In our decades of working with law firms, our Florida legal marketing specialists are often asked by associate attorneys, “what should I be doing?” Particularly for those who are recent graduates or new to the field, it can be challenging to craft a personal marketing plan and identify your goals – on top of managing a demanding caseload. In this two-part series, we will share best practices for a successful start to your legal marketing journey, including resources inside and outside your firm that can help you along the way.

Here are some internal resources to consider:

1. Get To Know Your Firm’s Internal Marketing Team Or PR Agency: Your law firm might have an internal marketing department or a public relations agency. These professionals share opportunities for you to get noticed and participate in the firm’s marketing initiatives. It’s also helpful for them to know your capabilities and any organization or unique hobbies you participate in outside of the office.
2. Ask The Partner You Work With To Co-Author An Article: Publishing an article establishes you as a thought leader and demonstrates your skills and understanding of your practice area. While there are several trade journals that accept submitted articles, selecting a topic, writing, and editing on your own can be a daunting task. This is where collaborating with a shareholder or partner at your firm who has been published before can help. Not only do you have someone who can help with topic selection and article review, but you also benefit from their prior experience.
3. Start Internally With Blogs And Client Alerts: If your firm has a blog or a newsletter that it sends to clients and contacts, this can be a great place to start before publishing a byline article. These internal publications typically have a shorter word count than an external magazine, and the firm is likely looking for attorneys to get involved. Check with your marketing team for guidelines before you start to write, but topics could include analysis of recent court opinions, new laws, or trends in your practice area.
4. Find A Mentor At Your Firm: A shareholder or partner you work with directly, or someone else at your firm who is very involved in networking, could take you under their wing at events. You can benefit tremendously from their experience regarding which community and industry organizations are best to join and what topics might work best for articles.

In part two, we will focus on external resources that can take your marketing to the next level and still leave you with time for billable hours. While it takes time to perfect your personal marketing plan, it’s never too soon to start thinking about building your brand.

At BoardroomPR, our legal marketing and PR experts work with many of Florida’s largest full-service law firms, top boutiques and one- and two-lawyer firms, each looking to bring its game to the next level. We are proud to offer our law firm clients valuable seminars in networking, social media management, and media training. We also provide guidance regarding industry organizations and community involvement. Contact us to learn more at 954-370-8999.

Michelle Griffith

Vice President