For young attorneys building their careers, public relations isn’t just an effective tool to market themselves to clients and prospects, but also with colleagues, rainmakers and firm decision makers. The benefits—gaining exposure for one’s law firm, building a personal brand, and generating new business—can be invaluable, both for the attorneys and for their firms. In this new and different post-recession legal landscape, one could even argue that the need for young attorneys to market themselves is essential.

A significant challenge for young lawyers is time. As your stack of assignments grows larger in your first years on the job—and the hours in the day seem to get ever shorter—prioritizing extracurricular activities may sound like a luxury. Our suggestion to you is that you make the time. Your competitors are.

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