Leveraging Your Reputation: Get active

Tom Ciesielka is President of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Associations CLE programs. Reach him at tc@tcpr.net.

Even though you’re busy, you should take advantage of opportunities where you can actively find new clients, instead of waiting passively for someone to request your services.

The following are three ways to proudly represent your firm:

Make a Speech

Speaking engagements are multifold in terms of the benefits you receive from them. First, when you are a speaker at an event or conference, you are revered as the expert. People will look to you as the most knowledgeable on the topic about which you are speaking. You will also have the opportunity to directly interact with potential clients. Being friendly and responsive to questions and comments will demonstrate that you care, which never fails to resonate with people.

Participate in the Community

Nowadays, the world wants to know how you are helping others and contributing to worthy causes. By connecting with members of the community, you give your firm a great reputation. Some firms create a team that participates in charity walks, which is great exposure for a firm’s name. It also is a good way to improve internal public relations, which helps establish external public relations as well.

Put Your Face (and Voice) on the Web

Offer options to your website visitors; they may respond more favorably to video or audio rather than just text. If you decide to include video or audio on your website, do not have it play as soon the page is opened. Rather, give visitors the option of clicking on it to hear your message.

When you think about who your firm is and what it does, you need to think about what you know, offer, understand, supply, or do better than anyone else. So actively seek out clients and opportunities, and more meaningful connections will be made.


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