PR for law firms can propel attorneys to the forefront of the legal profession and bring new potential clients through their front doors. Not every PR firm understands the nuances of this work, however. For this reason, it’s advisable to contract with experts who excel in this practice area, like Otter PR.
Indeed, due to Otter PR’s success for legal clients, the National Law Review has included the agency in the inaugural edition of its directory of top PR agencies for law firms and legal professionals. Here’s a complete guide to everything law firms need to know to get the most effective PR to attain their business goals.
Understanding public relations
The basic function of PR is to shape public perception by securing positive media coverage for clients. Sometimes, this is done by issuing press releases announcing the clients’ achievements, such as the launch of a new branch office or successfully winning a verdict at trial. The most effective public relations campaigns, however, are strategically designed to help law firms position themselves as the go-to experts in their specific areas of legal practice.
Toward this end, PR professionals secure opportunities for lawyers to showcase their legal expertise in the public eye through thought leadership. Each new article or mention becomes fodder for the firm’s social media platforms, which gives the attorneys more visibility and leads to the main benefit they get from doing PR: more new clients.
The benefits of PR for law firms and others in the legal industry
Attracting new clients ranks among the most important goals of most law firms. Public relations agencies help by introducing you to large segments of the public as an effective law firm.
Moreover, media attention is a great way to establish trust with the community at large and people who need legal representation in particular. When prospective clients are looking for a top lawyer to handle their case, perhaps it should come as no surprise that they will turn first to law practices that have established their credibility by being mentioned in trustworthy news outlets.
Another main way legal PR experts can help is by boosting your website’s search engine optimization (SEO). The PR teams at Otter PR are adept at identifying keywords that align with your main messages and seeding them into media coverage, which helps convince Google and other search engines of your importance. As a result, search engine results will increasingly send users to your website rather than to your rivals’. At a time when business development requires a savvy SEO strategy, Otter’s PR pros can ensure your materials are written in the best way not only to influence public sentiment in a positive way but also to drive business.
But those aren’t the only advantages.
Legal PR, litigation PR, and crisis management
Another significant advantage that law firms gain from PR is that it elevates the profile of their team throughout the entire legal industry. Having become widely known and highly respected as part of a successful law firm, attorneys who do PR become sought-after speakers at industry events and find it easier to recruit staff.
PR campaigns can also draw awareness to forthcoming litigation, helping attorneys connect with class action members. As the opposing side watches these PR efforts take off, it also provides a powerful incentive for them to agree to a settlement.
At any given time, Otter PR will also monitor public discourse, ensuring that your reputation is always protected. If something unfortunate should happen, they can lean on their relationships with key members of the media to ensure your message gets out.
Why Otter PR is a top PR firm for law firm PR: Cutting-edge PR strategy and media relations
Otter PR has emerged as a highly successful partner for lawyers and their firms, earning a spot in the National Law Review’s inaugural directory of vetted PR agencies that excel in legal marketing and attorney PR.
As the journal explains in an email announcing the decision, “We’ve only included firms that meet the high editorial and ethical standards our readers expect from the National Law Review (NLR)—standards we know Otter PR upholds based on our prior relationship and additional review conducted by the NLR editorial team.”
Otter PR is proud to take its place among the best law PR firms in the National Law Review’s directory and looks forward to giving law firms even more of its cutting-edge PR expertise.
Take your law firm to the next level with the power of PR
Help your firm secure new business and reach new heights. For PR results, trust the right PR outfit: the experienced PR professionals at Otter PR. There’s no fee to have an initial consultation, so don’t hesitate to schedule a call today to see how PR can help you.
