How to win the games P.R. firms play: by exercising proper oversight, lawyers can avoid common pitfalls of retaining a publicist
Article Abstract:
Law firms are becoming more reliant on public relations firms to attract business, but such PR firms often take advantage of the lawyers' lack of marketing savvy. Make sure that the person who represents the PR firm will be handling the account, instead of handing it off to less qualified employees. Also, watch for flat rate monthly billing, it could mean the PR firm is simply working at making a billing quota, rather than marketing its clients. Make sure the PR firm knows the relevant customer base and how to reach them.
Publication Name: The National Law Journal
Subject: Law
ISSN: 0162-7325
Year: 1995
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Lawyers delegate control to marketers reluctantly
Article Abstract:
A survey of law firm marketers conducted by the National Law Firm Marketing Association found that marketers' responsibilities vary widely. Directory listings and professional announcements were the responsibilities shared by the highest percentage of marketers, though client services is becoming a more common job duty. Over 57% of marketing directors report to the managing partner or chairman, and nearly 46% have sole responsibility over the marketing budget at their firms.
Publication Name: The National Law Journal
Subject: Law
ISSN: 0162-7325
Year: 1995
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Most firms don't view all costs; special events
Article Abstract:
Most law firms are not aware that all costs must be factored in when evaluating the profitability of a marketing activity, including the costs of supplies and services as well as the cost of the time lawyers and support staff have devoted to the activity. Marketing opportunity cost must also be taken into account, that is, the difference between the return from an investment and the return that could have been obtained from an alternative investment.
Publication Name: The National Law Journal
Subject: Law
ISSN: 0162-7325
Year: 1992
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