In the episode of "Be That Lawyer," Tom Ciesielka discusses how lawyers can leverage public relations and media visibility to improve their reputations and expand their practices. He emphasizes that lawyers must prioritize their clients first before seeking publicity. Key points include using the 'PESO' model for effective media engagement and understanding the limitations of PR in crisis situations. Ciesielka highlights the necessity of clear communication and strategic approaches when interacting with the media to enhance a lawyer's visibility and influence.
Your first obligation is to your client, not to publicizing your firm; that's just the reality of it. Lawyers must prioritize client service over self-promotion.
Engaging with reporters requires thoughtful consideration, including getting client approval and clearly defining one’s areas of legal expertise, to communicate effectively.
The PESO model, developed by PR expert Gina Dietrich, outlines how paid, earned, shared, and owned media can synergistically enhance publicity efforts for legal practices.
While PR can be effective in managing a crisis, it is not a cure-all for systemic reputation issues; consistent efforts are necessary to build trust.
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