Law Firm Marketing

The PR Consulting Group is among the premier legal marketing and public relations firms in the United States. For more than a decade, the firm and its principals have consulted with firms ranging in size from three attorneys to more than nine hundred on all manner of marketing and public relations projects.

We understand lawyers and the practice of law. Our services are specially designed with law firms in mind. We do not try to shoehorn a law firm into a cookie-cutter program better suited to a large corporation. We assist law firms in promoting their practices and clients’ interests in a manner that meets the ultimate business development goals of the firm.

Among the many services The PR Consulting Group offers law firms are the following:

Strategy and Branding

Strategy and branding for law firms is very much a question of where to “place your chips.” Lawyers both sell and service the work they do; therefore there is a limited “marketing resource” that must be allocated very carefully to ensure maximum effect.

The PR Consulting Group and its counselors are skilled at assisting law firms in all manner of strategic marketing and planning, including:

• What are the markets for your services? What should they be?
• Where should you be expending your "marketing resource?"
• Who are the firm partners we should be promoting for maximum impact?
• When is the best time to reach our potential audience? How?
• What marketing tools should we use to reach our goals?
• Why should we be emphasizing one partner, practice group, location or message over another?

Publicity

The hallmark of our work is the provision of publicity services for the law firm. Working closely with the firm’s management, marketing personnel and partners in individual practice areas, we work to publicize the firm’s successes in a way that positions the firm as the “authority” in a particular area of practice.

On behalf of law firm clients, The PR Consulting Group is in continual contact with publications including: The Wall Street Journal, The New York Times, Business Week, Forbes, Fortune, American Lawyer, The National Law Journal, and Corporate Legal Times. We garner media coverage for the firm that emphasizes the firm’s strength in particular areas of the law – which ultimately gets the firm’s story in front of the buyers of legal services.

Some of our tactics include:

Case-related publicity: where appropriate in terms of client, we work with attorneys at the firm to promote the firm’s involvement in noteworthy cases or matters. This may include publicity during the matter, or after a case has been resolved.

“Trend” stories: we often position attorneys as authorities in a particular area of the law, looking for trends in the law that may be of interest to legal reporters and editors. This helps to get the attorney “on the Rolodex” for inclusion in future stories as “expert opinion.”

Attorney-authored articles: we work with attorneys to create articles on a particular area of the law – not necessarily for the legal journals, but for publication in media that directly reaches the firm’s target audiences.

We also assist litigators and their clients in developing and executing strategies designed to effectively manage the communications aspects of major litigation.

Brochures/Firm Identity

Logos and brochures will never win a new client on their own, but when competition for legal business comes down to two equally qualified firms, the firm with the more sophisticated and professional "leave-behind" has a definite advantage.

The PR Consulting Group has produced brochures and other printed materials for a wide variety of clients, including law firms and other professional service firms. We create materials that are professional; graphically interesting, and that present a law firm’s “case” in a succinct and highly persuasive manner.

Internet Websites

New technologies foster new methods of communication. Nowhere is this truer than the Internet. Law firm clients frequently look to the Web for information on the law firms they are considering hiring. The PR Consulting Group created some of the first law firm websites in the country, and works closely with law firms to create sites that are interesting, informative and useful to the prospective client.

Newsletters and other mailings

The PR Consulting Group has designed and produced a variety of newsletters and other direct mail pieces for its many clients. The firm has one of the most sophisticated direct mail operations of any public relations firm in the nation. We look to create newsletters for our law firm clients that are (a) timely, dealing with cutting-edge issues of the law; (b) client-focused, rather than internal; and (c) easily read and used by the target audience.

These are just some of the services The PR Consulting Group offers to law firms, both domestically and internationally. For more information, contact us at (212) 683-8100.