Not all that long ago a debate about legal marketing would have been unthinkable. In 1975, after the Supreme Court ruled that antitrust law prohibited the American Bar Association from regulating how lawyers run their businesses, things changed. The legal field was dragged – kicking and screaming – into the business world. Attorneys who traditionally had been ill-prepared to function in the business world suddenly found themselves in the unenviable position of taking a hands-on crash course in business survival.
For years, in the legal world, apart from being perceived as vulgar, marketing was considered unnecessary. It was assumed that clients would automatically and miraculously come forever. As a result, attorneys erroneously believed they were sheltered from the demands placed on other businesses. But that is not the case. Marketing is essential and, of all of the forms of marketing available including advertising, direct marketing and Internet marketing, an effective public relations campaign remains the most effective form of marketing available to attorneys. Media relations is the only form of marketing that can reach a target market and offer credibility and validation. Think about it, if you were to read an ad for an attorney in a newspaper, or read an article about that same attorney discussing a specific case and being interviewed as an expert in the field, which would grab your attention.
<a target=”_blank” href=”http://www.anthonymora.com”target=”_blank”>PR For Attorneys</a>
As with physicians, it’s important that attorneys pay close attention to how they are going to present themselves to the public. Different forms of advertising and marketing can serve their purpose, but only <a target=”_blank” href=”http://www.anthonymora.com”target=”_blank”>PR has the ability to offer credibility</a>. An attorney who is featured in the media is the news. He or she is featured as an expert in the field.
Today, savvy attorneys and law firms view public relations as an integral component of their business strategy. They are learning that they must change their perceptions to remain competitive. Our PR firm has placed attorneys in a wide range of media outlets, including 60 Minutes, CNN, NBC, Fox News, the Los Angeles Times, the New York Times and various other media outlets. Depending on the situation, we have focused on specific cases that an attorney was working on, having him or her address that case; or had an attorney discuss a topic that was currently in the news. In this way, the media gets its story, our client is presented as an expert on national and or local media, and the public is educated on a specific case or point of law.
Public education is a key factor; to be effective in the media attorneys need to view themselves as educators. PR, the law, and the media have a symbiotic relationship. The media and the public need experts to discuss legal issues and attorneys need the media to reach their target market and position themselves as experts in their fields. After all, we live in the information age and no profession, field or practice can avoid its effects. Professionals who understand the process and actively take control of the information are the ones who will succeed.
Copyright © Anthony Mora 2009
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www.AnthonyMora.com
Anthony Mora began his media career as a freelance journalist for such In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, “Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, “Spin to Win” can be utilized by heads of major corporations, small business owners, and entrepreneurs. Article Source:http://www.articlesbase.com/public-relations-articles/pr-for-attorneys-878450.html
publications as Us, Rolling Stone and other local and national
publications. He served as editor-in-chief of two Los Angeles-based
entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.
Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets.
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