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How to Write (and Place) Great Content

October 29, 2020 | 12:00 PM Central

Presented By:
Elizabeth Lampert, President, Elizabeth Lampert PR and Peter Darling, Business Development and Content Strategist/Writer, Peter Darling Writer

What makes content great? It’s read. Forwarded. Pondered. And ultimately, helps develop business.

Join copywriter Peter Darling and legal PR expert Elizabeth Lampert in a presentation on the strategies, tactics and tools that make content effective. From identifying your audience to planning your content to writing in an approachable, concise voice, Peter and Elizabeth will set out the baseline principles of content that makes things happen. Whether you’re an experienced veteran or new to the world of content creation, this presentation is for you. It also includes a special segment by Elizabeth on how, where and when to get your material placed and published in the right places.

In the era of COVID-19, content has become the new black in legal marketing. You can’t meet with prospective clients, present to them, or even, sometimes, get them on the phone. But you can write. Good writing has an impact nothing else can match, and you can start producing it. Peter and Elizabeth will show you how to help you get the absolute most out of every word.

Body of Knowledge (BoK)Business Development, Communications


Free to LMA Members
$20 for Non-Members
Please register by October 28th

Note: Make sure to click all the way through registration in order to receive a confirmation email that will include the link to register for the webcast.

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Sponsored By

Beacon Hill Staffing

About The Presenters

Elizabeth LampertElizabeth Lampert, President, Elizabeth Lampert PR
For 12 years, regional, national and global law firms have drawn from Elizabeth’s focused and intelligent strategic plans to accomplish their public relations objective.

Elizabeth has lent her public relations and legal marketing acumen to some of the country’s most profitable law firms and top legal practitioners in a variety of practice areas, helping each to expand their client base and increase their public profiles in target markets.

Elizabeth’s extensive network of media contacts provide practitioners with opportunities for quotes, expert commentary and by-lines. Named one of the most 15 most “Highly Valued PR Assets” by PR News, her clients have gained entree to some of the foremost legal, trade, and mainstream news outlets, such as Fast Company Fast 50, ABCNews, Corporate Counsel Magazine, Business Week, USA Today, Human Resource Executive, Wall Street Journal, Houston Chronicle, Forbes and others. Many have appeared as legal experts on local, regional and national television and radio spots, including CNN and National Public Radio.

Elizabeth is a member of the Legal Marketing Association and sits on the board of the ABA Publishing/ Law Practice Management Section. She is the Director of the Law Journal Newsletters Webinar Series for American Lawyer Media, purveyors of a monthly program designed to train attorneys and marketing staff on law firm marketing and business development techniques.

Elizabeth was the Executive Editor of LMA Strategies Journal and Chair of the 2005 LMA annual conference. She was manager of public relations at Littler Mendelson, the national labor and employment firm, and has worked in the advertising groups of both the Recorder, a San Francisco affiliate of American Lawyer Media, and the National Law Journal.

Elizabeth holds a B.A. in Psychology from the University of Colorado at Boulder. She earned a paralegal certificate and she worked as a paralegal for several years.

Peter DarlingPeter Darling, Business Development and Content Strategist/Writer, Peter Darling Writer
Peter Darling is a consultant, entrepreneur and executive, specializing in working with professional services firms. He has consulted with dozens of companies in the United States, Singapore, Korea, Japan, the Czech Republic, France, India, the Netherlands and elsewhere.

Peter has over twenty years of experience in all facets of marketing, strategy and business development. He began his career as an advertising copywriter under the legendary Peter Arnell at Arnell/Bickford Associates. At A/B, Peter worked on numerous high-profile accounts, including Donna Karan, DKNY, Lifetime Television, and others. While working at A/B, Peter also took first place in the prestigious J. Walter Thompson copywriting competition, and studied at the School of Visual Arts in New York. Following A/B, Peter attended the Law School of the University of Pennsylvania. At Penn, Peter was an editor of the Journal of International Business Law, and also studied strategy, marketing and statistics at the Wharton School. He received his J.D. in 1993, and was a practicing attorney in Philadelphia for four years, specializing in commercial litigation.

In 1997, Peter helped found Flycast Communications, one of the world’s first online advertising networks. Flycast grew to over 350 employees, was successfully taken public, and was ultimately sold to CMGI in a transaction valued at $750 million. At Flycast, and CMGI, Peter specialized in business development and strategic services.

Peter launched his consulting practice in 2002, focusing on business development for professional-services firms. He has advised dozens of law, consulting and advertising firms all over the country on marketing, sales and business development, strategy and communications. His clientele has included AmLaw 100 firms such as Baker & McKenzie, Cozen O’Connor and Blank Rome, as well as advertising agencies such as AKQA and Razorfish, along with numerous smaller firms. He has also written and spoken extensively, including for the American Bar Association, the California Lawyers Association, and industry groups around the country.

In 2010, Peter joined the US Market Access Center as a member of the US MAC’s management team. In this role, he was an integral part of the team that completely overhauled that organization, switching its focus to delivering consulting and programs for companies and governments all over the world. Peter developed and refined training programs, developed the mentoring system, recruited mentors, negotiated corporate sponsorships and personally delivered numerous training seminars. He is also a certified Kauffman FastTrac trainer. As Senior Vice-President, in addition to his management role he was responsible for the firm’s Asian clientele, and business development in the Asia-Pacific region.

Peter has an undergraduate degree from Swarthmore College in English Literature (with honors).

Important Information


LMA Midwest Region reserves the right to cancel the registration of any registrant with an outstanding balance.

Should you need to cancel your registration, please contact prior to October 28. According to LMA Midwest Region policy, all no-shows and cancellations after October 28 will be billed the late registration rate.