Retaining a public relations (PR) firm can be a game-changer for law firms, particularly those involved in high-stakes litigation. An effective PR strategy not only enhances a firm’s public image but also helps manage media relations, ensures effective crisis communications, and improves overall brand reputation.

Once you’ve retained a PR firm, what should your immediate steps be? Here are several to keep in mind, and ones we focus on at RebuttalPR:

1. Define Your Goals

It’s crucial to have a clear understanding of what you hope to achieve. Whether it’s improving public perception, managing a crisis, or increasing visibility for a particular case, practice area, or your firm in general, clearly defined goals will help the PR firm tailor their strategy to meet your specific needs. However, you don’t need to have everything solved at the outset; our job is to bring expert recommendations to the table to help clearly define your goals.

2. Engage in an Initial Consultation

This meeting should cover:

Your firm’s current public image and areas for expansion.
Specific cases or issues that require immediate attention.
Your target audiences.
Your PR goals and what success looks like.
Potential spokespeople for you firm and for your cases (i.e, plaintiffs, third parties, etc.).

3. Gather and Share Key Information

We typically ask for relevant information and materials that help us understand your firm and cases. This includes:

Background on your firm and personnel.
Key filings on priority cases.
Existing marketing materials and any previous PR efforts.

4. Establish Clear Communication Channels

Clear and effective communication channels between your team and a PR firm is essential for success. Determine who the primary points of contact will be, establish regular check-ins to ensure alignment and progress, and determine the approval process for materials.

5. Approve a Comprehensive PR Plan

Based on a review of materials and speaking with the firm’s principals, we (and any PR firm) should develop a comprehensive plan. This could include:

Content creation plan for talking points, press releases, thought leadership pieces, social media, etc.
Media outreach plan and targets, based on your areas of interest and case calendar.
Crisis management protocols.

6. Review and Approve Initial Materials

Once your PR firm drafts the initial materials, conduct an internal review and provide feedback for them to incorporate. This ensures that all content aligns with your goals and messaging strategies and allows them to learn your style and tone of voice for future materials.

7. Monitor and Adjust the Strategy

Monitor the results of your plan and continue to share relevant information with your PR partner (we typically ask proactively, regularly via meetings and email, for updates on key matters and potential opportunities). Be prepared to adjust the strategy as needed to maximize effectiveness and address any new challenges or opportunities that arise.

Engaging with a PR firm is most successful when treated as a true partnership – with proactiveness and nimbleness from both sides of the relationship. By defining clear goals, sharing key information, and developing a comprehensive PR plan at the onset, you can effectively leverage the expertise of a PR firm to enhance your firm’s public image and achieve your business goals.

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For further assistance and to discuss how RebuttalPR can help your firm, contact us at info@rebuttalpr.com or visit our website at rebuttalpr.com.

What are the Immediate First Steps When Retaining a PR Firm?