The legal sector is a fierce battleground, pitting law firms against each other to compete for clients' attention and trust. In the face of such competition, they must differentiate themselves and maintain a sterling reputation. With a strong strategy in digital PR for their law firm in place, This is where Public Relations (PR) steps in, especially its digital counterpart, reactive PR, one of the best tools to get ahead in the digital PR landscape.
What is Reactive PR in Digital PR?
Reactive PR refers to the practice of responding swiftly and strategically to current events, trends, or discussions in a way that positively promotes a company or brand. It is a subset of digital PR, which uses digital channels such as social media, blogs, and websites to manage a company's reputation and increase its visibility online.
In the context of digital PR, reactive PR is about seizing the moment. It involves monitoring the digital landscape for opportunities and reacting to them in real time. This can range from responding to a news story related to your firm's service area to joining in on a trending social media conversation that aligns with your firm.
Conscious will ensure that you’re primed to react to current news events in a timely manner, helping put your brand and firm into the heart of the discussion. With fingers on the pulse of the industry, we’ll take every opportunity to align your brand with discussions on the law by experts in the news so that your representatives will be heard alongside the same voices that educate and inform news readers and social media users. This lets your highly skilled staff show off their expertise outside of their case work and accreditation.
The Benefits of Reactive PR for Law Firms
Increased Visibility
The digital world moves at a rapid pace, and being part of the conversation as it happens can significantly increase a law firm's online visibility. By reacting to current events or trending topics relevant to their expertise, law firms can showcase their knowledge and position themselves as thought leaders.
Your comments and reactions will also show your clients that you’re proudly visible in the same arenas that they themselves use. Where law firms can sometimes come across as a bit removed from the general society or even as representing a legal force that’s not always welcome or harmonious with most people, being visible shoulder to shoulder with the general public is very advantageous. It shows that your staff are humans too, affected by current events and opinionated on broad topics that affect the handling of the law. It may also offer you a chance to express aligned opinions with potential clients which will make them feel more comfortable approaching you.
Enhanced Reputation
Reactive PR allows law firms to demonstrate their acumen and responsiveness, two critical attributes in the legal sector. Timely reactions to legal developments or issues show that a firm is not just knowledgeable but also proactive and in tune with the world. This enhances their reputation, making them more attractive to potential clients.
Simultaneously, reactive PR can humanise the firm. When you’re represented by a brand, and that brand works with a profession as strict and impersonal as law and legality, it can seem that clients forget that the firm is indeed a team of people working together. If they see your reactive PR campaign, then they’ll be reminded that you’re in the same boat as them.
Client Acquisition and Retention
By being visible and engaged in the digital space, law firms can reach potential clients who may not have been aware of them. Furthermore, by addressing current events and social issues, they can connect with their audience on a deeper level, fostering trust and loyalty and ultimately driving client retention.
It’s common for a potential client to not necessarily know the terminology that would be used to define their case. They might know the ins and outs of their own story, but wouldn’t know where to start with describing the experience to a firm. This puts them in an insecure position. If, then, they look online at recent news stories that align with theirs and see your representatives addressing, detailing, and offering educated and professional opinions to the event, then you are positioned as a teacher and thought leader.
You’ll also be keeping your image sharp as time passes. Reputation can only survive for so long before it’s eclipsed by another company or fades naturally. By using reactive digital PR for your lawyers and solicitors, you’ll keep their names in circulation, reminding clients of the help they gave them and giving another platform them to reach out to people who have sometimes been involved in their lives for years.