Pre-Conference Program Monday, March 27, 2017

Breakthroughs in Public Relations, 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 and brands through a variety of mediums, new and old. Attend this interactive program to 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

Cheryl_Bame.png Cheryl Bame
Bame Public Relations

Ryan_King.png Ryan D. King
Director of Communications
Ogletree, Deakins, Nash, Smoak & Stewart, P.C.

9:00 a.m.
Working With Your PR Firm — How to Get the Most Bang for the Buck

Law firms engage public relations firms to burnish their reputations and to get news out. It doesn’t always go well. In fact, it often doesn’t go well, usually because of a few common reasons. Frequently, the law firm feels it’s not getting what it’s paying for. So much can go wrong if shared expectations are not in place on day one. This panel of top professionals from in-house positions and an internationally-known PR firm will look at what makes a successful relationship the elements of building strong firm partnerships.

Topics include:

  • How to find a firm that’s right for you
  • The interview process: testing the waters
  • The billing structure, and why it matters (beyond the bottom line)
  • How to ensure both sides agree on the definition of success
  • Communications between PR pro, the lawyers and you
  • What to handle in-house

Barbara_Abulafia.png Barbara Abulafia
Director of Marketing and Business Development
Keker & Van Nest

Molly_Nunes.png Molly D. Nunes
Public Relations Director

Jamie_Diaferia.png Jamie Diaferia
Infinite Global

peck Joshua Peck
Senior Media Relations Manager
Duane Morris LLP

10:00 a.m.
No Budget, No Resources, No Problem: Implementing a Content Marketing Program with NO Budget or Resources
While some law firms have robust departments or a team of non-practicing attorneys dedicated to fueling a content marketing program, there are just as many who don’t have access to the resources to start one. This session will provide ideas to get a program off the ground including which resources are essential and what tools you need to make it successful.

Juntae_DeLane.png Juntae DeLane
Digital Branding Institute

10:45 a.m.
Networking and Refreshment Break
11:00 a.m.
Internal Communications — How Lawyers Answer “How’s Work?” at the Weekend Barbecue
Law firm communications plans are often focused on media relations, publicity for thought leadership activities, and better utilization of the firm’s social media platforms. Often missing from the plan is internal communications. In this session, you’ll consider how internal communications can reinforce your firm’s strategy, enhance collaboration across practices, build a sense of esprit de corps among all personnel, and even provide a little PR for the PR team. You’ll hear real-world examples of successful strategies for developing and rolling out internal communications programs and identify tools and platforms to improve these efforts.

Lawrence_Martinez.png Lawrence Martinez
Director of Communications
Manatt, Phelps & Phillips, LLP

tang Micheline Tang
Director of Communications
King & Spalding

11:45 a.m.
Internal Communications: Part 2
This session will give audience members a chance to discuss and collaborate on the best tools and tactics to implement internal communications programs. At the end of the discussion, each group will share their best ideas with the entire audience.
12:30 p.m.
Networking Lunch
1:45 p.m.
Bio Rx: Making the Most of a Website Magnet

Visitors to attorney bios account for a major share of a law firm’s website visits. With mere seconds to retain visitor interest, it is essential to make the most of these website magnets. Join this session to learn what every strong lawyer bio should include and how to present it effectively as a marketing piece for the attorney and firm.

Topics include:

  • The elements of a strong bio
  • Ways to optimize bios online
  • How to recognize pitfalls that zap the effectiveness of a bio

Mary_Trice.png Mary M. Trice
Digital & Marketing Communications Manager
Winston & Strawn LLP

Amy_Spach.png Amy L. Spach
Marketing Content Manager
Perkins Coie LLP

2:30 p.m.
The PR Measurement Challenge: How to Overcome It and Identify Success

Public relations measurement can be a challenge due to limited resources, competing goals and other factors. In this session, you’ll learn how to turn it into an opportunity to focus strategies and find improvement. In-house and agency professionals will present case studies, templates and best practices to encourage a shift in perspective. Using the toolkit they provide, you’ll be able to immediately create and implement a new measurement program.

Topics include:

  • Defining success by linking efforts directly to BD, firm client or other goals
  • Best practices for measurement
  • New tools and technologies
  • Approaching measurement as a continuous process that needs adjustment

Allison_Joyce.png Allison McClain Joyce
Director of Media Relations
Nixon Peabody LLP

Jessica_Sharp.png Jessica G. Sharp
Maven Communications

Dave-Poston.png Dave Poston
Poston Communications, LLC

3:15 p.m.
Networking and Refreshment Break
3:30 p.m.
Tearing Down the Silo: Integrating PR and Content

In many firms, PR exists in a silo, rarely integrated with marketing, BD or the content team. In this session, you’ll examine how today’s PR director can become an executive producer and the driving force behind content campaigns. You’ll identify a strategy that produces “a sum greater than its parts” results, as example campaigns and stats will show. You’ll learn from three PR veterans why this is essential; how to make it work on a firm-wide, practice-group and individual level; and specific how-to’s for blowing up silos and getting the results you want.

Topics include:

  • The dangers of the silo approach
  • The benefits and methods of integrated campaigns
  • Success stories that you can replicate

Vivian_Hood.png Vivian Hood
President of Public Relations

Susan_Kostal.png Susan Kostal
Stet Consulting

Brian_Kiefer.png Brian Kiefer
Director of Public Relations
Seyfarth Shaw LLP

4:15 p.m.
PR Jam Session

Wrap up this pre-conference program by talking about what’s remained unspoken. Join LMA’s PR SIG co-chairs as they pull questions submitted anonymously by you from the Jam Box and facilitate a group conversation driven by what’s on your mind. Swap war stories, talk about what’s working (and what’s not), discuss where our roles are headed and tackle the pressures we face to deliver more value with fewer resources. Conclude the discussion with a wish list of what we want our firms and clients to do. Come ready to share what’s on your mind. Don’t be shy. You’re among friends, and Vegas rules apply!

Cheryl_Bame.png Cheryl Bame
Bame Public Relations

Ryan_King.png Ryan D. King
Director of Communications
Ogletree, Deakins, Nash, Smoak & Stewart, P.C.

5:00 p.m.
Program Conclusion