Seven Steps to Create a Publicity Platform for Your Firm
By: Ruth Klein
You don't have to incur more costs like adding more staff or hiring a PR firm at an exorbitant price to create a publicity platform. There are other ways to get out the news about your law firm.
But it is an essential part of marketing the value of your firm and its services that involves a step-by-step comprehensive plan to build a platform for publicity that will promote your firm's services and achievements year after year. Here's how:
Seven Steps to Create a Publicity Platform for Your Firm
1. Make your Web site the centerpiece. All components of your publicity platform must be designed to steer prospective clients and the larger community to your Web site. The high-priced videos and animation that some firms are outsourcing to specialists can backfire as merely annoying to Web site visitors who would rather not waste time sifting through all the bells and whistles to get to the meaty information. Make your focus the "meaty information:" who you are, services you provide, a section including client testimonials, a "For Your Information" section describing how you solve clients' problems using your expertise, information about you and other staff members. Visit 10 or 20 top law firm Web sites for ideas on how to best present your law firm's value and services.
2. Promote your expertise in writing. There are dozens of free article directories and also trade publications that will allow you to submit articles that promote your expertise and unique perspective. Many smaller law firms are using www.craigslist.org to hire the services of professional writers to prepare articles and news releases on a per-project basis. Once your articles get distributed, the media will pick them up and your name gets published in many places simultaneously linking back to your business. Your articles also can become the centerpiece of e-newsletters. Most local chamber of commerce Web sites now post local media directories. Also consider submitting opinion pieces to local newspapers. Integrate these materials into "News Releases," "Articles," "Newsletter" and "In the News" sections on your Web site.
3. Promote your expertise out loud. Join local organizations that include your prospective clients as members. Use your areas of expertise and speak about those topics so that they serve your entire community. Contact local radio and television stations and let producers know that you are available for interviews. Immigration, politics, employment, education and real estate are "hot button" topics. With the aging of the Baby Boom generation, so are trust and estate law issues, elder law and other legal matters of interest to this huge demographic. Do a www.Google.com search of news articles on areas of the law in which you specialize, and use them as your springboard for your approach.
4. Make it personal. Personal contacts remain a huge piece of any publicity platform. Vow to make time to attend public functions and association meetings in your community, and bring your business cards with you. Invite people to make appointments to visit your office. Promote your value to the community by engaging in public service projects such as Habitat for Humanity or local charities. When potential clients see that you are concerned about your community, it will transfer to "you care about them, too.".
Ruth Klein is a branding, marketing, publicity and time management consultant to law firms and business professionals ranging from solo entrepreneurs to the Fortune 500. As an award-winning business owner with a master's degree in clinical psychology, Klein brings her unique, results-driven insights, expertise and practical solutions to her law firm clients. For more information, visit http://www.ruthklein.com .
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