Getting your name in print is really all about consistent recognition. Regardless of your opinions on the state of the media, when a law firm gets positive ink, readers automatically view the firm with more credibility. It does not
matter where the law firm or attorney's name is printed as long as it was put there ‘by
someone else’. (See my earlier blog posting about advertising v public relations.) Getting the word out may not be as complicated as you think, there are a number of ways to get the law firm's name out.
- Get quoted in a news article.
- Named as one of the key firms/attorneys orchestrating a transaction or deal.
- Listed on web and letterhead of a non-profit board.
- Write and publish an article in trade publications.
- Be listed as a speaker or panelist on web site and newsletter of organization.
- Collaborate with associates on a project that is to be published. This is a win/win situation for both attorney and associate.
- Consider letters to editor.
An KEY component of getting your name in print regularly is having a PR (public
relations) specialist on retainer. While the law firm is conducting the business of law the public relations firm is consistently seeking public relations opportunities. It is something that requires commitment from all the players in the firm and is definitely worth the
investment.
ACTION STEPS:
1. When was the last time an attorney, associate work was published?
2. How is the firm leveraging the published articles?
