The story behind Barlow Lyde & Gilbert’s recent ill-fated advertising campaign, aimed at winning more business for its litigation department, is one that will go down in legal market legend. The firm offended potential and existing clients alike when it ran an advert naming 250 in-house counsel without their consent, suggesting that, in future, they contact the firm for advice.
But the firm’s experience should not dissuade other professional services firms considering spending some of their marketing budget on advertisements. Although I have spent nearly 20 years working in public relations (PR), I am a great advocate of advertising; it allows a firm to say exactly what it wants, without anyone changing the message, unlike traditional media relations. It also allows a firm the opportunity to change its perception and make an impact.
