It’s safe to say that law firm marketing and communications has a reputation for being a bit behind the times and slow to adapt to new ideas and concepts. There are a lot of reasons for this, but some of the most common are usually budget constraints and personalities that are generally just more risk adverse, especially when it comes to investing in marketing.

For years and years, the centerpiece of a lot law firm PR programs was media relations. These provided attorneys with tangible results they could see when their comments were included in a story or when their bylined article ran in a key trade publication. They would hear from their friends who saw them in the paper, they would put hard copies of the articles in their new business folders for pitches, they would share them around via email and frame them in their offices.