effective legal representation: you want to be proactive, not reactive. A substantial PR plan actively seeks media coverage, constantly looks for community engagement opportunities, and patiently transmits positive information about your firm.

Here are some examples of proactive PR:

  • Developing a calendar with content ideas
  • Identifying potential publications or journalists
  • Seeking community events for sponsorship or partnership
  • Building relationships with the media and community stakeholders
  • Keeping online content fresh and relevant
  • Maintaining open communication on social media accounts

Find Your PR Co-Counsel

We’re ready when you are.

Postali understands the unique qualities of legal PR. We are an award-winning, results-getting team of PR and SEO professionals who provide custom solutions to law firms nationwide.

Are you ready to take your public relations to the next level? Call today to learn more: 888-570-3907.


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