Promoting Your Law Firm’s Efforts

This resource will provide your law firm with some tips and suggestions for promoting your reconciliation work and a template for a press release.

ACCESS THE MEDIA RELEASE TEMPLATE

You can create a PR/Media Strategy with these elements:

  1. Create a Clear Message. Do you want to highlight your Reconciliation Action Plan? Do you want to highlight your Indigenous Advisory Committee? Do you want to celebrate your Indigenous lawyers and staff members? Is it something else about T&R that you want to promote?
  2. Develop your communications tools. Will you write a press release? Develop a message for your website? Speaking points or a presentation for your senior executive to deliver? Determine which tools you will use (there could be different tools for different messages).
  3. Consider Your Audiences. Do you want to get the attention of your provincial/territorial law society? Local media in the city/cities where your office/s are located? Indigenous media? The law/legal community? Determine your audiences (there could be different tools and messages for different audiences).
  4. Reach Your Audiences. Each audience may involve different methods and use different vehicles. For example, if you want to highlight your work with the law/legal community, you might try to get an article in a law society journal or on a CBA podcast or publication. If you want to raise your profile in the regions where your office (or many clients) are located, you might reach out to neighbouring First Nations/Inuit/Métis communities or organizations or a local Friendship Centre and send a press release or post on their social media sites.
  5. Assign Spokespeople. Who speaks on behalf of your law firm regarding T&R? Who will speak to the media? Who will be quoted in press releases? Who will prepare social media posts? Whose email address/phone number will be made available to media and others interested in your T&R work? Determine who will be responsible for representing your law firm.
  6. Build a schedule. Create deadlines and dates for when your messages go out.
  7. Implement your PR/Media Strategy. Pull all of the above elements together into your PR/Media Strategy and roll it out.