A featured contribution from Leadership Perspectives: a curated forum reserved for leaders nominated by our subscribers and vetted by our MarTech Outlook Advisory Board.
Baker McKenzie
Selecting the Right PR Agency: Best Practices for Law Firms
Best Practices for Law Firms Selecting a Public Relations Agency
Successful law firms recognize the importance of PR, BD and client teams working collaboratively towards a unified objective – driving demand. Identifying the right PR agency to work with your team is key to this business development strategy.
The Proposal
When evaluating a PR proposal, three threshold factors are non-negotiable. The proposal must:
1. Present in a professional manner with no typos or errors - table stakes
2. Directly address the questions and key elements in the RFP - don't skip a beat
3. Recognize the budget limitations - respect the process
It is also critical for the proposal to include concise but comprehensive information About the Agency, Approach to the Scope of Work, Prior Work Experience and the Team.
About the Agency
An agency should clearly describe its mission, vision and value proposition. At a minimum, they should address:
• How long the agency has been in business
• What sectors have they served
• Overall qualifications to perform the scope of work
“An Agency Cannot Put Its Best Foot Forward If A Law Firm Does Not Know What Support It Needs”
Approach to the Scope of Work
The proposal should:
• Present clear communication goals
• Include a strategic approach in line with the law firm's objectives
• Articulate how the agency keeps their clients apprised of media and PR opportunities and reporting cadence
Prior Work Experience
The PR agency must demonstrate that they:
• Are well-versed in the legal market and understand how law firms work
• Can provide relevant examples describing successful practice and industry strategies
• Have strong relationships with journalists at legal trades, sector-focused media outlets and top tier media
The Team The PR agency must:
• Create a team based on the law firm's needs, considering team size, seniority and location
• Present the actual team that the law firm would work with during the interview process
• Propose a communication approach that aligns with the law firmteam
The Process
It's important to have an intense review of the written RFP by a small committee. This group should be well-versed on the goals of the firm so it is articulated appropriately in the RFP. An agency cannot put its best foot forward if a law firm does not know what support it needs.
Following review of the written agency proposals, we suggest that the committee select four to five PR agencies to interview. This gives the PR agency the opportunity to present the salient points in their proposal and the law firm an opportunity to see the PR agency in action, responding to applicable questions on the fly and collaborating with one another in real time. This process should narrow the search to two finalists, giving them the opportunity to meet with the law firm again, so the law firm can ascertain more of a cultural and style fit and make a decision.
Because no two law firms are alike, no two RFPs will be exactly the same. It's important to understand the law firm's business priorities so the selected PR agency can hit the ground running.
