The Alllegheny County Bar Association's Today's Attorney campaign, which began with the Aug. 8, 2003 edition of the Lawyers Journal, focuses on a central theme of “Raising the Bar on Legal and Community Service.’’ The ACBA will feature either a full-page or half-page ad in every other issue of the Lawyers Journal for an undetermined amount of time.
“While we begin our public relations and media relations efforts externally, it is important that we communicate with our members about what our messages are going to be,’’ said Tom Loftus, Director of Marketing and Media Relations for the bar association. “The ultimate goal is to improve perceptions and raise awareness of the good things attorneys do.’’
Seven ads have already been designed by the ACBA staff and approved for publication. Additional ads will be created on an as-needed basis at no cost to the association, because they are designed by staff members.
All of the ads will contain three major elements, including a “Today’s Attorney’’ heading that sends a message that this is happening now, a brief statement that reinforces the positive image of attorneys, and a closing caption that reads “Allegheny County Bar Association - Raising the Bar on Legal and Community Service.’’
The inaugural, full-page ad showcased the statement “Today’s Attorney … believes everyone deserves a great defense.’’
“While obviously everyone wants to win their cases, we all want to ensure that justice is served, which means that everyone deserves a great defense,” said Loftus.
Loftus said every advertisement would reflect a positive statement about how attorneys are committed to providing excellent legal and community service. The ACBA welcomes feedback and suggestions from its members.
“In fact, our whole public relations effort is in response to our member survey last year which revealed that our members thought the ACBA should be doing more to raise awareness and promote positive perceptions of attorneys,’’ added Loftus.
“We don’t want to rest on our past accomplishments. Instead, we want to raise the bar and let people know about the good things our members are doing.’’
Loftus said the campaign might be unveiled on an external level if the association can obtain the necessary funding or find a sponsor. For example, a law firm might want to put its name alongside the ACBA’s name on a particular ad.
Loftus would like to see the ads appearing in local newspapers and possibly on billboards and other venues where they can be seen by consumers. Placement of the ads is especially important in the association’s mission to be a source of legal information for consumers.
“These ads send out a good message not only about the Allegheny
County Bar Association members, but also about all attorneys,’’
said Loftus.