Jaffe PR's Marketing Tips for October 14, 2009
November 5, 2009
Classic PR Tip
Ease the Pain of Post-Merger Bio Revisions
Recently merged, or in talks to join with another law firm? If so, you are likely contemplating the numerous marketing items on your to-do list. One of the biggest issues, and often overlooked in the frantic pace of post-merger activity, is revising attorney biographies. How can you ensure that all of the lawyers from both firms showcase their abilities in a consistent way? Usually the tones of the two separate law firms differ, not to mention the formatting.
You'll need these bios quickly in order to position the reputation of your newly merged firm. Start by developing a biography template. It's not as easy as it sounds. You'll need consensus from leadership on format, tone, style, length, and parameters for content. You'll need all of the bios to deliver the firm's message and philosophy. The template, once approved, should then be used to create several model bios, which you can share with all of the attorneys, along with specific instructions for them to follow so they can revise their own bios. Remember to set a deadline...lawyers get busy with billable work and networking, and bio revisions can easily fall to the bottom of a priority list.
You'll need these bios quickly in order to position the reputation of your newly merged firm. Start by developing a biography template. It's not as easy as it sounds. You'll need consensus from leadership on format, tone, style, length, and parameters for content. You'll need all of the bios to deliver the firm's message and philosophy. The template, once approved, should then be used to create several model bios, which you can share with all of the attorneys, along with specific instructions for them to follow so they can revise their own bios. Remember to set a deadline...lawyers get busy with billable work and networking, and bio revisions can easily fall to the bottom of a priority list.
PR 2.0 Tip
Remember the Online Component:Post-Merger Social Networking Profiles
If you've been reading our Marketing Tips for awhile now, you know that we place importance on the role of social networking profiles. We've mentioned LinkedIn, Legal OnRamp and others as examples of well-trafficked sites that are used as reference checks. So, while the firm is busy with post-merger marketing collateral, just a reminder to include social networking profiles on the to-do list.
Like bios that are used for RFPs and the firm's own Web site, social networking profiles are an important component to business development. To be most effective, the profiles from your firm should be consistent. Similar to the bio revision project, lawyers need to be shown what their LinkedIn profile should look like, how much information to include, which links to post, and which photographs to upload. Give as much guidance in the form of a template, and like the bio revision project, create several model profiles for the attorneys to follow. Of course, as with all other law firm content projects, remember to give a deadline for all revisions to be completed, and then have someone in the Marketing Department check the profiles for consistency and clarity.
Like bios that are used for RFPs and the firm's own Web site, social networking profiles are an important component to business development. To be most effective, the profiles from your firm should be consistent. Similar to the bio revision project, lawyers need to be shown what their LinkedIn profile should look like, how much information to include, which links to post, and which photographs to upload. Give as much guidance in the form of a template, and like the bio revision project, create several model profiles for the attorneys to follow. Of course, as with all other law firm content projects, remember to give a deadline for all revisions to be completed, and then have someone in the Marketing Department check the profiles for consistency and clarity.