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Traditional media continue to evolve and constrict in a marketplace consumed by non-traditional influencers, including bloggers, social media stars, bots and even your Uncle Joe. (Anyone with a device connected to the Internet can potentially gin up convincingly real “news” with the right window dressing and keen targeting of messages online.) Accordingly, the art of media relations is more important than ever to make sure PR professionals are doing all we can to influence the dwindling number of legitimate journalists while managing and enhancing the public reputations of our law firm clients.
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Linking Content into the Client Journey: Why Content Experience Matters
By Jennifer S. Bankston
One of the most effective components of legal marketing is thought leadership content. With today’s available palette of media tools, law firms are able to design, build and customize the content that their client’s experience like never before. Ensuring that this “content experience” is profound and impactful is a necessary and critical endeavor.
Sales Speak: Strategies to Avoid or Reduce Billing Rate Discounts
By Eric Dewey
Requests for discounts have become a routine step in the legal services purchasing process. Lawyers face the uncomfortable task of defending their billing rates in both RFPs and client pitches. But too often, lawyers don’t make an effort to resist giving a discount when asked. Mostly because they haven’t been trained in how to do it.
Why Accountability in Law Firms Is So Challenging
By Marcie Borgal Shunk
In an era of “what’s in it for me,” leaders seeking to ensure the long-term well-being of the firm and its talent often find change initiatives especially challenging.
Digital Dive: The Not-Doing List: Focusing Your Strategic Marketing Plan
By ssalkin
Sometimes, we over-engineer solutions. And most often, we don’t need to.
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