Stand Above.

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.

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.

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.

One of the benefits of social media and electronic communications is that they give a public voice to those who might not otherwise have one. Those same tools, however, can cause headaches for businesses, which are often conflicted between embracing their employees’ right to express themselves and ensuring that those expressions do not harm the company. As Google’s recent experience shows, in today’s world there is little a company can do to prevent rogue employees from broadcasting their views. The important thing, instead, is how companies respond.

Eight states have legalized the recreational use of marijuana, while an additional 29 states and the District of Columbia permit medical use. The legal cannabis market reached an estimated $7.2 billion in 2016, and is on track to create more than 250,000 new jobs by 2020. The stigma associated with marijuana use is also fading, as a 2017 poll found that 61% of Americans believe marijuana use should be legalized. In other words, cannabis is a booming business – and the legal services industry is taking notice.

The website of any firm or company is a key point of contact for the news media -- one that the media will often use as a first stop in learning more about the organization, and possibly developing a productive relationship with it. Too often, though, websites are built with little regard for media visitors. Adding an online newsroom or media center, then, is a relatively low-cost project with a big return. Done right, it provides journalists and others the information they need, in the way the firm wants to present it.

Baby boomers, defined as those born between 1946 and 1964, are steadily retiring from the legal industry. The American Lawyer reports that while almost half of AmLaw 200 partners were baby boomers in 2016, 16 percent of law firm partners will retire in the next five years – and 38 percent will retire within the next decade.

Look closely when corporations speak. Not just in crisis situations; in advertising, marketing and everyday activities. You will see the truth can be difficult to embrace. And those with keen instincts see right through “it.” Yet, when done right, there is a sense of order. A sense of maturity and integrity. The establishment of trust. All of which are built and sustained by communicating and acting directly, honestly and transparently – Baretz+Brunelle’s core values.