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Reporter and editor Chris Opfer has been leading the Business of Law Team at Bloomberg Law since May 2020, covering “all things lawyers and law firms.” He previously served as the Deputy Team Lead for Labor & Employment News at Bloomberg Law, covering Congress, courts and federal agencies. He began his career as a journalist after serving as a trial attorney in the U.S. Department of Housing and Urban Development (HUD). Chris recently discussed his…
Every law firm wants to stand out from the crowd. To do that, you have to understand how potential clients perceive your brand. What differentiates your firm from the competition? People often confuse a firm’s logo or visual elements as branding, but actually, your brand is the emotional and experiential qualities that form the total perception of your law firm. This includes qualities such as who you are and what you stand for. A logo…
Corporate Social Responsibility, or CSR, may be a buzzword of our times, but that does not detract from its importance. While the primary objective of most firms probably is to generate revenue, making a positive impact on society is often a top priority for attorneys. This is made apparent by the number of lawyers who invest time in pro bono activities and community involvement. Doing right by society is rewarding in and of itself; however,…
With the inauguration of President Biden last month, a new chapter of political media relations began. As legal PR professionals and marketers, we can look at how the new White House press team interacts with the media for ways to do our work more effectively. From her first press conference, White House Press Secretary Jen Psaki made it very clear that she is not interested in participating in the drama that was a hallmark of…
It’s no secret that email marketing is an essential part of any comprehensive marketing plan. In its simplest form, this technique uses email to promote your firm’s products or services, and can be one of the best tools for professional services firms to maintain a customer base and nurture new leads. When done well, email marketing keeps you connected to the people who mean the most to your firm and helps build confidence in your…
Marketing channels are the avenues where your firm creates demand and generates leads. The more channels, the more pipelines you have for advancing your brand and attaining new clients. While traditional marketing channels still exist, such as ad placements in print publications, most marketing channels today are digital. These include: Direct traffic to websites and blogs Organic search Organic social media Email marketing Paid advertising, including search, display and social ads Referral traffic from other…
Since in-person networking opportunities, such as industry conferences, are limited at the moment (read: almost non-existent), a significant number of professional networking and referral groups are gaining popularity. These have become the “go-to” choice for creating referral relationships for professional service providers. The format, makeup and style of the groups may vary, but the overall concept and purpose are the same: Grow your network, obtain new clients and bring in more revenue. If you are…
As public relations professionals, we are in constant contact with editors, reporters and producers, whether connecting them with sources to comment about breaking news and industry trends or pitching stories about high-profile executives and industry leaders. We are keenly aware of deadlines and the importance of only sharing information that is relevant to an audience and a beat. We often counsel clients about the best way to approach the media, the right time to announce…