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.