How Professional Services PR Works
The business environment that professional services PR must
thrive in is fast paced and changing every day with new innovations. The global
world we live in demands corporate transparency and accountability. The outcome
of cases as well as PR and market strategies can easily be seen by all. Its
success or failure is judged by the public, PR professionals, as well as other
solicitors and members in the legal circles.
This is perhaps one of several reasons why legal firms have
moved away from using in house PR professionals for their PR campaigns and
strategies and are instead choosing to partner with legal PR firms with
reputations for showing results and the expertise and knowledge of the needs of
the legal fraternity.
The primary goal and focus of most law firms is to reduce
risk. The most important factor for PR firms is not to focus on legal risk, but
to improve the public’s perception of the firm’s brand by promoting the firm’s image.
Regardless of the fact that the goals of these two
professional bodies seem so far apart and never destined to meet. This is in
fact far from the truth. The two groups have much in common and must work
together to accomplish their goals and objectives if they are to be successful.
One group cannot succeed without the other. Their fates are indelibly
intertwined. As global communication techniques continue to grow and the far
reaching scope of the internet touches everyone. The power and knowledge of the
consumer continues to increase.
Professional services PR companies and the law firms they
represent must respond to this new powerful breed of clients. They must respond
and act quickly to changes, issues, trends, and criticisms. They must embrace improvements in technology
as new ways of doing old things emerge.
The busy lawyer will find himself with more things to do and
less time to do them in. Now more than ever it is critical to align their brand
with a PR firm that can build a strong communications platform for their brand.
An effective and powerful communications strategy can only
be built by engagement and collaboration between the two groups coming together
to form one strong team. This requires frequent emails, meetings, phone calls,
and whatever it takes to get the job done. This in turn will ensure that the end
product is complete in all aspects with all the necessary information and input
from all the stakeholders.
The word collaboration and engagement is used a lot and
sometimes it is made to seem like an easy process. It is not easy to appreciate
or understand the differences in structures, cultures, or organisation of two
different firms doing things differently.
The first step towards working together is to recognise,
appreciate, and embrace the differences. This is the first and most important
step towards finding common ground. These two groups must learn to work
together as there are usually many other
players that must also join in the mix in order for a professional services PR
campaign to be successful.
To learn more, visit Blackletter PR.