Law Firm PR

Great news for law firm PR professionals and those considering the specialty – a report recently posted online say that salaries for professionals in that field are on the rise!

There’s actually a lot of information online about law firm PR. Let us take a brief inventory to see if it provides us with a better understanding of the specialty itself, and of the factors that shape the public’s perception of it.

That first articles says that law firm PR trade group reported that members were bringing in a handsome average salary of $139,000. That’s good news, and not only for the practitioners – but for the law firms who will be able to recruit the best and brightest, and keep them because the salary allows them to live comfortably while working in a challenging an interesting field.

Another article discusses why law firm PR doesn’t always have the desired effect. Reasons listed in this article include a lack of respect for PR on the law firm’s part; a lack of time or willingness on the law firm’s part to do media interviews, when opportunities are secured; and attorneys not devoting enough attention to developing the skills they need to present themselves well to the public and the press. Those are all unfortunate and, given the hectic schedule of an attorney, much of it rings true. But if these are the biggest problems plaguing the law firm PR practice, that is another piece of great news for law firms – the ball is in their court. If good press is crucial, they can make the choice to devote the necessary resources to getting it. (And the aforementioned well-paid PR professionals will be there to help line up interviews and speaking engagements for them!)

Another item about law firm PR is a blog that includes a snippet of a former magazine legal correspondent’s rant about why he hates legal PR people. It’s a similar gripe as those expressed by many reporters – you call me too much, you bother me too often, and when I pick up the phone, you’re rarely telling me anything of value.

This, as in many cases, is the reason it is important for one’s organization to hire thoughtful and experienced PR consultants who can ferret out the nuggets of real, substantial news that the other PR practitioners out there are failing to see. When you have that PR consultant on your side, your law firm can truly stand out.
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