Winning in the court of public opinion

Judging by Law & Order, lawyers are naturally gifted at handling their own public relations. After enough court appearances and media interviews, they’ve learned which is their best side, how to carry themselves, what to say and how to say it. Any reputational crisis they face is resolved within the hour. And they are always – always! – extremely good-looking.

In the real world, good PR doesn’t come quite as easily for legal professionals. Law firms can often use help navigating the courtroom of public opinion. And that is where law firm public relations specialists can help.

Services a good law firm public relations agency can provide include:

Crisis management

- PR consultants can guide law firms through the process of drafting a plan for dealing with crises large and small. Agencies experienced with law firm public relations will be best equipped to address reputational threats unique to the legal profession. Crisis plans can be the difference between reputational life and death when minutes matter; they also provide the peace of mind of knowing that there’s a plan in place for dealing with anything, one put together when cooler heads prevailed.

Branding

- In markets like New York, where some of the country’s best legal minds have set down roots, differentiation is a challenge well worth tackling for law firms. A law firm public relations specialist will know the landscape and how to position firms to their best advantage. When potential clients are searching for the best law firm to represent them, having a strong, trustworthy and identifiable brand can be what prompts them to pick up the phone.

Thought leadership

- Lawyers are often uniquely qualified to address important questions – ones they may not even know they can address. A law firm public relations professional can help identify opportunities for bylined articles, media interviews, conference presentations and law school lecturing opportunities. These sorts of opportunities can help law firms gain wider recognition.

Media relations

- For attorneys who didn’t graduate from the Law & Order School of Law, a law firm public relations consultant can offer tips on speaking effectively to the print, broadcast, radio and online media. When interview opportunities arise, media training can help ensure that lawyers know how to stay on message without sounding stilted, and how to strike the right tone. They’ll also have the answer to the most-asked question: what to do with their hands.