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Write About Legal Developments to Improve Your Law Firm Marketing

Many solicitors would like more publicity to help with their law firm marketing but feel the only way this can be done is by revealing information about clients involved in high profile cases.

As most solicitors don't work on big cases very often, this can be difficult. Even if you are lucky enough to have a high profile case, the chances are that the client won't consent to publicity so your opportunities are reduced even further.

Thankfully, it doesn't matter because there are other ways to market your law firm using news material.

The first thing to do is understand the enormous potential every solicitor has for placing news stories. Newspapers are interested in anything that will affect the lives of their readers.

The law does that every day. What's more, the law is especially newsworthy because it is always changing, whether through new legislation, court rulings or EU directives.

Solicitors can get regular publicity by tracking the changes in their particular field and then commenting on them to the press. Local papers are always looking for a way to get involved in big national stories.

They often do so by getting local people to comment on the national event in question. You may be pleasantly surprised at how your evening paper will be prepared to cover stories featuring you explaining the potential impact of new legislation.

It could be something that is bad for businesses, good for pensioners, helpful to home owners, damaging to employees; anything that is beneficial or detrimental to any particular group.

As long as it affects people for good or bad, it is news and is likely to get media coverage.

Try to use a little imagination and write about how the changes will affect ordinary people rather than how they will affect solicitors and law firms.

One leading Midlands law firm provided a good example of this with a well-placed story in the Birmingham Evening Post when the Licensing Act was coming into effect.

It was a major piece of legislation but the law firm's marketing department was able to focus on one point that the general public would find interesting - the fact that the new law could put an end to them enjoying a kebab or burger on their way home from a night out.

This was because many traders weren't prepared to pay the thousand pounds needed to obtain a license.

The approach may seem trivial but it worked because the law firm highlighted an aspect of the Act that would affect people directly in a simple and straightforward way.

If you can look at new legal developments in your own field and focus on how those changes will affect the public then you will have far more success with your local media and with marketing your law firm.

Nigel Keane

Nigel Keane is a former journalist who now works for Media Coverage providing press releases for law firms and other marketing services.

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About the Author: Nigel Keane is a former journalist who now works for Media Coverage providing press releases for law firms and other marketing services.

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