Creating powerful credentialing activities through proactive PR.

• Author: Tuerck, John D.
• Position: Public relations

Public relations professionals working with law firms have long struggled to quantify the benefits of securing media mentions for their clients. A new study by BTI Consulting Group, however, helps PR pros make the case.

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"'Credentialing' activities are second only to peer referrals and scheduled in-person meetings in their effectiveness in moving lawyers into the hiring zone, and are nearly twice as effective as advertising," say the authors of "The Attorney Hiring Zone: top Activities to Win New Clients," a BTI study commissioned by Hellerman Baretz Communications. "Corporate counsel find an attorney's participation in these credentialing activities ... as credible indicators of an attorney's potential to be a valuable advisor." Significantly, the study defines "credentialing activities" to include media quotes and attorney-authored articles in trade publications.

So how can PR professionals help the lawyers in their firms participate in credentialing activities? There are several options. They can promote their partners' cases and deals, but newsworthy work tends to happen infrequently. They can wait for reporters to call, but that's not a viable strategy. Or they can wait for the next crisis, but that's not the type of credential that leaves a favorable impression with would-be clients.

Alternatively, PR professionals can take the initiative and secure media mentions for lawyers by taking the lead in writing the next story. Generating fresh coverage of new legal issues allows the lawyers to showcase their expertise in emerging developments, and it creates the impression that they are paying attention to matters affecting existing and prospective clients. that's a credential any attorney would like. Additionally, it cements the value of the PR professionals' services with their clients, the lawyers.

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Think Like a Reporter

PR professionals who take a proactive approach to public relations--as opposed to waiting for the phone to ring or the next favorable jury verdict--know that reporters are always looking for the next story. They recognize the internal dynamic at publications, where reporters are under constant pressure from their editors to develop fresh ideas. And they recognize the external dynamic of the intense competition between publications, which are always looking to beat the other guy to the next story. the external competition extends from top to bottom; writers at Bloomberg, for...