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There's no such thing as bad publicity. We've all heard that, but really, instead of bad publicity, you should be looking to gain free (and preferably good) publicity for your law firm.
Easier said than done, right? It does require some work, but it is easier than you probably think. All you need to do is roll up your sleeves and come up with a game plan -- the publicity will follow.
Here are five easy steps to getting free publicity for your law firm.
1. Become an Expert
The best way to get free publicity is to market yourself as an expert in your field. Legal commentators are the new black on news programs, so reaching out to your local television stations is a great place to start. If you want to start smaller, consider writing a legal column for your local newspaper, or try to obtain guest speaking engagements.
2. Offer Educational Resources
A great way to get publicity is to become a source of information that people look to and cite. Creating a law blog (blawg) on your law firm website is a great way to keep the public informed about new developments in your practice area, and also an effective way to bolster your position as an expert in the field.
3. Reach Out
Once you've established yourself as an expert, reach out to other news sources that you haven't received coverage from, and let them know about the coverage you've already received. Publicity has a snowball effect, it builds on itself, and you want to keep the momentum going.
4. Let Your Clients Do the Talking
Testimonials and client reviews speak louder than words, so to speak. A good recommendation from someone can go a long way, so it's worth the time to make an effort and get feedback from clients.
5. Document All Publicity
Keep track of, and document, your publicity and feedback. You'll want physical or digital copies of press clippings and videos for your records. In addition, you'll want to publicize that information on your website. Showing that you've been quoted or interviewed will further establish you as an expert in the field, and bolster your credibility.
If this sounds like too much, don't be shy about asking for help. FindLaw's Lawyer Marketing can help you create a website that highlights and promotes your publicity. To learn more about how FindLaw can help, visit the Lawyer Marketing website for more information.
Editor's Note, July 21, 2015: This post was first published in June 2014. It has since been updated.