Law Practice Management Asked and Answered Blog

Category: Outside

Dec 13, 2018

Law Firm Marketing – Using an Outside Public Relations Firm

Question: 

I am a partner in a three partner five attorney estate planning firm in Seattle. While we have a very active marketing program we would like to do more. We try to do two presentations at seminars/workshops a month. We have a first class website and a proactive SEO program as well as an aggressive social media campaign. The firm is listed in all of the key directories. Our attorneys are active in the legal and local community and are or have been chairpersons on bar association committees and have written extensively and been published. While many of our clients come to the firm via referral from referral sources and past clients, we are noticing that we are receiving much more business from the internet. Recently we have been discussing whether we should consider using a public relations firm. We would be grateful for any thoughts you may have.

Response: 

A public relations firm (or person) can be very helpful especially if your firm does not have a point person for marketing – a marketing coordinator, marketing director, etc. You have to decide how  you will use such a person and what role you would like them to play. I suggest that you avoid the larger firms and stick with a smaller firm – a three or four person firm – or better yet might be a solo practitioner or freelancer. You might use public relations professional in the following ways:

Several years ago I retained a public relations firm for two years on a ten hour a month retainer. A few of their accomplishments included:

Our firm found such services very helpful and from what we learned from them we now are able to handle many of these tasks ourselves.

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John W. Olmstead, MBA, Ph.D, CMC

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