Marketing the traditional way

Law firms need a 'PR push...

to combat public cynicism over solicitors'

As recently as ten years ago, if a solicitors' firm had advertised its services on a pitch-side hoarding at an international football match there would have been tutting, if not outrage, in most quarters of the profession.This month, a prominent City firm won plaudits for its (relatively) discreet pitchside advertising at the Greece v England match.There has been a sea-change in the profession's approach to marketing over the last generation.

And as we report this week, that progression is likely to quicken with law firms forecasting an increase of 25% in their marketing expenditure just to retain their market share (see page 5).And the money needs to be spent.

Research by Legal Marketing Services, with former Law Society President Rodger Pannone as director, found the public views solicitors as 'predatory'.Another survey by Web site interactive-law.co.uk concluded that law firms need a 'PR push...

to combat public cynicism over solicitors'.Business imperatives suggest solicitors must become competitive businessmen, but the public still expects traditional, discreet professionals.As one London law firm marketing specialist points out, some of the most effective promotion involves little more than keeping in regular and frequent contact with clients.

Good client care and resulting recommendations are the best marketing tools of all.