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Getting Serious About PR: Strategies for Business Development in a Down Economy

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John Hellerman
John Hellerman

Presented by John Hellerman to the Legal Marketing Association Capital Chapter January 15, 2009 Washington, DC

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Presented by: John Hellerman Legal Marketing Association – Capital Chapter Washington, DC January 15, 2009 Getting Serious About PR: Strategies for Business Development in a Down Economy
PR’s Problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR’s Opportunity ,[object Object]
My Biases ,[object Object],[object Object]
Marketing (“Branding”)
Reality
On Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The “Branding Process” A Firm becomes branded by the reputation and performance of its partners over time. (The more lawyers with credible reputations the better.)
P&G as a Law Firm
Marketing What We Sell Talent is the Product. The Firm is the Product Marketer.
Role of a PR Professional ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Role of a REALLY GOOD PR Professional ,[object Object],[object Object],[object Object]
Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Magic 3 ,[object Object],[object Object],[object Object],Market Access Differentiation Selection Results Reputations Relationships
4 Ways to Maximize Effectiveness ,[object Object],[object Object],[object Object],[object Object]
Evangelize Marketing ,[object Object],[object Object]
Partner Issue & Expertise Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FIRM (PARTNER) Speaking Features Byline Articles PROSPECT/CLIENT 3 rd Party NETWORK
Partner Issue & Expertise Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Winning the war for talent will make you indispensable to your managing partner
Strategy’s Success is Evident ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Develop & Market Branded Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“The Office” Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measure What Matters ,[object Object],[object Object],[object Object],[object Object],NEW RELATIONSHIPS
Questions? ,[object Object]

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Getting Serious About PR: Strategies for Business Development in a Down Economy

  • 1. Presented by: John Hellerman Legal Marketing Association – Capital Chapter Washington, DC January 15, 2009 Getting Serious About PR: Strategies for Business Development in a Down Economy
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  • 8. The “Branding Process” A Firm becomes branded by the reputation and performance of its partners over time. (The more lawyers with credible reputations the better.)
  • 9. P&G as a Law Firm
  • 10. Marketing What We Sell Talent is the Product. The Firm is the Product Marketer.
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