For law firms, the importance of a fully integrated marketing, PR and business development function has never been more apparent. Not only is competition increasing among firms nationwide, but the evolving media landscape is pushing firms to pursue new and innovative digital strategies to stay in front of their clients and prospective clients.

According to a survey released by BTI in March of this year, law firm clients are increasingly turning away from the standard RFP process and relying on relationships, thought leadership content and knowledgeable business development staff in their hiring decisions. A clearly defined and well-executed public relations strategy can shape the perception of a brand, generate new client leads, drive traffic to a website and improve a firm’s reputation.