Law firms, like all businesses, are faced with a tricky decision when it comes to public relations. Is it better for firms to outsource PR to an agency or deal with it in house?
The benefits of using the right agency can be extensive, particularly if they specialise in legal PR. The team working on your account should have a thorough knowledge of the publications most relevant to your firm, be they national, regional or trade. They should also have a good working relationship with the journalists and editors from these publications and this is one of the major benefits of using an agency. It takes time to acquire good media contacts and it’s that much easier for agencies to do that because they will be in regular contact with journos on behalf of an array of different clients. Recruiting someone with agency experience could be a way to acquire these advantages whilst keeping the work in house.
Needless to say, there are many solid reasons to keep PR in house as well. Those working on your campaign will know it inside out and won’t have to juggle demands from different clients. They’ll be familiar with the firm’s major players and able to get the best stories and quotes out of them for the press. But smaller firms may not have the big budget required for in house PR and outsourcing it to an agency on ad hoc basis could provide the level of media coverage they are looking for.
In short, both options can be effective and making the right choice will depend on the nature of the firm and its specific PR goals.