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Media & Communications Corner: <b>In-House PR and Agency Support: A Great Partnership</b>

By Annette Boyle

When partners gather to discuss the firm image and the success of the marketing department, they typically start with comments about how often the firm's name appears in the local paper and legal trade publications. Even as they recognize the value marketing brings to strategy, CRM, and active business development, the people signing the checks still want to be called by the press, hear congratulations from their neighbors about their latest litigation victory, and have the people at cocktail parties and seminars say: “Oh, yes, I've read about your firm.”

Marketing directors historically responded to this keen interest in one of two ways: They engaged a PR firm or they hired an in-house PR person. A growing number today do both, reflecting the greater sophistication required in media relations and the rising expectations within firms for market awareness.

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