Five Questions To Ask When Launching A New PR Campaign

Is yours a mid-sized law firm newly embarking on a PR campaign? Where should you begin? Similar to the pretrial steps taken by parties to a litigation, a good place to start is with "discovery."

Who will participate?

Step 1 involves deciding who will participate in the campaign. Typically, the executive team at the law firm tasked with managing the PR campaign might include a director of marketing and a partner, or several partners, who will oversee not only the budget, but also the results of the efforts.

Law firms should determine who on the executive team will participate in the PR campaign, meaning who be interviewed as a subject matter source, write bylined articles for publications, speak at conferences, or fuel business development through seminars and webinars. Those are the first people I put on my list of "Who's Who."