Building a legal brand: The power of public relations and visibility

By Ellen Keiley

In today’s highly connected world, public relations (PR) encompasses many facets of visibility that contribute to a well-rounded and influential presence. PR extends beyond what you do professionally. It also involves shaping and communicating your personal brand, who you are, what you do, and how others perceive you.

The importance of your personal brand

Your personal brand is the foundation of your public relations strategy. It is the unique combination of skills, experience, values, and personality that sets you apart. Whether you are an associate or a partner, how you present yourself to others plays a critical role in how others engage with you. PR helps shape and amplify your brand by ensuring that you are visible to your target audience.

Successful personal branding involves:

• Authenticity: Being genuine and transparent.

 

• Visibility: Proactively being publicly visible through strategic PR efforts such as interviews, quotes, articles, and community involvement.

Self-awareness

Self-awareness is central to development of a strong personal brand and professional reputation. It is important to recognize not only how you perceive yourself but also how others may perceive you. Do you listen to others and seek input, or do you tend to dominate conversations and focus solely on yourself? Do you show that you genuinely care about others, or could others get the impression that it is all about you? Are you responsive? Do you get back to people? A lack of self-awareness, listening skills, follow-through, responsiveness, and empathy can hinder success.

Let others know about your accomplishments

PR is about controlling the narrative and ensuring that you communicate your expertise, accomplishments, and successes so others know about them. Being positively perceived will increase the chance of referrals, client work, and other opportunities, such as speaking engagements or board opportunities.

Strategic PR efforts focus on:

• Media relations: Getting quoted and featured as an expert in reputable business, legal, and other industry-related publications that align with your practice areas.

 

• Thought leadership: Establishing yourself as an expert through speaking engagements, webinars, podcasts, and article placements.

 

• Networking: Building relationships with key stakeholders who can help elevate your visibility and credibility and act as referral sources. Networking also keeps you visible.

 

Social media and digital presence

Your online presence is often the first impression you make on people. Social media platforms, websites, and professional networking sites such as LinkedIn play an important role in shaping your public image. Be sure your postings are up to date, consistent, and reflect current practice areas, speaking engagements, quotes, articles, awards, and professional involvement.  Prospective clients will research you online. Make sure to put your best foot forward.

PR efforts should include a digital strategy to amplify your visibility. Key elements of a strong digital PR strategy include:

• Engaging content: Share insights and industry news that display your expertise.

 

• Search engine optimization (SEO): Maximize visibility by ensuring your name appears prominently in online search results. Consistent efforts such as securing features in reputable media outlets, publishing blog content on your website, and maintaining an active presence on social media can significantly improve your search ranking.

 

Public relations is a multifaceted approach to building visibility, encompassing not only what you do professionally but also who you are and how others perceive you. By focusing on personal branding, media presence, and strategic communications, you can establish a strong presence that enhances your credibility and influence. This, in turn, will directly lead to career advancement, more client work, and greater influence within the legal and business communities.

 

Ellen M. Keiley, CPC, is president of EMK Consulting Group, which offers public relations, business development coaching, and marketing services for law firms and other professional services firms. She can be contacted at [email protected].