Getting your clients client on board with a public relations program

Getting your clients client on board with a public relations program

The internal PR team is working with the attorneys on a significant deal, merger, new product, or their clients new company launch. The legal team is pumped, and the internal and external PR team has mapped out their target media list and is ready to get the much-desired media attention. Press releases and media alerts used for this strategic campaign have been internally approved, and your pitch is ready to go out in the hopes of securing interviews. And then just like that, someone asks a simple question, and your best-laid plans come to a halt. Have we gotten client approval? It turns out “we” have not and the client has decided they don’t want to publicize the matter.

This is something that happens every day in law firms across the world. All law firms have been at this standstill at least once. The client either doesn't regularly engage in PR because it doesn't have internal resources, or they dont understand how press recognition occurs.

Note to self, get approval before a big matter is breaking news. Some partners within. The firm. Will ask you to stand down and there will be others who might take the next steps and ask for a more active approach. Here are some respectful steps to help you work with your clients and reduce the chances of a hard ‘no’?

1. Synch from the Start: When it comes to clients and almost every engagement trust and relationships are key. If you discuss your desire for media with your client’s PR department, they may still allow you a limited distribution. Perhaps they'll agree to just. Letting you announce on the legal press or your regional area. A quick call can set boundaries about what they’re willing to allow and what is out of their comfort zone. At the very least, a conversation will let you discuss the client’s public relations approach for future matters. Especially in Silicon Valley, many organizations have firm policies in place. As it relates to promoting the law firms they use in day-to-day operations. This might imperil the chances of a press release, but what about other opportunities for other kinds of content, such as speaking engagements or carefully written thought leadership articles.

2. Tell Your Collective Story: While you are out there promoting the work you also want to be cognizant of a strategy that also focuses on the client’s hard work, win, and perspectives. This can go a long way in creating a positive experience and could create more opportunities in the future than just blatantly promoting the law firm. Client participating in your PR efforts deserves a voice and telling your Collective story could open the doors for more PR opportunities in the future.

3. Quote Your Client: Your clients are a critical and bountiful resource for your PR and program. Quoting them, giving them a voice within your release or joint interviews, allows for third-party validation and show solidity. Let your client know the value they could bring to your PR strategy and offer to partner with them on PR matters next time around. This also works in the reverse, offer to be quoted and named in any release they choose to put out to the media.

The key here is to remember that the best PR relationships are the ones where there is candor and mutual trust throughout the whole PR process across all levels. If clients look at your PR partnership with them in this way –– then you’ll certainly win their vote. That said, no is no and if the client is. Truly adverse, don’t push, respect their decision and move on.

Elizabeth Lampert is a strategic media relations strategist. And crisis communications counselor. She can be reached at ELizabethlampertpr.com
Sophie Corbett an intern at Elizabeth Lampert PR contributed to this article