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PR for Attorneys

Written by: Anthony Mora

Article Overview: An attorney who is featured in the media is the news. He or she is featured as an expert in the field. Different forms of advertising and marketing can serve their purpose, but only PR has the ability to offer credibility and validation. PR, the law, and the media have a symbiotic relationship. The media and the public need experts to discuss legal issues and attorneys need the media to reach their target market and position themselves as experts in their fields.

PR for Attorneys

Not all that long ago a debate about legal marketing would have been unthinkable, but after the Supreme Court ruled that antitrust law prohibited the American Bar Association from regulating how lawyers run their businesses, things changed. The legal field was dragged - kicking and screaming - into the business world. Attorneys who traditionally had been ill-prepared to function in the business world suddenly found themselves in the unenviable position of taking a hands-on crash course in business survival.

For years, in the legal world, apart from being perceived as vulgar, marketing was considered unnecessary. It was assumed that clients would automatically and miraculously come forever. As a result, attorneys erroneously believed they were sheltered from the demands placed on other businesses. But that is not the case. Marketing is essential and, of all of the forms of marketing available including advertising, direct marketing and Internet marketing, an effective public relations campaign remains the most effective form of marketing available to attorneys. Media relations is the only form of marketing that can reach a target market and offer credibility and validation. Think about it, if you were to read an ad for an attorney in a newspaper, or read an article about that same attorney discussing a specific case and being interviewed as an expert in the field, which would grab your attention.

As with physicians, it’s important that attorneys pay close attention to how they are going to present themselves to the public. Different forms of advertising and marketing can serve their purpose, but only PR has the ability to offer credibility. An attorney who is featured in the media is the news. He or she is featured as an expert in the field.

Today, savvy attorneys and law firms view public relations as an integral component of their business strategy. They are learning that they must change their perceptions to remain competitive. Our PR firm has placed attorneys in a wide range of media outlets, including 60 Minutes, CNN, NBC, Fox News, the Los Angeles Times, the New York Times and various other media outlets. Depending on the situation, we have focused on specific cases that an attorney was working on, having him or her address that case; or had an attorney discuss a topic that was currently in the news. In this way, the media gets its story, our client is presented as an expert on national and or local media and the public, is educated on a specific case or point of law.


Public education is a key factor; to be effective in the media attorneys need to view themselves as educators. PR, the law and the media have a symbiotic relationship. The media and the public need experts to discuss legal issues and attorneys need the media to reach their target market and position themselves as experts in their fields. After all, we live in the information age and no profession, field or practice can avoid its effects. Professionals who understand the process and actively take control of the information are the ones who will succeed.

Copyright © Anthony Mora 2009

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Article Tags: american bar association, antitrust law, business strategy, business survival, business world, crash course, credibility, direct marketing, effective public relations, integral component, law firms, legal marketing, media relations, perceptions, pr firm, public relations campaign, savvy attorneys, target market, unenviable position, validation



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Wills, Power of Attorneys personal, bank, health - These four items are important even if you don't have a business. You don't have to have a Will because the law has procedures that are in place just incase someone dies without a Will. It is call dieing intestate. However, it can be an expensive process for your beneficiaries and your estate may not go to who you want it to go to. A Will - helps you set up where you want your assets to go to and who they go to. They set out your wishes for the business as well. In Ontario, you do not have to have a Will prepared by a lawyer but sometimes it is in your best interest to do so. There is a lot of info on the internet and kits that are available but they key to this are the witnesses to your signature. You may want to write it yourself and then have a lawyer witness the signing of the Will. If you handwrite you’re Will then you don't need to have it witnessed. But the entire document must be in your handwriting no typing allowed. The Power of Attorneys - Personal or Health Personal - This gives someone consent to act on your behalf if you can't due to physical or mental disabilities. The Power of Attorney goes into effect only when you are incapacitated or you authorize it. So it can be signed and ready to be used but only takes effect when you are ready to use it. You don't need a lawyer to prepare these - there are kits on the internet, there are kits that the government have where you can fill in the blanks. But if you have an extensive estate I would take it to the lawyer because their could be other issues that need to be dealt with. Health – This Power of Attorney outlines what you want to happen in case of medical emergency, for example, do you want to be revived if there is no hope of recovery, is the most common reason, maybe the type of treatment that you want to receive for the particular illness you have. This Power of Attorney protects your health rights when you can't speak for yourself and it gives someone else the right to speak for you. In the Power of Attorney you would outline your request and designate someone to carry them out. Bank - This one designates someone to look after your finances if you aren't able to do them. The banks have special procedures and these forms are completed at the bank. So if you became ill then your designated person can take care of your finances until you are ready to resume doing them. The Power of Attorneys and the Wills are legal documents and they can be revoked or changed at any time. If your estate is very large then I would suggest that you have a lawyer prepare these documents to protect your interest. Again, the law does not have the same rules as a married spouse so this would protect the surviving partner in a common-law relationship. I realize that most of the subjects that are discussed on this site are concerning growing your business but I deal with the hidden aspect of the business as well and these could affect your business as much as if you can't find that next client. Happy and Prosperous New Year Everyone
Re: Inc, LLC, Sole pro - Subject to your state's statutes, any of these entities can be created by the owner. Some require filings at a state office and/or some formalities, such as articles of incorporation or organization. Your clients can use online services such as LegalZoom.com or work with an attorney. Online services provide a filing service and provide no legal advice. Attorneys will be able to discuss the specific needs and capabilities of the client and tailor a solution to them. Unless you are an attorney, use care in offering the filing service yourself. You may be accused of practicing law without a license. The best suggestion is to become familiar with a business attorney whom you respect. They will be grateful for your referrals and will likely refer business your way. Your clients will be well served, and your business will likely expand, a win-win for everyone.


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