The goal is not creating content — it’s being cited.

John Hellerman recently published a sharp, timely piece in Legal Management on how smaller firms can out-position larger competitors in the AI search era—and it’s worth a close read for anyone thinking about visibility, growth, or business development.

If you hit a paywall, the full text is here.

The core shift is hard to ignore: AI-driven discovery is changing how clients find and evaluate expertise. As John notes, “AI search is prioritizing earned media, not owned content,” and more than 95% of what these systems surface comes from credible, third-party sources. In that environment, simply producing more content isn’t enough.

His most important point: “The goal is not creating content — it’s being cited.”

That insight reframes everything. Smaller firms don’t need to match the volume or budgets of larger competitors. Instead, they win through focus—owning a specific niche, investing in fewer but more substantive pieces, and building authority through credible media placement and repetition.

The article also challenges a common habit: spreading marketing budgets thinly across ongoing activity. As John explains, concentration—not consistency—is what builds momentum, visibility, and ultimately authority.

There’s a lot here that will resonate, particularly for firms navigating how to show up in an increasingly AI-mediated landscape.

FAME = A New Success-Based Approach to Engaging PR

Beginning at minute 27:47 of this Small Business Digest podcast episode, John Hellerman, the principal of Hellerman Communications, shares his unique approach to public relations and the importance of thought leadership for professionals in today’s challenging business landscape. Here are some key takeaways:

🚀 Thought Leadership is Essential: Whether you’re a lawyer, doctor, accountant, or consultant, generating thought leadership content is crucial. It not only helps in marketing, but also in credentialing your reputation.

📈 The Power of Credentialing: It’s not just about the content, but the recognition that comes with it. Regular appearances or mentions in reputable platforms can significantly boost your credibility.

📊 The FAME System for Business Development: Hellerman introduced his agency’s unique FAME system (Focus Authoritative Media Exposure), which allows marketers at professional service firms to manage their resources properly and decide strategically which partners to spend money on. The FAME business development system is designed to provide value and transparency to clients and is a unique approach to how professionals manage their public relations and thought leadership efforts.

Under FAME, clients are only paying for what they want and only when we deliver it… It gives our FAME clients a way to manage their resources properly and decide, strategically, who to spend money on…

Key Components of the FAME Content-Fueled Business Development System:

1. FAME Consulting Fee: 

This is a small initial fee that acts like a user license for each partner or professional that the firm will be consulting and developing opportunities for.

This fee covers essential preparations, such as light media training, bio optimization, and LinkedIn profile optimization. It ensures that the professionals are ready to receive attention from the content we create.

2. FAME Points for Results:

After the onboarding, firms purchase a package of what are termed as “FAME Points.”

These points represent different types of earned media opportunities that Hellerman Communications can deliver. For instance, a byline article is a 2,000-point product, while an interview is 750 points.

As opportunities are developed and delivered, the corresponding points are deducted from the client’s balance.

The more points a firm buys upfront, the more cost-effective they become, with potential courtesies up to 10%.

3. Contingency-Based Approach:

The FAME system operates on a semi-contingency basis. Clients make an upfront deposit by purchasing points, but Hellerman Communications only deducts these points when we successfully deliver the desired media opportunities.

This ensures that clients only pay for what they want and only when it’s delivered, offering a clear value proposition.

4. Refundable Points:

If, after six months, the client decides they want a refund on unused points, the system allows for that, adding an additional layer of security and trust.

5. Strategic Allocation:

The FAME system allows firms to strategically allocate their resources. They can decide where and how to spend based on their needs and the competitive landscape. This ensures that resources are not wasted and are directed towards areas that will provide the most significant impact.

Why Choose FAME?

1. Transparency: Clients have a clear understanding of what they are paying for, ensuring there’s no ambiguity in the services rendered.

2. Flexibility: The system allows for growth. If clients are satisfied with the services, they can purchase more credits and expand the scope of their engagement.

3. Value-Driven: By operating on a contingency basis, we align our interests with those of the clients, ensuring we deliver value consistently.

Our FAME system offers a fresh perspective on public relations, emphasizing transparency, flexibility, and value-driven results.

For more insights and a deeper dive into the power of thought leadership and the FAME alternative solution to risky, high-cost retainers, email us at FAME@hellermanllc.com.

FAME = A New Success-Based Approach to Engaging PR

Beginning at minute 27:47 of this Small Business Digest podcast episode, John Hellerman, the principal of Hellerman Communications, shares his unique approach to public relations and the importance of thought leadership for professionals in today’s challenging business landscape. Here are some key takeaways:

🚀 Thought Leadership is Essential: Whether you’re a lawyer, doctor, accountant, or consultant, generating thought leadership content is crucial. It not only helps in marketing, but also in credentialing your reputation.

📈 The Power of Credentialing: It’s not just about the content, but the recognition that comes with it. Regular appearances or mentions in reputable platforms can significantly boost your credibility.

📊 The FAME System for Business Development: Hellerman introduced his agency’s unique FAME system (Focus Authoritative Media Exposure), which allows marketers at professional service firms to manage their resources properly and decide strategically which partners to spend money on. The FAME business development system is designed to provide value and transparency to clients and is a unique approach to how professionals manage their public relations and thought leadership efforts.

Under FAME, clients are only paying for what they want and only when we deliver it… It gives our FAME clients a way to manage their resources properly and decide, strategically, who to spend money on…

Key Components of the FAME Content-Fueled Business Development System:

1. FAME Consulting Fee: 

This is a small initial fee that acts like a user license for each partner or professional that the firm will be consulting and developing opportunities for.

This fee covers essential preparations, such as light media training, bio optimization, and LinkedIn profile optimization. It ensures that the professionals are ready to receive attention from the content we create.

2. FAME Points for Results:

After the onboarding, firms purchase a package of what are termed as “FAME Points.”

These points represent different types of earned media opportunities that Hellerman Communications can deliver. For instance, a byline article is a 2,000-point product, while an interview is 750 points.

As opportunities are developed and delivered, the corresponding points are deducted from the client’s balance.

The more points a firm buys upfront, the more cost-effective they become, with potential courtesies up to 10%.

3. Contingency-Based Approach:

The FAME system operates on a semi-contingency basis. Clients make an upfront deposit by purchasing points, but Hellerman Communications only deducts these points when we successfully deliver the desired media opportunities.

This ensures that clients only pay for what they want and only when it’s delivered, offering a clear value proposition.

4. Refundable Points:

If, after six months, the client decides they want a refund on unused points, the system allows for that, adding an additional layer of security and trust.

5. Strategic Allocation:

The FAME system allows firms to strategically allocate their resources. They can decide where and how to spend based on their needs and the competitive landscape. This ensures that resources are not wasted and are directed towards areas that will provide the most significant impact.

Why Choose FAME?

1. Transparency: Clients have a clear understanding of what they are paying for, ensuring there’s no ambiguity in the services rendered.

2. Flexibility: The system allows for growth. If clients are satisfied with the services, they can purchase more credits and expand the scope of their engagement.

3. Value-Driven: By operating on a contingency basis, we align our interests with those of the clients, ensuring we deliver value consistently.

Our FAME system offers a fresh perspective on public relations, emphasizing transparency, flexibility, and value-driven results.

For more insights and a deeper dive into the power of thought leadership and the FAME alternative solution to risky, high-cost retainers, email us at FAME@hellermanllc.com.

In today’s complex media landscape, law firms are increasingly aware of the importance of thought leadership in attracting high-value clients and top-tier talent. Traditional metrics, such as advertising equivalency, fall short in accurately assessing the value of thought leadership for professional service firms. Why? Because they don’t consider the unique goals and nuances of law firms, where credibility and expertise are paramount.

By using points to score results, our FAME system facilitates very accurate resource allocation decisions.

In light of this, there’s been a shift towards a more nuanced measurement methodology, one that specifically evaluates each piece of content’s or activity’s ability to credential partners as experts in their respective fields. Our content-fueled business development system, which we call FAME (for Focused Authoritative Media Exposure) assigns “base points” to different types of content, like getting quoted (1,500 points), being published (2,000 points), etc., and creates a unique, gamified incentive for partners to participate in thought leadership campaigns.

Using a “points” system also enables us to benchmark clients against their competitors (one-on-one or for full practices). For instance, if we run a comparison and find a competitor with 10,000 points of FAME, whereas our client is starting with 2,000 over the same period, we know we need to generate at least another 8,000 points to be competitive. Importantly, a worthwhile goal for the average partner to accumulate for effective business development is about 5,000 points of content or about 2,000 more than their biggest competitor.

By using points to score results, our content-fueled business development system FAME facilitates very accurate resource allocation decisions. As a result, law firms and other professional services firms can operate with greater strategic clarity, better allocating their media efforts to maximize focused authoritative media exposure for their thought leaders.

The 2019 Legal Marketing Association conference focused more on the future of the legal industry than in past years. Perhaps because general counsels buying process has changed, artificial intelligence (AI) has solidified its role, or the #MeToo movement and renewed support of women empowerment have legal professionals looking for more creative approaches to selling their services.

Regardless, we will walk you through exactly what we learned from this year’s sessions and what to expect from law firms in 2020.

The Pancake Versus the Pyramid

The event kicked off with two law professors, William (“Bill”) Henderson from the Indiana University Maurer School of Law and Scott Westfahl of Harvard Law School, talking about a specific ABA rule (rule 5.4 for those interested), and how the rule has put the commercial interests of non-lawyers over those of lawyers, how it has established a hierarchical structure in legal with 75% of the market serving corporations and only 25% serving individuals, and its impact on limiting access to justice.

In short, this rule has perpetuated a major shift towards insourcing, with the number of in-house lawyers and law firms embedded inside of corporations skyrocketing.

To reverse this trend, Bill and Scott asked, “Can a pancake knock down the pyramid?”

At the end of the day, everything you do needs to explain how it will add value, make the lawyers more successful, and make the business more profitable to be taken seriously within a law firm.

The answer is yes. If law firms commoditize their services, offer the full suite of human capital needs (information technology, engineering, finance, marketing, project management and legal), and most importantly, work in cross-practice group teams to play to individual strengths and enhance the quality of their work, then the legal industry will truly be able to serve corporations and individuals alike.

The General Counsel Take

Providing direct support of this, the always anticipated General Counsel panel including DHL Supply Chain’s Mark Smolik, Home Depot’s Will Barnette, Volvo Financial Services’ Alexia Maas, and ALM Media’s Richard Caruso.

When analyzing the billion-dollar legal industry, the GCs admitted that these companies are turning the legal function on its head, embracing disruptors, and in effect creating virtual firms to enhance effectiveness and budgetary efficiency.

Some advice from the team?

…Do not assume the GC is the sole decision maker to hire. Right next to the GC is the CFO, who has a closer reach to the CEO and is wondering, “do you fully understand the business and matter at hand?”

…GCs hire lawyers over their firms, and even then, it all comes down to the billable hour.

…GCs are seeking business advice from skilled professionals, so avoid legal jargon when selling. Speak first as business people and second as lawyers.

…Upgrade firm technology with artificial intelligence to help lawyers work smarter not harder, improve General Counsel processes, and drive efficiencies.

When it comes to buying outside counsel, Mark, Will and Alexia all agree that the lawyer should ultimately make the GC look like a hero and provide fast, immediate guidance.

Becoming Movement Starters

The LMA crowd also heard from Jennifer Dulski of Facebook on movements – which she stressed all start with the small actions of individual people. This will come in handy when selling services to the GCs mentioned above.

Jennifer shared that the key to movement success is:

• The courage to get started;
• A compelling vision;
• Mobilized people;
• Persuading decision makers;
• Navigating criticism; and
• Overcoming obstacles.

When providing examples, it became clear that for any legal professional to succeed in creating a movement, they must assemble a large enough group of supporters within their firm to become equals with the big fish – which could eventually lead to long-term partnerships.

To achieve this, it’s crucial legal marketers influence-map to identify groups within their firm who need their services and could become advocates for their cause, in addition to helping them persuade and ultimately make it easy for the CEO to say yes. While finding these allies, it’s also important to listen to naysayers and work with them to fix any potential issues with your product – in hopes of turning them into valued supporters.

Jennifer argued that by following these steps, you’re likely to succeed in starting a movement that will set you apart from your competitors. But, if you don’t, learn from your failures as they often times lead to success down the road.

Securing a Seat at the Table

As Jennifer pointed out, to start a movement in any capacity a legal marketer must have access to key stakeholders and decision makers. One way to accomplish this is to have a seat at the management table. Closing out the conference was Iris Jones of McNees Wallace & Nurick, who led a panel about the importance of having a seat at the table and how to go about securing one.

First and foremost, to have a seat at the table means to be involved in a project or idea from inception – not being tasked with activities after it’s been initiated.

To prove that you deserve a seat, you must be a true solutions provider for whatever challenges the firm and individual attorneys face. That can only happen if you (like GCs require of outside counsel) completely understand the firm’s or attorney’s business of law.

So that your solutions are actually applied, the panel suggests finding supporters within your team and target practice or industry groups to help build your credibility. If unsure, ask your mentor, “Who are the people I should be spending time with?”

Also, acknowledge that each firm team has a preferred method of communication. So, determine what that is and play towards their preferences. Is the group more formal? Do they use certain language or terms? Do they like to be contact via email or phone?

Iris’s panel recommends always using powerful language, avoiding hedgers, and being prepared with irrefutable facts when communicating with any firm group, whether it be in a meeting or department presentation. Strive to be the smartest person in the room, so that other participants and firm leadership cannot dismiss you.

At the end of the day, everything you do needs to explain how it will add value, make the lawyers more successful, and make the business more profitable to be taken seriously within a law firm.

Law Firms in 2020

From these four #LMA19 sessions alone, it’s apparent that future law firms must better package their services, embrace artificial intelligence to assist their GC networks in improving their own processes, take risks by starting movements, and train and mentor staff to help them secure a seat at the management table.

Only then, will law firms realize a true change in their bottom lines.

If you have questions on these takeaways or need assistance in applying them, please contact us.

The Wall Street Journal recently reported on the rise of Lil Miquela, a major fashion icon and influencer who can be seen eating at high-end restaurants, buying top clothing brands, and singing from her newly released singles. With all her comings and goings, it is hard to believe she’s not even real.

Lil Miquela is completely fabricated and investors are lining up to create more CGI celebrities.

As far as the Journal is concerned, we’ve reached the era of the making of computer-generated influencers (and the Journal is a pretty big influencer itself).

An outward-facing, branded CGI lawyer, owned and operated by a firm would never leave.

Can law firms take advantage? It may seem far-fetched, and a pure whim as far as Big Law goes, but why not? This is almost low-bar, now considering some high-level research projects going on at major universities and tech start-ups to upload brains, replicate consciousness, and create human-like faces for AI.

A firm’s primary brand and asset is the collective reputation of its partners earned over time. All of that expertise has “legs” and places a tremendous burden on firms to rebuild if it walks. When these “experts” also control their own content (e.g., blogs, whitepapers, social media accounts and followers, etc.) all of that brand value goes out the door with them.

An outward-facing, branded CGI lawyer, owned and operated by a firm would never leave. Similar to Lil Miquela, they could interweave a personal, humanizing story and operate on multiple communication platforms.

It won’t happen tomorrow (five years ago I made a similar prediction), but it’ll happen…