The SRA wants to make it easier for law firms to develop new ideas with the help of ‘safe spaces’ for innovation.
It says that following a consultation last year, the Innovate initiative will continue to encourage the development of new services while ensuring proper safeguards for the public are in place. Early indications from the pilots are that this type of facility is useful for small firms, larger providers and new entrants to the legal services market.
Many firms provide a legal news service as part of their marketing efforts and as a way of providing extra value for clients.
The problem is that while it’s easy to start a service highlighting legal developments, it can be difficult to maintain. After a few months, the enthusiasm begins to wane and the articles start to dry up. Before you know it, you have a news section that is six months out of date. Then it becomes a little counterproductive – making you look out of touch rather than up to the minute.
As with so many things in life, timing is vital when it comes to producing law articles as a way of marketing your firm. Good timing can improve your chances of getting your article published in the media and it can help maintain a steady flow of material for your website news section and social media outlets.
As lawyers you have certain advantages over many professions when it comes to finding ideas for articles because you work every day with a subject that governs our lives. Your potential readers are already pre-disposed to be interested in your article because the law affects them, their families and their businesses. Not every profession can say that.
Marketing legal services can be difficult and expensive, so wouldn’t it be nice if there was an easy way to get some publicity for free?
It could be a lot easier than you think.
If you follow the business pages of most local and regional newspapers you will find numerous articles in which law firms literally get publicity just for doing their everyday work.
Imagine if your law firm was put to the test by a secret shopper – someone like TV celebrity guru Mary Portas, otherwise known as Mary Queen of Shops.
How would it fare?
After a high powered career in retailing, Portas forged a media career by visiting shops unannounced and then returning to offer advice on how things could be improved – all in the full glare of the cameras.