Breakthroughs in PR, Content and Communications

MONDAY, APRIL 11, 2016 • 8:00 a.m. – 5: 00 p.m.

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

Susan L. Peters
Greybridge PR
Elizabeth Lampert
Elizabeth Lampert PR

9:00 a.m. Using Social Media to Drive Business

Elevate requests for LinkedIn support to build successful coaching into your role and to drive business development. Lack of LinkedIn success is often due to approaching social media as a separate effort. Instead, add it to your tool box and help attorneys achieve their broader goals. This session will provide 10 tips to support and motivate attorneys in finding their voice online and in using social media effectively and independently.

Melita Jampol
Director of Communications
Fenwick & West

9:30 a.m. Break Out. Be Heard

How do you get your client’s messages out when you face regional or industry challenges? What’s working for other professional services PR people? Hear from agency and in-house panelists that work at law and professional services firms about what they’re doing in terms of social media/awards/PR and get caught up on what’s coming up for the legal industry.

Melissa Anderson
Senior Communications Manager
Vinson & Elkins
Helen Bertelli
Senior Client Strategist
Infinite Spada
Susan L. Peters
Senior Manager of PR and Communications
Davis Polk & Wardwell LLP

10:15 a.m. Show vs. Tell – The Next Frontier of Creating Compelling Visual Content

This interactive session will explain the psychology behind visual storytelling and provide attendees with actionable ideas on how a visual content marketing strategy can enhance business development and build a firm’s brand.  Attendees of this interactive session will learn best practices for creating visual content marketing, from planning to execution; how to incorporate visuals such as memes, infographics, cards and doodles into social media campaigns and how to repurpose content for visual mediums. 

Stefanie Marrone
Associate Director of Strategic Communications

11:00 a.m. Networking and Refreshment Break

11:15 a.m. Roundtable Discussion: How to Prepare for and Respond to Data Breaches

Data breaches and hacking are common—and increasing.  This session will address:

  • Establish relationships and expectations with customers before a breach
  • Create a plan that covers data breaches
  • Ensure all stakeholders, internally and externally, stay on message
  • Gain C-suite buy-in to communicate externally in a crisis
  • How social media will foster crisis situations
Stephen Hastings
Director of Communications and Media Relations
Baker Botts LLP
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Elizabeth Lampert
Elizabeth Lampert PR
Dominique Kilman
Principal Consultant
CrowdStrike Services
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Katherine McLane
Senior Vice President
Levick Strategic Communications
Andrea K. Benjamin

12:15 p.m. Networking Lunch

1:30 p.m. PR ♥ BD – Will You Marry Me?

Trust, honesty, communication and commitment provide the foundation for a strong marriage. The same can be said for establishing a successful working relationship between PR and BD executives.

Join this dynamic panel of corporate and in-house professionals as they discuss the keys to establishing a productive relationship between disciplines.

Listen as they provide real examples of what did (did not) work and leave with a framework for producing the results your attorneys want.

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Seth M. Apple
Business Development Manager
Davis Polk & Wardwell LLP
Cheryl Bame
Bame Public Relations
Lisa Sachdev
Senior Public Relations Manager
Dentons US LLP
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Eric Miller
Communications Manager
Nossaman LLP

2:15 p.m. Content Marketing, Now What?  CONTENT OPTIMIZATION

You’ve compiled and culled information on a grand scale and have published and pushed it out on social media and through all traditional and digital channels. Now what do you do to drive further demand and increase revenue?  What tools and analytics can you use to bring in the business? In this session, you’ll discover what matters for optimization and engagement, as well as how to capture as much search engine real estate as possible.  John and Adrian will give you thoughtful, practical take-home tips and strategies for creating content people want to read, repurposing content efficiently for different channels and different audiences, using tools and technology to track trends and collect metrics, and converting your readership from prospects to clients.

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John M. Byrne
Glencoe Media Group Inc.
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Adrian Lurssen
Vice President, Strategic Development
JD Supra

3:00 p.m. Networking and Refreshment Break

3:15 p.m. Blogging for Results

By choosing to create a new blog or revamp an existing one, you are not only establishing a platform to add relevant, fresh content to your website and boost your search engine optimization strategy, you are developing the potential to reach your target audience with content that they want to share. Find out what it takes to spur social media conversations, how to create your blog strategy, determine post frequency and management, use measurement tactics to increase audience engagement and select the appropriate platform for your brand’s blog.

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Kevin O’Keefe
CEO and Publisher
Lexblog, Inc.

3:45 p.m. How To Tell/Sell Your Firm's Story To An Editor

Content creation for internal/external audiences is a growing priority for legal marketers. 

This panel features senior editors who will advise attendees on how to build relationships with a newsroom, position lawyers as news sources and excel at communicating through social media channels.

The panel will invite attendees to share actual story idea submissions.  The editors will provide an immediate critique: which pitches would be given more consideration (and possibly become a story) and which would be ignored.  They'd also share tips for making a pitch more relevant/valuable.

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Mark Curriden
Texas Law Book
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Bob Silvy
Senior Vice President - Local Ad Revenue
American City Business Journals
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Colin Pope
Austin Business Journal

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

5:00 p.m. Program Conclusion