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<i>Media & Communications Corner</i> <b>Creating an Effective Philanthropy Communications Campaign</b>
Beginning with this issue, we are launching a new monthly column focusing exclusively on public relations and its relationship to marketing, business development and client relations. After looking through lots of articles and working with several contributing authors, I approached Jaffe Associates to write the column. Jay Jaffe is on our Editorial Board and over time we have published several articles written by his fine team of professionals. I am thrilled to welcome Jaffe Associates as a regular columnist to Marketing the Law Firm.
' Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief
Martin Luther King, Jr. put it best when he said, “Life's most persistent and urgent question is: what are you doing for others?” Each year studies show that the public thinks more highly of companies and organizations that give back to the community.
Whether your firm provides pro bono work for the indigent, sponsors a race for charity, or provides grant money to a worthy cause, you should consider publicizing your charitable works. News coverage of your firm's good works will elevate its standing in the public's mind and creates more loyal clients.
Of course, there is a fine line between doing good for good's sake, and the perception of flagrant self-promotion. For this reason, a philanthropy communications plan must be developed with sensitivity and great care.
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