A new approach to pro bono PR for law firms
December 17, 2018
Kelsey Eidbo and Ada Oni-Eseleh write an article for The New York Law Journal about how law firms can ensure they are telling their story to the right audiences while avoiding any perception that they are in it for the publicity.
Whether you agree or disagree with the Trump Administration’s policies, one fact is indisputable: It has fueled pro bono activity in Big Law like never before. Today’s political climate has placed a national spotlight on the need for pro bono legal services and appealed to attorneys’ moral motivations, prompting a strong showing from Big Law. According to the American Lawyer’s 2018 Pro Bono Scorecard, the Am Law 200 turned in 5.4 million hours of pro bono work last year, an increase of 100,000 hours from the previous year even though fewer firms provided information on their pro bono work.
Firms that have secured pro bono victories on behalf of their clients have an incredible opportunity to convey how the work reflects the firm’s values and capabilities. But it is often not until that victory has been achieved that the firm gives thought to if and how they can promote the work.
By taking a thoughtful and strategic approach to promoting pro bono work, law firms can ensure they are telling their story to the right audiences while avoiding any perception that they are in it for the publicity.
Read the whole article here.