BuildingaPRprogramLMApresentation

How to Build an Effective PR ProgramLessons from the Trenches

Sandi SonnenfeldDirector of PR & Communications, Kaye Scholer LLP

2013 Legal Marketing Association ConferenceBreakout Session Track ThreeApril 11, 2:00-3:15 pm

Building An Effective PR Program2

How Did We Go From This…

September 2011

– No in-house PR capabilities: no media tracking, reporter database, or even systemized process for announcing new laterals

– Outside agency focused primarily on responding to query from the legal trades; no one person was assigned to oversee its work

– Less than 5% of partners participated in PR activities and most viewed media interviews as adverse to Firm’s interests


To This

January 2013• Four in-house PR professionals (PR & Comms Director, PR Manager,

Awards & Rankings Manager, PR Coordinator) focused on proactive, thought-leadership campaigns

• Media coverage rose from 29 stories to 199 stories a month (400% increase)

• Tier 1 coverage (NY Times, WSJ, Wash Post, BusinessWeek, AP, etc) went from 9% of all coverage to 22%, a 110% increase

• # of practices ranked in US News/Best Lawyers doubled; # of attorneys ranked in Chambers Global rose 50%

• Fifty-five percent of all PR efforts propelled the attorneys involved to among the top 10 most visited bios on our website in the week(s) immediately following media outreach

• 25% of all partners now participate regularly in PR opportunities

• PR activities directly led to at least three business opportunities


Five Rules to Success

• Public relations is more than media relations

• Don’t just do what your practice heads say; interpret what they mean (understand their pain points) and then help do what needs to be done to advance their communications goals

• All media coverage is not equal

• Hire storytellers

• Measure/evaluate against set goals

5 Building an Effective PR Program

Public relations is more than media relations


What is PR?

• Builds consensus/preference for an idea, product, company or professional by identifying common ground with your target audiences (publics)

– Journalists are not targets themselves; rather work through reporters to help you reach your target audience(s)

– Thought-leadership is the best way to build common ground without risking client confidentiality

– Far better for The New York Times to call your lawyer/executive an expert than if you do

– 2011 BTI/Hildebrant survey of Fortune 500 General Counsels found that the best way to win new clients is through proactive thought-leadership PR

• Three media interviews/published bylines on same topic in credible top-tier outlet = one client referral


What is PR?

• Other PR tactics to reach target audiences

– Speaking engagements (speakers’ bureau)

– Awards & rankings programs (offers third-party credibility)

– Social media/intranets to foster direct dialogue between lawyers and clients/prospects

– Brand promotion (image-related outreach): sponsorships, charitable events

– Collateral materials (client alerts, newsletters, Q&As, video news releases)

Building an Effective PR Program

Don’t do what your practice heads say; interpret what they mean (understand their pain points) and then help them do what is needed

9 |

Interpreting Lawyer Speak

’

I’m not comfortable asking.

The client won’t want us to publicize this.

Lawyer Says Lawyer Means

10


’

I said it, but now realize I shouldn’t

have.

The press always misquotes me.

Lawyer Says

Lawyer Means


11

I want coverage, but I’m not willing to do any work to get it.

We know as much as Firm X does—how come they always call them?

Lawyer Says

American Lawyer hates us.

Lawyer Means

12 | Getting to Yes


I did one interview and wasn’t quoted, which made me feel

foolish.

PR never leads to new business—why bother?

Lawyer Says

Lawyer Means

I really don’t understand what PR is and how it fits in

with the rest of marketing.


All media coverage is not equal

14

Where does your audience(s) get their information?

• Mainstream media (NY Times, WSJ, BusinessWeek, NPR, CNN, etc)

• Vertical trades

• Legal trades

• Blogs/social media

15

How credible is the source of that information?

• Client referral (word of mouth)

• Trusted (subscriber base)

• Clear how thought-leaders are selected

• Unpaid v. paid


Hire Storytellers

Tell Stories

• Use anecdotes to help clients understand the potential benefits or drawbacks

• Draw on past experiences – good and bad

• Write case studies that show how one success led to another

• Publicize achievements internally as well as externally

• Use visuals, not just words, to make a point

17 | Getting to Yes

18

Best PR people are

• Intellectually curious

• Not afraid to fail

• Can translate lawyer jargon into people speak

• Writers, period

• Lovers of narrative and real-life examples


Measure to a set goal

20

Tie PR efforts to greater marketing efforts

• Incorporate PR activities directly into BD plans

• Never just count clips

• Celebrate and share successes

• Use lawyers’ natural competitiveness to spur other lawyers at firm to participate

Lawyers are your best advocates to persuade others to participate

“The impact we’ve seen as a result of our thought-leadership outreach is invaluable. We have noticed that when we go to a pitch with a new client, you can see that they did a research and have a copy of all the stories in which we are quoted. While I can’t say that we were hired for new work solely because of press coverage, many of the executives comment that “’we are everywhere—obviously the key player in the National Security space.’”

—Farhad Jalinous, Partner and Chair, National Security, Export Controls & Government Contracts Practice

Documents

BuildingaPRprogramLMApresentation