Post on 24-Jan-2016
Ethics of Marketing & Public Relations Just JDs: Biz Dev Strategies for Lawyers
Legal Marketing AssociationDenver, 2010
Presentation by:
John HellermanHellerman Baretz Communications LLC
andGina F. Rubel, Esq.
Furia Rubel Communications Inc.
Agenda
Marketing vs. Public RelationsEthical ConsiderationsEffectiveness of Public Relations (Recent
Research)Proper MessagingMaximizing PR’s EffectivenessQ&A
Marketing
vs.
Public Relations
The Tool Box
…Some call it Advertising
…Some call it Marketing
…Some call it Business Development
…Some call it Branding
…Some call it PR
We call it Communications
Product (attributes & packaging) Price
Promotion (Offers) Place (Distribution)
The 4 Ps4 P’s of Product Marketing
Customer Solution Cost
Communications Customer Service (Interaction)
The 4 Ps4 C’s of Service Marketing
The Magic 3
Finding
Knowing
Choosing
Market Access
Differentiation
Selection
Results
Reputations
Relationships
P&G as a Law Firm
Procter & Gamble’s Products:
A Law Firm’s Products:
The “Branding Process”
A firm becomes branded by the reputation and performance of its partners and associates over time.
(The more lawyers with credible reputations within the firm, the better.)
The Prism
Talent is the Product
The Firm is a Product Marketer
Shift Your Focus to Help the Firm Secure Talent-New Business Will Follow
Ethical
Considerations of
Law Firm Communications
ABA Model Rules of Professional Conduct
Rule 3.6 Trial Publicity Rule 4.2 Communication with Person Represented by Counsel Rule 4.3 Dealing with Unrepresented Person Rule 7.1 Communication Concerning a Lawyer's Services Rule 7.2 Advertising Rule 7.3 Direct Contact with Prospective Clients Rule 7.4 Communication of Fields of Practice and Specialization Rule 7.5 Firm Names and Letterhead
Rule 8.5 Disciplinary Authority; Choice of Law
Legal Communication Do’s
Establish policies and compliance procedures Adhere to rules of all states where you do business or
seek clients Keep records / copies Steer clear of testimonials Avoid subjectivity Incorporate all necessary language Use disclaimers
Legal Communication Don’ts
Overtly solicit business Give legal advice Use subjective language referring to attorney or firm Create unjustified expectations Compare attorneys or firms Talk about pending cases (material prejudice) Ignore your state’s rules of conduct or multi-
jurisdictional considerations
Effectiveness
of
Public Relations
The Purpose
Use uncontrolled, and therefore credible, participatory channels to
create, influence, and maintain
LUCRATIVE RELATIONSHIPS
“To make my firm money”
Proper Messaging
What is News?
Proximity: Does the news effect the outlet’s audience?
Impact: How much does the news effect the outlet’s audience? More impact = Higher news value.
Unusualness: Is the news different from the ordinary? More unusual = Great news potential.
Timeliness: How current is the news? Prominence: Who is involved? Conflict: Tension = News
Creative
Ask business managers and in-house corporate lawyers the thing that drives them crazy about lawyers, and one of the most common responses is the time they spend waiting for a call back.
“It’s absolutely one of my top three issues,” says James R. Jenkins, Vice President of Legal and External Affairs for United States Cellular Corp. in Chicago. “When I pick up the phone to talk to a lawyer, it’s not about the weather; it’s because I have an issue.”
Mr. Jenkins cites responsiveness as a key reason that his company has long used the labor and employment law firm of Laner Muchin, which guarantees clients a call back within two hours.
Typical
On July 16th, the law firm of Boring & Dull will sponsor a seminar regarding the newest Sarbanes-Oxley regulations and their effect on corporations of all sizes.
Creative
Sarbanes-Oxley regulations will cost American corporations more than $55 billion, and that’s only if they follow the rules.
“The tab for even the slightest non-compliance will cost a company millions of dollars in fines and ‘fit-it’ fees,” explained Steve Exciting, a partner in the law firm of Savvy, Power & Wealth. “Companies can save themselves lots of headaches and lots of dollars if they know what to do.”
On July 16th, Savvy, Power & Wealth will sponsor a seminar for GCs of mid-size companies ($50 MM - $500 MM) regarding the newest Sarbanes-Oxley regulations and what they can do to avoid costly fines.
Typical
Laner Muchin today announced that it has introduced a “Two-hour Call Back Guarantee.”
Clients and prospects of the firm will receive a return phone call within two hours of leaving a message.
Maximizing PR’s Effectiveness
6 Ways to Maximize Effectiveness
Measure What Matters Think in Campaigns Develop Branded / Strategic Content Leverage Successes Harness Web 2.0 Evangelize Public Relations as Biz Dev Tool
Measure What Matters
Ad equivalency measurements and fat clip books are meaningless to law firms.
Reach is not as important as credibility.
Where’s the RFI? “Relationships From Investments”
Relationships Are What Matter
Energy spent generating interviews leading to third-party quotes should be shifted to generate speaking and
publishing opportunities.
Doing so will generate more of everything over time.
Think in Campaigns
Focus on a narrow, niche issue Position yourself as an “expert” Create blogs, white papers, webinars, podcasts, etc. around the issue
Benefits: Strategic Easy to Measure & Manage Relevant to ExCom Attracts Clients Material for Reprinting and Distributing
Develop Branded Content
Bringing expertise to market is made safer
when firms do it through branded and strategic
content.
Talent can walk; firm-owned, branded content
can’t.
Harness Web 2.0 Make getting the info easy. Give reporters options. Don’t hold back information they
are going to get in time anyway Recognize the credentialing power of
your prospects’ social networks; a reprint from an unknown media outlet referred by a “friend” can be more powerful than one from the Wall Street Journal they find on their own.
Widgets
VideoSharing
Tagging
SocialNetworks
RSS Podcasts
PhotoSharing
Micro Blogs
MessageBoards
Chat Rooms
Blogs
Social Media
SOCIALMEDIA
Leverage Success
These aren’t just nice placements. They are excuses to connect with people. Use them as valuable selling tools that create,
influence, and maintain lucrative relationships.
AND DON’T’ FORGET SOCIAL MEDIA
(Create only what is worth reprinting.)
Speakers
John E. Hellerman
Hellerman Baretz Communications LLC
202.274.4762 Direct
202.841.8153 Mobile
jhellerman@hellermanbaretz.com
www.hellermanbaretz.com
Gina F. Rubel, Esq.
Furia Rubel Communications Inc.
215.340.0480 Office
215.704.6090 Mobile
gina@furiarubel.com
www.furiarubel.com