Learn best practices in public relations including planning, execution and tactics including content management, social media and media relations to reach your target audience.

1. KEYS TO
COMMUNICATING
ABOUT
COLLABORATIVE
PRACTICE
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2. COMMUNICATING ABOUT COLLABORATIVE
Collaborative Family Law Group of San Diego’s
organizational goals:
 Educate the target audience about Collaborative Divorce
 Increase traffic to the website
 Increase membership in the group
 Increase the potential for case leads

3. COMMUNICATING ABOUT COLLABORATIVE
Collaborative Family Law Group of San Diego decision:
 Increase group’s communication efforts
 Hire outside expert to assist
 Assess members to cover costs
 Group hired Gayle Lynn Falkenthal, APR, Falcon Valley Group

4. COMMUNICATING ABOUT COLLABORATIVE
Expose a greater number of San Diegans considering
divorce to the Collaborative model by:
 Increasing traffic to the website
 Securing exposure in traditional media channels
 Placing and sharing information via social media channels

5. COMMUNICATING ABOUT COLLABORATIVE
Strategic Communication Plan:
 Determine the target audience
 Determine how to reach this audience
 Using content management to generate web traffic, search
results, and establish subject matter expertise
 Support with media relations
 Support with social media

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Strategic Communication Plan:
 Audience: Upscale, educated adults, 35-65, with children and
asset in San Diego area
 Highly online literate
 Use online resources to gather and assess information via
search
 Social media consumers

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13.  Users in 2014*
10,139 (125% increase)
 Sessions in 2014*
11,537 (82% increase)
 Page views in 2014*
22,967 (43% increase)
 *increase from July 2012-June 2013, last 12 month period before blog
added
COMMUNICATING ABOUT COLLABORATIVE

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• Organic Search increase (people using Google, Yahoo,
Bing): 160.49%
• Referral Traffic increase (links from other websites, social
media):770.92%
 Direct Traffic increase (website typed in, clicked from
email or PDF): 151.69%

15. COMMUNICATING ABOUT COLLABORATIVE
In San Diego County (3.25 million people):
 Daily Newspaper Circulation: 250,678 Daily; 409,796 Sunday
 Top Rated Local TV Newscast: 75 - 100,000 people
 Top Rated Radio Morning News: 50 – 75,000 people
 Facebook: 1.2 million people
 Married adults, 35 and up: 510,000
 46 percent of all adults read blogs more than once a day

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 82 percent of consumers enjoy reading relevant content from company
blogs
 70 percent of consumers learn more about a company through its
blog, instead of advertising
 61 percent of Americans have made a purchasing decision based on a
blog post
 60 percent of consumers feel positive about a company after reading
its blog page
 57 percent of companies who blog weekly acquired a customer using
their blog

18. COMMUNICATING ABOUT COLLABORATIVE
News media increasingly turn to websites and blogs to
gather information and find contacts for interview
97 percent of all journalists says it is crucial for a company
or organization to have online news information
More than half of all journalists visit online newsrooms once
a month, and 45 percent visit at least once a week.
Main reasons that journalists visit online newsrooms: to get
PR contacts, news releases and information on breaking
news.

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Top Blog Posts for 2014:
 Nine Tips for Deciding Fair Spousal Support
Robin DeVito
 Ten Golden Rules for a Good Divorce Constance Ahrons
 Top 9 Collaborative Divorce Tips Shawn Weber
 Claiming Head of Household Status Alex Kwoka
 Collaborative Divorces Save Money Sandra Morris

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Internal Results:
 Increase in visibility = group legitimacy and
prestige
 Increase in member confidence
 Increase in membership
 Leads can be difficult to track, but search
results position you to capture leads

21. COMMUNICATING ABOUT COLLABORATIVE
Keys to Success
Establish a realistic budget: money AND time
Members contribute effort via blog posts,
information, feedback, guidance
Social media support: all members must participate

22. COMMUNICATING ABOUT COLLABORATIVE
Thank you for your attention
Questions? Feedback?
gayle@falconvalleygroup.com
619-997-2495
SWeber@bravewebermack.com
858-345-1616