Tag

Public Relations

Content, Content Marketing, Data, Public Relations, Research, Website Content

Developing Law Firm Content like a Hollywood Script

“Law is a talent business, like Hollywood,” said Brian Kiefer, Director of Communications at Seyfarth Shaw LLP, speaking at a webinar June 19 sponsored by the Legal Marketing Association’s Public Relations Shared Interest Group (SIG). In the webinar, titled “Building Blockbuster Content into a Thought Leadership Franchise,” Kiefer focused on Seyfarth Shaw’s annual Workplace Class Action Report, now in its 15th year, that has become indispensable for class action defense lawyers. Kiefer continued the analogy to the entertainment industry throughout the webinar. “There are so many parallels between what we do as marketing and PR people to bring content into the marketplace and what Hollywood does,” he said. “Our first step is to align talent with content, like casting a film. It’s important to cast the right lead. The lawyer who is to be the face of the franchise can either be a highly experienced attorney or a relative unknown…

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Events, Media Relations, Media Strategy, Public Relations, Public Relations Strategy

You’re Invited to Promote This

At the Legal Marketing Association conference in New Orleans in early April, the PR Pre Conference hosted a panel, “You’re Invited to Promote This.” The discussion centered on how law firms can generate their own PR from events they host or produce. Moderated by Elizabeth Lampert, president of Elizabeth Lampert PR, Carrie Brunelle from Baretz + Brunelle; Royal Simpkins, director of branding and communication at Bryan Cave LLP; and Anne Gallagher, director of global communications at Jenner & Block LLP shared their experiences with event PR. The speakers pointed out that just like most PR matters, this type of promotion is far from an exact science. A firm can spend a good deal of money and time promoting an event or a theme and can gain a commitment from a reporter – but the reporter might fail to show up or to pursue the lead because of factors that are out…

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Public Relations

You’re Hired! Finding the Right PR Talent

It is no longer enough to be a hard worker and team player. The skills valued by PR professionals and their bosses mirror some of the qualitative traits most coveted by employers in any industry. The just-released Global Communications Report, by the University of Southern California’s Center for Public Relations provides some interesting data on current trends in the media and in the world of public relations. Last week, I wrote a post exploring the changing media mix and the projections for further, possibly dramatic, change in media usage anticipated in the next few years. The study also shines a light on another challenge that has not received adequate attention in our industry: hiring the appropriate talent. One of the key conclusions of the USC report is that there remain questions today about the PR industry’s ability to attract the right talent. In fact, top executives in PR agencies and in…

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Journalism, Media Relations, Public Relations

Making the Transition from Media Hack to Law Firm Stooge

We see the notices almost daily about a reporter leaving the news business and moving to the (more lucrative) in-house communications positions. Just last week it happened again as a senior legal affairs reporter is leaving the San Jose Mercury News to join leading global law firm Orrick. It’s a good get for the PR team at Orrick, because after all, who would know better how to work with a lawyer and sniff out a story than an experienced journalist. But leaving a career as a journalist to join a firm is much more than just a change in job, it has to include a change in mindset. As the Internet has made reporters’ lives more stressful more and more are choosing what appear to be the greener pastures of PR. It’s a transition I successfully navigated nearly 16 years ago, and requires some thought and reflection. Here are a few…

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