Creating a publicity platform does not have to mean hiring
a high-priced public relations firm or new in-house staff
to help get the word out about your law firm.
But it is an essential part of marketing the value of your
firm and its services that involves a step-by-step
comprehensive plan to build a platform for publicity that
will promote your firm's services and achievements year
after year. Here's how:
Seven Steps to Create a Publicity Platform for Your Firm
1. Make your Web site the centerpiece. All components of
your publicity platform must be designed to steer
prospective clients and the larger community to your Web
site. The high-priced videos and animation that some firms
are outsourcing to specialists can backfire as merely
annoying to Web site visitors who would rather not waste
time sifting through all the bells and whistles to get to
the meaty information. Make your focus the "meaty
information:" who you are, services you provide, a section
including client testimonials, a "For Your Information"
section describing how you solve clients' problems using
your expertise, information about you and other staff
members. Visit 10 or 20 top law firm Web sites for ideas on
how to best present your law firm's value and services.
2. Promote your expertise in writing. There are dozens of
free article directories and also trade publications that
will allow you to submit articles that promote your
expertise and unique perspective. Many smaller law firms
are using www.craigslist.org to hire the services of
professional writers to prepare articles and news releases
on a per-project basis. Your articles can become the basis
for news releases on topics of general interest to the
media. Your articles also can become the centerpiece of
e-newsletters. Most local chamber of commerce Web sites now
post local media directories. Also consider submitting
opinion pieces to local newspapers. Integrate these
materials into "News Releases," "Articles," "Newsletter"
and "In the News" sections on your Web site.
3. Promote your expertise out loud. Join local
organizations that include your prospective clients as
members. Ask to be a speaker on topics of general interest
that also hone in on your unique value and service to the
community. Contact local radio and television stations and
let producers know that you are available for interviews.
Immigration, politics, employment, education and real
estate are "hot button" topics. With the aging of the Baby
Boom generation, so are trust and estate law issues, elder
law and other legal matters of interest to this huge
demographic. Do a www.Google.com search of news articles on
areas of the law in which you specialize, and use them as
your springboard for your approach.
4. Make it personal. Personal contacts remain a huge piece
of any publicity platform. Vow to make time to attend
public functions and association meetings in your
community, and bring your business cards with you. Invite
people to make appointments to visit your office. Promote
your value to the community by engaging in public service
projects such as Habitat for Humanity or local charities.
Prospective clients who know that you care about the
community will know that you will care about them.
5. Partner up. Becoming a partner with a local charity,
school board or business organization is a smart way to
share the expense and time in building your publicity
platform. Study local newspaper listings of community
organizations and hone in on those that represent your
ideal client pool. Then offer to become a sponsor or
volunteer of an association event. Offer to host a meeting,
or co-host an event at a 'partner' location.
6. Let clients and prospective clients tell your story.
Interview existing clients for testimonials and post those
on your Web site. Ask your clients to recommend you to
others. Don't assume clients will take that step unless you
ask them. Let prospective clients know about your services,
and encourage them to let other prospective clients know
you are available. Your word-of-mouth publicity campaign
will grow fast.
7. Don't neglect your platform. Revisit Steps 1 through 6
at regularly scheduled times to continually update the
platform of your law firm. To be comprehensive, don't focus
all your efforts on one piece of your publicity platform,
ignoring other vital components. Update your Web site with
new information each month or at least each quarter. Update
client testimonials, and gather new ones. Keep abreast of
news developments in your area of expertise to create new
articles and news releases. Make new contacts and attend
community functions every month.
----------------------------------------------------
Ruth Klein is a branding, marketing, publicity and time
management consultant to law firms and business
professionals ranging from solo entrepreneurs to the
Fortune 500. As an award-winning business owner with a
master's degree in clinical psychology, Klein brings her
unique, results-driven insights, expertise and practical
solutions to her law firm clients. For more information,
visit http://www.ruthklein.com .
No comments:
Post a Comment