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Why Marketing and PR Need to Collaborate

There are time-honored ways of telling a law firm’s story – conferences, one-to-one meetings, networking – and of course social media can amplify all of these efforts. They are all worth trying. But thoughtful deployment of a public relations strategy can reach more people, more quickly, and with more focus than anything else. Public relations has long been undervalued as a tool to get a law firm’s message out to current and potential clients and more broadly to the public. By way of example, let’s say your law firm is opening a new practice that focuses on artificial intelligence (AI). You could develop a conference on AI or become a sponsor of someone else’s conference. You could use your CRM system or go to LinkedIn to build a list of people who are AI innovators or whose companies using AI. You could post on LinkedIn or set up a series…

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Unexpected PR Advice for Lawyers from a General Counsel

It’s a gift when an outside lawyer can hear directly from the client what they value most. Noel Elfant, Vice President and General Counsel of DeLaval, outlined the “small stuff” he expects from his outside counsel in this provocative article in law.com last week. I was doing my happy dance when I read this bullet point which hits home with what I advise my clients daily: Keep close tabs on industry news relevant to the client’s business, and share important developments on a regular basis, perhaps with a short, tailored explanation that contextualizes the information for its use. What Elfant is talking about is essentially routine services that benefit the client that doesn’t require a lot of time or specialized understanding – or other types of activities, such as getting to know the client’s business, that lawyers should do on their own time. Elfant emphasized not waiting for the client to ask….

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When is the Right Time to Issue a News Release?

What is the best time of the week to send out a press release? The traditional answer is that Tuesdays, Wednesdays and Thursdays are the best days, while Mondays are rather iffy since people are going to be deluged by emails from the weekend. Fridays, according to traditional advice, are the worst days, especially Friday afternoons and evenings. I am going to register a partial disagreement. When it comes to real, dramatic news such as a jury verdict or an appeals court decision that matter to journalists and their readers, be prepared to issue the release and make your attorneys available at any time of the week, including Fridays (and weekends if needed). The 24-hour news cycle has changed many of the old rules, and journalists want to stay ahead of the news and ahead of their competitors. They don’t put down their phones and tablets just because it’s 5…

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Media Relations, Social Media, Twitter, Uncategorized

Twitter is a Platform for PR Best Practices via the Tweets of Salvador Rodriguez of @Reuters

Twitter has become just as entertaining as a comedy special on Netflix. The happenings around the world and chaos in Washington, D.C., have opened up a whole new profession for serious business reporters – comedy writing. I use Twitter to monitor what reporters are covering more than I use it to post things of my own, so it’s not difficult to miss some of the commentary from reporters projecting their humorous opinions about trends and breaking news. And when it comes to PR advice, reporters also share strong opinions there too. One of my favorites to follow and retweet come from Salvador Rodriguez, an enterprise and cloud-computing reporter for @Reuters. I don’t have much to pitch him on behalf of my clients, but I do enjoy his musings about some of his interactions with PR reps. But before we start, warning Tweet #1: Don’t address him as Slavidor, because he will…

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