The ultimate law firm marketer holiday gift guide

December 10, 2019

The ultimate law firm marketer holiday gift guide

‘Twas the night before holiday vacation, and all through the law firm, not a body was stirring — except for you, that dedicated marketing director finalizing next year’s budget. OK, maybe you’re also watching for price drops on Amazon. ‘Tis the season, after all. And, since you likely bought, wrapped and sent all the firm’s client gifts, plus dreamed up an awesome holiday e-card, isn’t it time to treat yo’ self a bit?

With that in mind, we’ve compiled the ultimate holiday gift guide for legal marketers. There’s something on this list for everyone — and you might want to share it on your social media so, you know, colleagues and loved ones see it in case they’re at a loss for what to buy you. Printing off copies and “accidentally” leaving them lying around is also acceptable. Make sure to circle your top choices in red ink.

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Spread the cheer! How to do holiday marketing the right way for B2B and professional services

November 20, 2019

Spread the cheer! How to do holiday marketing the right way for B2B and professional services

Ah, the holidays. A time when we’re surrounded by warm wishes, those we love — and a never-ending sales pitch to get us to spend, spend, spend. The holiday fervor seems to start earlier every year, too (I swear I saw toy Santas alongside the American flags in one store this past July 4th). 

This is the noisiest time of year in consumer marketing, with brands of all kinds clamoring for attention. So why would B2B companies and professional services firms — which have much different sales cycles — choose to enter that fray? Wouldn’t it be best to just lie low and go big in January?

Unfortunately, that would mean disappearing from view for weeks, maybe even a couple of months. In today’s connected environment, that can be a death blow when you’re trying to maintain a consistent brand. 

Done tactfully and in line with the spirit of the season, holiday marketing for B2B companies and professional services firms can help you maintain awareness while leaving a warm feeling behind that clients and prospects will remember all year long. 

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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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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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The top 9 media mistakes lawyers make

February 12, 2019

The top 9 media mistakes lawyers make

A solid public relations strategy is an essential part of a savvy legal marketer’s arsenal.

PR is a unique and powerful tool unlike other marketing efforts because it offers third-party validation: When a lawyer is quoted in an online news story, appears as a pundit on a news show or publishes something in an industry trade journal, that establishes his or her credibility in front of potential clients.

A lot of effort goes into securing that perfect PR opportunity: targeting relevant media outlets, pitching an attorney as a knowledgeable source and landing the interview. So it makes sense for lawyers to be prepared every time they jump on a call with a reporter or sit down for a broadcast interview in order to get the most out of it. This includes knowing the most common pitfalls when attorneys interact with journalists.

Here are some of the top media mistakes we’ve seen lawyers make in the past, and how to avoid them.

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3 PR takeaways from Cision’s 2018 ‘Global State of the Media’ report

May 8, 2018

RepInk-blog-CisionReport

Nowadays, the media is the news. With a president who calls the media “fake news” and an overwhelming supply of competing content online, the news industry has been under rapid transformation and intense scrutiny like no other profession in past years.

However, the media — and the public relations profession — are winning.

One stunning proof point: The digital paywall business of “the failing New York Timesis growing as fast as Facebook and faster than Google. Its online subscription sales jumped 46 percent in 2017 to $340 million, and digital ad sales rose 14 percent to $238 million. Subscriptions now make up 60 percent of the news organization’s total revenue.

It’s an interesting time to be in PR.

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Crisis PR and the FIU bridge collapse: 8 ways to prepare your AEC firm for the worst

March 30, 2018

8 crisis PR tips

“By the time you hear the thunder, it’s too late to build the ark.” —Unknown

It’s everyone’s worst nightmare in the architecture, engineering and construction industry: a catastrophic incident with multiple fatalities, and your company is on the line.

That’s the reality right now for FIGG Bridge Engineers and MCM — the designer and builder, respectively, of the pedestrian bridge at Florida International University that collapsed March 15, killing six and injuring 10 others.

The focus now is on honoring the lives lost, determining what led to the collapse and ultimately holding anyone negligent accountable. However, the incident is a reminder of how incredibly important it is for AEC public relations professionals to prepare to respond to such worst-case scenarios.

While every situation is unique, and the experience of a crisis PR professional is invaluable during an event, here are eight ways you can prepare now to protect your firm’s reputation as much as possible in the event the worst happens.

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