Winning firms don’t just land media — they leverage it

This is the second installment of an LMA conference Q&A led by Amanda Ferrari with responses by Howard & Howard PR and Communications Coordinator Kady Volmering.

At this year’s Legal Marketing Association (LMA) conference, one session stood out for its relevance and resonance – The Art of Tough Conversations: Navigating Sensitive Messaging in Law Firms. As someone who works closely with legal professionals, I found the discussion both timely and thought-provoking. Here are some key takeaways and reflections from that session, which was presented by Andrea Christman of Poston Communications and Lee Rogers of Bass, Berry & Sims.

Why Are Tough Conversations So Challenging in Law Firms?

Unlike many other industries, law firms must communicate across a complex web of internal and external audiences—lawyers, staff, clients, and partners. This makes messaging especially delicate. Firms are expected to address pressing social issues while maintaining neutrality and staying true to their core values.

Sensitive communication isn’t just about crisis management. It can arise in everyday scenarios such as:

• A high-profile case making headlines;
• Internal workplace conflicts; and
• Responses to political or administrative developments.

Each situation demands a thoughtful, values-driven approach. The stakes are high and the margin for error is slim.

Balancing Honesty and Empathy

The foundation of any difficult conversation should be the firm’s core values. (See John Hellerman’s latest article in Law360, “5 Pointers for Firm Leaders Communicating Tough Decisions,” for additional context.) These values not only guide decision-making but also help unify messaging across a diverse workforce. Leaders must understand their audience—attorneys, staff, and clients alike—and craft messages that are empathetic, transparent, and action-oriented. Not everyone will agree, and that’s okay. What matters is that the message is grounded in integrity and respect.

One of the biggest mistakes firms make is striving for perfection. In the legal world, precision is paramount—but when it comes to sensitive messaging, waiting for the “perfect” response can lead to delays and missed opportunities. Trying to please everyone often results in watered-down communication that satisfies no one. Instead, firms should aim for clarity, sincerity, and timeliness.

The Importance of Preparation

Preparation is key. Firms should:

• Clearly define their core values;
• Assess potential vulnerabilities; and
• Establish a flexible response framework.

After a message is delivered, it’s important to evaluate its reception and be ready to follow up. This shows accountability and a willingness to engage in ongoing dialogue.

Choosing the Right Format and Messenger

Communication style should align with firm culture. Smaller firms may prefer in-person meetings, while larger firms might opt for virtual town halls or email distributions. Regardless of format, two things are essential:

1. The message should come from a familiar and trusted leader.
2. The tone must be sincere with space for questions and feedback.

Maintaining Trust and Morale

Delivering tough news doesn’t have to erode trust. In fact, when done well, it can strengthen it. By being transparent, empathetic, and responsive, firm leadership can reinforce a culture of openness and resilience.

“With billions pouring into legal tech, 2024 will be the year everything changed, and it’ll be unlike anything we’ve ever seen.”

For legal marketing, 2023 was a tough year. We lost too many industry trailblazers. The passing of Richard Levick, Burkey Belser, and Monica Bay remind us about how unique our niche is, and sadly, how old.

Levick, “father of modern reputation management,” pioneered high-stakes litigation and crisis communications. Belser, creator of the nutrition facts label, was a Big Law branding visionary and brought law firms’ missions to life in ads. And Bay, who played a pivotal role in the intersection of law and technology, celebrated law firms’ innovative practices in her editorials at The Recorder and Law Technology News, which later became LegalTech News.

Their legacies live on in the individuals they mentored, many of whom are today’s leaders. Yet, as we stand on the shoulders of these giants, the legal —and legal marketing — industry is at the precipice of significant change and disruption.

With the release of ChatGPT in October 2022 to the release of Google’s Gemini this past month, 2023 served as a transitional year. With billions pouring into legal tech, 2024 will be “the year everything changed!” and it’ll be unlike anything we’ve ever seen:

Digital marketing will transform with the use of virtual and augmented realities. Already, courts have been experimenting with virtual reality to recreate crime scenes. Some of us are old enough to remember Second Life…that is like Pong compared to what’s coming — and the low-cost, high-touch engagement that new virtual realities will facilitate in the future.

AI tools will proliferate and profoundly change the way law firms serve and service clients. Many firms — and many individual lawyers — will create branded avatars and chatbots to scale their expertise and make it available 24/7. Similar to the new “all-AI” news stations, firms will broadcast their own news sections via attractive, multi-cultural “AI anchors.”

It was nice to see so many law firms come together to take a stand against antisemitism, and as the work product becomes more AI/tech driven (and performance becomes more commoditized), the personality of firms — their values and ethics, especially — will become even more important and integral to their brands, otherwise based on performance.

Our industry has evolved significantly, shaped by the visionaries who paved the way and the technology that promises to move us forward. As it continues to innovate and redefine itself, marketing success will require nuanced communication and continual, endless adaptation.

Have a very Happy New Year, and a successful 2024!

In the fast-paced world of the business of law, where reputations can be built or shattered in an instant, understanding the power of public relations and crisis communications is essential. John Hellerman, a seasoned expert in the field, recently appeared on two podcasts to discuss the different facets of PR and its role in legal business development. In this blog post, we’ll summarize the key takeaways from these critical conversations.

In the realm of legal business development, public relations and crisis communications are indispensable tools.

Podcast Episode 1 – Good2bSocial’s Legal Marketing 2.0: Content-Fueled Business Development, How Lawyers Can Harness the Power of Earned Media to Fuel New Client Relationships

In this episode, John Hellerman speaks with Guy Alvarez about the power of content in driving business development in the legal sector.

Drawing from his vast experience since the ’96 MLB strikes, John has been connecting law firms and attorneys with reporters seeking their insights for critical stories. As a pioneer in legal public relations, having been involved with the National Association of Law Firm Marketers before it became the Legal Marketing Association, John understands the importance of thought leadership and earned media in establishing strong reporter relationships to credential experts and aid in driving new business – what John dubs “content-fueled business development.”

John advises lawyers and their marketers to become avid students of the news, identifying hot topics, creating content around those topics, and ensuring its publication. Moreover, sharing and promoting that content to a broader audience is crucial to leveraging the true power of PR in the digital age.

Podcast Episode 2 – Legal Mastermind Podcast: The Power of Thought Leadership

In this episode, John Hellerman engages with the hosts Ryan Klein and Chase Williams to delve into the two sides of the PR coin – content-fueled business development and crisis communications.

Traditionally, during times of crisis, PR experts would advise clients to comment and address the situation head-on. However, with the ever-changing landscape of media and technology, bad press can take unpredictable turns. News cycles are faster and attention spans are shorter, which makes it a tough judgment call whether to manage a crisis actively or stay silent and let it blow over.

John’s expertise lies in guiding businesses through such pressure-cooker situations, helping them make the right judgment calls. He emphasizes that a one-size-fits-all approach no longer works, and each situation demands a carefully tailored strategy to protect the businesses reputation.

The Takeaway

In the realm of legal business development, public relations and crisis communications are indispensable tools. Hellerman Communications’ expertise in both areas provides invaluable insights for businesses looking to navigate through challenging times and leverage PR for growth and success.

In an era where a single news story can make or break a reputation, understanding the changing dynamics of media and technology is vital. Each crisis calls for a thoughtful and nuanced approach that aligns with the specific situation and business goals. Additionally, creating thought-provoking content and collaborating with the media can be a game-changer in building relationships and expanding the firm’s reach.

Lawyers and legal firms aspiring to thrive in today’s competitive landscape should take inspiration from Hellerman Communications’ advice and embrace the power of PR to create a lasting impact on their business development journey.

The Legal Marketing Association Annual Conference, which took place in Hollywood, Florida from April 24th through April 26th, always gets a ton of buzz. To keep that alive a little bit longer, we sat down with first-time attendee, Jones Walker’s Public Relations and Communications Coordinator Savannah Kirk, for her main takeaways.

Without further ado…

Did you find the PR & Communications pre-conference program helpful? Was there much talk of AI?

As a first-time LMA Conference attendee, I found the PR & Communications pre-conference session, titled “AMP: Aligning Efforts, Maximizing Opportunities and Proving Value,” incredibly helpful and insightful. As someone who has only been in the legal marketing space for a couple of years now, the range of solutions to problems we all deal with provided valuable context on how my role fits into the business of law. I especially liked the interactive and diverse nature of the sessions. While there wasn’t any talk of AI during the pre-conference, one recurring topic was diversity, equity and inclusion. It is essential to weave DEI into communications strategies, both internally and externally. The General Counsel session during the main conference echoed this as well, when GCs expressed the importance of a diverse team with unique perspectives. Every law firm needs to identify their differentiators. What is your firm’s true culture? The answer should guide daily decisions.

What was the overarching theme of the conference?

The overarching theme of the conference was “Amplifying Your Impact.” From a PR perspective, another theme I saw was the value of storytelling, and to take that a step further, the key role data plays in telling that story. In a post-pandemic and increasingly digital world, there is mass amounts of data at our fingertips. The key is to analyze the data and use it to tell a compelling story. Data can be used to enhance attorney buy-in in marketing and earned media efforts, engage with and influence target audiences, and bolster multimedia (podcasts, video, etc.), ultimately improving return-on-investment (ROI).

What are your three biggest takeaways?

My three main takeaways are:

1) The value of integrating DEI into internal and external communications strategies.

2) The importance of storytelling, backed by data, to stand out from competitors in the digital landscape.

3) Strategically use podcasts and videos to engage and influence audiences.

If you’re reading this and have questions or additional takeaways, feel free to comment!

What was your favorite session and why?

I enjoyed the pre-conference session, called “How to Prove ROI With Your Communications Programs.” This session offered sound advice on how to use internal communications to prove marketing and public relations ROI. My favorite part was when Leslie Kart Gross of Saul Ewing, Nathan Koppel of Haynes & Boone, and Jay Linder of PP&C Consulting walked us through successes from their own work. This included everything from internal surveys to newsletters and custom reports.

I also liked “Connecting Dots: Integrating Campaigns for Greater Engagement.” The panelists discussed their experience in working on cross-sectional campaigns that require involvement from multiple practice areas across the firm and marketing department. They uncovered the challenges, like who has ownership of the project and the importance of tracking and measuring the success of these campaigns to inform future decisions.

How was the vendor floor? Were there any star booths? Why did they draw the most attention?

Law firms are often behind the pack when it comes to new technology, so the discussion on AI really came from the vendor floor. The Kaitongo and LexBlog booths demonstrated how they are integrating AI into their platforms. Kaitongo even had a tarot card reader to draw people in – fitting to have fortune-telling combined with the advancement of technology.

What are some networking best practices you took away from the conference?

As a reserved person, this was important for me! One thing I took away from the conference is that everyone truly is there to meet and mingle. I found some of my most valuable conversations and new connections came from sitting by new friendlies at lunch and striking up conversations while getting coffee or on breaks. I also used and saw others using the LinkedIn QR code function to quickly connect on the platform rather than share business cards.

Did any sessions take a creative approach to presenting? Or did they rely on PowerPoint and panel discussions?

One creative element was live polls. There was a QR code embedded in the presentation that audience members could scan and then answer questions. The answers would populate live on the screen in word maps or infographics. They were mostly surface level questions to encourage engagement, but I think this could be used even more in the future to capture data points while key legal marketers across the country are gathered together.

Thank you, Savannah, for the insight!

I dread the end of Summer, so when Starbucks launched their pumpkin-spiced products earlier than ever before (August 25 in 2020 versus August 27 in 2019), it came as an unwelcome surprise.

Yet, per usual, the #PSL-hype has hit the ground running and Fall fanatics are already purchasing their pumpkin-flavored necessities.

This trend is nowhere near over.

With the coronavirus pandemic causing disturbances in workday commuting routines, including coffee pick-up orders, brands are dropping products sooner to peak consumer interest in stopping by for midday (rather than morning) treats.

Case-in-point: Dunkin’s pumpkin spiced latte dropped on August 19, beating out Starbucks. Plus, McDonald’s introduced its first new Chicken McNuggets flavor in 40 years — the Spicy Chicken McNugget with a Mighty Hot Sauce, available for a limited time only.

As brands seek new (and old) ways to attract consumers, major TV networks are also scrambling to maintain viewership.

Some networks, like HBO Max, are attempting to overcome this Covid-related blip by offering hit series reunions, like the Friends reunion (that’s unfortunately delayed) and the newly announced West Wing reunion.

This trend is nowhere near over, as the general public pines for any reprieve from the new normal.

What products or new services are you launching to engage new or existing clients? For advice on creative marketing campaigns, contact us.