Kathy O'Brien has known Elizabeth Wall for almost 10 years since meeting her in an elevator at a legal marketing event where Wall was serving as the marketing director for Pryor Cashman. O'Brien considers Wall's most outstanding talents to be her creative thinking, energy, and ability to achieve measurable results through tactics like encouraging an attorney to blog during a long hiking trip. Wall's only weakness is an inability to say no and taking on every challenge. O'Brien recommends Wall's admission to George Washington University's law firm management program.

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February 26, 2016
GWU Graduate Student Enrollment - Elizabeth Wall
Name of Applicant : Elizabeth Wall
Email of Applicant : lizziewall@hotmail.com
Program : Law Firm Management
Degree : M.P.S.
Term : Summer 2016
In a separate letter, please address the following questions:
1. How long have you known the applicant and under what circumstances?
2. What do you consider the applicant's most outstanding talents or characteristics?
3. What are the applicant’s chief liabilities or weaknesses?
You may also include any additional comments you may wish to make concerning the
applicant's aptitude for advanced study or his/her potential for becoming a successful manager
and leader.
How long have you known the applicant and under what circumstances?
Liz Wall and I met almost 10 years ago in an elevator leaving a legal marketing event—she was
serving as Pryor Cashman’s marketing director at the time and I was (and still am) a PR
consultant to the industry. I literally gave her my sales pitch, she hired me, and we have been
friends and colleagues ever since. In her time with Pryor Cashman, and later when she moved to
Arnold & Porter, I worked closely with Liz on various brand-building and reputation-developing
projects. Liz knows the legal marketing sector very well and understands how to increase a law
firm, a practice, or even a single attorney’s visibility in order to drive new business, expand work
with current clients and reach key audiences. She is a true leader and has strong management
skills that not only clearly define her team’s roles and goals, she provides helpful support along
the way to ensure not only a positive outcome, but career development for her team along the
way.
What do you consider the applicant's most outstanding talents or characteristics?
Liz clearly loves her work. Her energy and enthusiasm is infectious. But, beyond that, her
creative process and ability to think outside the box makes her a rare marketing gem in this
industry that is ripe with sameness. Her recent successes include, among many others,
encouraging a young up-and-coming attorney to launch a blog and maintain it while he hiked the
several thousand miles of the Appalachian trial from end to end. The effort led to significant

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Adapt to change.
exposure to clients and potential clients in the environmental space. In fact, this particular
attorney was able to land new business from the marketing tactic that Liz recommended. That is
an impressive and very measurable ROI.
What are the applicant’s chief liabilities or weaknesses?
If Liz has a downfall, is that she can’t say “no”. She takes every challenge head on, develops
realistic solutions to problems, and steers quickly and effortlessly around any obstacles. As a
result, I have witnessed incredible feats of legal marketing birthed from small budgets and lean
teams. From website design, marketing plan development and implementation, drafting content,
social media campaigns, PR outreach and development of an overall centralized marketing
strategy, there really is no end to Liz’s talents. In fact, I would be hard-pressed to find one legal
marketing mountain that Liz has not scaled and overcome.
I enthusiastically support Liz Wall’s admission into George Washington University’s Masters of
Professional Studies in Law Firm Management. This immersion program will only add more
depth and experience to an already solid foundation.
Warm regards,
Kathy O’Brien
Kathy O’Brien
Senior Vice President
Jaffe PR