Presentation for the New York State Bar Association Keith Emmer Startegix LLC 212.920.9205 keith@startegix.com
Lawyers and Public Relations Lawyers are a Great Fit for PR!
U.S. Media Consumption How much time do U.S. adults spend consuming media each day? A. 3 hours 11 minutes B. 5 hours 52 minutes C. 7 hours 31 minutes D. 10 hours 39 minutes
Spoiler Alert Did you guess? If you re viewing this presentation in advance, skip the next slide
U.S. Media Consumption Nielsen Company audience report: adults in the United States devoted about 10 hours and 39 minutes each day to consuming media in the first quarter of 2016. Source The Nielsen Company http://www.nielsen.com/us/en/insights/reports/2016/the-total-audience-report-q1-2016.html
Lawyers and Media Daily Media Consumption: 10 hours and 39 minutes Working Sleeping Eating Family Friends Physical Activity
Public Relations (PR) Overview What is PR? Value of PR How to do PR (effectively and responsibly)?
What is PR? "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. --Crowd-sourced definition developed by the Public Relations Society of America
PR for Law Firms Public relations is a strategic communication process that builds mutually beneficial relationships between the firm and its publics / constituencies: Clients Potential Clients Other Attorneys (at your firm, and potential hires) Business Contacts / Strategic Partners Citizens / consumers (pro bono and educational function) Courts / Judges / Government Officials / Elected Reps Your Clients Contacts, Publics and Even Adversaries
PR vs. Advertising? Advertising = Paid Media (e.g., a quarter-page ad in the NY Times) You pay for it, and you decide where to place content and when. Editorial Media = Earned Media (e.g., getting quoted in the NY Times) Unpaid and a reporter / editor makes decisions on content. Advertising is what you pay for, publicity is what you pray for. -Helen Woodward
Value of Earned Media from PR Inherent credibility because of its nature: unpaid a reporter or editor made the decision to feature you or quote you In driving purchase decisions, PR is almost 90% more effective than advertising. Source: Adweek http://www.adweek.com/digital/pr-vs-advertising-still-the-same-competition/, from Nielsen Report at http://www.inpwrd.com/nielsen Depending on how you measure and monitor an article it is between 10 times and 100 times more valuable than an advertisement. Source: Michael Levine, quoted in Forbes https://www.forbes.com/sites/robertwynne/2014/07/08/the-real-difference-between-pr-and-advertising-credibility/#4d9f62b02bb9
PR Boosts Your Marketing Internet Marketing Website Webinars Blog SEO Whitepapers Newsletters Earned Media Social Media Advertising Facebook Page / Group Print Ads LinkedIn Page Mailings YouTube Channel TV Ads Social Ads Twitter Radio Ads Physical Marketing Free Consultations On-Hold / Phone Messaging Brochures Networking
More Credibility / Visibility Social Media Advertising Internet Marketing Website Webinars Blog SEO Whitepapers Newsletters Facebook Page / Group Print Ads LinkedIn Page Mailings TV Ads YouTube Channel Social Ads Twitter Radio Ads Earned Media Physical Marketing Free Consultations On-Hold / Phone Messaging Brochures Networking
PR Processes Strategic communication processes (how are we building relationships with clients and potential clients, other attorneys and business contacts): Editorial Media Press Releases / Media Interviews / Article Writing Sponsorships Speaking Hosting / Attending Events Conferences
Lawyers and Editorial Media Lawyers are often scared of engaging with media: Risk Averse Perfectionist Pessimistic
Lawyers and Editorial Media Daily Media Consumption: 10 hours and 39 minutes If I screw up doing PR, 10 hours and 30 of those minutes will be devoted to that screw-up. --Joe or Jane Lawyer
Lawyers and PR Lawyers are a Great Fit for PR and particularly Editorial Media! Discernment Filtering Expertise Speak Clearly Accuracy
Reporters / Editors and Media Daily Media Consumption: 10 hours and 39 minutes Reporters and Editors: Need to fill a lot of content Also want to get things right Often interview lawyers because of their temperament and knowledge
PR for Law Firms Your publics / constituencies: Clients Potential Clients Other Attorneys (at your firm, and potential hires) Business Contacts / Strategic Partners Citizens / consumers (pro bono and educational function) Courts / Judges / Government Officials / Elected Reps Your Clients Contacts, Publics and Even Adversaries YOU ARE ALSO HELPING THE REPORTERS / EDITORS
Editorial Media Newspapers, Magazines, TV, Radio (Traditional or Legacy Media) [Pic of newspapers, magazines, tv, radio]
U.S. Newspaper Circulation* Source: The Pew Research Center Journalism and Media - http://www.journalism.org/fact-sheet/newspapers/
Newspaper Website Visitors* Source: The Pew Research Center Journalism and Media - http://www.journalism.org/fact-sheet/newspapers/
New / Social Media New Media Online Sites of Traditional Media (e.g., NY Times online) Standalone Online Publications (e.g., HuffPost) Blogs Podcasts Social Media (blend of PR and Advertising) Facebook LinkedIn Twitter Instagram YouTube
PR for Law Firms Read editorial media consumed by your key constituents: Clients Potential Clients Other Attorneys (at your firm, and potential hires) Business Contacts / Strategic Partners Citizens / consumers (pro bono and educational function) Courts / Judges / Government Officials / Elected Reps Your Clients Contacts, Publics and Even Adversaries
PR for Law Firms #1: Get Ready Read editorial media consumed by your key constituents: Top Business Press: NYT, WSJ Trade Publications: Real Deal, Bio World; Hollywood Reporter; Game Informer In-House Attorneys: Inside Counsel; Law 360
#1: Get Ready Have a Short Bio handy. Highlight your top experience in the media outlet s area of interest. Mention academic and / or government credentials and awards. Numbers and names help but ok if you can t. Jon Snow The Snow Firm LLP jsnow@snowfirm.com (212) 555-1357 Jon Snow has been a litigator for 10 years, with significant experience trying cases in the fields of entertainment and intellectual property. His clients include numerous well-known actors and musicians. For example, Mr. Snow: Represented an internationally-known musician in a licensing dispute with his record label, obtaining a judgment at trial of $1.2 million; Obtained a favorable settlement for plaintiffs in claims for compensation arising out of the sale and purchase of a film library; Successfully defended a television network and independent producer in defense of copyright claims related to its broadcast of a documentary feature. He is also an adjunct professor at Winterfell College where he teaches a course on entertainment law.
#2: Reach out Directly Contact Reporters and propose a conversation about an article they wrote. Drop in something quotable for a follow-up. Hi Katherine, I saw your article about the spate of copyright disputes claiming damages related to several hit songs. Are you doing any follow-up on this topic? As an IP and entertainment attorney who has worked with a lot of musicians, I think. Here s my bio. Let me know if you d like to talk. Jon Snow The Snow Firm LLP jsnow@snowfirm.com (212) 555-1357 Jon Snow has been a litigator for 10 years, with significant experience trying cases in the fields of entertainment and intellectual property. His clients include numerous well-known actors and musicians. For example, Mr. Snow: Represented an internationally-known musician in a licensing dispute with his record label, obtaining a judgment at trial of $1.2 million; Obtained a favorable settlement for plaintiffs in claims for compensation arising out of the sale and purchase of a film library; Successfully defended a television network and independent producer in defense of copyright claims related to its broadcast of a documentary feature. He is also an adjunct professor at Winterfell College where he teaches a course on entertainment law.
#2: Reach out Directly Contact a reporter who writes in your area of interest to suggest a conversation about trends. Hi Katherine, I m an IP and entertainment attorney who has worked with a lot of well-known musicians. Would you want to talk sometime about some things that are happening with intellectual property issues in the music industry? For example, the reasons for the increase in high-profile copyright disputes claiming damages related to several hit songs. And issues with licensing music related to virtual and augmented reality platforms? Here s my bio. Let me know if you d like to talk. Jon Snow The Snow Firm LLP jsnow@snowfirm.com (212) 555-1357 Jon Snow has been a litigator for 10 years, with significant experience trying cases in the fields of entertainment and intellectual property. His clients include numerous well-known actors and musicians. For example, Mr. Snow: Represented an internationally-known musician in a licensing dispute with his record label, obtaining a judgment at trial of $1.2 million; Obtained a favorable settlement for plaintiffs in claims for compensation arising out of the sale and purchase of a film library; Successfully defended a television network and independent producer in defense of copyright claims related to its broadcast of a documentary feature. He is also an adjunct professor at Winterfell College where he teaches a course on entertainment law.
#2: Reach out Directly Office News maybe suitable for a press release Taking office space Hiring Awards
#2: Reach out Directly Expert Sourcing Services HARO Help A Reporter Out - https://www.helpareporter.com/sources/ ProfNet (PR Newswire) http://www.prnewswire.com/profnet/profnetexperts/ Social Media
#3: Write and Speak Social Media Platform to generate content and connect with editorial media Choose where you feel comfortable Choose what connects with clients Write Articles Short 400 1,000 word pieces Recycle your white papers You can just issue spot
#4: Partner with Clients / Contacts Wins (when permitted by client) Transactions Litigation Awards involving the client Reputation Management (litigation / crisis) Generate News Sponsorships surveys / data, pro-bono Speaking Hosting / Attending Events Conferences
#5: Use Those Media Hits! Internet Marketing Website Webinars Blog SEO Whitepapers Newsletters Earned Media Social Media Advertising Facebook Page / Group Print Ads LinkedIn Page Mailings YouTube Channel TV Ads Social Ads Twitter Radio Ads Physical Marketing Free Consultations On-Hold / Phone Messaging Brochures Networking
Questions? Keith Emmer (212) 920-9205 keith@startegix.com www.startegix.com Media Outreach Public Relations Reputation Management Litigation / Crisis PR Writing & Editing Marketing Communications