Monday, April 13, 2015 • Pre-Conference Program

Breakthroughs in PR, Content and Communications

At the core of legal marketing is communications, which provides marketers with powerful ways to enhance the visibility of their firms' (and lawyers') brands through a variety of mediums, new and old. This one-day, interactive program will explore the critical components of implementing a successful communications strategy using the latest public relations, content marketing and technology tools.

8:00 a.m. Registration and Breakfast

8:45 a.m. Co-Chairs' Opening Remarks

Stefanie Marrone
Associate Director of Marketing Communications
Elizabeth Lampert
Elizabeth Lampert PR

9:00 a.m. How Top U.S. and U.K. Law Firms Rank in their Use of Social Technology

Attendees will learn the results and findings from a series of studies by Good2BSocial, which were conducted to assess how U.S. and U.K. law firms are currently using and relying on social technologies and practices as part of their business operations. The study reviewed the websites and social media profiles of the 50 largest law firms in the U.S. and the 100 largest law firms in the U.K. across all public platforms, including LinkedIn, Facebook, Twitter, Google+, YouTube, Slideshare and others.

Guy Alvarez
Chief Engagement Officer

9:30 a.m. Why Corporate Journalism?

This interactive discussion will use examples from inside and outside the legal industry to illustrate the increasing use of corporate journalism. The presentation will cover:

  • How corporate journalism is gaining traction as a marketing technique.
  • Why law firms are uniquely positioned to benefit from corporate journalism.
  • Concrete examples of manageable projects that law firm marketing departments can undertake as they begin to experiment with corporate journalism.
John Corey
Julie Gurney
Director of Marketing
John C. Ford
Vice President
Hellerman Baretz Communications

10:15 a.m. Visual Storytelling: How to Create Compelling Visual Content

With the rise of the use of social media platforms to distribute content, including Twitter, Facebook, YouTube, Instagram, Pinterest and Vine, our target audiences are engaging more with images, infographics and video than with text alone, providing a powerful opportunity for law firms to use these platforms to differentiate themselves. This session will provide attendees with practical, innovative, actionable and budget-friendly ideas on how to effectively utilize visual content in marketing campaigns.

Stefanie Marrone
Associate Director of Marketing Communications
Molly Porter
Content Marketing Manager
Seyfarth Shaw

11:00 a.m. Networking and Refreshment Break

11:15 a.m. Digital Trends Every PR Professional Must Know in 2015

Will content remain king? How will mobile impact communications? Will Facebook make brands pay to play? This session will explore what is on the horizon in social media so you can adapt your strategy and become the go-to digital expert in your organization.

Courtney Cregan
Communications Analyst
Fenwick & West
Stefanie Knapp
Online Marketing Manager
Allen Matkins

11:45 a.m. Turn Your Website Into a Powerful Communications Tool

Your website is one of the first places people go to learn more about your firm and lawyers. In today's 24/7 digital world, it’s also one of the only places where you have complete control over the content and messaging, giving law firms a powerful opportunity to tell stories and enhance their brands. Using case studies from in and outside the legal industry, our speakers will provide a roadmap for planning and showcasing compelling content and cover how to showcase and obtain more traction on practice descriptions, bios, video, thought leadership and blogs; how to develop a news section that clients and reporters will read; and how to use analytics to drive increased engagement.

Rachel R. Guy
Marketing & Communications Manager
Winstead PC
Jaron Rubenstein
Rubenstein Technology Group

12:15 p.m. Networking Lunch

1:30 p.m. Create the News Using Your Unique Value Proposition

As communicators, we need to stay appraised of the current news and find ways to raise above the clutter of firms commenting and offering lawyer sources. As communicators we need to produce media pieces that highlight the firm, even when you don't have a billion dollar deal to speak of. This panel will explore innovative ways to create news that catches the attention of reporters, how to personalize the national news and make it relevant to your unique value proposition, get on journalists' and bloggers' source lists and how to effectively create media attention that gets results.

Vanessa Blum
The Recorder
Chris Rieck
Media Relations Director
McDermott Will & Emery
Elizabeth Lampert
Elizabeth Lampert PR

2:15 p.m. Control Your Online Reputation and Image

Staying connected is commonplace. How do you make sure tools such as Facebook, Twitter, blogs and online videos are used responsibly in the workplace? What do you do if you find negative news about your company online? This panel will address social network boundaries and etiquette along with a conversation about transparency, branding and crisis management, including what to do when things go wrong.

Amy Deschodt
Associate Director of Communications
Weil Gotshal
Nancy Myrland
Myrland Marketing & Social Media

3:00 p.m. Networking and Refreshment Break

3:15 p.m. Write at the Speed of Now: Power Writing for Law Firm Communicators

Need to get noticed in a world of content overload? Razor sharp writing cuts through weighty words to transform the forgettable into memorable and invites readers to return for more. In the time it takes to enjoy a cup of coffee, learn to combat dull writing and boost the appeal of your firm’s collateral on any platform. This modern spin on classic good writing is filled with practical examples and tips. Legal marketing and PR pros will reacquaint themselves with ways to hone words to capture today’s easily distracted audiences.

Amy K. Spach
Perkins Coie LLP
John M. Byrne
Glencoe Media Group

3:45 p.m. The Reporter's Rundown: Insights into the Future of the Media's Coverage of the Law

We will wrap up with a panel of voices from national media organizations. This Q&A format will encourage attendees to question reporters on how to reach out with a new story idea; if a firm’s online presence attracts or fails to grab journalistic attention; training the perfect quotable lawyer; and how social media has changed the nature of the journalistic beast. Our moderators will also present the journalists with practice pitches to determine what they would cover and why.

Vanessa Blum
The Recorder
Cheryl Bame
Bame Public Relations
Amy Stevens
Executive Editor, Professional News
Thomson Reuters
Joshua Peck
Senior Public Relations Manager
Duane Morris LLP
Casey Sullivan
‎Senior Editorial Director
Bloomberg BNA

4:45 p.m. Wrap Up and Final Q&A

5:00 p.m. Program Conclusion