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<i>Media and Communications:</i> Media Relations:Your Brand's Best Friend

By Nicholas Gaffney

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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