Pre-Conference Program | Monday April 8

com_icon.gifBreakthroughs in Public Relations, Content and Communications
8:00 a.m. – 5:00 p.m.

Communications are central to legal marketing and provide marketers with powerful ways to enhance the visibility of their firms, lawyers and brand through a variety of mediums — new and old.

This 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

John Buchanan.jpgJohn Buchanan
Senior Communications Manager
Sheppard Mullin Richter & Hampton LLP

Ryan King.jpgRyan D. King
Director of Communications
Ogletree, Deakins, Nash, Smoak & Stewart, PC

9:00 a.m.
Storytelling for Business — Harnessing the Power of Story

Learning how to craft and tell persuasive, memorable and impactful stories is the key to good communication. It’s not enough to write a case study or pack a presentation with impressive facts. Breaking through the noise to get your message across requires connecting on an emotional level with your audience and making them care. Well-told and true stories can help you land a land a job, client and referral source. Professional storyteller Tracey Segarra will teach you the building blocks of effective stories and how to leverage them in your firm and life.

You will learn:

  • The five beats of effective storytelling
  • The science behind why storytelling works
  • How to find the important stories in your organization


Tracey Segarra.jpgTracey Segarra
Director of Marketing
Margolin, Winer & Evens LLP

10:00 a.m.
Digital and Content Optimization: The Power of Data-Driven Storytelling

Are you collecting mountains of data from your marketing campaigns, but are not sure what to do with it? Are you trying to get your thought leadership in front of decisionmakers exactly when and where they want it? Part one of this interactive session will introduce the iterative design cycle and the data capture and testing methodologies that drive it. During part two, you will discuss how leading marketers harness data to devise, document and continually evolve their content strategies and tactics.

You will learn:

  • The tenets of the iterative design cycle and how to apply them across workstreams
  • Guidelines for web- and campaign-specific data capture/measurement
  • Effective methodologies to analyze and incorporate data into content development
  • Content strategy, development and distribution best practices across professional services
  • Harvesting readership data to fuel relevant, useful and timely content for key audiences

Brandon Copple
Director of Content Strategy

John Matthew Upton.jpgJohn Matthew (JM) Upton
Director of Digital Strategy and Analytics

10:45 a.m.
Networking and Refreshment Break
11:00 a.m.
Using Data to Fine-Tune Your Firm’s Content Investment and Business Development Initiatives

Gone are the days of random acts of content. Successful publishing initiatives require planning and follow-through. Adrian Lurssen will provide strategic insights, case study examples and action items you can implement right away. Learn how to incorporate metrics into your thought leadership programs so you are not simply increasing the reach of your brand visibility, but are also surfacing and acting upon the opportunities that lead to business growth.

You will learn:

  • How to find BD opportunities in the engagement with your work
  • What really matters when talking about content metrics
  • How to fine-tune your ongoing writing based on analytics
  • How content marketing supports BD, not just branding
  • Types of data and the opportunities they represent

Adrian Lurssen.jpgAdrian Lurssen
Co-Founder and Vice President of Strategic Development
JD Supra

11:45 a.m.
How to Craft a Campaign-Driven Marketing Strategy for Your Firm

A marketing campaign is a collection of activities (email, social media, events, videos) aimed at a specific audience and centered around a specific message.

Without direction, a marketing activity’s message becomes less focused and effective. A campaign approach lets the firm focus their attention more narrowly and track their results more precisely.

This session will show how to build a successful campaign-driven marketing strategy and generate better ROI from your marketing efforts.

You will learn:

  • What campaign driven marketing is
  • How to craft a single campaign using targeted content
  • What channels you should consider to reach your target audience
  • How to measure the engagement and success of your marketing campaign
  • How marketing campaigns can help you generate meaningful business results

Guy Alvarez.jpgGuy Alvarez
Chief Executive Officer

Jay-Plum.gifJay T. Plum
Director, Communications
Bracewell LLP

12:30 p.m.
Networking Lunch
1:30 p.m.
The Pressure’s On: What PR Professionals Can Do to Help the Media in Journalism’s New World Order

As if the news media hadn’t already experienced enough change – now we’ve fake news, “alternative facts,” elected officials trying to strangle free speech, and citizen journalists acting as if only their opinions matter. If any of this sounds interesting to you, join us for a lively panel discussion featuring an outstanding group of seasoned journalists. We’ll look at look at how journalism has changed over the last few years; what challenges lie ahead; how PR professionals can best help the media; and how the media and PR people can/should all work together to ensure accurate, quality, unbiased reporting. We’ll also talk about social media and its ongoing impact on news, journalism and communications.

placeholder.pngMeredith Hobbs
Staff Reporter
Daily Report

Kate-Brumback.gifKate Brumback
The Associated Press

Chris-Marr.jpg Chris Marr
Bloomberg Law


Erin West
Media Relations & Communications Manager
Dechert LLP

2:15 p.m.
Target Practice — Preparing Law Firms for a Crisis

Law firms face myriad potential crisis situations that can cause serious damage to reputation and revenue. Leader indiscretions, legal malpractice claims, harassment lawsuits, negative revenue reports, practice group departures and cybersecurity data breaches are just some of the scenarios that have necessitated reputation management. What is your law firm doing to proactively protect one of its most valuable assets?

You will learn:

  • Stages of crisis planning and management
  • How to protect your firm’s reputation
  • How to protect your firm’s digital footprint

Cheryl Bame.jpgCheryl Bame
Bame Public Relations

Gina Rubel.jpgGina F. Rubel
Founder and Chief Executive Officer
Furia Rubel Communications, Inc.

John Byrne.jpgJohn M. Byrne
Chief Marketing Officer
Gould & Ratner LLP

Jasmine Trillos-Decarie.jpgJasmine Trillos-Decarie
Chief Client Service Officer
Stoel Rives LLP

3:30 p.m.
Networking and Refreshment Break
3:45 p.m.
Choosing a PR Partner

You might have the resources to handle public relations in-house, but if not, you must identify a PR partner that fits with your firm. Do you know how? Do you need help getting started? This session will provide perspectives from those in law firms and PR agencies on how to select a PR partner who feels less like an external consultant and more like a part of your internal team.

You will learn:

  • How to evaluate your current PR agency
  • When to do an RFP
  • What a PR RFP should include
  • Ways to review submissions to gain more information about agencies and how they will work with you
  • What you shouldn’t ask for in an RFP

Kevin Broyles.jpgKevin E. Broyles
Co-managing Partner and Co-founder
FisherBroyles, LLP

Michelle Mccormick.jpg Michelle McCormick
Senior Vice President, Public Relations

Elizabeth-Tumminia.gifElizabeth W. Tumminia
Chief Marketing Officer
Pashman Stein Walder Hayden, P.C.

4:30 p.m.
PR Jam Session

Wrap up your PR pre-conference by talking about what’s remained unspoken. Join LMA’s PR SIG co-chairs as they pull from the Jam Box questions submitted anonymously by you and facilitate a group conversation driven by what’s on your mind.

Swap war stories and talk about what’s working (and what’s not), where your roles are headed and the pressures you face to deliver more value with fewer resources. Cap the session off with a wish list of what you want your firm and clients to do!

5:00 p.m.
Program Conclusion