Call 855-808-4530 or email GroupSales@alm.com to receive your discount on a new subscription.
As mentioned in a prior article, I was fortunate to spend the early part of my career in Silicon Valley working for technology companies (See, “Those Were the Days: Lessons from Silicon Valley’s Marketing Culture,” MLF, July 2018. In my roles, I worked with the chief executive officer and other members of the leadership team on various media opportunities — product launches, press/analyst briefings, and radio and television interviews. On one memorable occasion, a week or so after a rather contentious press junket interview with a very influential journalist regarding the state of our industry sector, our CEO entered my office with a look that to this day causes me to break out in a cold sweat whenever it climbs back into my consciousness. He tossed an industry publication on my desk, the same one with which we had the difficult interview, and told me to read the published piece. I did. He asked if I noticed anything odd. I could only assume he was referring to the fact that our company was not mentioned anywhere in the article, while our competition filled the two pages of text. I was actually relieved. Most of our key rivals took a beating in the write-up. We were spared! I guess my post-interview discussion with the editor had worked some magic. So why was our CEO so upset? “David,” he said. “There is no such thing as negative PR. If the press isn’t talking about us, we are as good as dead.”
By John J. Buchanan
While it’s great to create a ton of content, without any kind of plan or guide, your content (and messaging) is all over the map. In order for your content to have real impact and to effectively support your firm’s business development goals and objectives, you need to have a “content strategy.”
By Mike Mellor
Nine ways you may be hindering your efforts to win new legal business, and a few ideas on how subtle improvements can maximize both success and overall win rates for firms and attorneys.
By Jennifer Bettencourt
Building rapport with prospective or existing clients and referral sources requires intentional ongoing communication and patience. When relationships fail to progress, it is most often due to a lack of follow-up.
By Michelle Calcote King
Instead of the “Did X for X” format, law firms must embrace a more strategic — and effective — approach by writing case studies in a “mini story” format that focuses on typical client pain points and illustrates the firm’s unique value propositions.