Law Firm Public Reputation: Legal Marketing Revisited

For whatever reason, law firms have a tendency to compartmentalize marketing and business development - and often public relations, too - into different silos, with very few firms understanding and demonstrating that they must be part of one overarching strategy.  Jaffe PR's espousal of "Public Reputation" is not only a statement about the next logical progression in the evolution of public relations, but also a declaration that "Public Reputation management" is the coordinated approach that effectively embodies all aspects of legal marketing.

Consider the various constituents that make up a firm's target audience - current and prospective clients, referral sources, potential hires, colleagues within the legal community, the media, etc.  Then think of all the ways by those constituents develop impressions of the firm - personal contact, written and electronic correspondence and publications, Web sites, blogs and social media, search engine results, legal rankings, and media outlets.  Taking all of those groups and communication vehicles into account, there is simply no way a firm can effectively control its image and relationships without an integrated system of stratagies and tactics.  That is the essence of Public Reputation management. 

For firms that don't embrace this outlook, you will be passed by.  As the adage goes, if you're not the lead dog, the view never changes.