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2016 LMASE_Thought Leadership
- 2. Thought Leadership How MediaRelations and Other Paid, Earned and Shared Tactics Can Position Your Firm for Success
- 3. Erin S Watson,APR Director of Communications & Marketing Motley Rice LLC •6 person in-house agency •10+ years of marketing/PR agency experience Stefanie Marrone Senior Consultant Bernero & Press •14 years at top Am Law firms in senior communications roles
- 4. 4 EARNED Media PAID Media SHARED Media OWNED Media Brand Message Created afterthe Brand Workshop. Media SEO and paid search Paid social advertising (Facebook) Content Website Photography Video Email newsletter Direct mail Surveys Events Publicity / Exposure Media relations Speaking opportunities at business and community organizations Partnerships with charitable organizations Ambassador program (word of mouth) Social Media Content strategy: Facebook, Twitter, LinkedIn Leadership team’s LinkedIn profiles
- 5. Think END GOALFirst • What do you want people to: – Think – Do – Say about your firm – Remember • What are you trying to achieve? – New business – Reputation enhancement/growth – Media coverage of a major issue or case
- 6. Then AUDIENCES &MESSAGING • Who are they? • What do they care about? • What annoys them? • How & when do they like to receive info? • Remember/do/say about you? • Attention span? • How valuable?
- 7. Essential Elements ofThought Leadership • Connect to a core firm or practice business goal – Value messaging and survey learnings are integrated into the fabric of EVERYTHING the practice group does: • New business proposals • Client meetings • Seminars • Blog posts • Thought leadership is an interactive process; requires active engagement with the target audience • Packaging/platform must differentiate “thought leadership” from general content • Requires long-term commitment to continuous effort • Find and leverage existing seeds of brilliance • Integrate thought leadership into business development and communications initiatives
- 8. What is GoodThought Leadership Content? • Client alerts • Blog posts • Published articles • Case studies • Surveys • Books • Recaps of events, CLE programs, webinars, conferences (ex: 10 Takeways from the ABA Antitrust Conferernce)
- 9. Leadership, for Thought •Show, don’t tell • Provide, don’t promote • Depth, not breadth • Seek inspiration from your competitors (and outside the industry) • Open a dialogue, not a monologue • Repurpose and reuse • One size doesn’t fit all: Tailor content for each audience and distribution platform
- 10. 10 EARNED Media PAID Media SHARED Media OWNED Media Brand Message Created afterthe Brand Workshop. Media SEO and paid search Paid social advertising (Facebook) Content Website Photography Video Email newsletter Direct mail Surveys Events Publicity / Exposure Media relations Speaking opportunities at business and community organizations Partnerships with charitable organizations Ambassador program (word of mouth) Social Media Content strategy: Facebook, Twitter, LinkedIn Leadership team’s LinkedIn profiles Then TACTICS
- 13. EARNED • Media Relations/Influencers – Relationshipbuilding – Get specific to each reporter/outlet – Invest time to learning about them, knowing what they would be interested in, etc. • Thought Leadership • Interviews/Talking Head Broadcast • Op-eds • Article publication • Speaking opportunities, etc.
- 14. OWNED • Invest ina powerful website that will work for you, and is easy to manage • Invest in a content engine, whether that’s a full-time person or a vendor • Use imagery that is powerful and attention getting • Don’t be the same as everyone else
- 15. SHARED • Show somepersonality – what does your firm stand for? • Engagement is OK • Element of reputation and issues management sometimes – Negative comments should ideally not be deleted
- 16. Implementing a SuccessfulThought Leadership Content Marketing Strategy • Create a content/editorial calendar • Know your audiences and tailor content to best reach them • Be authentic, memorable and creative • Look outside the industry for inspiration • Repurpose content multiple times using social media. Email, etc. • Promote content via social media and encourage lawyer and staff engagement – Train all employees on the do’s and don’ts of social media and how to share content on the major social platforms • Use analytics to track success of content
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- 20. • 1 in7 cars affected in U.S. • Don’t have enough replacement airbags for all of the cars right now • Originally weren’t recalling all of the cars they needed to • Shrapnel, burns, face and arm breaks some of the injuries “Airbags are meant to help you, not hurt you” ~ Client Angelina Sujata, Capital Hill Press Conference
- 21. Takata Recall • GOAL:Raise awareness of the issue, identify more clients that need our help • AUDIENCES: Media, all consumers, co-counsel • ADVANTAGE: Testing video replicating the airbag ruptures that no one else has done or has shared (including Takata!) • CHALLENGES: aside from the recent GM ignition switch, Motley Rice wasn’t known for leadership in vehicle defects and recalls – plus recall fatigue • TACTICS: Media pitches, media relationship building, press releases and interview offers, website and social media content nearly daily, radio PSAs, partner outreach (including NHTSA)
- 23. Takata Results • CBSEvening News lead feature story • 70+ additional articles (an estimated 135 million in impressions) in other major national, state and local publications • Represent 30 injured clients • Client invited to speak at Capitol Hill press conference and hearing • Recall expanded multiple times
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- 26. What We Did •Talked to VW owners about their views on the consumer fraud • Made attorneys available to talk about the implications – Economic loss – Environmental damage • Named to PSC and as co- lead negotiator of the $15 B settlements
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- 30. PwC CEO Survey– Social Media Campaign
- 31. Proskauer Value InsightsSurvey
- 32. Proskauer Value InsightsSurvey – a Gift That Keeps Giving
- 33. Value Insights Survey– Bringing to Life via Social Media
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- 36. Use Visuals toStand Out
- 41. Key Takeaways • Plan! •Success doesn’t happen overnight. Be patient but persevere. • Don’t be afraid to cheerlead – you need buy in. • Think visually – visuals are powerful engagement tools • Reuse vs. Repurpose • Show vs. Tell
Editor's Notes
- #4 Plaintiffs’ Firm Want their cases in the news (most of the time) Perceived as ambulance chasers Want to be perceived as thought leaders Want to be the “go to” for media
- #24 not including reprints and other online pickup of AP and other news service articles), for including Associated Press, Reuters, Bloomberg, National Law Journal, WSB-TV Atlanta and The New York Times