Lawyers Must Retain Their Right to Advertise
Lawyers who take advantage of the media’s many advertising methods have recently come under fire. It’s been argued that advertising on radio, and especially television, places the profession in an unsavory light.
But used properly, media advertising can be valuable to criminal defense attorneys trying to make themselves available to a wide audience and to potential clients.
I spoke with Jeffrey Berns of Berns & Ghiglia in Canoga Park about their extensive advertising campaigns, their advertising philosophy and their results. For every fifty inquiries Berns & Ghiglia receive from a radio ad, one is secured as a client; yet, during the free consultation, the other 49 callers often receive valuable guidance as they are apprised of their rights.
Berns & Ghiglia and my firm have found radio advertising to be more cost effective than television since it has fewer production requirements. Radio also has proven to reach our target audience in their homes, offices and – perfect for Southern California – their cars.
