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PR's Return On Investment
Last year's first Annual Law Firm Media Performance Report broke new ground with data that examined, on a market-by-market basis, the relative aggressiveness with which U.S. and global firms utilize media coverage as a component of their marketing strategies.
In the 2004 report nearing completion, we:
- Revisit law firm media activity by assessing 2003 media volume for firms in select markets in order to revisit old trends and discover new ones;
- Analyze media data to determine best practices in crisis situations, focusing on the example of Vinson & Elkins in its Enron involvement; and
- Look at the impact of media in a particularly challenging marketing task, namely, the promotion of a New York practice by firms based elsewhere.
The greater depth of focus for this year's study obviously required an analytic approach beyond simply computing media appearances. For such expertise, we relied on our partnership with CARMA International, the worldwide leader in media research.
Major Market Media
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