By Megan Paquin, PhD, APR, CPRC
Law firms face an interesting challenge when trying to create new business. On one hand, word of mouth is a tried, true and trusted way to gain new clients. An attorney’s or firm’s abilities are socialized from one credible source to another. But word of mouth is limited in scope and ultimately out of the control of the firm and its lawyers.
On the other hand, traditional advertising is a double-edged sword; it’s great for creating awareness, but the coverage is broad and inefficient. It may or may not reach that target audience who needs reputable counsel and expertise in very specific matters.
How, then, do firms create and control a narrative that tells the story of their work, boosts their reputations and reaches the right audiences?
PR Accelerates Biz Dev
Rather than spend money on flashy ad campaigns, firms should put public relations at the top of the list. An ongoing, strategic PR effort drives new business through targeted content that reaches the right audience with the right message. It has the power to change the perception of an attorney, practice group or firm.
Importantly, well-run PR campaigns are measurable, creating efficiencies that far outweigh traditional advertising. In fact, when PR is used as more than a one-off, it becomes an essential part of a firm’s ongoing business development efforts.
Trust is Everything
PR is about building relationships, and relationships start with trust. Pressing the flesh and word of mouth can only achieve so much. Let’s look at how firms can move beyond events and press releases to achieve their biz dev goals:
- Third-party mention builds trust faster than advertising. Long recognized as a core tenet of public relations, earned media is an invaluable first step in enhancing business development. Whether as a subject matter expert or as an interpreter of statutory change, clients remember the lawyer or firm that “they just read about” or heard on TV. The speaker has implied authority and has provided something of value – insight, experience, caution – which is immediately associated as credible, the first step in building trust.
- Thought leadership positions attorneys ahead of client needs. Successful businesspeople are always educating themselves on developments in their markets. If an attorney or firm is repeatedly offering thought leadership on a relevant topic, they break through the vast sameness of a practice or industry. Bylined articles, client alerts, regulatory updates and expert panel appearances position a firm or attorney as an insightful asset for the business. When the time comes for counsel, the thought leader is first in line for consideration.
- Visibility amplifies referrals. Along the same lines, executives or general counsel may not have a particular legal need, but they are often aware of others’. Accountants, wealth managers and attorneys outside a specific practice area are also more likely to refer their contacts to a trusted, familiar source, author or spokesperson.
- Crisis and reputation management protect the pipeline. To bring the importance of PR full circle, firms that lean into executable strategies are better positioned to control the narrative if a client matter goes public, a partner is in the news or there’s negative press. Protecting reputation preserves the referral and client relationships that new business depends on – a single mishandled news cycle can erode trust and credibility, undoing years of hard work.
Remember the Tortoise and the Hare?
Firms that excel at business development are the ones that take the long view. A steady, deliberate PR strategy makes attorneys and firms trusted experts in their practices. Mass market ads and simple press releases may seem like a quick solution and usually are just that, a stopgap step to a larger objective. The PR cycle evolves and repeats itself, strengthening relationships and putting control of the narrative squarely in the firm’s hands.
Bottom line: When it comes time for counsel, clients will choose the advocates they trust. PR creates visibility that compounds into trust; trust that compounds into referrals; and referrals that compound into revenue.
Megan Paquin leads Florida-based PaquinPR, a public relations firm with considerable experience in several industry sectors. Megan is routinely called on to advise organizations and individuals through complex legal, business and public affairs matters — from cases before the United States Supreme Court to high-profile litigation, crisis situations, regulatory matters and other issues where reputation, trust and business outcomes are paramount.