The sales cycle and your marketing activities are inseparable, and you should consider how every marketing initiative your firm undertakes fits into the business development workflow that leads to sales success. Sometimes the connections are apparent, such as a contact form on a website that prospects complete for more information about your services. Other times, the linkage is less obvious.

This is often the case with public relations. Many view public relations as a tool to shape the reputation of an attorney, practice or firm and to gain media exposure for these entities. And all that is true, but what is more important to understand is how these results fit into a firm’s sales process.    

These are just a few of the ways in which law firm public relations help assist lawyers and legal marketers attract new clients and selling legal services:

  • Awareness—By gaining exposure across media platforms, particularly those whose audiences are key targets for your firm, practice or attorney, you are casting a wide net with which to pull prospects into the sales funnel. While most leads will not take further action at this stage, sales is a numbers game, and a single media placement can attract large numbers.
  • Credentialing—When an attorney is quoted in an article or writes a bylined piece, you are capitalizing on the credibility and esteem of the publication to enhance the credentials of the professional. This credentialing is important to differentiating your attorneys and enhancing their brand equity.
  • Content Fuel—In the era of integrated marketing, public relations plays a critical role in fueling a firm’s content marketing initiative. That’s because media placements can be repurposed in various ways as firm-owned content, such as client alerts, blogs and slide presentations. These types of materials often play a significant role farther along in the sales cycle.

How Can Jaffe Help You with Public Relations?

Jaffe has more than 38 years of experience in providing public and media relations services to law firms. We boast a national team of highly experienced legal PR professionals who collaborate with our clients to identify meaningful stories and broadcast these to the world. Our experts have helped law firms of all sizes and on both sides of the bar gain traction among legal, business and industry media through proactive media pitches, bylined article placements, press release distribution and interview opportunities.

Jaffe’s goal is to align our PR strategies with your branding and business goals to create a unified, firmwide media relations plan that integrates with your ongoing marketing and business development activities. To learn more about Jaffe’s public relations services, contact Vivian Hood, CEO/Owner, Public Relations, at