Paul Hudson, marketing director (Europe) at Travelers, introduces the PR and advertising section. (Updated 1 Oct 2019)
For a law firm, reputation is everything. This may explain why so many firms use PR consultants and PR agencies. In this section, Kerry Jack has summarised all of the key 'how-to' points for you in one concise article, PR for law firms.
Meanwhile the digital world has changed everything. For example, firms can now create a set of fixed-price 'products' in a particular area of the law and can then use online advertising to bring in large volumes of new clients for those products — from all over the country. Traditional advertising in the press and media is by no means dead either.
In her article Advertising for law firms, Adrienne Halladay highlights the opportunities and the pitfalls of both online and in particular traditional advertising, and how to approach each one.
Then in Pay-per-click (PPC) advertising for law firms, Jonathan Coyle shares his learnings from years of online marketing campaigns. Pay-per-click is often made to sound like something that cannot go wrong ("you only pay when someone clicks on your ad"), but of course it takes skill and experience to attract the people who are going to actually become clients.