getting serious about pr: strategies for business development in a down economy
DESCRIPTION
Presented by John Hellerman to the Legal Marketing Association Capital ChapterJanuary 15, 2009Washington, DCTRANSCRIPT
Presented by:
John Hellerman
Legal Marketing Association – Capital ChapterWashington, DCJanuary 15, 2009
Getting Serious About PR: Strategies for Business Development in a Down Economy
PR’s Problems
1. Resources/Staffing2. Reactive Third-Party Interviews3. Beholden to All Partners “Equally”4. Monthly Perspective5. Clutter6. Measurement (and lack of any)
My Biases
1. Down on “Publicity” UNLESS it is campaign oriented
2. Firms should market their products (practices & lawyers) to clients and the firm itself to lawyers.
Marketing (“Branding”)
On Branding
Firms have brand aspirations Clients define brands (for products and firms)
Brands are valuable (if they’re leveraged) Most law firms have valuable brands (reliable, solid, expert, etc.) Not leveraging and differentiating them properly
We say “branding” we mean “differentiation” – How will the market know what makes us different?
Industry is consolidating its “products” NOT differentiating them
The “Branding Process”
A Firm becomes branded by the reputation and
performance of its partners over time.
(The more lawyers with credible reputations the better.)
P&G as a Law Firm
Marketing What We Sell
Talent is the Product.
The Firm is the Product Marketer.
Role of a REALLY GOOD PR Professional
Uses uncontrolled, and therefore credible, participatory channels to
reach and influence lucrativeRELATIONSHIPS
(“Helps make my firm money”)
Strategy
“Using Public Relations” vs. “Doing Public Relations”
Apply sophisticated tools down the sales funnel (from general awareness to direct marketing and relationship building).
Create campaigns that impact the 3 R’s: Relationships, Results, and Reputations
Seek compelling content that can be leveraged through multiple channels (internal & external)
Niche Practice/Partner Positioning
The Magic 3
Finding
Knowing
Choosing
Market Access
Differentiation
Selection
Results
Reputations
Relationships
4 Ways to Maximize Effectiveness
Evangelize PR as Business Development Tool
Think in Campaigns
Develop & Market Branded Content
Measure What Matters
Evangelize Marketing
Reluctance Expectation
Obligation Opportunity
Partner Issue & Expertise Campaigns
Current Evaluation & Preliminary Strategy Media Market & Target Analysis Spokesperson Identification & Preliminary Messaging Media Training & Final Messaging Material Development & Promotion Evaluation & Adjustment
FIRM (PARTNER) Speaking
FeaturesByline Articles PROSPECT/
CLIENT
3rd Party
NETWORK
Partner Issue & Expertise Campaigns
New Leader (Be their navigator) Thought Leadership Partner Relations Associate Satisfaction & Retention Recruiting
New Partner (Be their best friend) Thought Leadership Easy to Measure & Manage Relevant to Management Creates Goodwill Attracts Clients and More Laterals
Winning the war for talent will make you indispensable to your managing partner
Strategy’s Success is Evident
Sutherland: Liquified Natural Gas Ford & Harrison: Automotive Dealerships Phillips Nizer: Fashion Industry Davis & Gilbert: Online Gaming Pierce Atwood: Student Loan Lending Troutman Sanders: Solar Panel Leasing Perkins Coie: Chinese Pharmaceuticals Ruskin Moscou: Healthcare Technology Kelley Drye: Indian Outsourcing
Develop & Market Branded Content
Blogs Custom Publishing Roundtables/Presentations Surveys Events Training
“The Office” ExampleSituation:
Ford & Harrison, the US’s third largest labor and employment firm, wanted a creative way to communicate with current and prospective clients about the legal issues in today’s workplace.
Solution: Develop a blog unique to the HR sector. Market the attachment of the blog to a pop culture reference. Partner with an established publisher to give it instant credibility.
Results: Launched “That’s What She Said,” a blog that puts a litigation value on each episode of
NBC’s The Office, estimating how much Michael Scott’s antics would cost real-life companies to defend in employment lawsuits.
Landed scores of media coverage, including The Wall Street Journal, New York Magazine, and The New York Times.
Blogger Troy Foster and other Ford & Harrison attorneys now receive frequent calls from top-tier media seeking comment on general HR issues unrelated to The Office or the blog.
Measure What Matters
Ad equivalency measures are meaningless Law firms are not selling products (incl. shares) to consumers Large circulation outlets are important for credibility NOT
reach Measure the effectiveness of program by what it achieves
NEW RELATIONSHIPS