Law firms, media, PR and a good glass of wine

Earlier this week, Finn published a clever ranking on the appearences of law firms in the Belgian media.

As marketing manager of Loeff Claeys Verbeke and Allen & Overy, I’ve had the ‘privilege’ to live the best (spectacular growth, merger with A&O…) and worst (split with Thierry Claeys’ team, Lernout & Hauspie) in press relations. The experience made me rather risk averse when it comes to marketing a law firm through the media. Lawyers must keep in mind that the mission of the media is not to promote law firms. The interests of the media and law firms can conflict subtantially. A number of sayings come to mind: “High trees catch more wind” and “Live by the sword, die by the sword”. Ask ex-lawyers of Lawfort.

Should lawyers stay away from the press? Absolutely not.  I like to compare press relations with drinking alcohol:

• Good advice is to enjoy it, but not to overdo it.
• It’s addictive. It gives a kick. The downside is that you can feel urged to spend too much money and energy on it.
• It can taste very good, it can even elate spirits for a while, but it rarely incites fundamental change.
• It can be a delightful compliment to a meal, but it should not be the meal.
• Like alcohol, bad or too much PR can result in a hangover; and finally
• People who don’t drink can live happy lives. Same for PR. This is demonstrated by the firms that are very succesful, yet not on this PR ranking.

When considering using the media to promote the firm, it’s wise to carefully consider the options and ensure that media relations are part of a bigger, thought over, marketing plan that deals with PR as one of the many tools available to market the firm.

Barend Blondé

Comments

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[Law Firm Internet Marketing]

I think that with all the specific niches of law, it is very important to have an internet marketing team. Like you said, high trees catch more wind. Firms that have their name out there also get more clients.