At Jaffe PR, we are constantly researching the next trend, offering our analysis of concepts and tactics that impact the legal marketing industry in our law firm marketing white papers.

Even though our Social Media and Social Networking Policies and Procedures is the most sought-after white paper, we have a variety of law firm marketing white papers that cover many of today’s most challenging topics

White Papers

PDF version
September 15, 2014
Law firm managing partners are overwhelmingly embracing social media, specifically the professional social network LinkedIn, according to a newly released report. The 2014 Managing Partner Social Media Survey – Part 1 said that more than 90 percent of managing partners have LinkedIn accounts. However, while 39 percent felt social media is a “new and exciting way to interact with others,” 35.6 percent saw the innovation as a “necessary evil” but that they would “learn to adapt.” ... Read More
January 8, 2014
Do you have a social media policy for your firm? If not, here is one you can use. Today, social media encompasses a broad sweep of online activity, all of which is track-able and traceable. These networks include not only the blogs you write and those to which you comment, but social networks such as Facebook and MySpace; professional networks such as LinkedIn and Legal OnRamp; the live-blogging tool, Twitter; and social bookmarking such as Digg and Delicious. Every day, it seems, new online tools and new advances introduce new opportunities to build your virtual footprint. As a firm, we believe that social media can drive business and support your professional development efforts. We are also aware that social media use will not be used exclusively for business. ... Read More
April 30, 2013
Twitter can be a great tool for law firm PR - but it also has its risks and challenges if its use isn't discussed and clarified. To make sure your firm's use of Twitter does it credit, consider adopting these guidelines as firm guidance. ... Read More
March 1, 2013
This is the “must have” information you should include in your LinkedIn profile, regardless of your anticipated use of LinkedIn or any other social networking site. Partial, dated or missing data not only puts your first impression at risk; it could unfavorably color you as unprofessional, sloppy or unqualified. ... Read More
January 4, 2013
As the legal industry becomes increasingly competitive, legal service providers must expand outside their comfort zones and take a more aggressive—and smarter—approach to marketing. While traditional media relations, websites, advertisements and brochures have become standard components of a firm’s marketing plan, many legal professionals are slow to incorporate one of the most dynamic and cost-effective tools available to them—social media. ... Read More
September 12, 2012
Let’s face it – most attorney bios are incredibly boring. Every aspect of traditional law firm bios, from their format to their phrasing, is mind numbingly similar. General counsel reading these indistinct bios with the intent of checking off experience boxes may appreciate their predictability, but do they help you or your firm get shortlisted for the next big case? Probably not. ... Read More
September 7, 2012
Imagine a violinist playing Beethoven's 5th on a busy street corner. Pedestrians are racing to their destinations, their minds cluttered with lists of things to do, not one of which is to pay any attention to the soloist... ... Read More
March 27, 2012
Jay M. Jaffe recently sat down with a focus group of legal PR and marketing professionals to explore the evolving field of Legal Brand Journalism™. Following the discussion, we decided to put together a commentary on some of the frequently asked questions the group raised. ... Read More
February 14, 2012
Ever since I first watched “EPIC 2014”, shortly after it was released (toward the end of 2004), I have pondered the future of journalism. I couldn’t imagine that it was as dire as the eight-minute movie made it out to be, with the diminution and almost extinction of the New York Times and the rest of mainstream journalism by the year 2014. This was, of course, before Twitter and LinkedIn became mainstream and only several months after Facebook was first launched and barely a blip on the social media scene. According to Wikipedia, launched just a little over a decade ago, “The movie is presented from the viewpoint of a fictional ‘Museum of Media History in the year 2014. It explores the effects that the convergence of popular News aggregators, such as Google News, with other Web 2.0 technologies like blogging, social networking and user participation may have on journalism and society at large in a hypothesized future. The film popularized the term Googlezon and touches on major privacy and copyright issues raised in this scenario.” That’s all very interesting, but what really captured my imagination was the concept that everyone – yes, everyone – becomes a contributor and a creator of news, as well as a consumer of news. Interesting theory, but, in 2004, it seemed so very far from reality. Yet, with today’s technology, it all appears to be coming true ... and almost right on schedule. I’ll let you watch the movie and draw your own conclusions, but there is no doubt that the predictions espoused in “EPIC 2014” are eerily on target. ... Read More