While some law firms actively embrace the trade press, others deliberately choose to ignore it. Yet new research by Signal Media suggests that there is a direct correlation between law firm revenue and mentions in the legal press.
As David Benigson points out in the Solicitors Journal while a piece in a legal trade may not be as effective in terms of reaching out to prospective clients as a piece in a national newspaper or a key b2b magazine, legal press coverage is still useful for a variety of other subtler reasons. These include overall reputation enhancement, positioning a team as a market leader and attracting and retaining top talent. After all, everyone wants to work for a firm that they feel is going somewhere and regular media coverage is one why to achieve this.
Of course, caution should be taken when dealing with a legal journalist - they are interested in law firm news so a flippant remark about long working hours or bills could lead to undesirable headlines. Nevertheless, sound preparation should ensure that dealings are straightforward and mutually beneficial. Futhermore, in a situation where bad news does leak out, a legal journalist is more likely to take a generous approach with a firm where a good relationship has been fostered.
So, in short, firms that do choose to ignore the legal press are probably missing out on a valuable marketing and recruitment tool.
The legal press: friend or foe? With more than 40 per cent of law firms’ media coverage originating from the legal press, David Benigson considers how valuable the trade press is to lawyers’ marketing strategies Law firms rely on media coverage for a variety of reasons. Just a few of these include reaching prospective clients, managing the firm’s reputation, and conducting vital research. Legal trades are certainly important for these activities, but for firms looking to develop business and attract new clients, relying on the trade press may not present the same opportunities as, for instance, a piece of national newspaper coverage. So what role do legal publications play in the day-to-day operations of the UK’s law firms?