Law Firm Marketing experts from across the region answer the question: “What is your experience of working with an external public relations firm?“
“Throughout the years we have worked with several PR firms on different projects but truthfully, our collaboration with these firms is very succinct and punctual, as most of our work is handled in-house. We have come to a point where our team is highly specialized and has a strong hold of all particularities that legal communication holds. We do, however, approach external PR firms on specific matters we can use some assistance with, such as events, relationship with some business magazines and punctual media strategy guidance.”
Olivia Popescu, Marketing & PR Manager, Maravela, Popescu & Roman
“I have worked in several leading law firms on the Polish market but I have never used the services of an external PR agency. I have always been the person responsible for PR and media relations, often also for the rest of marketing activities, events, etc. and did all these things by myself. I have never had the need to hire external agencies, because I specialize in media relations and marketing of professional services.
It is important for a journalist to know that a PR Manager is always available, that in a flash he can reach the lawyer sitting in the next room – this can be an advantage of having an internal PR manager, but off course it does not have be the rule – these are only my thoughts and observations or opinions by some journalists.
What I have to stress is the fact that I use the services of event agencies, because it would be very difficult for only one person to organize an event for 200 people with lots of attractions, etc.
However I know many small or medium-sized Polish law firms, which especially at the beginning of their activity use external agencies, because the lawyers working there do not know how to take care of media presence, how to take the first step, how to prepare materials for journalists. Some of these law firms have a person responsible for marketing and BD, but they outsource media relations to external agencies – some firms are very satisfied, other less”.
Renata Misiewicz, PR & Marketing Manager, Wierzbowski Eversheds Sutherland
“From what I understand, the larger, more international firms carry out their local marketing and PR within the framework of stylistics/branding guidelines and rules from in London/New York head offices. My (smaller, independent) firm has concluded that having someone in-house makes more sense. Not only financially – it means that our voice and branding stay consistent and unique; we have more freedom and can be fresher in our approach. I don’t believe an external provider would be able to maintain the same level of commitment or understanding of our company to really help us stand out.”
Klara Loranger, Communications Manager, Bittera, Kohlrusz & Toth
“I would have a lot to say, but I do not believe in this at all, to be honest, so why put something negative on the table at this time of year?”
Name Withheld Upon Request
This Article was originally published in Issue 6.12 of the CEE Legal Matters Magazine. If you would like to receive a hard copy of the magazine, you can subscribe here.
