Why Lawyers Should Engage in Everyday PR, From the Person Who Wrote the Book – Q&A w/ Gina Rubel [Published in JD Supra]
Gina Rubel was recently interviewed by JD Supra about her new book Everyday PR: Harnessing Public Relations to Build Relationships, Brands & Businesses. In the Q&A, she discusses the importance of incorporating public relations into the daily practices and mindset of a business in order to support growth and development, particularly for lawyers and law firms. The interview covers:
- How to add PR into your daily routine
- Why PR strategy is important
- How to be authentic in your communications
- Incorporating public relations in your business development plan
- How to measure your PR efforts to know it is working
- What lawyers should do if they only have time for one thing
Rubel discusses the how of PR: “In the book, I liken PR strategy to building a house. You have to know what you want, what you want to accomplish, why you want it, and how much time/energy you want to invest in the process. You need to have a plan. Define your goals, identify your target audience, determine your key messages (and please don’t say that you do everything for everyone), then have a strategy with tactics that you will actually employ.”
She also discusses the why: “Public relations programs are built on effective storytelling, and compelling storytelling is what persuades prospective clients to engage with a law firm. Public relations is an element of business development. It’s about client retention and acquisition, awareness, education, persuasion, and thought leadership. From a law firm perspective, it’s also about talent retention and acquisition.”
Related articles:
- How to Use PR Today to Build Your Law Firm Brand
- Integrated Marketing and Public Relations with Robyn Addis of Legal Internet Solutions Incorporated
