How to successfully appoint PR agencies for law firms

Appointing a PR agency can represent a significant investment for a firm, and ensuring it is a successful relationship will involve time, effort and energy from both parties.

We spoke with Matt Baldwin about ‘how to successfully appoint a PR agency and how to make a success of the relationship when you have’. This discussion explores the questions a firm should ask itself when looking to appoint an external PR agency, the questions they should be asking proposed agencies, and best practice in making that relationship work.

Matt is a specialist in PR strategy, media relations, crisis management and marketing communications. For the past 20 years Matt has worked with the legal profession - a period that has seen dramatic change and consolidation. He has held senior in-house communications and business development roles in some of the country's largest law firms, before establishing Coast with his partner in 2003.

Interview covers

• Why do law firms work for external PR agencies?
• What prompts a firm to use a PR agency?
• The briefing process
• Hiring a PR agency
• The onboarding process
• Follow through and maintaining activity levels
• Ideal contract lengths
• What to do if things don't work out?