Almost every law firm marketing department devotes resources to content marketing. One of the most oft-cited reasons for developing a content marketing strategy is to position lawyers as “thought leaders.” The logic driving this strategy is that establishing oneself as an expert on a topic of relevance to potential clients is a valuable business development tool.
Communications leaders need to not only embrace data, but also understand how to use it to drive business growth. This was one of many big-picture themes emphasized at PR News’ Measurement Bootcamp, which took place Nov. 9 at the Yale Club in Manhattan.
Famed litigator David Boies and his firm, Boies Schiller & Flexner, are currently living a legal, ethical and PR nightmare. News broke this week that Boies and his firm, while representing disgraced Hollywood producer Harvey Weinstein, hired a security firm to uncover “dirt” about Weinstein’s accusers and The New York Times journalists in an attempt to stop the publication of negative stories about Weinstein in The Times. That alone is ethically questionable, but the fact that The New York Times was also a Boies Schiller client elevated this to an entirely new level of crisis, and ultimately resulted in The Times firing Boies Schiller.
Recently I picked up Helen Rothberg’s book, “The Perfect Mix: Everything I Know About Leadership I Learned as a Bartender.” Expecting a wine-spritzer type of reading experience, I was pleasantly surprised to discover it packed more of a martini kind of punch, imparting wisdom on how to be a more effective leader that can be put to good use as a primer for legal marketing professionals who often face an uphill battle when trying to establish credibility with lawyers.
Corporate crises are inevitable. But the way companies respond to them can have a huge impact on how long they last and how much reputational damage they inflict.
Perhaps the most ubiquitous term in the legal services industry today is “artificial intelligence,” known more commonly as AI. Indeed, we see AI everywhere – from the daily headlines in our news feeds to splashy marketing campaigns and social media calls to action. Yet the term itself is far from self-explanatory and the uninformed use of it, both within the media and by legal service providers, only exacerbates the confusion around what AI means to the practice of law.
Baretz+Brunelle is lucky and proud to have formed close relationships with several meaningful organizations for which we provide pro bono services. Two of them are having major events this month, and, as it turns out, their timing is perfect.
On Monday, Oct. 2, 2017, the world lost a true titan of rock ‘n’ roll. Tom Petty was America’s great common denominator. Everyone, it seemed, liked Petty.
The moment word broke that he had been discovered unresponsive at his Malibu home, and transported to UCLA Medical Center, newsrooms across the country went into hyper-drive. Social media posts rapidly multiplied. Obits were commenced. Sources were dialed. Comments from Petty’s fellow rock luminaries were sought. However, in an effort to be first with the seemingly imminent news of Petty’s death, a few prominent media outlets prematurely reported that he already died, setting off a wave of confusion, and ultimately condemnation from the rocker’s family.
Reminder: Overly aggressive public statements about ongoing litigation can give rise to their own separate defamation claims.
“Laugh, and the world laughs with you.” It’s not just a piece of wisdom from the 19th Century poet Ella Wheeler; it’s a lesson in crisis management.