WASHINGTON, Jan. 6 /PRNewswire/ -- "As of today, Law Firm Public Relations as we know it is dead," says Jay M. Jaffe, President & CEO of Jaffe PR, formerly known as Jaffe Associates, which represents law firms and legal associations. Based upon recent and aggressive changes in the economy and on the Web, law firm public reputations are no longer framed by any single method of communications, and the term public relations no longer defines the practice of reputation management. Defining PR as Public Reputation indicates a more integrated approach to media relations, marketing and communications that will guide organizations through the challenges and opportunities presented by the evolving business and marketing environments.
Saying Goodbye to Law Firm Public Relations and Heralding in Law Firm Public Reputation Management
"These days, the word 'relations' is overused and thereby nearly meaningless. An organization needs to have more than just relationships - it must have a good reputation amongst its audiences in order to succeed, particularly in this competitive climate. The term 'public relations' no longer accurately describes what we do for law firms," explains Liz Lindley, Sr. VP, Public Reputation Services, "and the more accurate term for our practice is law firm Public Reputation."
"We've changed our name and launched a new Web site that uses the 2.0 tools necessary in today's world of dialogue rather than monologue. Blogs, video and many resources serve to engage our Web visitors and bring them into a conversation with us about law firms and public reputation management," adds Mr. Jaffe.
Public Reputation encompasses all of the promotional work a law firm needs to do, in various combinations, to build, manage and sustain a law firm's public reputation and help build more business. It is a comprehensive blend of marketing disciplines including advertising, media relations, face- to-face and social networking, optimized content, Web sites, Internet marketing, crisis communications, legal rankings, speaking engagements, strategic planning, and brand recognition.
"Building a solid reputation requires more relationships with more constituents than ever before," adds Ms. Lindley. "A law firm's audiences now span much wider than ever before: prospects, clients, referral sources, laterals, employees, bloggers, journalists, rankings' publishers, event organizers and more."
The Name Change: Jaffe PR
Changing the agency's name from Jaffe Associates to Jaffe PR reflects the shift in the legal marketing industry. "We mourn, just a little, the passing of the traditional public relations firm," says Mr. Jaffe, "but we know the time is right to usher in a new paradigm: Public Reputation."
Jaffe PR - is the leading law firm Public Reputation specialist firm for mid-size and large law firms and legal associations worldwide. Working more effectively to advance clients' reputations and business goals, Jaffe PR focuses exclusively on the legal field, offering greater proven PR, marketing and legal business expertise led by senior professionals with progressive thinking. Jaffe PR moves law firms up the reputation curve through media relations, business development and branding, Web 2.0 and 3.0 and social networking, based on a 30+ year record of niche experience and performance, yielding higher ROIs, from image to awareness.
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SOURCE Jaffe PR