Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth
Client: Civil Appellate Law Firm Challenge: One of the nation’s leading civil appellate firms struggled to identify where to allocate the firm’s
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A successful public relations campaign can be the key differentiator for a law firm to stand out from its competitors, generate recognition and obtain business growth. In an industry built on trust and authority, a well-crafted and consistent PR campaign can enhance a firm’s visibility and build that much-desired credibility. It also levels the playing field for smaller or lesser-known firms and gives them the opportunity to compete more effectively against larger, established counterparts.
As a PR agency with nearly three decades of experience working with law firms across nearly every practice and geographic area, award-winning Berbay Marketing & PR knows how to obtain public relations results that make a difference. Here are some of the reasons to consider engaging in PR for your law firm:
While we come with decades of PR experience, each firm is different. We invest significantly in getting to know everything about your firm – objectives, operations, challenges, etc. Once we have a thorough understanding of your operations and expertise, this sets the stage for a successful partnership.
We ask critical questions to develop an effective PR campaign that aligns with your goals:
As PR experts at an agency adept at crafting engaging content for law firms for nearly three decades, we know what resonates with the media, what warrants news coverage – and what doesn’t. Our knowledgeable PR team provides guidance on the stories that will most interest press members and when and where to pitch them, so you’re not wasting valuable time and resources sending out every news item to see what gets picked up.
Berbay will be your advocate and “package” you – your expertise and accomplishments – in a way that intrigues the press. Through research and in-depth conversations with you, we identify what sets you apart and create a comprehensive, customized strategy for achieving your objectives. Then we put the plan into action and work tenaciously to get you noticed.
Berbay stays at the forefront of industry topics and trends to strategically position your firm in the media landscape. Our team is constantly monitoring the news to see how we can create opportunities for clients to be included in conversations that raise their profile and establish them as thought leaders. And we don’t wait for the media to come to us – we are reaching out, asking reporters what they’re working on so we can be the first to offer resources. This enables us to secure consistent and impactful coverage for law firms.
Hear first-hand from our satisfied law firm clients who have found success through our results-driven PR campaigns. View testimonials here.
Whether you’re looking to elevate the firm as a whole, promote a specific practice area or boost the profiles of individual attorneys, Berbay leverages a combination of PR tactics to effectively position your brand and maximize visibility.
We work with law firms to:
Inserting you into the news stream as a spokesperson will increase your visibility as a knowledgeable resource for reporters, editors, producers and others seeking ideas and commentary on current news, trends and forecasts. Moreover, it provides a platform for you to showcase your expertise, enhance your reputation, and educate and attract clients.
Many people think media coverage is obtained by sending out press releases and sharing firm announcements. While these are important pieces, firms can’t rely on having a significant lawsuit filing or case success to ensure their name is in the news. Newsworthy events don’t happen every day, so how do you get consistent media coverage without these milestones to tout?
Berbay keeps an eye on trends in your practice area, and what your colleagues and competitors are talking about. Through research, news monitoring and brainstorm sessions with you, we develop story ideas that will pique journalists’ interest and generate opportunities for you to be quoted, featured and published in broadcast, online and in print. Drawing from decades of experience as a PR agency working with the media, we skillfully create attention-grabbing pitches and put them in the hands of reporters at the right time to secure opportunities.
Through expertly crafted press releases, media pitches and alerts, we generate visibility for newsworthy events, such as client wins, verdicts and settlements, noteworthy transactions/deals, new office location/practice groups/new hires, and more.
Berbay is also one of the leading Litigation PR agencies in the country, handling media relations for stories such as significant lawsuit filings, important case milestones or bringing greater awareness to a legal issue. We have conducted several dozens of these successful press conferences to amplify firm news and secure media placements.
Earned media is one of the most credible marketing tools to create visibility for your practice and strengthen your firm’s brand, and Berbay knows how to get your achievements the attention they deserve.
Major national, regional and local news stories happen every hour of every day. The Berbay team keeps our finger on the pulse of the news to seek opportunities for you to be featured or quoted – a practice called “newsjacking.” Instead of pitching an evergreen topic, we align your pitch with an issue that is already gaining attention in the headlines. For example, if you are a defamation lawyer and there is a defamation case trending, we position you as an expert and someone that can speak to the issues. This approach has led to a continuous flow of media placements for our law firm clients.
We also develop a list of go-to topics – the things you could talk about in your sleep – and monitor the news specifically for those storylines. This allows us to make sure you are the first to offer commentary. Time is of the essence in the media, and we position you ahead of your competitors to land high-profile coverage.
Bylined articles (articles written by you versus a reporter) reinforce your authoritative positioning and allow you to control your messaging. By having your article published in a media outlet, you are inherently earning credibility. You’re also garnering visibility among readers in your target audience and generating marketing collateral that you can leverage numerous ways.
The article can be posted on your website, shared on social media, included in an e-newsletter, distributed at your next speaking engagement, and more. This builds a body of work which positions you as an expert and creates additional ways for prospects and referral sources to learn about you.
Most publications have a digital version these days, so article placements can also contribute to your online presence. Articles with relevant keywords and backlinks to your website positively impact search engine rankings and increase the chance potential clients find you online.
With hundreds of legal nominations and rankings (and new ones popping up each year), it’s difficult to determine which are legitimate and worth your time going after. Not only does Berbay vet opportunities and make recommendations on where you should be submitting, but we also have been successful in getting our law firm clients ranked on coveted lists such as Chambers & Partners, Daily Journal Top 100, National Law Journal Trailblazers, Benchmark Litigation, Super Lawyers, Los Angeles Business Journal Top Lawyers, Los Angeles Times Business of Law Visionaries, Best Law Firms, and many more.
Having worked with award decision-makers for many years, we have in-depth knowledge of who typically gets selected and the type of submission that will get you ranked. Once we identify the awards that are most important to you, we develop compelling nominations for your inclusion. Learn more about our process for obtaining law firm and attorney awards and rankings.
While it’s great to be featured in the media, even more power comes from maximizing the reach and impact of that content. We amplify the effect of third-party validation by publicizing, repurposing and leveraging the news to your other channels. For example, by posting it on your website, distributing via social media and email newsletters, and incorporating it into your marketing materials.
We also look at how we can take one topic and leverage it multiple ways, such as taking a blog and turning it into a bylined article and/or media pitch, creating a webinar on the topic, or drafting a series of social media posts.
By repackaging public relations content, we can get your expertise in front of additional prospective clients and referral sources, while extending the shelf life of your news.
As an attorney, you are an expert at advocating for your clients. In the same way, we are skillful champions for legal professionals. We work with clients specializing in nearly every facet of law, including corporate, employment, personal injury, insurance, intellectual property, litigation, real estate, trusts & estates, family law and more. This means we have the knowledge necessary to develop an effective PR campaign vital to your firm’s growth strategy, regardless of your practice area.
Law firm PR can be challenging but we apply our decades of experience to ensure you stand out among your peers. And just like your business and practice constantly evolve, we are always seeking out innovative ways to market your firm, while relying on the tried-and-true methods we know are successful.
Berbay Marketing & PR conducts successful public relations campaigns nationwide, including:
Our PR agency team has the experience and expertise to help you develop more of the kind of business you want. For a complimentary consultation to discuss how we can achieve the growth objectives of your law firm through public relations, please contact us today at (310) 499-2584 or email info@berbay.com.
Client: Civil Appellate Law Firm Challenge: One of the nation’s leading civil appellate firms struggled to identify where to allocate the firm’s
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Los Angeles, CA 90025
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