When it comes to promoting your law firm through PR, it’s a very crowded market. You have to make sure you identify what makes you different and then shout about it to the right people.

Your first major decision is whether to hire an agency or employ someone in-house to undertake the promotion of the firm.

Bear in mind that an agency can be on board in a matter of weeks or even days, while the recruitment process for an in-house member of staff is likely to be longer. If you want an immediate PR push, then it might be best to stick with an agency.

Length of contract is another important decision. PR contracts can be for as little as three months, but this situation will only work effectively if you know that the people within your firm have time to put aside in that short time to devote to PR. An agency can never work alone unless you hand them full autonomy to say whatever they want on your behalf, which as a law firm, you are very unlikely to want to do.

To make the most of any investment in a PR agency, ideally you need to consider the publications you want to target and their lead-in times, which can be up to three months.

Finally, you need to make sure you hire an agency which has experience of working with law firms, appreciating that time is precious and having an understanding of the type of services provided.

Source: www.liverpooldailypost.co.uk