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In the classic marketing tome “The 22 Immutable Laws of Branding,” penned by legendary marketing pioneer Al Ries and his daughter Laura, it is said that the birth of a brand is achieved with publicity, not advertising. Standing out in a competitive marketplace in a way that resonates with prospective clients and colleagues requires that law firms communicate honestly and distinctly, showcasing the qualities that make them different. This difference can be summed up as a firm's brand ' and studies show it is a crucial factor in being hired.
Brand building and maintenance is a challenging, time consuming, and often difficult, process. When was the last time you heard a marketing leader say, “We just rebranded and, boy, it was a snap!”? Effective execution requires that a marketer make deft use of every tool in their toolbox and that includes media relations, perhaps the most powerful tool of all, particularly when the cost-benefit is taken into consideration.
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