PR is big for professional service firms, and law firms are not an exception. Leading law firms in Nigeria like Aluko & Oyebode, UUBO, Banwo & Ighodalo, usually have their media appearances. In many cases, the Media cultivate their opinion on topical legal issues that needs to be addressed. They are able to get these mentions because of that is their “Earned Media”. In other words, they have grown in the perception of the public to the extent that they are considered worthy commentators on topical commercial and political issues that spring up within the country.Other lawyers actively seek to build their PR perception in the public eyes. Some seem to know how to build PR for their law firms and themselves, while others are usually at a loss as to how to go about it. Some incorporate CSR programs as part of their strategy to increase their PR perception for the buying public; others actively seek out Media and even engage in Media buy-ins so they can come front and centre before the screens of the public.
There are numerous local and international law firm ranking directories that law firms can utilize to have their names out there for their target audiences to be able to find them in the world. Hg.org, lawyers.com, Avvo, Chambers Global rankings, IFLR 1000 rankings, alongside other prestigious rankings, are avenues lawyers and law firms usually cultivate to ensure that they get listings and rankings because these tend to boost their public relations so that members of the buying public can see that they stand out from the sea of competition.
Marketing savvy lawyers usually seek active mentions in the print and digital media on topical issues as part of their public relations drive for their personal branding and “perception marketing” so that people can see them and hear them voice out their views.Top Lagos lawyers like Femi Falana, SAN, Festus Keyamo, SAN and even the younger upcoming crop of attorneys like Inibehe Effiong, usually appear in the Media to talk about legal issues that intrigue the masses. Femi Falana and Inibehe Effiong are usually at the forefront of human rights talks if and when there are human rights violations against Nigerians. People actively seek out their opinions when issues pertaining to human rights arise.
In Marketing, we have a saying that you may be a genius on a specific area, but if no one knows that you are a genius in that area, then your Genius means nothing because no one will seek you out. In the legal profession, this saying is even more apt because Law is a relationship business where Attorneys “sell” themselves and their Brands to potential legal services buyers.For bigger firms with large marketing budgets, they buy their way into the Media. These media buy-ins can include but are not limited to: law firm and attorney profiles (which are then actively promoted across various social media channels), interviews, expert commentaries on issues, paid rankings.
PR for law firms is simply part of law firm reputation management. For law firms that know the necessary steps they can take to boost their profile, perception and validation in the eyes of their potential clients, they can proceed. For those that don’t know what to do about Brand recognition, strategic placement of their press releases and other media materials, you can contact external PR consultants to help you with your needs. You can also reach out via