How to Hire a Public Relations Agency When Results Matter For Your Law Firm

Hire a Public Relations Professional For Your Law Firm ChecklistThinking about hiring a public relations (PR) agency to represent your law firm? Or, are you a solo attorney wanting to hire a PR practitioner? What are the criteria? Where do you start?

Here’s a handy checklist for hiring PR professionals:

  • Think like reporters, editors and TV/radio producers.
  • Pitch stories no one else has thought of, so reporters and editors say “yes.”
  • Jump on opportunities before your competitors’ PR people do.
  • Have broad and deep media contacts.
  • Write well, and ideally publish articles under their own bylines.
  • Have a proven track record of obtaining “media hits” for clients. Ask to see their track record; ask for the web links.
  • Have handled crises for clients (you never know when a crisis will hit your business and reporters will expect a response.)
  • Have been in Public Relations at least 25 years (experience counts).
  • Have time to do a good job for you. Beware the too-busy PR agency boss assign­ing your work to juniors who were just hired.
  • Are self-confessed “media junkies” and read and watch everything, from The New York Times and Fortune to Bloomberg Business Week and The Huffington Post to industry publications.
  • Are professional television channels surfers, always scanning for media opportunities for you.
  • Have time to do a good job for you.
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Jana Schilder

About Jana Schilder

Jana Schilder is a co-founding partner of www.TheLegalATeam.com, a full service marketing, branding, coaching, training, public relations, and social media agency for lawyers. We have small firm focus and big firm experience. Jana was a director of marketing and communications at McCarthy Tetrault, Canada’s largest law firm with 640 lawyers, from 1993 to 1995. She was a manager of change communication at KPMG in the early 2000s where she worked with partners to reduce the turnover of junior accountants. She is also managing partner of First Principles Communication, a public relations agency she started in February 2004 with like-minded, very seasoned associates. She writes for The Huffington Post on public relations and reputation issues in Canada and occasionally writes for The Law Times, The Lawyers Weekly, and Slaw.ca on cyber-security, marketing and public relations.


Website: http://www.FirstPR.ca
Email: Jana@JanaSchilder.com
More posts:View all posts by Jana Schilder

2 Responses to “How to Hire a Public Relations Agency When Results Matter For Your Law Firm”

  1. Edward Smith Says:

    Thanks, that was a very good outline of what a professional PR firm can do for a law firm. Edward Smith.

    Reply

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