Is your law firm stuck in PR rut? How to shake things up this spring

Spring is traditionally the time to sort out, clean up and get on top of all those jobs you’ve been putting off all winter. If one of the items on your “to do” list is your firm’s PR, now could be the perfect time to assess your current strategy, take stock and make changes.

Often, it’s just easier to carry on doing what has always been done, in the way it’s always been done,

without questioning if this still works as well as it once did – this is the classic PR rut!

Why change?

Perhaps you feel comfortable with the service you’re receiving, you’re getting coverage and your lawyers seem happy, so why rock the boat?

I’m not advocating change for changes sake, but it’s a healthy discipline to ask some searching questions from time to time to make sure your PR continues to function at the optimum level for your law firm, supporting its goals and strategy efficiently.

So here are some questions you might use as a jumping off point to assess if you need to shake things up this spring:

Are we operating in the right spaces? Digital media continues to evolve at break-neck speed. While LinkedIn is still an invaluable business tool, other platforms have increased in prominence for the B2B sector, so you need to ask if your firm has a presence in the right places? An obvious example is Instagram, which has changed beyond all recognition from its early days as a platform for holiday snaps; it’s now used by many more businesses and continues to evolve, with the introduction of reels for example. Meanwhile, Shoosmiths hit the headlines in the legal press this month as it became the first major UK law firm to enter the work of TikTok. Read this report in Legal Cheek for more!
Have we moved with the times enough? Post pandemic, everything is up for grabs, people are doing things differently. So, the old ways of doing things might not be what your audience needs any more. Consider pitching to podcasts rather than radio stations and using influencers on social media rather than securing an interview in a traditional publication. See my recent blogs: Podcasts: the cool cousin of the written word and How law firms can use influencers to boost their brand.
Do we really know what our lawyers want and are we giving it to them? Just because no one is complaining (yet) doesn’t mean they are totally happy. It is always useful to conduct a listening exercise, do a survey and ask your lawyers what they want from PR at the firm and if they think they are getting it? You may be surprised at what you find out – maybe the assumptions you have been working with don’t hold true? If so, this is your opportunity to fix it.
What is the latest business strategy for our firm and does our activity support that effectively? Firms’ strategies change, often from year to year. Make sure you really understand what the business is trying to achieve so you can closely align PR strategy with those business goals.
Are we getting a good return from our investment of resources? For example, you may be going all out for national press coverage, but does this really help you? Would it actually be easier to reach your target audience through trade/local press? See my recent blog: National media coverage for lawyers: is it worth the effort?
Are we getting best value from our suppliers/internal structure? If you use an agency when was the last time you went out to tender? In the current economic climate, it’s always worth shopping around to see what else is available. If you have been using an agency for a while, does this meet your needs, are you getting enough support (or maybe you are paying for more than you need)? Could an individual consultant provide the same service at a reduced cost? Depending on your annual fees, might it be worth considering bringing PR in-house? Alternatively, could you re-negotiate terms so that the retainer better meets your needs?

Is your law firm stuck in PR rut? How to shake things up this spring

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