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Jaffe PR's Marketing Tips for September 17, 2009
September 17, 2009
Classic PR Tip
Get Extra Mileage Out of Attorney Nominations
You spent hours working on an attorney’s nomination for the latest ranking and thought it was a winner, but in the end it was not selected. Now you probably feel that your efforts were all for nothing. Rather than simply accepting defeat, instead realize that there are many additional ways to use that nomination to its fullest. First, there are undoubtedly other lists for which you can easily repurpose the nomination with minimal effort. Secondly, take this as an opportunity to update the attorney’s Web bio. It will include his/her most current and noteworthy accomplishments and will no doubt give new life to an aging bio. The only rule about writing a nomination is that you should never use it just once.
PR 2.0 Tip
Use Your Latest Nomination to Update Your Social Media Bios
As you write the latest nomination for one of your attorneys, you should feel a sense of déjà vu, and not because you have written a million of them over the course of your career. The most efficient way to submit a nomination is to repurpose ones you have already completed so that you are simply updating those you have already spent hours writing. You can take it even a step further by also using these nominations to update the attorney’s bio online, including those on social media sites. Make the nomination process an opportunity to update attorney bios on sites like LinkedIn, Twitter, and Legal On Ramp. Social media is immediate and timely and you should be too.
Jaffe PR's Marketing Tips for September 10, 2009
September 10, 2009
Classic PR Tip
Preparing the dreaded 2010 Marketing/PR budget: It’s prime time to increase your market share
Labor Day has passed and while you’re not looking forward to drafting your marketing and PR budget for 2010, you know it must be done. While the current economic conditions have necessitated budget cuts in certain areas, now more than ever, marketing and PR can actually help your firm increase its profile and market share. Firms that choose to scale back risk losing critical ground.
You need the appropriate staffing and external resources to take full advantage of the opportunities at hand. In advance of your budget proposal, compile a brief presentation for your budget or management committee about gaining market share through creative marketing and PR in the current legal and economic climate. Some points to include:
It’s time to take action and seize your share! For more information, please contact Pam Woodman at woodmanp@jaffeassociates.com or 608-245-9223.
You need the appropriate staffing and external resources to take full advantage of the opportunities at hand. In advance of your budget proposal, compile a brief presentation for your budget or management committee about gaining market share through creative marketing and PR in the current legal and economic climate. Some points to include:
- Article content is in demand, given reductions in staff at top publications nationwide, coupled with the expansion of daily online publications.
- Missing the mark for just one year in national rankings like Chambers will set you back in the eyes of your clients and peers.
- Don’t get caught without a messaging and communications strategy to manage not-so-great news. The damage can explode exponentially and follow your firm’s name indefinitely in the age of the Internet.
It’s time to take action and seize your share! For more information, please contact Pam Woodman at woodmanp@jaffeassociates.com or 608-245-9223.
PR 2.0 Tip
Social media has a place in your 2010 budget: Plan and participate or be left behind
The majority of law firms nationwide are still grappling with the benefits of involvement in social media, from blogging, e-campaigns and advanced Web site technologies to Legal OnRamp and Twitter. While social media has its proponents and detractors, don’t let the naysayers diminish the importance of these new communication tools to your business development efforts and bottom line. As you put together your 2010 budget, you should give serious attention to advancing your firm’s participation in burgeoning PR 2.0 platforms. The cost of social media efforts is minimal and getting ahead of the law firm curve is priceless.
To lay the groundwork for including PR 2.0 in your 2010 budget proposal, develop a brief memo for your budget or management committee about the importance of developing and implementing a social media plan. Points to include:
It’s not going away, so it is absolutely time to take PR 2.0 and social networking seriously and get an appropriate social media plan in place! For a free consultation in social media planning, please contact Vivian Hood at hoodv@jaffeassociates.com or 904-220-1915.
To lay the groundwork for including PR 2.0 in your 2010 budget proposal, develop a brief memo for your budget or management committee about the importance of developing and implementing a social media plan. Points to include:
- The costs of blogging and other social networking are minimal.
- Social media can effectively position lawyers as thought leaders among key audiences.
- It’s changing the way lawyers work with their clients and how law firms are hired.
- Content may be re-purposed from existing marketing materials such as client alerts, or even outsourced, limiting time investment.
It’s not going away, so it is absolutely time to take PR 2.0 and social networking seriously and get an appropriate social media plan in place! For a free consultation in social media planning, please contact Vivian Hood at hoodv@jaffeassociates.com or 904-220-1915.
Jaffe PR's Marketing Tips for August 26, 2009
August 26, 2009
Classic PR Tip
Showing Gratitude When You’ve Made “The List”
Whether it’s an outstanding ranking in Chambers USA, inclusion in the Legal 500 or acknowledgment by Benchmark Litigation, don’t overlook the role that your clients played in your achievement. Showing your appreciation is so important to maintaining and strengthening client relations.
Many law firm ranking opportunities require submissions of client references as part of the evaluation criteria. Clients often go out of their way to give an attorney or a firm a rave review. When the results are in, be sure to thank your clients for their time and recommendation.
A personal email will often do the trick, but some firms choose to design an eye-catching, digital announcement that is distributed more widely. Either way, the purpose of the note is to say that the firm was honored in the list, promote its depth and breadth of experience, and thank clients for putting in a good word for them.
Many law firm ranking opportunities require submissions of client references as part of the evaluation criteria. Clients often go out of their way to give an attorney or a firm a rave review. When the results are in, be sure to thank your clients for their time and recommendation.
A personal email will often do the trick, but some firms choose to design an eye-catching, digital announcement that is distributed more widely. Either way, the purpose of the note is to say that the firm was honored in the list, promote its depth and breadth of experience, and thank clients for putting in a good word for them.
PR 2.0 Tip
The Power of a Recommendation: Use LinkedIn to Build Business
Lawyers are using LinkedIn more and more these days to develop business. Our past Marketing Tips have encouraged lawyers to populate their LinkedIn profiles with searchable words and phrases to maximize search results, and to use the Q&A sections more frequently, with disclaimers. LinkedIn also gives its members the opportunity to provide recommendations. Recommending a colleague that served as co-counsel, a court reporting service, or even a Web site developer that worked to the eleventh hour to complete the firm’s site redesign is a generous gesture one that is simple to use on LinkedIn.
From a marketing standpoint, each time you recommend someone, your own name, firm name and reputation become more visible. The recommendations you give, as well as those that you personally receive, serve as a roadmap to the company you keep, providing a glimpse of the type of person you are and what you might be like to work with. Not only will the added goodwill eventually work its way back to you, but it also beefs up your profile with positive feedback. These rave reviews can help you reach more LinkedIn members and support your business development goals. A recommendation, on its own, may not close a sale. But, since you know that prospects and referral sources are in fact viewing your social profiles, it’s an advantage you want to be sure you have.
From a marketing standpoint, each time you recommend someone, your own name, firm name and reputation become more visible. The recommendations you give, as well as those that you personally receive, serve as a roadmap to the company you keep, providing a glimpse of the type of person you are and what you might be like to work with. Not only will the added goodwill eventually work its way back to you, but it also beefs up your profile with positive feedback. These rave reviews can help you reach more LinkedIn members and support your business development goals. A recommendation, on its own, may not close a sale. But, since you know that prospects and referral sources are in fact viewing your social profiles, it’s an advantage you want to be sure you have.
Jaffe PR's Marketing Tips for August 19, 2009
August 19, 2009
Classic PR Tip
Holiday branding...have fun!
“Holiday cards? But it isn’t even Labor Day yet!” Don't let the dog days of August fool you; the need for a firm-wide holiday card is just a few months away and if you don’t start planning now, you’ll miss out on this annual name recognition opportunity.
The holidays are about having fun, being creative, connecting with others and wishing them your best. So this year treat your holiday card as you would any other creative marketing or business development project; be clever and strategic.
Don't be afraid to give your brand some character, or holiday flair, be it personal, or humorous. Contract a writer to tell a great story, write a poem, or compose some playful holiday cheer. Printers can offer some great ideas regarding different stocks, folds, and printing techniques. The time and thought you put into your holiday messaging will be much more appreciated by the recipients than the generic message they would get if they opened the stock card with the same snowy meadow picture that they saw last year.
The holidays are about having fun, being creative, connecting with others and wishing them your best. So this year treat your holiday card as you would any other creative marketing or business development project; be clever and strategic.
Don't be afraid to give your brand some character, or holiday flair, be it personal, or humorous. Contract a writer to tell a great story, write a poem, or compose some playful holiday cheer. Printers can offer some great ideas regarding different stocks, folds, and printing techniques. The time and thought you put into your holiday messaging will be much more appreciated by the recipients than the generic message they would get if they opened the stock card with the same snowy meadow picture that they saw last year.
PR 2.0 Tip
Create an electronic holiday card that gets forwarded, not deleted
Google is one of the best examples of keeping brand recognition while being creative and connecting with us all through their playful holiday logo updates. Who hasn’t stopped and smiled when the Google logo suddenly brightened your day with some holiday cheer?
When developing an online holiday card, go beyond the idea of creating it to save the planet; that message was shared last year. For 2009, think about how you can use current technology to its fullest extent and create an attention-grabbing, interactive holiday card. Be creative with your use of animation and sound, as well as imagery.
Consider the fact that most printed cards get some shelf life on your clients' desks to remind them of your firm's seasonal greetings for at least a couple weeks. What could you do to generate some electronic shelf life? Certainly post your holiday message to the firm’s Web site so even those who aren’t on your mailing list can receive your greetings and appreciate your clever holiday messaging. Also, consider creating a video message that could be posted not only to your Web site and Facebook page, but also distributed through You Tube.
When developing an online holiday card, go beyond the idea of creating it to save the planet; that message was shared last year. For 2009, think about how you can use current technology to its fullest extent and create an attention-grabbing, interactive holiday card. Be creative with your use of animation and sound, as well as imagery.
Consider the fact that most printed cards get some shelf life on your clients' desks to remind them of your firm's seasonal greetings for at least a couple weeks. What could you do to generate some electronic shelf life? Certainly post your holiday message to the firm’s Web site so even those who aren’t on your mailing list can receive your greetings and appreciate your clever holiday messaging. Also, consider creating a video message that could be posted not only to your Web site and Facebook page, but also distributed through You Tube.
Jaffe PR's Marketing Tips for August 6, 2009
August 6, 2009
Classic PR Tip
Tight Marketing Budget? Don't Pay to Distribute your Press Releases
To distribute even short press releases of fewer than 400 words, services such as PRNewswire and BusinessWire charge up to $680 to reach a wide range of media – many of which are not targets for law firms. Using these wire services routinely can quickly eat up already scarce marketing resources. Cost-conscious firms have chosen to utilize the Jaffe Legal News Service (www.JLNS.com) instead, to get their news seen by the legal reporters, business editors, legal bloggers, and online legal media who have opted to receive the weekly news feed by email or RSS. It costs nothing for the law firm -- that's right, nothing -- to distribute a press release, no matter the word count, over the JLNS. Go here to see items the JLNS has recently run. Don't let a tight marketing budget prevent you from distributing your press releases -- just send them to jlns@jlns.com and your release will run on Thursday of that week, for free. It will help you get noticed, and it won't impact your marketing budget at all.
PR 2.0 Tip
Get Your Firm's Breaking News Online Fast, to the right influencers and journalists.
When big news breaks at your firm, you want, and sometimes need, to get the word to the press fast. Increasingly, reporters rely on Google News, Twitter and RSS feeds to flag breaking stories. No need to wait for Thursday for the weekly Jaffe Legal News Service feed. The Jaffe Legal News Service runs Breaking News from law firms, quickly getting the announcement -- a big win, a settlement, a source commentary on the story of the day -- out to CLOSE TO 1000 reporters and editors who have opted to receive the service. Breaking News can be distributed in real time, right when the news is truly news. Distributed by RSS, the JLNS is picked up by Google News, and the fee is ONLY $450. Want to see how other firms break their news on the JLNS? Visit http://bit.ly/SEoFH and http://bit.ly/1nsppJ
Jaffe PR's Marketing Tips for July 29, 2009
July 29, 2009
Classic PR Tip
Stay on Top of the News – It’s An Unending Source of Ideas!
Most law firm marketers have reached the point before where they feel they have little or nothing unique left to say. While awards, new hires and pro bono projects all merit publicity, you can and should reach beyond them to extend your PR efforts. So how do you keep things fresh? Just watch what’s in the news, and gauge how it applies to your firm. For example, what new services or trends has the credit crisis sparked for your business attorneys? Chances are they’ve augmented how they help their clients, and it may very well be newsworthy, especially if your firm has created a new group expressly for the issue. Employment legislation, healthcare reform and corporate fraud are other hot topics that you can likely tie into a pitch for commentary or a bylined article from one of your attorneys. When the well runs dry, turn to the latest news. It’s a great way to make your own news that will be timely and in demand.
PR 2.0 Tip
Update Your Online Article Searches Often - Things Are Always Changing
Everyone knows the importance of using Web-based searches to track articles pertinent to attorneys and issues related to their firm. What is equally important to remember, though, is that those searches will only be as effective and as timely as you make them. Whether you are using Google, Factiva, Nexis or any of the many other automated search tools, take time to review and edit your saved searches at least once per month, adding new attorneys that join your firm and new practice groups or legislative issues that have become relevant. Without proper maintenance, your saved searches will become stagnant, and you increase the risk that a notable media placement or a useful article will fall through the cracks. It won’t take you long, but it will make your job a little easier.
Jaffe PR's Marketing Tips for July 23, 2009
July 23, 2009
Classic PR Tip
The Long-Term is Long Gone
Many law firms still approach strategic planning with a mindset from the late 1980s and early ‘90s. A firm’s strategic business plan is the long-term blueprint for its vision and goals measured out over a five-year horizon. Should a firm have a vision and look toward the future? Absolutely! Should that firm think in terms of a static vision and five-year goals? Absolutely NOT!
In today’s non-stop, globally-connected economy, no business can afford to create a long-term plan, adopt and implement annual strategies and tactics, and then pull the plan off a shelf five years later to benchmark successes and opportunities for improvement. If that is a firm’s practice today, it may not be around in five years to dust off the binder.
These plans must be constantly reviewed and revised based on what is happening today within the marketplace. So take your firm’s business plan off the shelf, thoroughly familiarize yourself with the goals, keep your annual plan top of mind and review and revise it OFTEN.
In today’s non-stop, globally-connected economy, no business can afford to create a long-term plan, adopt and implement annual strategies and tactics, and then pull the plan off a shelf five years later to benchmark successes and opportunities for improvement. If that is a firm’s practice today, it may not be around in five years to dust off the binder.
These plans must be constantly reviewed and revised based on what is happening today within the marketplace. So take your firm’s business plan off the shelf, thoroughly familiarize yourself with the goals, keep your annual plan top of mind and review and revise it OFTEN.
PR 2.0 Tip
Use “Instant Gratification” Outlets to Keep Your Long-Term Vision Visible
If you expend the time and effort to position and brand your firm, create strategic goals and actively seek to implement strategies and tactics to achieve those goals, you should use social media to communicate to all of your potential audiences. Today’s technological innovations, a viral Internet and a 24/7 global information stream provide the perfect platform for continuously communicating your firm’s business strategy. This is an excellent way to differentiate your practices and service offerings from the myriad of similarly situated firms vying for the same work.
Stop and take a moment to consider your firm’s Web site, 2.0 media releases, blog postings, bylined articles, expert commentary, Facebook, LinkedIn and Legal OnRamp postings and tweets. Do they accurately reflect and support your firm’s current strategic vision? You should be constantly reviewing and revising your strategic vision and then ensuring you are communicating it as well. The firm can derive enhanced value from clear and concise messaging that is up-to-date.
Jaffe PR's Marketing Tips for July 15, 2009
July 15, 2009
Classic PR Tip
Keep that Marketing Momentum Going this Summer: Prepare for Two New Rankings that Can’t be Missed.
By now you must have heard the news that US News & World Report is teaming up with Best Lawyers to produce two new rankings for Fall 2010: America’s Best Law Firms and America’s Best Law Firms to Work For. Like the other highly regarded "America's Best" rankings, this list will no doubt attract media attention, which means valuable marketing opportunities for law firms.
While US News and Best Lawyers are busy firming up the exact criteria, now is the time to prepare so that your firm is not left on the sidelines. Confirm marketing and recruiting contacts with Best Lawyers, so that when the surveys are launched, they have correct in-house contact information. You’ll save time and get a jump-start on compiling the appropriate firm information. You should also let firm attorneys know that those listed in Best Lawyers may be asked by the publication to participate in the planning process. If they are asked, this is a prime opportunity for your attorneys to offer insight on what is important in a credible ranking.
To continue receiving information about the U.S. News & World Report/Best Lawyers list or other rankings as it becomes available, please contact Kathy O’Brien at obrienk@jaffeassociates.com.
While US News and Best Lawyers are busy firming up the exact criteria, now is the time to prepare so that your firm is not left on the sidelines. Confirm marketing and recruiting contacts with Best Lawyers, so that when the surveys are launched, they have correct in-house contact information. You’ll save time and get a jump-start on compiling the appropriate firm information. You should also let firm attorneys know that those listed in Best Lawyers may be asked by the publication to participate in the planning process. If they are asked, this is a prime opportunity for your attorneys to offer insight on what is important in a credible ranking.
To continue receiving information about the U.S. News & World Report/Best Lawyers list or other rankings as it becomes available, please contact Kathy O’Brien at obrienk@jaffeassociates.com.
PR 2.0 Tip
The 140-character Tweet: Powerful even when Delivered from a Beach
Sure, we all go on vacation to get away from work, but that doesn't mean that you can't stay in the loop on legal industry or practice area news. Better yet, you can go on vacation and easily keep the valuable exchange of information going. You’ll feel better and more prepared for your job when it’s time to return to the “real world”. And leave that laptop back in the office. You won't need it. All you need is your smartphone and Twitter.
Whether you use a Blackberry, iPhone or other portable device, there is a Twitter client for you. Log in, search for and follow people with appropriate and interesting profiles (for the legal industry, tools like LexTweet are ideal for finding relevant Twitter users to follow), and tune into Twitter for an hour a day while on the beach or at the pool.
In Twitter, you will find a truly interactive community customized specifically to your interests in which you can participate. . Use it to discuss business development tips with peers worldwide, 140 characters at a time; or browse the latest industry or national news via links in user Tweets (Twitter users are notorious for beating the mainstream media to the punch on breaking news stories). However you choose to use it, Twitter is likely the only tool you will need to stay connected to the business world while you enjoy the good life.
For more information on harnessing the power of Twitter, please contact Jason Milch at milchj@jaffeassociates.com, or by phone at 312-846-9647.
Whether you use a Blackberry, iPhone or other portable device, there is a Twitter client for you. Log in, search for and follow people with appropriate and interesting profiles (for the legal industry, tools like LexTweet are ideal for finding relevant Twitter users to follow), and tune into Twitter for an hour a day while on the beach or at the pool.
In Twitter, you will find a truly interactive community customized specifically to your interests in which you can participate. . Use it to discuss business development tips with peers worldwide, 140 characters at a time; or browse the latest industry or national news via links in user Tweets (Twitter users are notorious for beating the mainstream media to the punch on breaking news stories). However you choose to use it, Twitter is likely the only tool you will need to stay connected to the business world while you enjoy the good life.
For more information on harnessing the power of Twitter, please contact Jason Milch at milchj@jaffeassociates.com, or by phone at 312-846-9647.
Jaffe PR's Marketing Tips for July 7, 2009
July 7, 2009
Classic PR Tip
Did You Create Marketing Materials Last Month? Let Them Do Double Duty
Think about your marketing work from last month. Did it involve client alerts, prospect mailings, rankings submissions, brochure or biography revisions? Rather than stop your work there, grasp onto the value of those pieces as compelling ideas for reporters and bloggers.
View your marketing material as a trend piece. After all, you really are identifying an issue that’s important for both your client and prospect audience to know, so it is likely the piece may prove to be valuable to a reporter as well. Read your materials with a publicist’s eye, and drill down to the heart of the issue. Offer an attorney as a source for a commentary or for a background interview to develop a relationship with a journalist. You’re already working hard, so make sure your marketing materials work even harder by serving multiple purposes.
PR 2.0 Tip
Are you a Podcast Fan Already? Shouldn’t Podcasts be a Part of your Marketing Efforts?
Over two booming days in June, Apple sold more than one million new iPhone 3GS – creating an enormous audience of even more podcast viewers and enabling those new iPhone users to make their own podcasts with Apple’s new recording tools. Do you already listen to and watch podcasts online or on a smart phone? If so, you already understand the power and ease of use of a podcast. But do you also understand how podcasts can connect to your marketing goals?
Do a little research into podcasts, and see if you can work them into your marketing efforts. You may think that the technology required to produce a quality podcast is out of reach for law firm marketing, but the newest generation of recording and editing tools, including the iPhone, makes this process quite user-friendly. Podcast from the office, from the conference room, from an industry conference, or online webinar. Many conference hosts will provide digital copies of the presentations at no charge, so inquire and you may find you’ve stumbled upon an easy way to keep your marketing efforts moving. In the 2.0 world, it’s all about joining the conversation. So watch some podcasts and then see if you can start doing your own.
Do a little research into podcasts, and see if you can work them into your marketing efforts. You may think that the technology required to produce a quality podcast is out of reach for law firm marketing, but the newest generation of recording and editing tools, including the iPhone, makes this process quite user-friendly. Podcast from the office, from the conference room, from an industry conference, or online webinar. Many conference hosts will provide digital copies of the presentations at no charge, so inquire and you may find you’ve stumbled upon an easy way to keep your marketing efforts moving. In the 2.0 world, it’s all about joining the conversation. So watch some podcasts and then see if you can start doing your own.
Jaffe PR's Marketing Tips for July 2, 2009
July 2, 2009
Classic PR Tip
Got the Summer Law Firm Marketing Blues? Proactive Planning is the Cure.
As the dog days of summer set in and many of your marketing colleagues, partners and clients take off for vacations, early tee times or ballgames, now is a great time to get a head start on planning for those annual fall projects and deadlines.
The Chambers USA 2010 research schedule is now available and is a critical resource to help you set internal deadlines for the practice groups that will submit information in the upcoming year. Use the results of the 2009 guide, released June 12, as way to identify opportunities and evaluate the competition. A thorough analysis of how the firm's practice groups stack up to those already ranked will help secure partner buy-in and involvement in the planning process, and ultimately, their coordination of client support. Set your submission plan to a timeline, and you’ll have it made in the shade when submissions come due this summer for many practice areas.
In addition, this is a great time to dust off that editorial planning calendar you put together for 2009 to see what’s coming up in late summer and fall. A quick email to the appropriate lawyers can get them thinking about potential story ideas, even as the sun and surf call.
The Chambers USA 2010 research schedule is now available and is a critical resource to help you set internal deadlines for the practice groups that will submit information in the upcoming year. Use the results of the 2009 guide, released June 12, as way to identify opportunities and evaluate the competition. A thorough analysis of how the firm's practice groups stack up to those already ranked will help secure partner buy-in and involvement in the planning process, and ultimately, their coordination of client support. Set your submission plan to a timeline, and you’ll have it made in the shade when submissions come due this summer for many practice areas.
In addition, this is a great time to dust off that editorial planning calendar you put together for 2009 to see what’s coming up in late summer and fall. A quick email to the appropriate lawyers can get them thinking about potential story ideas, even as the sun and surf call.
PR 2.0 Tip
Social Media Fun in the Summer Sun
Social media is something that you certainly know more about now than you did a few months ago.
With the summer schedule in place and a slower pace expected in the mid-summer months (but never guaranteed), you should invest the time now in raising your familiarity with social media to the next level.
With the summer schedule in place and a slower pace expected in the mid-summer months (but never guaranteed), you should invest the time now in raising your familiarity with social media to the next level.
• Spend a couple of hours poking around on new legal, business and industry blogs and familiarize yourself with the ones that "matter" to your firm.
• Set up some new searches on Google, or your press tracking mechanism, to be sure you’re capturing the latest relevant news that the online media have to share.
• Take a peek at a social media policy template and consider implementing one for your firm, if you have not already done so.
• Lastly, with all this new knowledge under your belt, finally set up that Social Media Marketing 101 brown bag lunch that you’ve been thinking about since you first tried that Twitter thing.
