Jaffe Associates has been rechristened Jaffe PR in response to what it calls a “shift in the legal marketing industry.”
The legal marketing company explained in a press release that “the term public relations no longer accurately describes what we do for law firms. The more accurate term for our practice is law firm public reputation.”
Jaffe PR describes “law firm public reputation” as the blending of traditional public relations’ tools with new technologies such as social networks, optimized content and Internet marketing.
“Building a solid reputation requires more relationships with more constituents than ever before,” said Liz Lindley, senior vice president of Public Reputation Services. “A law firm’s audiences now span much wider than ever before: prospects, clients, referral sources, laterals, employees, bloggers, journalists, rankings’ publishers, event organizers and more.”
A new Web site has been launched to go along with the name change, which utilizes Web 2.0 tools including blogs and video.