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Step 1
Fully understand the problems that your law firm can solve, and fashion your PR to speak to people who have those concerns. Then, target your message to reach a single segment, not the publication's entire audience . If you use real-life examples of success, make sure you receive client approval before proceeding.
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Step 2
Know the pain that your target audience is feeling and foster trust that your law firm can cure it. Devise a message that portrays a relationship with your firm that either increases the benefits from a potential resolution, or eliminates the problems a client may face. For example, a personal-injury law firm can state that it has a record of reaching large cash settlements. Or it can say that it has reduced stress or medical expenses by representing clients.
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Step 3
Make yours the law firm that the media will go to for clarification. To do that, a law firm's spokesperson should be able to offer a well-articulated perspective on the issues in a refined way
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Step 4
Reach out to reporters who have the greatest influence on the audience you want to reach. For example, if you want to attract clients in the business-to-business arena, do not contact reporters writing for your local daily newspaper. Rather, reach reporters connected with publications that are read by business people.
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Step 5
As the law firm's spokesperson, become the expert and write bylined articles for publications. You are limited only by your imagination. Write about solutions specific to particular industries. With the trade press having an appetite for well-written and informative pieces, you may even be published outside of your local area and become the source of information to them as well.
