publicity

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It’s called publicity. When you or your firm gets mentioned in the media, and better if you are quoted, it’s instant credibility. And it’s FREE (unless you hire a PR agency to help)

Regular advertising is less effective IMHO because you are writing the copy and, of course, it is self-serving. Further it costs you…

There was a time, in the early days of legal marketing (mid-80’s) that hiring PR firms was what BigLaw management thought solved this “marketing thing.”

At that time law firm’s PR efforts were NOT very successful. Reason: Whether they were just bashful or afraid of repercussions from the state bar, some lawyers wouldn’t even cooperate…

It is not a bad idea to remind ourselves once and awhile about the differences between advertising and publicity. I’ve written on the topic several times and reference a couple of them with links below.  It’s important to keep in mind that (good) publicity is more effective than advertising, because someone else is quoting you…