Creating Free Publicity for Your Law Firm

No News is Not Good News

Have you ever read an article that quoted a colleague of yours on a topic you specialize in? You wondered why they didn’t contact you. The reason they are getting attention is because they know the importance of free publicity. They have made a connection with the publisher by sending out press releases or writing articles. To generate more buzz for your business, you should have a publicity-generating activity to set yourself apart from the other firms. Appearing in any form of media gives you credibility and can establish you as an expert in your field and generate more business for your practice. And it’s free.

You Gotta Have a Plan

To improve the process you should have a plan. You must determine what your goals are before you can execute your plan. Your plan can be very detailed or as simple as a list. First decide who you want to attract. Your audience could be peers or potential clients. Then set your goals, and develop a strategy to follow through. Find out what they read, what they watch or listen to, and then target that media.

Extra, Extra, Read All About It

Before you call attention to yourself, find something newsworthy to report. This is easy in the legal field because so many things go on every day. You can send out a press release every time something new happens in your practice, for example, a special event, a grand opening, a new employee, a recent case that was won, or a new service being offered.

Sometimes there may be nothing news-worthy to report, especially for small time operators, so that’s when you have to make it up. Create media exposure, that is. You can write an article by offering advice or tips on what you know. Is there a particular subject that interests you? Set yourself apart as an expert in this topic by writing about it. You can research it thoroughly and write an article for the local trade newspaper or magazine. Because publishers like giving freebies to their readers, you can offer a free brochure on current law changes in immigration, tax, or in whatever you specialize in. The same article can be used in your marketing and added to your web site if it doesn’t interfere with copyrights. Most articles you produce can have multiple uses.

Do it Often

Once you develop a plan to regularly create newsworthy information about your business, you will be ahead of your competition. Soon, it will be you being quoted in the media as an expert in your field and you office will be flooded with inquiries and new business leads.

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