In the July 2005 The American Lawyer, read Joshua Lipton’s piece on Thompson & Knight‘s sponsorship of a pro golfer on the PGA Tour. Of course, read my comments praising the strategy!
It is exciting to see a few major U.S. law firms truly step out of the box and get a little more cutting-edge on marketing initiatives.
Dear MAM: We are putting together a marketing plan and budget for next year. How important is public relations in the overall scheme of things? Sincerely, Monica S., Arlington, VA
Dear Monica: I have preached for many years that PR is one of the most underutilized and valuable components in any business development arsenal. Now, I have a slight bias in that I started my professional career as a public relations person–long before law school came calling. However, I’ve always argued that a strong PR effort will have a greater impact than any advertising or promotion–be it print, electronic, speaking or otherwise.
While good PR still ends up costing some coin, in the long-term it allows for some level of ROI (i.e. is our firm getting play? Did a press matter generate a lead?) for evaluating whether your effort is successful. The flip side is that truly good PR takes some time. The company that offers quick hits is usually more “fly by night” than those that put training, strategy, preparation and proper placement into play.
Once again, law firms were practically non-existent at the Philadelphia Chamber of Commerce Exposition. In some cities, law firms are slow to take part. In others, everybody is there. For the second year in a row, Intellectual Property boutique Volpe and Koenig was not only a participant, but a major corporate sponsor. I was quoted in this month’s ABA Journal on lawyer trade show participation, as a follow-up to a trade show marketing program presented at the ABA Mid-Year Meeting. I’ve become known as somewhat of a “law firm trade show expert” since penning an article on the subject at IMA a few years back. While there is a great deal of thought and strategy involved, it can be a lucrative use of firm marketing funds.
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