Clear communications from you or your firm to a growing number of audiences is critical to your continued growth and success. The public relations professionals at Jaffe will help you define your messages and deliver them to your clients, prospects, employees, recruits, alumni, and the journalists who cover law and the business of law.
We provide the complete range of public relations services that help the firm support and meet its business development goals and achieve the positive visibility needed to stay competitive in this rapidly changing profession.
Services include:
Public Relations Strategy and Counseling
Jaffe supports a firm’s broad marketing goals by joining with the firm in the planning and implementation of a strategic public relations program. While all firms can benefit from a thorough strategy planning program before implementing a media relations program, many clients choose to skip the planning step and move forward with media relations activities right away, focusing on strategy at a later time. Jaffe’s quarter-century of expertise in law firm marketing gives us the know-how to be strategic at all points of the public relations program.
We highly value every client relationship; we are therefore equally determined to position the firm so that it receives frequent and favorable media coverage, always reaching the right audiences and industry markets relevant to the firm’s business goals. In fact, we favor what we call the Hybrid Marketing Department™, or HMD™, which is a strong combination of the marketing professionals within your firm working closely with our Jaffe professionals. Together, we can review or create public relations plans and implement all of the various tactical elements which you determine necessary for success.
Public Relations: How It Works
Public relations is an important business development tool. Increased public awareness not only creates greater name recognition and increases opportunities for obtaining new clients and referral business, but also encourages existing clients to return to the firm for additional legal support. To keep ahead of the competition, it is critical to raise the visibility of the firm’s expertise, victories, settlements, and insight into complicated legal issues. The key is to approach each media relations project strategically, and with a focused set of goals and tactics.
Jaffe can serve either as a firm's primary media relations consultant or as an adjunct to its own public relations staff. Jaffe offers you the benefit of our outstanding experience and knowledge in the field of law firm media relations and can help you:
- Develop and implement a complete media relations campaign
- Identify potential client audiences and the media outlets that reach them
- Shape messages that support the firm’s identity
- Develop an innovative and user-friendly media relations strategy that attorneys will find workable and effective
- Write compelling and newsworthy press releases and publicity materials
- Pitch stories to appropriate media
- Distribute news via the Jaffe Legal News Service™ (JLNS.com)
- Coordinate interviews for spokespersons
- Place bylined articles and Op-Eds in key publications
- Track story placements in all media formats
Litigation Public Relations
Jaffe’s process for litigation PR focuses on supporting the firm through the life of a significant case, from the initial proceedings to the outcome and at various stages in between. Our goal is to confidentially and sensitively advise the firm on media strategy and to effectively provide case information to key reporters. As such, we partner with the firm early on, so that we are familiar with the case, the key issues and potential impact. We strive to be a one-stop resource for reporters covering the case, ensuring that the press has access to key documents, key players and all ongoing developments. In addition to providing media relations counsel and support to a firm, Jaffe is often asked by our law firm clients to also consult for the litigant in the case, helping frame the total media exposure.
Our services include:
- A review of the cases and all background material with the selected attorneys
- An assessment of the news value to various media audiences
- Development and distribution of messages and press materials, to include pitches, press releases, fact sheets, biographies and other proactive media relations tools and activities
- Identification of all media outlets and reporters who may cover the story
- Coordination of interviews
- Media training for attorneys, as required
- Follow up and story tracking
Media Training
Jaffe realizes that attorneys have different comfort levels when it comes to speaking to members of the press. To maximize exposure to the media, it is essential to educate and train attorneys on how journalists work, how their deadlines play into the interview process, and how to best develop a rapport and, thereby, achieve ongoing relationships with reporters. Media training, whether done in a group or individually, is an effective way to illustrate:
- How to respond to challenging interview questions
- How to gain control over the media’s interview process
- How to make the most of any media interaction
- How to get quoted
By role-playing with our seasoned journalists, potential interview subjects can learn how to feel comfortable with a print, TV, radio or multimedia interview, as well as how best to prepare.
Lexspeak™ Speaker Placement
Giving a speech before an audience of clients or prospects is a great marketing tool, and at Jaffe, we encourage clients to make the most of these marketing opportunities, locally, nationally and internationally. Through LexSpeak™, we match lawyers with appropriate public speaking opportunities at professional meetings, targeted vertical industry conferences, events and seminars worldwide. Ancillary services are available to support lawyers in the preparation for and maximization of these opportunities, in order to further help them meet their business and professional goals.
WritersForLawyers™
- If the firm needs assistance with writing or revising marketing materials such as biographies, practice area descriptions, or would like ghostwriters to prepare bylined articles or newsletter content on behalf of the lawyers, we offer the following services through WritersForLawyers™.
- Biography Writing and Updates
- Practice Area Descriptions
- Experience Inventory (a searchable database of firm experience)
- Article Ghostwriting
- Web Site Content Development or Modification
- Magazine, Newsletter and Book Publishing
- Editorial Management
RankingsForLawyers™
Whether it’s National Law Journal’s Defense Hot List, Best Lawyers, Crain’s 40 Under 40, Super Lawyers, American Lawyer’s Litigation Department of the Year, Lawdragon, Washington Business Journal’s Top Lawyers, Chambers, The Daily Journal’s Top Women Litigators, Legal 500, or any of the myriad lists, directories, and rankings now prevalent in the legal profession, most attorneys and firms want to know if they are listed, where their competitors are listed, which rankings are credible, which lists require “pay to play”, and the big question: Are there ways to increase your chances of inclusion or a higher ranking?
Jaffe Associates understands the growing importance of these rankings and lists to the law firms and lawyers we serve. So, with our RankingsForLawyers™ service we have taken on the time-consuming and labor intensive task of being in the know about all of the directories and ranking opportunities, and we can help you identify the lists your firm should be on, assist with writing submissions, or offer counsel on advertising, creative design and public relations options.
Media Audit
Firms that are serious about their public image can benefit from a Media Audit, whereby Jaffe surveys selected reporters and editors for their perceptions of the firm, its lawyers and its expertise. This information is gathered and the research is presented to the firm along with recommended actions for improvements.
Communications Audit
Jaffe can review a firm’s existing public relations collateral materials, including press releases, brochures, Web content, ad copy, biographies, etc. and assess the strength of each component. This analysis can steer a firm to a more cohesive, consistent approach to marketing.
Local Press Interviews During Business Travel
Jaffe believes that public relations activities can stem from some of the normal business activities lawyers do - we feel that press opportunities lurk behind many corners, and we strive to present such opportunities to the firm. When an attorney is scheduled to be in another state or city for a meeting, conference or presentation, we can secure background interviews with local media who cover the areas of law on which the attorney focuses. These meetings promote the firm, its expertise and its availability and access to reporters.
Crisis Communication/Planning
Jaffe's experience in crisis communications is unparalleled. If a firm encounters a difficult situation which could negatively impact multiple audiences, Jaffe’s senior consultants can help to plan, prepare for and manage the situation so that the company sends consistent messages to the appropriate audiences. Short time frames and qualified consultants are two essential factors in managing a crisis, each making a critical difference in how a situation is resolved. Jaffe's crisis communications service is highly specific to each client’s needs. The process begins with a quick, but comprehensive, situation analysis, followed by the development of a crisis communication strategy and its accompanying goals and implementation. Jaffe will help the client establish procedures and define roles and responsibilities for the duration of the crisis.
Community Relations
Legal professionals often have, or seek to have, significant ties to communities and their local organizations. Jaffe can help a firm make the most of its relationships with these groups and meet the business, professional and personal goals desired in these relationships.
Employee Relations
Oftentimes, law firms need to communicate sensitive information to their staff, particularly if the firm is involved in a business crisis or is, perhaps, merging with another firm. Jaffe works privately with the client, always securing any confidential information, to develop the framework for communicating news to staff. Jaffe can help senior management anticipate difficult questions and respond effectively. And, if the press at any time becomes involved, Jaffe can handle press relations as well.
Event Planning
Many important firm announcements and marketing activities are combined with a special event. Jaffe works with the firm and its attorneys to define the event’s objectives and then guides you in selecting a site, developing an event budget and planning a timeline. Jaffe can research and negotiate contracts, manage on-site speaker requirements, and even assist with the preparation of speeches, both from a content and creative perspective. Jaffe can be on hand to oversee attendee satisfaction, registrations and day-of-event details. Afterwards, we can conduct post-event reviews and provide you with feedback from attendees.
Competitive Analysis
Do you wonder what your competitors are doing and saying? Jaffe has the resources to extensively research published materials about your competitors and present the data to you in a useful report that will help you gain and maintain a competitive advantage.
PR Creative Support
Jaffe’s creative team is ready to fully support any public relations program with graphic, video, printing or web support.
Jaffe Legal News Service
The Jaffe Legal News Service (JLNS) is a weekly e-mail tip sheet sent to reporters and editors who cover the legal industry or who rely on legal experts as part of their reporting. It is a unique way for law firms and members of the legal industry to put their news and the expertise of their attorneys and executives in front of more than 850 members of the media who have opted to receive the JLNS and who depend on it as a valuable source for story ideas and legal analysis. Please visit www.jlns.com to read the current issue and archives of our news feed, which is distributed every Thursday morning.
Free Public Relations Tools
For more information about Jaffe’s Public Relations services, contact Liz Lindley at (201) 313-5661 or lindleyl@jaffeassociates.com. |
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