LAWYERS AND ACCOUNTANTS: WHY DO THEIR PR PROGRAMS FLOP?
CLIENT COULD BE THE PROBLEM
If you're a top-level manager responsible for a professional service firm's marketing or public affairs and you're unhappy with the thrust of its public relations program, before you fire the in-house PR director or the agency, you might want to ask yourself the following question:
Did the program you approved have a clear statement of goals, strategies and specific recommendations or just general palaver? Also, was there a timetable and budget included?
If the answer is yes, the problem then resides in the realm of execution, says N. Richard Lewis, president of Lewis & Associates, a public relations firm with some four decades of experience representing professional service firms.
"Execution problems", notes Lewis "stem from one of two major reasons: either the PR person executing the program is not up to the job — or the client is uncooperative and/or unresponsive."
Successful PR programs for professional service firms are almost always built around management style as well as performance, added Lewis, whose firm has served major legal and CPA firms as well as developers, architects and general contractors.
"What counts is how creatively the firm's management style is merchandised through special events, media relations and marketing communications."
Good work alone isn't going to get clients, he maintains.
"The firm must also continually think about distinguishing itself from competitors — and that requires an astute PR program, maintains Lewis, who holds a Leonardo Award from the Society for Marketing Professional Services.
What are the necessary components of a marketing PR program? He lists the following: branding strategy; media visibility in print, broadcast and online business sections and relevant trade publications; targeted marketing communications; and creation of forums which put the firm into personal contact with potential clients and industry leaders.
To create and blend all of these elements takes innovation and experience on the part of the PR people and enthusiastic involvement by the client," emphasized Lewis.