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Reporter Aebra Coe often covers law firm finances, marketing, business development, expansion efforts, billing practices, benefits and compensation, diversity, recruitment, education and training, and legal ethics at Law360. She began her career as a journalist in Michigan and in 2013 joined Law360 as a news assistant. Six years later, Aebra is a senior reporter at the online legal outlet, and often interviews firm management for her Law Firm Leaders series. Recently, Jaffe turned the tables…
The key to winning baseball games isn’t banking on a grand slam; it’s consistently getting on base and advancing runners. Each time a batter safely makes it to first is a success, because getting to bases loaded is the first step in hitting a grand slam, and grand slams result in the biggest payouts. In the world of business development, we often think of success as closing a sale — but that’s the same fallacy…
When you think of professional services marketing and business development, you probably focus on your external audiences. This makes sense, given that these targets are prospective clients and prospects whom you want to persuade to maintain, grow or begin a business relationship. Yet, your audience encompasses more than what’s beyond the walls of your firm. Communicating to your internal stakeholders has tremendous value as well, and neglecting to appeal to these targets through internal communication…
It’s finally past the time when PR, media and marketing professionals — and amateur soothsayers — have written and published their many blogs and articles about public relations and marketing trends for 2020. There is value in keeping tabs on trends, and taking stock in those that can help communicators target and reach their intended audiences more effectively — but so many articles, so little time. I have taken a gander at these predictions so…
The Marketing Partner Forum annually provides senior legal marketing and business development leaders, and firm client development partners and rainmakers, with sophisticated and rigorous programming about critical trends that affect the business of law. One session at this year’s conference brought particular attention to a valuable exercise: client journey mapping. Client journey mapping is the process of analyzing all the steps a client, or customer, takes before and during your relationship. A focus of this…
­­We sat down with Tom Taylor, news director at Bloomberg Law, to discuss his role in the newsroom and the state of the media industry. Tom, a self-described “recovering lawyer” and “Supreme Court nerd,” cut his teeth covering the Supreme Court and still manages Bloomberg Law’s Supreme Court team. The broader scope of his work now focuses on managing the legal news desk for Bloomberg Law and coordinating its coverage of high-profile litigation and legal…
Despite Facebook’s Sheryl Sandberg famously decrying the “end of email” in 2010, email marketing is more relevant than ever today. This form of digital marketing continues to provide an array of benefits, from building strong relationships with target audiences to providing some of the greatest ROI of any digital channel. Whether you’re considering starting an email marketing campaign or want to strengthen your existing strategy, here are four tips to help improve your…
A lot has changed with social media since Facebook made itself accessible to the general public in 2006. This not-so-new form of communication now boasts billions of users worldwide and dozens of platforms. Professional services marketers and publicists should view social media not as some secondary channel, but rather, as a primary medium for two-way communication and distributing information. While firms that neglected to have a social media plan could get a pass a few…
The legal media spent much of 2019 talking about the mental health of lawyers, thanks to the bravery of Reed Smith counsel Mark Goldstein, who revealed his struggles with depression. Law.com did an entire special report on the subject titled “Mind Over Matter.” In addition to issues of mental health, the series dealt with stress and its physical and emotional impacts. This is an important conversation, especially given the high levels of…
It’s the beginning of a new year, and many people are thinking about what they want to accomplish. Professional service firms are also faced with planning initiatives to better their companies, many of which will include public relations strategies to develop tactics and processes to achieve certain outcomes. If you don’t have a clear outcome in mind, it’s challenging to create an effective strategy, which makes setting goals one of the most important things you…