The "Lay Off" All Law Firms, Even Solos, Should Make Today

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Don't just advertise, legal media relations consultant Richard Lavinthal tells attorneys. Lay off some advertising to leave room for case-specific breaking news legal media relations.

Philadelphia, PA (PRWEB) April 1, 2009 All law firms, even solos, should make one "lay off" today to remain competitive in a legal marketplace that's experienced more firings than anyone can remember, according to legal media relations consultant Richard Lavinthal.
Lavinthal says attorneys should "lay off" some advertising to leave room for case-specific breaking news legal media relations for their big cases.

The average law firm misses golden marketing opportunities each year by being without a breaking-news legal media relations plan says Lavinthal, managing director of PRforLAW, LLC ( His unique breaking news legal media relations consultancy has helped attorneys from small to mid-size firms across the U.S. publicize their big cases, including the biggest whistleblower case in U.S. history and three of the U.S. Department of Justice's Top Ten Fiscal 2008 civil fraud settlements.

Beyond the obvious case advocacy value, news media reporting and attorney quotes can be turned into powerful marketing tools helping law firms attract new clients, enhance firm reputation, increase attorney visibility and keep current clients informed, according to Lavinthal, (, a former international wire service and AM daily newspaper reporter who spent a decade with the U.S. Department of Justice creating and then managing the U.S. Attorney's Public Affairs Office in New Jersey. In addition to handling regional assignments for three U.S. Attorneys General, Lavinthal served as spokesman for the Hon. Samuel A. Alito, Jr., and the Hon. Michael Chertoff when each was U.S. Attorney. He also developed the first breaking news Web site of its kind for prosecutors.

Founder of the LinkedIn® Legal Media Relations Group, Lavinthal said big differences exist between conventional public relations and breaking news legal media relations. "To use a medical analogy," he said, "it's the difference between having a regular doctor's appointment and being treated at the emergency room."

Speed and deadlines aren't the only differences between breaking news legal media relations and conventional PR, Lavinthal said. "Putting a firm's big case developments into the news media produces benefits advertising cannot match. Advertisers pay to extol their product or service. But once the ad is printed or the broadcast is over, it's doneā€¦and forgotten."

When a professionally crafted, case-specific legal media relations strategy is executed, even when the story is not picked up by the media it can become a "news annuity," to be used for years on the firm Web site, in collateral, and for other promotional purposes, Lavinthal explained.

Lawyers who have the time, understand how the media works and are able to write like reporters can develop their own in-house legal media relations plans and processes, but attorneys from small to mid-size firms with big cases on the horizon are better served by outsourcing their legal media relations, according to Lavinthal.

Getting a legal media relations professional to develop and execute case-specific breaking news plan can be more cost-effective than advertising, especially when the case already is generating income, Lavinthal explained.

"Just make sure you're using someone who understands your case, understands the media and knows how to keep confidential and privileged information at close hold," said Lavinthal who, on April 21st, will present a CLE in Bucks County, Pennsylvania designed to show plaintiff and defense lawyers how to do their own in-house breaking news media relations.

Attorneys who want a copy of Lavinthal's "Lay Off" brochure should call 215-736-0198 or e-mail layoff (at) prforlaw (dot) com.

About PRforLAW, LLC
PRforLAW, LLC ( has handled more than $1.4 billion in jury verdicts, settlements and pleas including America's biggest whistleblower settlement and three of the U.S. Department of Justice's Top Ten FY 2008 civil fraud settlements for attorneys across the U.S. Our case-specific, project-based services for plaintiff or defense in civil, criminal and regulatory matters are perfect for small to mid-size law firms that want to make the most of a big case milestone without obligating themselves to long-term retainers. No one in the U.S. has Richard Lavinthal's extensive news reporting, news marketing and legal communications background.


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RICHARD LAVINTHAL, Managing Director
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