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What should be the PR Manager of a law firm and what the company expect from him? How to understand, how well does he do his job? Or maybe lawyers do not need a PR person at all, and they can do that themselves? On the peculiarities of the work of a legal PR Manager and mistakes that he should not be allowed to do, Pravo.ru spoke with managing partners - and PR Managers themselves of leading Russian law firms.

The main divide among lawyers is about whether a PR person is needed at all. His work is often invisible, immediate predictable result should not be expected - but the additional costs are immediately apparent. The result of such uncertainty is the belief that word of mouth is the main engine of sales in the legal business. In general, it does not occur to argue with this, but if the company is aimed at developing and expanding the client base, then the volume of word of mouth should be managed in various ways, using the tools of a PR person.

Natalia Klein , Marketing and PR Director at Pavlova & Partners , is certain that self-reliance, generation of ideas for business development and control over their implementation are of paramount importance for a PR person. While the partner is engaged in legal and managerial work, someone should follow the schedule of ratings, events or monitor publications in the media. "I'm talking about this aspect of the PR Manager's work, because sometimes I see cases when a PR t is sitting and waiting for a job from a partner, and when he gets it, he does not consider it necessary to look into and control the matter to the end. Partner naturally is not happy with this, and this is when the question arises about the need for this particular or another PR person in the company in general,"- explains Natalia Klein.

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