In October, Joe Giovannoli, founder and CEO of 9Sail, discussed the importance of strategic public relations for law firms with Michelle Calcote King, Principal and President of Reputation Ink, and Caroline Knecht, Chief Operating Officer at Pogust Goodhead. Read on to hear some of their thoughts on the value of credible awards, the process of engaging in PR for firm growth, challenges in getting attorney buy-in, and best practices for tracking and measuring the success of PR efforts.

Key Takeaways

• Selecting the right awards and recognition programs is crucial for law firms. Not all awards are created equal – firms need to focus on programs that are credible and reach their target audience.
• PR is not a one-off campaign, but an ongoing effort to position attorneys as thought leaders and experts. Consistent media contributions and building relationships with journalists are key to successful PR.
• Getting attorney buy-in and participation is a common challenge. Firms need to make the PR process as easy as possible for attorneys, educate them on the value, and align PR efforts with the firm’s overall business goals.
• Tracking and measuring PR success goes beyond just outputs like media placements. Firms should look at metrics like referral traffic, SEO impact, and increased brand awareness to evaluate the effectiveness of their PR strategy.