Some people want to do everything themselves, and that's just fine. We also know that not everyone can afford to pay for external legal PR assistance. So here at LexRex, we thought we would put together a mini-guide to help you kick-start your PR.
Essentially this guide can be broken down into three very simple steps:
- Consider what you are trying to achieve
- Define your target audience
- Get brainstorming and plan your campaign
Firstly, you need to think about what you are trying to do. Sounds obvious perhaps but consider whether you want to become a 'go to' expert for your particular specialism, or if you want to grow your business in a currently obscure sector. Maybe you simply have some great news that you want to shout about but don't know where to start.
Once you have decided upon the outcome that you would like to achieve, you need to think about who you need to aim your efforts towards; in other words, who do you need to speak to? This may be potential clients, referrers or even your colleagues.
Next up, spend some time thinking about how you are going to get there. If your aim is to become that 'go to' expert, have a think about how you might achieve that aim. You could consider writing a blog specialising in your niche, or running a series of seminars; you could carry out research and write a white paper – there are lots of different things you can do, so put your thinking hat on. At this stage, try and involve other people, it's often easier to come up with great ideas when there are a few of you.
Have a look at what your competitors are doing on the PR front. Check out the things that you like, and those that you don't. This research will help you to define your approach.
Once you've decided upon a strategy, and come up with some clever tactics, you are ready to crack on.
DO let us know how you get on, and whether this guide was helpful.
By Victoria Moffatt