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