10 Basics of Law Firm PR

The PR Pitching Process

PR Principles VS Tactics

5 Princicples of Law Firm PR

Understanding PR

FOR LAW FIRMS

THE 10 INDISPUTABLE BASICS OF LAW FIRM PR

PR stands for PUBLIC RELATIONS

It’s a way to strengthen the relationship between your firm and your ideal client.

goal one

Build brand awareness.

goal two

Build brand credibility.

goal three

Build your online presence.

Building and enhancing your reputation.

PR has two sides

Protecting your reputation.

This makes it different from advertising because it’s not paid for.

It is earned and inspires someone to learn more about your practice.

Also, unlike advertising, reporters and outlets determine if your idea is relevant to the audience at the specific time.

Creating a PR strategy is critical for success.

There are two basic types of PR:
Proactive & Reactive.

proactive

Planning the stories you want to share, and actively pitching them to reporters.

reactive

Responding to media opportunities as they become available.

THE PR PITCHING PROCESS 101

REACTIVE

Journalist reaches out with a need and the deadline they need the information by.

PR Specialist reaches out to the source for a quote.

PR Specialist submits and formats the pitch based on the reporter's request.

PROACTIVE

PR Specialist and Client develop content goals.

PR Specialist identifies at least 5 media contacts and outlets to pitch.

PR Specialist builds relationships and pitches stories to media contacts.

Journalists shows interest in the story, the PR Specialist works with the client to gather the insight needed.

PR Specialist formats and submits info to reporter.

PR Specialist waits for a publishing update.

Source receives a placement and PR Specialist alerts client.

Amplify earned media placement.

THE TRUTH ABOUT PR PRINCIPLES VS. PR TACTICS

PRINCIPLES

Fundamental best practices for success.

Understand Your Audience

Be Credible

Be Proactive

Be Responsive

Be Patient

TACTICS

Specific actions to take, tools to use and content formats to pursue in order to achieve an outcome.

Articles / Blog Posts / Info Pieces

Awards

Data

Social Media Engagement

Speaking Engagements

THE 5 PRINCIPLES OF LAW FIRM PR

Understand YourAudience.

It's a way to strengthen the relationship between your firm and your ideal client.

Be Credible.

Be upfront about the knowledge you have. Also, make sure your PR efforts are client-focused, inclusive, and not exclusively focused on selling.

Be Proactive.

Think ahead and brainstorm story ideas. Then stay alert for the best time to share that story with the right people.

Be Responsive.

Journalists' lives are ruled by deadlines. Therefore, if they reach out, it's important to respond, be honest and keep your word.

Be Patient.

As a brand, you have to accept two things: Every story you pitch will not be accepted, and don't let this deter you from pitching. It takes time to get media coverage so you have to remain patient and persistent.