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Public Relations Strategy

Content, Content Marketing, Public Relations, Public Relations Strategy

Is PR Ready for AI?

There’s no question that artificial intelligence (AI) is a “New Big Thing,” one of the innovations that is already changing the business world and will change it more and more as the decade goes on. A basic definition of artificial intelligence is “the simulation of human intelligence processes by machines, especially computer systems.” That is a broad definition. According to that definition, the GPS system in your phone, since it accepts information from you, processes it and guides you to your destination, is an example of AI, and that’s technically true. But as the term is used today, AI generally refers to more sophisticated systems that are capable of learning, reasoning, and improving their own performance over a period of time. Artificial intelligence has begun to penetrate the worlds of law and legal marketing. The January/February issue of Strategies, the official magazine of the Legal Marketing Association, is devoted to…

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Public Relations, Public Relations Strategy

Persuasive Ideas to Become More Persuasive

Public relations professionals frequently need to persuade others – a colleague, lawyer, vendor or client – to take action. The skills critical to being persuasive are an important and underestimated set of competences for us that we ignore at our own peril. Jonathan Fitzgarrald, managing partner of Equinox Strategy Partners, presented a highly relevant webinar on January 24, 2017, on the topic of “Attorney Persuasion – Powerful Techniques for Getting Your Way More Often,” at the Legal Marketing Association’s Public Relations Shared Interest Group (PR SIG). Jonathan noted that any PR person could be better at his or her job if he or she has the communications skills to move people to action. This is not a matter of manipulation but rather a matter of speaking the other person’s language (empathy), understanding the other person’s communication style, and then speaking to them in that manner. The key to doing this…

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Press Releases, Public Relations, Public Relations Strategy

Internal Memos Should be Treated as if they are Press Releases

The old adage that you should act or speak as if the New York Times is quoting you is never more true than in an age of social media? While in most situations, that advice goes a bit far, but it doesn’t go too far in one important area: Law firms should write internal memos as if they could be on the lead page of Above the Law, today or another news outlet tomorrow. As some major firms have decided to raise, or chosen not to raise, their starting associate pay to $180,000, their internal memos to attorneys and staff have been leaked to the media and are out in the open for all to read. That’s not necessarily a bad thing. It simply means that law firms need to expect this type of publicity and treat these memos as if they aren’t just internal communications, but what they actually really…

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Public Relations, Public Relations Strategy

Seven Elements to an Effective PR Plan

Good public relations work, in law or in any other industry, is not the same as committing random acts of publicity. If you were trying to improve your health, you would set goals for yourself (weight loss, blood pressure reduction, etc.), then figure out your tactics (exercise on a regular basis, diet, medicines), then set metrics that mark your progress (lose 15 pounds in two months). In a similar way, your PR work will be most effective if you set forth a public relations plan before you make your first phone call to a reporter or write your first blog post. In addition to focusing your work in a specific direction and increasing your chances of success, having a written PR plan will help convince your clients or your supervisors that you have thought through the firm’s problems and are spending its time and money purposefully in order to increase…

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