Tag: Public Relations

Evolution of Legal PR in 2016: Three Expert Opinions

Legal public relations has undergone a transformation as significant as any other aspect of law firm marketing has experienced over the past six to eight years. The economic downturn had an effect on law firm budgets, so the industry challenged itself to come up with more creative, yet less expensive, strategies that would still allow a firm’s thought leadership to reach critical audiences. Recognizing the benefits of public relations, including its wide reach and cost-effectiveness, law firms began leveraging the power of publicity even more, helping to fuel an evolution that has been dramatic and is still accelerating.

So as 2015 wraps up, what can we expect next year? I turned to three in-house legal PR professionals to ask for their opinions, examples and advice about what’s next for legal media relations. Meet Johanna Burkett, Public Relations Manager at Baker Donelson; Michelle McCormick, Director, Communication, at Bracewell & Giuliani LLP; and Michele Apostolos, Director, Marketing and Communications, JAMS.

Legal PR Is Evolving

Johanna Burkett Baker Donelson

When asked about the most important trend or shift in legal PR that has changed their PR strategy in 2015 or will do so in 2016, Ms. McCormick said, “The channels we use to tell our story are changing. A straightforward media campaign is no longer enough. We have to think about blogs, video, social media and how to get content into the hands of our clients and targets. We are all facing information overload. You need a tight, timely message to cut through the noise.”

Ms. Apostolos saw value in a strategy this past year that is reaping benefits, with plans to continue. “We increased our native advertising during 2015 and will likely double that activity next year,” she said. “Our PR and content manager, Tori Walsh, is responsible for the procurement of articles and managing the editorial calendars for these opportunities. Native is a key hybrid PR-advertising tool, which can be tracked and allows flexibility for content adjustments along the way.”

“PR is shifting toward playing a greater role in business development,” said Ms. Burkett. “By working with key practice areas to understand their business development goals, PR professionals can design a strategy that aligns with and can support business development initiatives. Making PR an integral part of the business development efforts adds to the value that PR brings.”

Marketing Will Continue to Integrate

All three recognize the importance of the convergence of media relations, content marketing and digital PR. Over the past year alone, more and more marketers are finding ways to align all marketing tactics via an integrated approach commonly referred to as “integrated marketing.”

“All these elements are essential to a comprehensive and integrated approach to PR,” said Ms. Burkett. “Oftentimes, when people think of PR, they likely think solely of the media relations aspect of PR. But PR is public relations, not just media relations, so an effective PR strategy should also encompass those channels outside traditional media that have the potential to shape public perception. And content marketing and digital PR typically allow for greater control of the message and offer a more direct channel to the audience. PR packs a bigger punch with a combination of earned, owned and shared media.”

Michelle McCormick Bracewell Giuliani

“This convergence is a positive trend because it allows us to be strategic and to coordinate our targeted messages across many mediums,” said Ms. Apostolos. “One unexpected result is that it has actually facilitated a closer working relationship among our communications team because people from different functions are collaborating more.”

Ms. McCormick said, “We don’t really have the luxury of focusing in one area anymore. We need to work across a variety of distribution channels. Media relations is still important, but it is not enough to get your message out. You need to be thinking broader. How can you use social media? How can you use video? We have been working hard over the last two years to incorporate more video into our efforts. It can be a bit of a challenge; you need to build champions.”

“We have been doing a lot of work on attorney bio videos and office videos, trying to show the personalities of our attorneys and each office, and they are all different,” Ms. McCormick continued. “Recently, we got a great piece of client feedback on our Dubai office video. The attorneys there were really pleased that people were responding favorably and that the video was helping them showcase more than just the one touch some clients might have with their lead attorney.”

JAMS also recognizes how effective video can be to the PR effort, and this year used video for its promotion of Mediation Week, an American Bar Association effort. “We used ‘#mediationworks’ in conjunction with a video campaign in which our mediators spoke about cases they resolved and the benefits of mediation,” said Ms. Apostolos. “Through this video initiative, we gained new Twitter followers and our LinkedIn analytics spiked during the month of October when the videos were shared.”

The Importance of Professional Development

Given the fast-paced changes occurring in the public relations field, continuing education is more important than ever. The three PR pros I spoke with had resources in common that prove to be helpful in their personal professional development and in helping to keep them on top of their game.

“The Public Relations Society of America (PRSA) is a tremendous resource that offers numerous ways to stay informed,” said Ms. Burkett. “Their regular ‘Issues & Trends’ emails feature the latest articles from a variety of publications, highlighting topics related not only to PR and digital media, but also leadership and general business trends. PRSA’s on-demand webinars cover a range of topics, and local chapters offer the opportunity to network, discuss challenges and share best practices with other PR professionals. And, of course, the Legal Marketing Association (LMA) is another invaluable resource. To be able to connect directly with other PR professionals who work in the legal field is very beneficial in helping to stay on top of issues that are specific to the legal profession.”

Michele Apostolos JAMS

“Ragan.com has a lot of good tips and articles, and I’ve greatly benefitted from Ragan’s trainings in the past,” added Ms. Apostolos.

Ms. McCormick echoed similar resources. “I am a member of PRSA and LMA, and I am ever hopeful that we can get our local LFMP [Law Firm Media Professionals] chapter back up and running. I follow a lot of great peers I have met through these groups online and learn a tremendous amount from what they post and share on social media. I also enjoy Ragan’s PR Daily.”

The Next Generation of Legal PR Pros

Young legal PR professionals continue to be attracted to the field, and the three experts offered advice about PR skills for the next generation.

“Strong writing and effective storytelling are essential and timeless skills. While the formats may change over time, these foundational skills are absolutely necessary to differentiate yourself,” said Ms. Apostolos.

Ms. Burkett also advocates for the importance of strong communication skills. “From being able to write – whether it’s a press release or an email – to being able to talk to and maintain strong relationships with your clients and media contacts, being a good communicator is vital. And these days, it is a skill that is scarcer than people may think.”

Ms. Burkett continued, “Another important skill is storytelling – not just knowing how to tell a good story, but knowing when there is a good story to tell, and sometimes knowing when there isn’t a story to tell. Being able to recognize the difference greatly improves your value to your clients and to the media you work with.”

Ms. McCormick recommends developing your psychic tendencies. “Try to think of the questions your attorneys are going to ask before they do, and give them the answers. And then think about the questions they should ask you – and maybe don’t – and answer those, too. Don’t be afraid to ask questions. You are the subject-area experts in communications, but you are not in your attorneys’ areas of practice. If you don’t know what they are talking about, ask. You look much more foolish pretending you know or assuming.”

Ms. Burkett imparted final words of wisdom about the state of legal PR. “It would be easy to just say that the only constant is change,” she said. “While change is inevitable and being able to adapt to change will always be important, there is another constant in PR: relationships. Building and maintaining relationships with media and creating relationships between your clients, the media and the public are the foundation of what we do. Strong relationships will always be an important part of PR, regardless of whatever changes the profession may experience.”

Article By Vivian Hood of Jaffe

© Copyright 2008-2015, Jaffe Associates

Positive Media Exposure: Elevate Your Practice and Your Firm

Legal Marketing Association Southeastern Chapter

Your business is on the rise yet every time you scroll through your news feeds, read the newspaper, or watch a news show, you find your competitors highlighted everywhere instead of you and your business. You want this kind of coverage, but you are short on time due to your demanding work schedule, board activities, community involvement and family engagements. Dealing with the media also feels uncomfortable and you fear that reporters will not tell the story correctly. Sound familiar? This is what we discovered when we asked our clients (i.e. very smart lawyers we love to work with!)

To be fair, media interviews can be a daunting experience for almost anyone. These feelings are compounded by the notion that subject matter experts may believe that reporters and interviewers are out to get them. The truth is, the media should be treated just like a client. A great majority of reporters are cordial people who are assigned to cover a story on a topic. It is their job to talk with various sources, research the topic, and educate the public. Yet, almost always, reporters are on deadline while juggling other priorities assigned to them on any given day. Their challenge is to collect a depth of accurate information in order to inform the public and meet a tight deadline. Does that sound like a client? Have you ever received a call or an email from a client who needs to know the latest on a particular issue and has questions they need answered right away? It’s not that either is out to get you, rather each need to be educated so that they can succinctly and accurately inform their audience, be that a reader or a senior executive.

What you must realize is that the interviewee is often more knowledgeable on a subject than the interviewer, therefore you should approach the interview with full confidence and take advantage of the opportunity to provide useful and practical information. After all, this is your opportunity to shine and help educate the public. Here are some tips to ensure a successful media interview:

  • Similar to preparing for a case, successful media messages depend on preparation. Pick a story angle ahead of time and stick to it thought the interview. This bolsters your ability to serve as a subject matter expert.

  • Consider all of the difficult questions that may be asked and prepare answers. This critical step will help you from being caught off guard.

  • If you are asked a challenging question that you did not consider or are asked to talk about something that you simply can’t discuss, you can maintain control of the interview by using bridging techniques with phrases like: “before we leave the subject, let me add that …” “And the one thing that is important to remember is …” “While this is important, it is also important to remember that…”

  • Reporters love to use research and statistics in their stories as much as lawyers do. Feel free to prepare some stats and takeaways for reporters to help emphasize the story angle you are trying to promote.

  • Reporters are trained to listen. Just because a reporter puts away a notebook, a microphone or turns off a tape recorder doesn’t mean the interview is over and you can say anything without it being used.

  • Reporters hate when someone misleads or lies to them. They don’t like it when their stories have to be corrected through no fault of their own and because of inaccurate information provided to them. Accuracy is a gold standard for reporters. Help them achieve it and you can bet they will come back to you with another interview opportunity.

  • Instead of using industry jargon, speak in simple terms to appeal to the general public and potential clients. The reporter will most likely use those comments word-for-word which earns more thought leadership clout.

  • Body language can be just as important as words. Keep your arms loose and gesture naturally. This will help you appear calm and confident. Don’t cross your arms, your legs or put your hands in your pockets. Strive for a relaxed and happy face. Again, you are the expert who has the opportunity to share your knowledge.

  • Some reporters will ask you to spell your name on camera or tape so the editors can include it in the caption. If they don’t, be sure to spell your name and your firm’s name so they can include it in their story correctly.

  • Whether your story appears online, in print, radio or on television, don’t forget to engage in the digital space. Update your social media channels, website and blogs before and after the interview to continue the growth and expansion of your online brand.

Representing your business and knowledge base to the public is extremely important for you and your practice. Keeping these general media tips in mind puts you at a greater advantage to deliver a successful message and stay in front of your clients. With this said, remember to stay positive and have fun! And of course, call the Marketing Department or your public relations representative to work on a customized approach for each story.

ARTICLE BY

Ioana Good
Ryan King
OF
Legal Marketing Association Southeastern Chapter