Law marketing-europe.com

Question by Gunter Zimmer, lawyer, executive partner of ZIMMERs (London, United Kingdom; and Cologne, Germany)
 

A brand should have visibility. The printed press, and in general the mass media, are a platform for gaining awareness, brand prestige and attracting the type of clients and cases that a law practice wants to have.

Any law practice — from the one-man outfit to the large practice — should communicate their identity and skills to society: who they are and what they offer. They should back up their claims with information, data and proven arguments. The aim is to inform, not to “advertise the company”. If you want to advertise, use ads.

Criteria for a good relationship with the press

1. Work professionally and rigorously: draw up a marketing plan and include a media plan in it.

2. Ascertain the content needs of the media you are collaborating with and the readers’. Get a high-profile contact in the medium and win them over.

3. Be selective: go for media with prestige. Thus, your brand will gain prestige. Give priority to collaboration in prestigious media that afford your company visibility. If you appear in a publication sharing space with several firms, the brand will lose projection, and will be perceived as just another company. 

4. Spokesperson and messages: the spokesperson, normally the president or managing partner, should be trained: have positive attitudes to the media, have training in communication skills and convey an image of credibility. On the other hand, the person that writes or checks the messages (press notes, articles, etc.) must be able to translate the company’s communicative needs into attractive headings, with a hook, and persuasive messages. And contents with personality, different to the competition’s, will be achieved.

5. Credibility: keep your promises. For example, making a commitment to writing a legal column in the press is easier said than done. Telling a journalist “we didn’t send the column on the day we arranged because we are snowed under with work” may be interpreted by the journalist as somewhat unprofessional, and even as a lack of respect, leading the media to lose confidence in you.

6. Idiosyncrasy: Journalists are a very idiosyncratic group. Avoid, for example, giving the impression of wishing to “buy off” a journalist by inviting them to a meal or by sending certain gifts. Also avoid reproaching them for publishing a piece of news or interview which, in your opinion, was not “properly-published”. You can only make demands if you are paying for advertising space. Moreover, what might seem as important news to you may not seem so to the press. Be positive: instead of reproaching or criticising, focus on thanking the journalist for the publication of a news item and on learning how to improve.

7. Meetings and interviews: if you arrange a brief interview with a journalist (say 10 minutes), do not go over this time or do so only at the request of the journalist. If you are being interviewed, remember the photographer. Treat him like the journalist: your image in the media depends to a great extent on him.

8. Diversification: collaborate with different media to reach more potential customers. Give certain media exclusive contents from time to time.

9. Dissemination: distribute your appearances (in print) among your collaborators and clients. They will associate your appearance in the media with a dynamic and modern image of the company. Include your collaborations on the firm’s website as well.

10. Proximity press: your brand’s positioning begins from its local market. The local, county and regional press may help your brand to be perceived as a local firm, deeply rooted in its territory. This is particularly suitable for practices that focus on a local or regional market.

Be imaginative and generate quality contents for (printed) publications without paying, and without sharing space with other signatures. Avoid publications that seem more like professional directories. If you pay, make it look as though you are not paying. This will give you greater credibility.
 

© 2007, Francesc Dominguez, marketing consultant, co-author of the book El marketing jurídico [Law Marketing]. http://www.francescdominguez.com/.