What the Best Law Firm PR Agencies Focus On: Gina Rubel Quoted in O’Dwyer’s PR Magazine
Professional Services Firms Keep an Eye on the Details
AI and a shifting economic landscape have introduced significant challenges for communications professionals in recent years. To succeed, PR and marketing firms must maintain a sharp focus on clients’ business goals and continually refine their strategies to adapt to an evolving industry – especially a law firm PR agency.
Gina Rubel examined the essentials of offering effective professional services. She noted that the key to success is “understanding that professional services firms do not sell products; they sell judgment, trust and expertise.” She added that helping firms meet their goals “requires a deep understanding of the client’s business, the industries they serve, and the specific issues clients are facing in real time.”
She emphasized the importance of niche services. “Most firms try to be everything to everyone, which dilutes impact,” she said. “We work with clients to concentrate on the industries and practices that are strategically important and market-relevant, where they have real strength, where demand exists and where they can differentiate themselves.”
“For professional services firms, credibility is cumulative,” she added. “A strong media hit won’t move the needle if the firm’s website, LinkedIn presence, attorney bios or search visibility don’t reinforce the same narrative or if the firm isn’t prepared for scrutiny when issues arise.”
Rubel also noted that “success has to be tied to client satisfaction and business outcomes. Media impressions and placements are not enough. We look at indicators such as increased visibility in key practice areas, stronger positioning in target markets and industries, engagement with decision-makers, and ultimately, contribution to pipeline and client acquisition. We also evaluate whether professional service providers, such as attorneys, are becoming recognized voices in their space (being quoted, invited to speak and called upon for insight). If PR isn’t supporting growth and reputation in a measurable way, it’s not doing its job.”
As law firms and professional services PR remain concentrated mostly in agencies, it is crucial that communications firms identify each client’s strengths and develop a cohesive media strategy that closely aligns with each client’s business goals. Focusing on the details and staying ahead of trends is key to earning client trust.
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