Bryce Tarling’s blog post The Art of The Law Firm Press Release sheds light on the benefits of using media as a way to channel publicity for your own firm in an innovative, engaging and interesting way. In particular, attention is drawn to the importance of a good press release and its correlation with positive company reputation. Alternative pitching resources, such as a media kit and pitch list, are also introduced.
Practice management platform Clio’s A Lawyer’s Guide to Online Marketing Report offers an informative insight into how to maintain a good online presence for your firm by presenting helpful hints and tips. The main areas covered in this report helpfully include Reputation Management, Blogging, Search Engine Optimization (SEO) and Social Media. With the importance of target audience and reputation mentioned consistently throughout the report, firms are told to remember that negative online reviews are to be expected as clients usually demand a perfect outcome that fulfils their personal expectations. After all, the majority of consumer products you love (even your favourite restaurant!) will hold at least a single low rating. Should a firm allow a scatter of unfavourable reviews to tarnish their name? The answer is no, they should not. The report usefully encourages partnerships to publicly address online criticism with their own answers, in order to demonstrate a sense of awareness and efficient responsiveness; this advantageous interaction between lawyer and client will not only save your reputation, but will deem you an attractive option for prospective consumers.
Online presence is initiated and constructed around shares, likes, and direct messages – by making the most of free services such as Twitter, Tarling’s blog reaffirms the positives of using such social media platforms to appeal to a wider audience and increase online visibility. As advised in the report, it is essential to keep a humble profile in order to avoid coming across as arrogant, while ensuring that sensitive content is monitored and that ethical obligations are not overlooked. By preserving a friendly attitude, a firm will appear inviting, desirable and available. The report concludes with the importance of radiating individuality, a characteristic echoed in Tarling’s own post. Media is rapidly developing regardless of whether a company is actively involved with the change themselves, therefore it is fundamental that firms seize the opportunity to become a part of this ever-growing evolution. By being given the opportunity to make their voices heard and offer their side of the story, firms will greatly benefit themselves as well as others. Customers depend on immediate accessibility and presence in the cyber world, but who will be there to defend and save your one-star review if your online profile is non-existent?
As Bryce says in his post,
“We’ve looked at some of the key resources that any communications professional uses in reaching out to and working with the media using a law firm press release. Following the tips above will ensure that you’re putting forward a good impression of your firm while meeting the expectations of busy media industry professionals.
But learning the tools is only part of the job. Knowing what stories to share, and being able to present information that is truly newsworthy, is key to getting your story told.”