We invite you to read our weekly Public Reputation tips which integrate various marketing disciplines including media relations, marketing strategy, creative focus and web/technology/2.0. Please send us your comments or questions and join our conversation.
Public Reputation Tip of the Week
I’m a do-it-yourself (DIY) kind of person with a specialty in plumbing, heating, painting and sealing. Despite some rather horrific fails, like the time we were without running water in the kitchen for 48 hours, I dive into projects because I love to explore the mechanics of how things work. Fortunately, I have a neighbor with a garage full of tools who is a do-it-yourself whiz. He rescues my disastrous DIY projects on a regular basis.
Just as it’s convenient to have some handy skills around the house, it’s also advantageous for law firm marketing professionals to have a general understanding of search engine optimization (SEO). After all, your website should be one of the focal points in your law firm marketing strategy, and by not implementing SEO best practices, you risk diminishing the effectiveness of your site.
SEO is complex, but acquiring basic SEO knowledge can make a difference in how you manage your law firm website. Even if your law firm uses an SEO professional, it’s still beneficial to have a few tools in your toolkit.
5 Cool Do-It-Yourself SEO Tips
Make sure your website is search engine friendly. Use a search engine simulator tool to get a glimpse of how search engines see your site.
Run a site search on Google and Bing to see which pages the search engines are indexing. Go to https://www.google.com/ and http://www.bing.com/, and type this into the search field, substituting your website for “my site”:
The results you see are the pages the search engines have discovered and added to their Internet index.
Conduct several Google searches for keywords that you think people would be using to find your law firm services. Does your firm show up on the first page, the second page, nowhere? (Keep in mind that your search results will have personalization factors, including browser history, location and social connections, so someone on the other side of the country, searching for the same keywords will more than likely yield different search results.)
Check your law firm website’s domain authority with Open Site Explorer; then compare against your competitors to see how you stack up. (Domain authority is measured on a scale of 1 to 100 – for example, Facebook, ESPN and Wikipedia all have domain authorities of 100.)
Google the name of your law firm. What shows up in the column to the right of your listing? Ideally, you want to see your Google+ business page information, with a map, address and contact information. Notice the calls to action embedded in the search results page: People can connect with you on Google+, find directions, write a review or click through to a variety of pages on your website. Handy, isn’t it?
As with any good do-it-yourself project, it’s always best to have a backup professional for the more complex and serious issues you might encounter. But start with these fundamentals, and feel free to reach out to me at firstname.lastname@example.org if you have any questions.
Media relations continues to be one of the cornerstones of what we do to manage and enhance the public reputations of our law firm clients. Like any discipline, there are best practices and established rules for working with media professionals to secure positive media coverage – or temper reporting on negative news – both of which can enhance a law firm or its attorneys’ visibility, credibility and business development.
Misinformation, a lack of understanding and common misconceptions about working with the media are often at the root of missed opportunities and blunders. Consider the following misconceptions about law firm media relations, and let them inform how you approach and engage with reporters and editors for your next law firm news alert, feature story or media pitch.
You’ve written an article that your favorite trade magazine will beg to publish.
Not so fast. You may have penned a masterpiece and you may be a thought leader in your practice area, but there are a slew of reasons why your article might not be a good fit. An editor may not have available space or might not be able to publish on a schedule that you desire. Or, perhaps, your topic has already been covered or the tone of your piece is out of synch with the publication’s style. Generally speaking, a best practice is to pitch an article proposal to a publication first instead of writing and submitting on spec.
You can review your quotes or articles before they get published.
This one’s a mixed bag. It depends on the media outlet, the individual reporter or editor, and the type of piece. Most publications want guest authors to review proofs of their articles, especially if editors make substantive changes, but very few publications will allow a source to review an article in which he or she will be quoted. Many reporters will let a source review quotes from an interview, but most journalists consider that a privilege, not a right, so it’s best to come at it with a sense of humility. Politely request; don’t demand.
If a reporter interviews you, your comments will appear in the story.
This is inaccurate quite often, unfortunately. Sometimes a reporter just needs a knowledgeable attorney to explain a complex matter on background. Other times, a reporter interviews too many sources who say the same thing, so the best quote wins. Or maybe an attorney fails to offer substantive or eloquent comments. The best advice: Be well prepared, offer useful information and an interesting narrative, and try to be the first source to get interviewed.
Off the record is always off the record.
Most reporters will respect your need to comment off the record, but there are no guarantees. Plus, a reporter can make an honest mistake in reporting something you don’t want made public. The best rule of thumb is not to proclaim that anything is off the record and not say anything that can’t be reported. If you do, be sure you have a history and relationship with a reporter on which you can rely. Similarly, remember that anything you tell a reporter may be printed. An especially colorful or irreverent comment that you meant as a joke just might show up in print.
You or your law firm will be the only source for the story.
Don’t count on it. Any reporter wants more than a single source. And the more law firms represented, the more balanced the reporting. Even if you bring the story to the reporter, chances are you’ll be sharing the limelight.
You wrote the article, so you can do what you wish after it gets published.
Most publishers require authors to sign writer’s agreements that limit what an attorney or law firm can do with the piece after it appears in print. These agreements cover exclusivity (sometimes for a specified time period), reprints and repurposing, social media distribution, and other treatment of what publishers consider to be their property. Oftentimes, a fee for a license is required to repurpose a published article for marketing purposes. It’s best to know the rules up front and shop your article around if you feel a publisher’s requirements seem too restrictive or costly.
Purchasing an advertisement in a publication will buy you better coverage.
The answer is yes for those fringe industry-specific journals that don’t hide their “pay-to-play” business models. But most established, reputable media outlets have clear divisions between their editorial and advertising operations. Throwing money at the situation will do little to get you published in the magazines and stories that really matter.
There’s always tomorrow.
It makes a nice song lyric, but in the fast-paced world of publishing and timely reporting, if you miss a deadline – particularly as an interview source – the reporter likely has moved on.
Need more suggestions on best practices for working with reporters and achieving great media results? Contact me at email@example.com.
There is no doubt that social media networking turns connections into clients. It may not happen overnight, and it absolutely does take some real-world interfacing, but it happens.
Whether before the Legal Marketing Association’s national convention, coming up in April or in advance of any conference you may attend, LinkedIn can be an effective networking tool in your law firm’s business development arsenal. Here’s how.
Make sure your profile is up to date and inviting.
Your LinkedIn profile should reflect your personal brand and your personality. Use actionable language, and don’t just regurgitate your résumé. The more lively and specific you are, the easier it will be for potential clients to understand what you do and why you are the perfect fit for the job. People you meet at the conference not only will pocket your business card, but they also will go the next step and send you an invitation to connect on LinkedIn.
An engaging profile is an easy way to provide more personal and specific information about exactly what you do. Your profile is your front door to the world. Spruce it up and lay out the welcome mat. Revising your online profile is something that easily drops to the bottom of your “to do” list, so schedule it on your calendar as a task that must be completed before you head off to your conference.
Download the conference agenda and see who is speaking.
Learn more about a speaker’s background, and identify common connections you might have by reviewing their LinkedIn profile. Arrange to meet up with them at the conference by sending a simple note indicating that you look forward to hearing their presentation and hope to meet for coffee or a drink after the session.
Check out the conference’s LinkedIn page before you go.
Be sure to follow the conference LinkedIn page for up-to-the-minute information on the latest news and information. The LMA National Convention LinkedIn page is already aflutter with tips and insights to help you navigate the event and get the most out of the conference.
After the conference, share what you learned with your LinkedIn connections and groups.
Chances are not everyone you know attended the conference. If you were particularly impressed with a speaker or learned something new and valuable, summarize the information and share the details. That builds rapport with your followers and positions you as someone who is in the know.
The Apple Mac computer turned 30 years old last month. To recognize the milestone, Forbes published an article that noted how Steve Jobs not only introduce the Mac three decades ago but also, at the same time, revolutionized the art of corporate storytelling.
The introduction of the Macintosh is still considered by many to be one of the greatest product launches in business history. Jobs’ presentations continue to attract thousands of views on YouTube. There is no question, he profoundly impacted the way leaders communicate.
There are many storytelling techniques that Jobs used that attorneys can adopt to ensure their presentations, speeches and bylined articles grab the attention of their audience. Here are some key tactics that legal marketers can learn from Jobs that will help improve your storytelling abilities.
Jobs was famous for his passion for new products. He recognized that if you’re not excited about your idea, your audience won’t be either. If you’re speaking publicly or making a presentation, show your enthusiasm for the topic. This way you’re more likely to create a memorable experience for your audience.
State Message. Repeat:
Jobs was a master at crafting a one-sentence summary of a product that perfectly captured the main message he wished to deliver and then repeating this often during his presentation. Craft a brief and concise message or sound bite of the idea or ideas you are trying to convey, whether it be for inclusion in a presentation or to prepare for a media interview. If necessary work with your law firm’s business development manager to craft and/or practice your message. It’s okay to have more than one point to your message, but limit it to no more than three to avoid overwhelming you audience. Once you got your message or messages down, work to incorporate them several times into your presentation or interview to drive home your point.
Hero v. Villain
Jobs understood that every good story needs a villain (problem) and a hero (solution or benefit). This is the basics of good storytelling. Make sure you easily identify the villain for your audience. Perhaps it’s a new piece of legislation or court ruling that is burdensome on your clients or a particular industry. Of course, your firm, its professionals and, perhaps, your client will be the heroes, so it’s important to clearly convey how you can provide a strategy or solution to deal with the villain.
Most importantly, Jobs knew the importance of telling stories and always provided brand stories, customer stories and personal ones during his presentations that allowed him to better connect and engage with his audience. I can’t stress how important this tactic is for storytelling. Think about how much better you pay attention when someone is speaking if they’re sharing an interesting story, especially one that you can relate to. Try and incorporate a professional story, or even personal one, that has relatable components and helps get your message across, such as talking about a relevant case. When possible, try to add some humor. Your audience will appreciate it!
Steve Jobs educated, entertained, informed and inspired his audiences in every presentation, and we can all learn from him. It takes work, planning, and creativity, but if someone is willing to listen to your ideas, it’s worth the effort to make it great.
What did you learn from Steve Jobs? Leave a comment below, or email me your thoughts at firstname.lastname@example.org.
Submitted for your approval, a Twilight Zone version of Super Bowl XLVIII: It’s the second quarter. Seahawks linebacker Malcolm Smith picks off Broncos QB Peyton Manning’s pass on the 31-yard line. Sprinting to the end zone, Smith’s 69-yard distance suddenly becomes 89 yards, then 113 yards, then 146 yards.
Someone, or some thing, is moving the goalposts, creating a test of endurance and stamina of Sisyphean proportions. What originally required a reasonable sprint now requires a completely new strategy.
As it turns out, truth is just about as strange as fiction, when, last week, Google moved the SEO goalposts – again. Now, guest blogging will no longer have any value as a link building initiative.
As a law firm marketing professional or an attorney who takes an interest in SEO, you’re most likely aware of the importance of search engine optimization for increasing your law firm’s visibility in search results. You may have engaged an SEO agency or educated yourself on best practices over the years. Many readers are probably a bit confused over the mixed messages that spew from the SEO world over time.
Well, the goalposts have been moved once again. In a January 20 blog post, Matt Cutts, head of Google’s webspam team, states that “if you’re using guest blogging as a way to gain links in 2014, you should probably stop.” In case that isn’t clear enough, Cutts clarified Google’s announcement with this statement: “Stick a fork in it: guest blogging is done; it’s just gotten too spammy.” (See his video announcement below.)
Guest blogging refers to the common link-building practice where someone posts an article to a blog written by an author who is not a regular blog contributor. In the article, the guest author includes links pointing back to his domain. Those links can add value to the domain on the receiving end, thus improving the guest author’s website.
This was once a very respectable SEO practice tied to a solid content marketing strategy, but guest blogging spammers have sprung up like noxious weeds. Low-quality bloggers and blogging sites offer little value to the user; therefore, Google is stepping in to take action on guest blogging activity altogether. From now on, guest blogging on all blogs will produce no SEO benefit – that is, links in guest blog posts will have no algorithmic value.
Low-quality blogging sites that publish guest blogs, for the sole benefit of SEO, will potentially be penalized. In theory, this will make for a better search experience, as Google will sift through the content pollution and deliver better-quality content in search results.
How will this affect your law firm SEO strategy?
Scratch guest blogging from your SEO list of tactics. But don’t abandon guest blogging altogether. It’s still a valuable tactic in a law firm’s digital marketing strategy. Refocus your law firm’s SEO strategy without relying on guest blogging, and, instead, concentrate on the following tactics.
- Create an amazing user experience on your website, i.e., understand what your visitors want and how they behave. Then deliver that experience creatively, intelligently and in the fastest time possible. Consider developing a responsive website to further enhance the user experience.
- Provide thoughtful, relevant, user-driven content on your website – regularly. Make sure to optimize for achievable keywords.
- Develop a presence on social media that fosters content sharing and allows you to engage with your target audience.
Where does that leave guest blogging for lawyers?
Even though guest blogging may not provide direct SEO value, there are still plenty of reasons to include guest blogging in your law firm’s marketing strategy.
- Guest blogging can increase relevant traffic to your website and expand your online exposure.
- Authoring guest blogs establishes attorneys as authorities in relevant industries.
- Publishing content on high-quality sites magnifies your law firm’s presence in multiple online communities, not just in your own domain.
- Guest blogging can improve brand awareness for your law firm in targeted industries.
- Guest blogging creates online content that can be shared on social media, thus sending positive social signals to search engines.
To reach these goalposts, make sure to source out relevant and high-quality blogging sites; then provide relevant and high-quality content in your guest blog. If you have questions or concerns about your law firm’s guest blogging strategy, shoot me a line at email@example.com or look for me on Google+.
The beginning of a new year is an ideal time to take control of your career by developing a practical, step-by-step law firm marketing plan to guide your business development and marketing activities throughout the year. Commit to making 2014 a more strategic, deliberate year for your marketing efforts.
Here are five reasons why lawyers should create a marketing plan and budget for 2014.
1. To “map” and drive business development direction. It's tough, if not impossible, to track progress in your marketing efforts without a written, well-conceived plan that concisely states your objectives, who you are (or should be) trying to reach, and what you are realistically trying to achieve within a given time frame.
2. To avoid spending foolishly. In these challenging economic times, lawyers cannot afford to spend marketing dollars unwisely on an ad hoc basis. Each expenditure should be a part of a cohesive plan. Make every dollar work hard and be measurable toward your stated goals.
3. To bring focus to your marketing efforts. A thoughtful marketing plan and budget will help you be more effective in your marketing activities on a day-to-day basis if there are benchmarks of what you are trying to achieve and for whom.
Lawyers should spend most marketing dollars and, more importantly, time on initiatives that will result in actually achieving measurable goals such as:
- Developing a strong network of business contacts;
- Increasing name recognition among prospects and prospective referral sources;
- Targeting new clients.
4. A marketing plan and budget create measurable objectives to evaluate success. How will you evaluate if it has been a successful year? Will it depend upon management's subjective memories, or can you devise measurable objectives to compare results against? How will you determine where to focus future marketing efforts and dollars if you don’t know if a given initiative worked as designed?
5. A marketing plan and budget demonstrate your commitment to your business. Realistically, if you can't (or won't) dedicate focused thought and energy to develop a solid marketing plan and budget to develop business, how can you expect your business results to improve?
As lawyers confront fierce competitive forces day after day, is there really anything more important to the success of your practice than to plan for its success?
Still stuck on where to begin? We help lawyers develop strategic marketing plans and budgets to identify their “ideal” clients and target markets, create actionable steps to reach those markets and assign budgets to economically support those efforts. Contact me at firstname.lastname@example.org to learn how we may help you map marketing success in 2014.
In the wake of Bridgegate (the scandal over members of the New Jersey Governor Chris Christie administration apparently causing a traffic jam at the George Washington Bridge into New York City), we are reminded that it is important to have a law firm crisis communications plan prepared should an incident arise. A mishandled crisis can have far-reaching consequences for a person or firm.
To use the Bridgegate scandal as an example, New Jersey Governor Chris Christie had to respond immediately to allegations of deliberately causing a traffic jam as a political ploy. The fallout has caused reputational damage, with many pundits questioning whether the scandal could have implications for Christie’s anticipated presidential run in 2016.
While we can’t always anticipate the nature of a crisis, we can have a communications plan in place. Here is a step-by-step law firm crisis communications process to follow should a crisis arise.
- Interview all pertinent parties involved.
It is imperative to have all of the facts straight at the onset. Be sure all of the details add up, because the last thing you want to do is provide incorrect information.
- Identify a firm spokesperson.
One firm representative should respond to all media inquiries. Be sure all firm employees know whom to contact should they receive a reporter request.
- Develop messaging for internal, external and media audiences.
Communicating with all relevant audiences during a crisis is important. Since you never know when an internal document may be leaked externally, messaging for these audiences should be the same.
- Develop potential Q&As for media inquiries.
This exercise will prepare your law firm spokesperson for any questions that might be thrown at them.
- Prepare a reactive media statement.
In some cases, it is appropriate to provide a written statement in response to the media. This should be a short paragraph that touches on all the key messages you are trying to convey.
- Review and approve messaging with firm management.
Have all communications reviewed and approved internally to ensure everyone is comfortable with the messaging and tone.
- Determine appropriate channels of distribution.
Review the situation at hand and determine if it makes sense to use tools like social media, press releases, etc., to distribute your message.
- Media-train and prepare the spokesperson before interviews.
Be sure your law firm spokesperson knows the facts and is comfortable with the messaging and tone before arranging interviews.
- Coordinate interviews with media.
All inquiries should receive timely responses.
- Evaluate and debrief results, and consider ongoing steps.
Once the crisis has passed, review what worked and what could have been handled differently. Use lessons learned to update the plan and prepare for the next crisis.
Before you place your law firm ad, whether it is in a print publication or one of the many online media outlets, you first need a campaign strategy and an adequate budget that allows your ad campaign to obtain the necessary reach and frequency. Having the wrong message, wrong advertising strategy or inadequate budget will have a negative impact on your law firm, and your advertising campaign will be less than effective.
Using the right mix of print, digital and social media advertising can have a strong affect on building and maintaining your law firm’s brand image. It can keep your firm top of mind with potential clients, past clients, referring attorneys or other professionals. Creating the right law firm advertising strategy can and does bring results and will determine the best outlets for your advertising campaign. A successful campaign means selecting not only the right media outlets, but also the frequency and cost structure associated with each venue.
A note on frequency: A single insertion in one or more publications is unlikely to produce the desired return on investment (ROI). It is important to realize that running a single effective ad or ad series over a period of time with multiple insertions generates a visual recognition of your firm and its message.
6 Question to ask about your law firm ad
Here’s what you need to consider when developing your law firm ad campaign:
- Who is your target audience and what is the desired outcome?
- How will you leverage your law firm’s and attorneys’ strengths or key practice areas effectively against other law firms?
- Which advertising outlets can best break through the “noise” of other attorney advertising?
- How can you craft your message in a way that will be unique and memorable?
- What is the reach and frequency is needed to ensure that your firm’s message is remembered?
- What will you do to maintain your brand integrity?
The 4 types of placement options
Law firm print advertising
When it comes to print media advertising, circulation is everything. Ad rates are based on a publication’s circulation, exposure and shelf life. But, more importantly, the key is choosing the right publication to advertise in. Identify one that hits your target audience and your niche market type, such as a professional journal, legal publication and special supplement related to your target industries. With print, your law firm ad can have an expanded reach and frequency through just one publication, as a reader may reread the publication or pass it along to another individual.
Law firm online advertising (Banner ads)
Banner ads come in many shapes and sizes, and can often be static or animated, depending on the hosting website. Costs and rates vary from a flat rate to pay-per-click and cost-per-thousand impressions.
The overall theme of your banner ad campaign should reinforce and maintain your brand and selling proposition. Make sure your law firm’s banner ads actually invite clicks. Through various tracking efforts, you can tell how effective your campaign is. This is something to always think about when marketing your law firm online: It’s about engaging potential new clients, not just branding your firm on a page.
Law firm social media advertising
LinkedIn, Facebook and other social media sites allow you to distribute sponsored ads or promote posts and updates to specific demographic groups that are likely to need your legal services. Social ads reach the audiences where you’ve invested a lot of money and time into nurturing. You can see which audiences are engaging the most, so you can ensure that your ads are targeted correctly and that you’re actually growing interest and leads based on true data.
Law firm video advertising
If you’ve got a creative side and a camera-savvy partner or employee, there’s no reason you can’t produce a video. A law firm video campaign can be similar to an ad campaign in that you can create a series of video ads for your law firm and post them to your YouTube, Vimeo or cloud hosting account. Videos should be short, engaging and informative and, like other forms of advertising, maintain your brand recognition.
As a final point, make sure all forms of your advertising fall within your local state’s bar association guidelines. These can vary by state as well as by the media used.
With our team of legal marketing strategists, media experts, creative designers and copywriters, Jaffe PR can help you manage the law firm advertising process so you don’t have to. Contact me at email@example.com, and we will work to ensure that your law firm ad campaign delivers the desired message to your target audience by cutting through the marketing clutter.
Last month, Ashley Brown, who heads up digital communications and social media for the Coca Cola Company, declared during a webinar that he wanted to “kill the press release.”
Under his watch, the company has embraced “brand journalism,” launching the online magazine Coca-Cola Journey and the company’s first corporate news blog, Coca-Cola Unbottled. According to Brown, his goal is to reduce the number of Coke press releases by half this year and eliminate them entirely by 2015.
Most law firms, regardless of size, don’t have the resources Brown has at his disposal to lead such a massive content marketing effort. However, he does make a good point for businesses looking to get their message across and transition from marketing to publishing.
Although I don’t completely agree about killing off the law firm press release altogether (at least not at this time), law firm marketers should think beyond traditional press releases, tool kits and launch packages. Instead, conceive of more creative and engaging ways to tell the firm’s story.
This is possible with the seemingly endless social media platforms at our fingertips – Facebook, Instagram, Twitter, etc. – as well as law firm websites, blogs and newsletters. These tools can be leveraged to tell a law firm’s story directly by enabling the firm to share content that it is passionate about and that clients will be interested in.
If you haven’t already, it’s time to begin thinking about what makes a good story within your law firm. Think about the audiences you want to engage and what most appeals to them. Is there an emotional element that you can weave into the story? Studies have shown that decision-makers base their decisions largely on emotional appeal. How can you create dramatic tension that will keep the audience interested? What larger thematic takeaways can you highlight in your story so it appeals to the widest audience possible?
What do you think? Is the press release a dying tool, or does it still have its uses? Leave your thoughts in a comment below, or contact me at firstname.lastname@example.org.
In case you missed it, LinkedIn recently launched Showcase Pages, a new feature that allows users with specialty products or services to easily promote content and engage targeted audiences.
Showcase pages are located as sub-pages to a Company Page and, with a few clicks, are easy to create. Companies such as Microsoft are already using Showcase Pages, and this feature can be a key component to a law firm’s communications strategy as well. Here are three reasons why:
1. Expands existing strategic communications tactics
Let’s face it a law firm’s Company Page can be cluttered with a slew of alerts ranging from the general, e.g., the firm’s latest strategic expansion, to the specific, such as a new lateral hire. As a result, each alert competes with the others, creating a marginalized list of content.
A visitor to a law firm’s Company Page looking for commentary on the SEC’s latest proposed rule, for example, may have a hard time finding it.
With this abundance of content, does anyone really spend the time to scroll through the alerts to find information on a particular practice group or topic?
Moving content off the Company Page to a Showcase Page frees up space for the Company Page to more effectively serve as a platform for the firm’s brand, big-picture messaging and news.
Similarly, Showcase Pages offer an opportunity to spotlight those practice or industry groups or offices that are of greatest priority to your law firm’s overall business development and communications strategy. Each Showcase Page has prime visibility from the firm’s Company Page with its own separate widget in the right-hand navigation area. Substantively, Showcase Pages provide content and alerts that promote the expertise within that particular practice group.
Simply put, Showcase Pages can serve as a key tactic for your law firm’s communications strategy.
2. Delivers the right message to the right audience
LinkedIn designed Showcase Pages to enable companies to spotlight distinct services or products. Creating a Showcase Page to feature a particular practice group, industry group or office allows a law firm to promote relevant news and alerts to audiences that are most interested in receiving the information. In delivering relevant content to a relevant audience, the firm heightens the visitor’s engagement and builds value.
Additionally, because visitors can easily “Like,” “Comment” or “Share,” users can easily promote news about the particular practice, industry group or office with others who might be interested. In other words, with Showcase Pages, a firm can more effectively drive engagement with their LinkedIn profile.
3. It’s a measurable platform
Certainly, no tactic is worth implementing unless its results can be monitored, and LinkedIn knows this fact. Accordingly, LinkedIn’s analytics tools enable a law firm to monitor user activity on their Showcase Pages and make any necessary adjustments.
As a publicist, I’m a fan of Showcase Pages for their practical applications for adding depth to a pitch and building familiarity with the media. As a communications strategist, I would encourage law firms to explore Showcase Pages and consider adding them to their tactics toolboxes to help achieve their strategic communications and business objectives. Remember, when making the decision to publish any new promotional public content such as Showcase Pages, consult the bar ethics rules governing jurisdictions in which your firm provides legal services.
Want to discuss other key PR strategy and tactics? Email me at email@example.com.
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