Public Relations Checklist for Law Firms By: Dave Poston, Esq., Poston Communications LLC

Many law firm administrators are responsible for the business development and marketing functions of their law firms. While there are many components to such programs, oftentimes administrators need to respond to the attorney complaint, "How come our competitor is always in the paper?" The answer is public relations.

Public relations goals are accomplished by researching, creating, developing and implementing public relations tactics ranging from media lists, media kits, press releases, expert positioning, pitch stories, byline articles, background interviews and media partnerships or sponsorships, to public affairs, speaking engagements and writing.

The following checklist provides legal administrators with an overview of the many types of public relations that are being implemented by law firms today.

Strategic Counsel and Planning – Every successful public relations effort begins with planning. Law firms and their public relations professional should work in tandem to develop a public relations plan. Goals must be set, results must be tracked and new positions must be constantly evaluated. While law firms will need to dedicate substantial time to the effort, as success will be tied to this involvement, the public relations professional will craft the overall strategy. Finally, the elements of the public relations plan should be integrated into all other marketing and business development efforts of the law firm.

Ethics and Client Confidentiality Concerns – Legal public relations has special considerations. State ethics laws and client confidentiality concerns must be monitored closely. Public relations professionals should provide guidance and act carefully regarding the rules as well.

Media Training – As part of the public relations plan, spokespersons within the law firm will be identified. Regardless of prior media experience, broadcast, radio and / or print media training should be considered. Following all efforts, public relations impressions should be critiqued and “refresher” media training should be provided to improve success.

Internal Communications – Often overlooked as a key part of any public relations plan, focusing on internal communications in law firms is powerful because the industry is notorious for its “class structures.” Employee relations can become strained as one group or another is informed with different pieces of information. Internal communications covers a wide range of disciplines from management and human relations, to philanthropy and volunteerism. This is a key area for integration with marketing, such as with a law firm’s corporate identity.

Executive Messaging – The leadership of law firms and other organizations will need ongoing leadership training and counsel. Executive messaging as an important part of leadership relates to tone, brevity, frequency and priority. Rigorous analysis is a key element of this effort. Executive messaging will include internal communications as well as external communications, including as it relates to company management.

Diversity Championship – An example of how internal and external communications overlap, diversity championship starts with the conclusion that diversity is healthy for law firms, legal organizations and their clients. All types of messaging should be used to exemplify championship on diversity issues rather than merely “going along” or “keeping up.” A current example is offering domestic partner benefits and recruiting gay and lesbian employees.

Crisis Communications – This is another example of a public relations service that would be for external for law firm clients or internal for law firms. Law firms represent clients on a regular basis who need crisis communications assistance. A plan for such needs, for example, can be written in tandem with a legal complaint, a motion or other litigation effort. While such activity is often handled directly with the client rather than “via” a law firm, attorney-client privilege generally exists when the public relations professional is contracted by the law firm. As a subset of any public relations plan, a law firm should have a crisis plan in place for emergencies that will quickly set certain activities in motion, including internal communications and responses needed to various media.

Litigation PR – Encompassing crisis communications, litigation public relations is generally considered a proactive effort with its own planning. Before the onset of litigation, press releases, media lists, Q&As, photographs and other documentation can be generated. Media training can be conducted and appropriate parties can be briefed on expected procedures. Importantly, generating a public record that can ethically be shared with the public is part of public relations guidance.

Public Affairs – Another type of public relations in which a law firm may be involved is public affairs. Lawyers may be involved in politics or lobbying, may want to rally the public for or against an activity, may need to connect clients to one another or may want to influence a governmental body. Each project will require unique strategies, often involving the media, but sometimes not.

Expert and Thought Leadership PR – Because lawyers consider themselves professionals who are shy of marketing, “knowledge-based marketing” is considered the most acceptable strategy. Press releases, pitch letters, white papers, surveys, background interviews, journalist meetings and byline articles should be used to position lawyers as experts on topics related practice areas targeted for growth. Lawyers should be suggested as experts on breaking news so as to gain impressions without involving their clients. Meeting with an editorial board, crafting op-ed pieces or writing letters to the editor are also techniques that can be used.

New Business or Practice Area PR – If law firms are pursuing certain clients or deals, public relations can be used in specific geographic markets or target publications to create general awareness, third-party endorsement or confirm a buyer’s purchasing decision. Likewise, public relations impressions can be earned in certain areas or publications with the sole purpose to be reprinted in one or more new business presentations.

Recruiting PR – Similar to new business public relations, law firms and legal organizations can obtain impressions to recruit or retain employees. Like other companies, messaging will include being “the best place to work,” providing unique benefits, diversity, etc.

Speaking Engagements – To complement public relations, speaking engagements can be developed from prior media impressions, pitch ideas, media sponsorships, advertising relationships and professional activities. Presentations provide a great opportunity for integration with other marketing activities and take further advantage of “knowledge-based marketing.” Law firms should reciprocate to media outlets by inviting journalists to appear at legal seminars based on their substantial expertise.

Writing – Public relations professionals can provide various writing services to law firms and legal organizations. This includes writing newsletter articles, white papers, byline articles, sales materials, new business presentations, Web site content and other marketing collateral, among other items.

Dave Poston is an attorney licensed in Georgia who has held international public relations and marketing positions for a number of the largest law firms in the U.S. Poston Communications LLC is an Atlanta-based public relations agency that focuses on law and other professional services firms. He can be reached at 404-607-7306.

Copyright October 15, 2004 by Dave Poston, Poston Communications LLC.

Editor: Debra F. Goldman (DGoldman@GMLJ.com) (This publication is the property of the Atlanta Association of Legal Administrators. Reproduction or reprint without prior permission is strictly prohibited. Click here to request reprint permission.)

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