What to do when the media gets it wrong

July 17, 2019

What to do when the media gets it wrong

You carefully craft a press release. You go through rounds of internal edits and approvals. The quote is massaged more than LeBron James’ ego. You send it out to the media… and the published story is chock-full of errors.

Sigh.

Unfortunately, this scenario is becoming all too common. In today’s web-driven, social media-centric news landscape, some journalists value being first more than being accurate. Reporters are forced to do more with less, crank out stories faster than ever before and are increasingly focused on clicks and views at the expense of solid, introspective reporting.

At the same time, misinformation now spreads faster than measles at an anti-vaxxers convention. And, once people are exposed to misinformation, it’s incredibly difficult to remove its influence. As the saying goes, mud sticks. So what can you do if the media gets your facts wrong?

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13 blogs legal marketers should follow

July 2, 2019

13 blogs legal marketers should follow

I love a good Stephen King book — and not just because I’m into spooky stories and horror movies. The man can write. He knows how to develop characters, build suspense and illuminate intricacies of the human condition.

Like a lot of things in life, great writing comes with practice and learning from others.

King’s advice? “If you want to be a writer, you must do two things above all others: read a lot and write a lot.”

So, if you want to be a better legal marketer and produce results that get noticed by your supervising attorneys, don’t stop learning. Stay current by following thought leaders and reading blogs that share what’s new and what’s next in legal marketing.

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The hidden costs of cutting your legal marketing budget

June 19, 2019

The Hidden Costs of Cutting your Legal Marketing Budget

Note: This post was first published on the Thomson Reuters Legal Executive Institute blog

It’s the classic chicken-and-egg problem: You don’t have money to invest in marketing, but you need marketing to grow. And while there are plenty of studies clearly demonstrating a direct link between law firms’ marketing investment and financial growth, many firms still choose to cut back on marketing when money gets tight.

This was one of the findings from a recent study by the Thomson Reuters Legal Executive Institute. In the 2018 Dynamic Law Firms Survey, law firms categorized as “static” (no growth or contraction) reduced their marketing spend by 1.7% in 2017. That’s a 5% point difference from “dynamic” (high-growth) firms, which grew their marketing spend by 3.4%.

So why do many law firms still axe the marketing budget first when looking to save money? My guess is that there’s a lack of understanding surrounding the many hidden costs of cutting marketing. Below are seven of these tangible, day-to-day losses and how they impact a law firm long after the financial crunch is over.

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7 decisions to make before beginning a content project

June 6, 2019

7 decisions to make before beginning a content project

Content projects — such as website updates and new bios, practice group descriptions, case studies and project descriptions — may seem simple at first glance. Just figure out what needs to be written, do the research, conduct subject-matter-expert interviews and start writing…. Right?

Not so fast.

Before you ever set fingers to keyboard, you must first make several key decisions that will guide your content project, saving you from future headaches, disagreements and inconsistent (and thus unprofessional) content.

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Differentiate your law firm marketing with personality and a unique voice

May 22, 2019

Differentiate your law firm marketing with personality and a unique voice

What does your law firm’s marketing content say? Does it have a voice? Is anyone listening?

Nowadays, all of us — yes, that includes your firm’s clients and potential clients — are inundated with emails, advertisements, notifications and social media posts around the clock.

That means standing out is more important than ever… but that can be hard for a buttoned-up law firm.

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Law firm diversity: How to showcase your efforts (and not be fake)

May 7, 2019

How to showcase your law firm diversity (and not be fake)

The issue of diversity in the modern law firm is a hot issue right now, and rightfully so: Recent figures from the National Association for Law Placement (NALP) show that in 2018, just one in five equity partners were women (19.6%) and only 6.6% were racial/ethnic minorities.

And just earlier this year, the all-white partner class at an elite law firm stirred a national debate on law firm diversity, including in-depth coverage in The New York Times. (Yeah, you can’t exactly sweep them under the rug.)

This conversation has left numerous managing partners, diversity committees and legal marketers asking:

  • Just how diverse is our firm?
  • Do we do enough to showcase our diversity?
  • What does diversity truly mean at its core?

Spoiler alert: Simply having an inactive “diversity committee” isn’t enough.

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Lessons from the 2019 Legal Marketing Association Annual Conference

April 12, 2019

This week, more than 1,500 attendees gathered in Atlanta, Georgia, for the 2019 Legal Marketing Association Annual Conference. I try to attend the conference every year, as it’s one of the best networking and educational opportunities in the legal marketing profession.

While I couldn’t attend every session (I’m good, but I ain’t that good), I wanted to give you a brief overview of three sessions covering three different, but critical topics: diversity, economic trends and marketing technology.

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How a former journalist can take your PR strategy to the next level

April 2, 2019

How a former journalist can take your PR strategy to the next level

Let’s not sugarcoat it: Journalists and public relations professionals don’t always get along. But, both camps play an important role in the world of communications, and oftentimes one’s job can depend on the other.

If your business is looking to grow its presence and revenue through earned media and public relations, who better to help than someone who’s played for both teams?

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What’s old is new again: Why earned media is rising in importance

March 19, 2019

As digital media companies like BuzzFeed, Vox and Vice have recently lost web traffic and made staff cuts, The New York Times has grown to a record 4.3 million digital and print subscribers while expanding its newsroom to 1,600 journalists, the largest count in company history.

Wait, I thought old-school news organizations were dying? What gives?

Here’s the reality: In a world of fake news (the actual kind), disinformation, bots and social media echo chambers, people are turning to traditional media outlets more than ever for information they can trust.

So what does this have to do with you, the business-to-business (B2B) or professional services marketer?

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6 ways to get the most from your public relations agency [updated]

March 5, 2019

If you’ve ever worked with a public relations agency — or any consulting firm or professional services provider for that matter — you know that the outcomes can widely differ. There are many, many PR firms out there, and their level of expertise, experience and ability to consistently deliver results varies greatly.

But let’s say you lucked out and hired a high-quality public relations agency (yes, that hyperlink is to us… wink, wink). What’s your role in ensuring the success of the relationship?

It’s pretty significant.

As with most things in life, you get back what you put in. A successful PR initiative requires investment — not just the cost of the PR agency, but your own time and expertise.

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