Skills Necessary to Be Successful in Legal Marketing

Like the legal marketing industry itself, the skills needed to be successful in public relations are constantly evolving. The profession is becoming more specialized and much more comprehensive. Many of the important standards will never change, such as the need for ethics, integrity, strategic thinking, a passion for building relationships and facilitating communication, commitment to clients, and strong oral and written communications skills. However, remaining open to constant evolution and lifelong learning adds great depth to a legal public relations professionals success.

Entering Legal Marketing

Currently there are many trends of which we must be aware, such as the continuing onset of technology, and the shift to an international market. Imagine how hard it is for those just entering the field. A recent college graduate observed the changes she has; from the time she chose a college program to the time she entered the field. Her observations, which may not startle you, are that PR has become tied together with marketing and advertising, as well as with journalism. A PR professional must now be able to multi-task on a variety of levels. While many college courses focus on hands-on education, including practicum and internships that put the young professionals directly into the workforce, the classes most needed for a complete education include technical writing, informational writing, and marketing. We must remember in legal marketing that learning isn't an option; it's a necessity.

What Do You Need To Know?

The biggest changes in PR have come from technology. Technology makes our lives easier – and more difficult. The around-the-clock news cycle, blogs, and constant connections keep us moving faster and faster, but we still need to be thoughtful in our responses. We are more accessible to our clients, enabling us to be more responsive. We also must remember that technology doesn't replace the personal touch. E-mail doesn't create relationship capital the same way that an in-person meeting does. Marketers must continue to focus on personal attention and building relationships. What that means is we still have to pick up the phone.

PR has become more global ' that means we need to be better versed in international news and travel, more knowledgeable of cultural differences and multilingual. Jim Duffy, Marketing Director at Kirkpatrick Lockhart Nicholson & Graham, whose firm recently merged with a UK firm, says: “All PR professionals must become educated in the new market, which includes cultural dynamics that greatly impact our work in different markets.” International media relations are subject to cultural demands and we have to modify how we approach our work.

Most importantly, when firms look to hire a successful PR professional, Nicole Quigley, Assistant Director of Media, Public Relations and Communication at Crowell & Moring says: “You have to be able to write or else you will undermine your credibility with your clients. You have to be able to sell, or else you'll go through all of the motions of communicating to the press and reap no results. But, most of all, you have to have a passion for what you're doing. A PR program is only as good as the hunger of its team.” The definition of public relations has expanded, and we have to increase our capabilities to meet new challenges and take advantage of new opportunities.

10 Things I Wish I Learned
Before Entering The Real World

1. Act professional at all times, your grammar, composure, and conversations will affect your success in the field.
2. Never think that you already know everything.
3. Join associations and listservs.
4. Contacts and friends in the industry are a saving grace.
5. Read, read, read.
6. Always check for typos!
7. The one chapter that you read about crisis communications 3 years ago does not always easily apply to real world emergencies.
8. Never be afraid to ask for help, take as much help as people will offer you.
9. Learning is continuous ' learn at least one new thing every day.
10. Love what you are doing or get out!

Like the legal marketing industry itself, the skills needed to be successful in public relations are constantly evolving. The profession is becoming more specialized and much more comprehensive. Many of the important standards will never change, such as the need for ethics, integrity, strategic thinking, a passion for building relationships and facilitating communication, commitment to clients, and strong oral and written communications skills. However, remaining open to constant evolution and lifelong learning adds great depth to a legal public relations professionals success.

Entering Legal Marketing

Currently there are many trends of which we must be aware, such as the continuing onset of technology, and the shift to an international market. Imagine how hard it is for those just entering the field. A recent college graduate observed the changes she has; from the time she chose a college program to the time she entered the field. Her observations, which may not startle you, are that PR has become tied together with marketing and advertising, as well as with journalism. A PR professional must now be able to multi-task on a variety of levels. While many college courses focus on hands-on education, including practicum and internships that put the young professionals directly into the workforce, the classes most needed for a complete education include technical writing, informational writing, and marketing. We must remember in legal marketing that learning isn't an option; it's a necessity.

What Do You Need To Know?

The biggest changes in PR have come from technology. Technology makes our lives easier – and more difficult. The around-the-clock news cycle, blogs, and constant connections keep us moving faster and faster, but we still need to be thoughtful in our responses. We are more accessible to our clients, enabling us to be more responsive. We also must remember that technology doesn't replace the personal touch. E-mail doesn't create relationship capital the same way that an in-person meeting does. Marketers must continue to focus on personal attention and building relationships. What that means is we still have to pick up the phone.

PR has become more global ' that means we need to be better versed in international news and travel, more knowledgeable of cultural differences and multilingual. Jim Duffy, Marketing Director at Kirkpatrick Lockhart Nicholson & Graham, whose firm recently merged with a UK firm, says: “All PR professionals must become educated in the new market, which includes cultural dynamics that greatly impact our work in different markets.” International media relations are subject to cultural demands and we have to modify how we approach our work.

Most importantly, when firms look to hire a successful PR professional, Nicole Quigley, Assistant Director of Media, Public Relations and Communication at Crowell & Moring says: “You have to be able to write or else you will undermine your credibility with your clients. You have to be able to sell, or else you'll go through all of the motions of communicating to the press and reap no results. But, most of all, you have to have a passion for what you're doing. A PR program is only as good as the hunger of its team.” The definition of public relations has expanded, and we have to increase our capabilities to meet new challenges and take advantage of new opportunities.

10 Things I Wish I Learned
Before Entering The Real World

1. Act professional at all times, your grammar, composure, and conversations will affect your success in the field.
2. Never think that you already know everything.
3. Join associations and listservs.
4. Contacts and friends in the industry are a saving grace.
5. Read, read, read.
6. Always check for typos!
7. The one chapter that you read about crisis communications 3 years ago does not always easily apply to real world emergencies.
8. Never be afraid to ask for help, take as much help as people will offer you.
9. Learning is continuous ' learn at least one new thing every day.
10. Love what you are doing or get out!