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.

“Professionals must…understand their audience’s needs, choose the right moment to communicate, and craft compelling messages that resonate on an emotional level.”

It’s supremely ironic that the joyous holiday of Purim, which commemorates the deliverance of the Jewish people from the evil plot of Haman to destroy them, will this year be celebrated while the Jewish state of Israel and the US are at war to free prosecuted persians — and the world — from the  oppressive, anti-Western, evil, theocratic, authoritarian Iranian regime.

Under normal circumstances, Purim is a festive holiday celebrated by revelry, feasting, gift and charity giving and, of course, reading the Megillah (the Book of Esther). Beyond its historical and religious significance, the holiday and its legends may surprise modern marketers with how easily each element of the story maps onto key principles of effective communication strategy and leadership, making it surprisingly relevant for professionals navigating the complexities of today’s fast-paced world. Consider:

Esther’s Rise: The Importance of Reputation Management

Esther’s ascent to the throne exemplifies the significance of reputation management. Her grace, wisdom, and humility wins her favor in the eyes of the king and those around her (Esther 2:15-17). In a professional context, managing your reputation by building trust through consistent results and positive behavior is crucial for long-term success. For example, consider a young lawyer who consistently demonstrates integrity, professionalism, and empathy in her interactions, while always delivering above expectations. Over time, her reputation for excellence and compassion will attract clients and offer numerous opportunities for success and advancement.

Esther’s Jewish “Reveal”: A Critical Rebranding

Esther’s revelation of her Jewish identity to the king at a critical juncture (Esther 7:3-6) could very easily be called a “strategic rebranding.” She carefully chooses the right moment to disclose this information, which ultimately saves her people. Similarly, professionals must know when to pivot or reveal key aspects of their brand to achieve desired outcomes. Imagine a tech company that decides to pivot its brand focus towards sustainability. This carefully planned rebranding might be executed at a key industry conference, leading to increased market share and positive public perception.

Esther’s Integrity: The Importance of Brand Integrity

Esther’s unwavering integrity — even in challenging situations — is central to her success. For professionals, maintaining brand integrity is essential for building trust and credibility with clients and stakeholders. A professional firm that consistently upholds ethical standards and transparent communication builds a strong reputation, attracting clients who value trust and reliability.

Esther’s Maidens: The Critical Role of Allies

Esther does not act alone. She has the critical support of her maidens (Esther 2:9, 4:16), highlighting the importance of allies in effective communications campaigns. By leveraging their networks and expertise to ensure an initiative’s success, building a network of allies who support and enhance your initiatives is vital for achieving goals.

Esther’s Banquet Strategy: The Power of Community Engagement

Esther’s use of banquets to engage key stakeholders is a lesson in community engagement (Esther 5:4-8, 7:1-10). By creating a setting that facilitated dialogue and decision-making, Esther saves her people. Professionals can learn from this by creating platforms for engagement that foster meaningful interactions with their clients and prospects. For instance, a lawyer might host a series of workshops on new regulations affecting space exploration for private equity investors, creating an environment where community members feel valued and heard, leading to stronger client relationships and community trust.

Esther’s Appeal to the King: Audience Analysis, Timing, & Messaging

Esther’s appeal to the king to save her people is marked by careful audience analysis, perfect timing, and clear, emotionally resonant messaging (Esther 7:3-6). Professionals must similarly understand their audience’s needs, choose the right moment to communicate, and craft compelling messages that resonate on an emotional level.

Mordecai’s Counsel: Importance of Advisors

Mordecai’s wise counsel to Esther throughout the story highlights the importance of trusted advisors (Esther 4:13-14). In the professional realm, seeking advice from experienced mentors or colleagues can provide valuable perspectives and guidance to both handle complex matters as they arise and to help shape a successful career more generally. 

Mordecai’s Information: Importance of Market Research

Mordecai gathers information about Haman’s plot (Esther 2:21-23, 4:7-8) underscoring the importance of market research. Before doing anything — launching a new practice, hiring a new colleague, investing in a prospect to try and convert them into a client —  understanding the market landscape and gathering intelligence is crucial for developing effective strategies.

Mordecai’s Being Understated and Unassuming: Power of Imagery & Design

Mordecai’s modesty and refusal to bow to Haman (Esther 3:2-6) demonstrate the power of imagery and personal branding. In a professional setting, how one presents oneself can significantly impact an audience’s perceptions and your interactions. A professional might cultivate a brand of quiet confidence and competence, without resorting to boastfulness, in order to stand out in a crowded field.

Haman’s Evil: Necessity of an Enemy or Opposite

Haman’s role as the antagonist in the story illustrates the necessity of having a clear market differentiator or competitor. In business, understanding your competitors and differentiating yourself from them is essential for standing out in the market.  Interestingly (for those still reading), in researching this article I learned that Kabbalah (ancient Jewish mysticism) teaches that incense needs one sour part to more fully bring out its inherent sweetness.

Haman’s Execution: Using Social Media to Market the Win

Albeit with a little imagination, the public downfall of Haman (Esther 7:9-10) can be likened to using social media to market a win. In today’s digital age, sharing successes and achievements through the vast networks of interested parties available via social channels can absolutely enhance a professional’s or organization’s visibility and reputation. Equally true is the opposite, in this day and age, mishandling your relationships and social networks can for your reputation be the equivalent of a noose around your neck. 

The story of Esther is a rich tapestry of lessons in effective communication that are highly applicable to professionals. By embracing these principles, professionals can build strong, lucrative, professional relationships and navigate complex situations to achieve their goals with grace, integrity and wisdom, just like Esther.

By John Hellerman, President & Founder, Hellerman Communications

“What’s eroding isn’t just coverage — it’s institutional capacity, and that has direct implications for how authority is earned, validated, and sustained.”

In a stunning blow to legacy media, The Washington Post announced on February 4, 2026, that it would lay off roughly one-third of its workforce, including more than 300 journalists. Insiders described the cuts as an “absolute bloodbath,” wiping out sports, books, international bureaus, and large swaths of local coverage.

For law firms, this may initially feel remote. High-stakes legal thought leadership rarely depends on metro desks or lifestyle sections. But focusing on what was cut misses the larger signal. What’s eroding isn’t just coverage — it’s institutional capacity, and that has direct implications for how authority is earned, validated, and sustained.

The value of placements in elite publications undeniably persists. A quote or op-ed in a top-tier outlet still signals credibility to sophisticated clients, peers, and referral sources. In an era of relentless content and algorithmic noise, these legacy badges continue to convey seriousness and selectivity — forms of gravitas most “new media” platforms still struggle to replicate.

But value and accessibility are now diverging.

Prestige outlets increasingly resemble venture capital firms: highly selective, asymmetric, and disproportionately rewarding to those who already have momentum. Fewer reporters, narrower beats, and higher editorial thresholds mean that generic commentary and incremental insight are no longer merely inefficient, they’re invisible.

This creates an uncomfortable reality for legal marketers: the payoff of top-tier media may be increasing at the exact moment the odds of securing it are declining.

The response should not be abandonment, nor panic diversification into every new podcast or newsletter. It should be strategic rebalancing:

— Legacy media should be repositioned as capstone validation, not the foundational narrative.

— Authority should be built upstream through proprietary research, client-driven insight, forums, and relevant digital platforms where firms control both depth and context.

— Only then should legacy placements be deployed to punctuate and authenticate that work — as the mic-drop, not the monologue.

Firms that rely on a single quote to carry the weight of an entire narrative will increasingly find themselves exposed.

The deeper question law-firm leaders should be asking is this: If the institutions we once relied on to confer authority are contracting, where — and how — are we deliberately building it instead?

In that sense, the Post’s cuts are not merely a media tragedy. They are a preview of tomorrow’s authority landscape.

By John Hellerman, President & Founder, Hellerman Communications

See John’s posts summarizing this article on X and LinkedIn.

“If you want to cut through the clutter and save money, don’t just create—curate.”

As firms budget for the year ahead, ROI is top of mind: how do you get the most out of every dollar? One of the smartest—and most overlooked—tools for maximizing ROI is three simple letters: OPC (Other People’s Content).

Back in 2015, John Hellerman wrote in Bloomberg about why curating other people’s content can be just as strategic as creating your own. Ten years on, with LinkedIn posts, podcasts, Substacks, and TikToks multiplying by the minute, curation has gone from smart to indispensable. 

Sharing someone else’s content—with your commentary and context—doesn’t weaken your position. It shows you’re engaged, confident, and tuned into what matters most to your clients and prospects.

(And yes, it’s less expensive.)

👉 Follow the link above to Bloomberg or read a PDF of the original article here.

“If you’re a small or midsize law firm operating with a lean budget looking to elevate your reputation, enhance your business development efforts, and compete with industry giants, a results-based system like FAME is likely the solution you’ve been waiting for.”

If you’re working on a Public Relations plan for 2026, especially if you’re setting a budget, you’ll want to think in terms of measurable results – not just time spent.

John Hellerman has great insight that can help you reframe your approach to PR, so you pay for impact rather than time. Below are four articles that are must-reads, each with a different angle on making PR more effective.

1. “Everyone Wants Fame.” FAME (for Focused Authoritative Media Exposure) replaces retainers with results-based PR. Firms pay only for tangible outcomes—like quotes or articles—gaining national visibility, boosting business development, and ensuring every dollar spent delivers measurable, cost-effective impact. Read it here.
2. “Stop Wasting Money on PR: Why Every Firm Needs an After-Placement Plan.” This article digs into what happens after PR placements—how you follow up, amplify, and use the exposure to drive real value. It argues that without a post-publication strategy, you lose much of the potential ROI. Read it here.
3. “Gamify Your PR for Biz-Dev Gold.” Hellerman makes the case that gamification isn’t just buzz—it can shape internal behavior, motivate teams, and help tie PR activities to business development outcomes. If your budget is tight, creative mechanisms like this stretch your resources. Read it here.
4. “You Down with Other People’s Content?” As firms budget for the year ahead, ROI is top of mind: how do you get the most out of every dollar? One of the smartest—and most overlooked—tools for maximizing ROI is three simple letters: OPC (Other People’s Content). Read it here.

If you have questions – on how to apply these in your firm, how to reallocate budget, how to measure results, etc. – feel free to reach out to John Hellerman at jhellerman@hellermanllc.com. He’d be happy to help map things out to your specific situation.

“By scoring it, PR stops being vague. It stops being a “nice to have” marketing activity and, with points, becomes a strategic business development tool.”

Earned media can transform how lawyers – and other professionals selling their expertise – network and build credibility, as John explains in his Legal Management article, “Scoring PR: Creating Business Development Gold with a Gamified Earned Media Program,” (ALANET.org, 5/9/25).

By assigning points to media placements based on impact, prestige, and strategic value, firms can track progress and compare the performance and visibility of partners, offices, and even competitors, to prioritize the results that truly move the needle. It also helps CMOs advocate for more resources by tying PR success to business outcomes.

The result? Engaged lawyers generating relevant thought leadership that sustains lucrative relationships and leads to new business opportunities.

Whether you’re building credibility, attracting laterals, or supporting a key practice, utilizing a points-based system and gamifying the results makes PR a strategic tool, fueling momentum and engagement while delivering tangible business development benefits.

Can’t get past the ALA paywall?  Read a draft of the article here — and read an American Lawyer published case study of our proprietary, points-based PR engagement, called FAME (for Focused Authoritative Media Exposure) here.

High-stakes decisions? Political pressure? Client drama? Law firm leaders, you’ve got this!

“Law firms, especially large and influential ones, will periodically face moments in which decisions must be made from the top…[they] can’t be crowdsourced — but the fallout almost always must be managed collaboratively.”

John Hellerman’s latest Law360 article, 5 Pointers for Firm Leaders Making Tough Decisions, drops five key strategies for law firm leaders to nail communicating tough decisions:

🔑 Be transparent
🔑 Embrace emotions
🔑 Uphold values
🔑 Invite feedback
🔑 Keep morale high

These actions build trust and keep your firm united, even when the heat’s on!

John’s expert advice explains how to show the “why” behind tough calls, connect emotionally, and stay true to your firm’s core so even the trickiest decisions can rally your team and boost unity.

The Legal Marketing Association’s 2024 Annual Conference brought together professionals from across the globe to discuss pivotal industry topics and emerging trends. In attendance was Howard & Howard PR and Communications Coordinator Kady Volmering.

In our second installment of event takeaways by way of a Q&A, we picked Kady’s brain to learn more about what’s to come for legal marketers – especially important given the exponential and rapidly evolving use of AI technologies. Read on!

Engaging in meaningful dialogue with peers enables us to glean actionable strategies and forge lasting partnerships, ultimately enriching the fabric of our industry.

Could you highlight a standout session from #LMA24 and elaborate on its significance?

“Leveraging Public Relations for Business Development” – with Jaylen Pearson and Kelsey Eidbo of Infinite Global, Penny Paul of Lowenstein Sandler and Zach French of Finnegan, Henderson, Farabow, Garrett & Dunner – stood out as a breakout session for me. Given the strategic role of PR in our business development initiatives at Howard & Howard, this session proved invaluable. It offered a comprehensive exploration of PR’s integration into our strategic framework, addressing pertinent challenges and offering actionable insights to foster attorney engagement and amplify our firm’s visibility.

What overarching theme at #LMA24 did you observe?

Throughout #LMA24, there was a resounding theme – the importance of education. Whether it pertains to demystifying PR for attorneys or mastering emerging technologies like AI, continuous learning is a linchpin for success. In the dynamic landscape of legal marketing, staying at the forefront of evolving practices is crucial to making an impact.

Were there any notable strategies discussed at #LMA24 for law firms to differentiate themselves in competitive markets?

The General Counsel panel, a perennial highlight of LMA conferences which this year featured Judy Shu of Google, Thomas Santram of Cineplex Entertainment, Justin Witzmann of NuVasive and Terezka Zabka of the San Diego Padres, provided invaluable insights into client-centric strategies. Of note was the discourse on business succession planning, emphasizing the importance of cultivating client relationships beyond individual, lead attorneys. This underscores the necessity for law firms to adopt holistic approaches that prioritize client engagement and longevity.

Could you share practical recommendations for law firms seeking to integrate AI technologies into their operations?

AI has strategic implications for legal marketing. While apprehensions regarding AI’s role persist, the emphasis at #LMA24 was on leveraging AI as a complementary tool rather than a substitute. From mitigating writer’s block to streamlining and summarizing information, AI presents opportunities for efficiency and innovation. Embracing AI is paramount to maximizing potential.

One use-case scenario highlighted in a session called “AI in Legal Marketing: Leadership, Risk Mitigation, and Innovation” involved having AI anticipate litigation. For example, a law firm used AI to monitor a major brand’s social media and identify a noticeable increase in negative sentiments around a product. The firm then warned the company of the potential for future lawsuits around this issue.

We are bound to see more creative applications in the months to come.

What aspect of #LMA24 resonated most with you?

Undoubtedly, the networking opportunities at LMA are always unparalleled. The exchange of insights and experiences within the LMA community fosters invaluable connections and enriches professional growth. Engaging in meaningful dialogue with peers enables us to glean actionable strategies and forge lasting partnerships, ultimately enriching the fabric of our industry.

Do you have any suggestions for enhancing future conference programming?

While I enjoyed the programming, allocating more dedicated time for peer-to-peer interactions would enhance the event. Facilitating structured sessions, like the “fishbowl” format, could encourage in-depth discussions and promote collaborative learning. By nurturing environments conducive to a knowledge exchange, future conferences can amplify their impact and drive collective innovation.

My Take:

As we reflect on #LMA24 discussions around emerging trends, the importance of fostering strong attorney-client relationships, and the role of AI in reshaping daily workflows, one central idea emerges – adaptability. The legal marketing landscape is dynamic, and it is through education, networking, and a willingness to embrace change that professionals can thrive. Looking ahead, it is imperative that future conferences continue to foster dialogue, facilitate connections, and provide platforms for shared learning, ensuring that the legal marketing community remains at the forefront of innovation and excellence.

Thanks for participating, Kady!