- Strengthen/build relationships with target journalists, directory researchersand podcast hosts
PR is all about personal connections so make sure you are giving enough time to the fundamental activity of building and strengthening relationships in 2024. My many years as a specialist legal PR have proved that forging genuine connections with your target journalists is the only way to secure regular, high profile media coverage.
By paying attention to the personal and going beyond an email pitch and generic press release you can strengthen your relationships with all important journalists, influencers, and stakeholders. By meeting face-to-face, even if just for a quick coffee, attending industry events and engaging with your target titles and reporters on social media you can stand out from the crowd and make and deepen genuine connections that will stand you in good stead.
2. Embrace AI
Don’t fear new technology! There are some great innovations out there so be open minded about how you might be able to use emerging technologies to drive efficiencies. If you have been putting off getting to grips with AI, now is the time to have a look at it, you might be surprised at just how simple it is and how it can save you time. For example, if you are struggling to come up with a catchy title for a blog or press release, ChatGBT can help!
3. Make time to invest in your own professional development
Continuous learning is the key to success in any field, including PR. So make this the year you invest in your professional development to enhance your skills and learn some fresh ones. While most firms will have limited training budgets, there are many things you can do for free including attending conferences, webinars and networking events. For example, Legal 500 and Chambers both hold regular webinars which provide very valuable advice on the submission process.
4. Be ready for anything
PR crises are inevitable every once in a while, so get prepared! Review your existing comms plan and stay vigilant to potential issues. If you haven’t got one, now is the time to engage with the senior stakeholders in your firm and put one in place.
5. Set PR targets
Setting simple targets like arranging coffee with a new reporter once a month or securing X number of pieces of coverage for a certain practice group means you are more likely to stick with your resolutions and will help you move forward.
Setting targets and meeting them can also help demonstrate the value PR is adding to your law firm. All teams need to be able to justify their resources so commit to putting in place some objective and measurable targets which help your law firm see (and make sure the right people do see) how important PR is!
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Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.