How do legal marketers help their firms really leverage and maximize media placements? What’s considered “standard”, and then what is “advanced”?The St. Louis group set this conversation up well to let Megan run with this topic…
On May 20, Megan Braverman from Berbay Marketing & Public Relations shared her unique perspective on how to leverage and make the most of your firm’s media placements. Megan’s personal communication style and practical tips-focused session was perfect. She incorporated some of the more “101” style pieces, and then worked to continuously take it up a level to speak to all of the members who joined, playing into various knowledge bases and seniority levels.
Her expert tips were endless – too many to mention here in this recap – but two stood out to me as the biggest takeaways of her session:
- Repurpose, repurpose, repurpose. Megan shared the easy and quick value in repurposing a media placement. She spoke about all the various ways a firm can leverage this placement, from featuring it on a lawyer’s email signature, to doing a short (note: very short) video, to turning it into a short blog, to doing a quick podcast featuring the topic. The point being to get creative, to use different mediums, and to keep adding value to that placement. She said leveraging a placement in this way could likely get ~60k eyeballs on the placement. Just from – you guessed it – repurposing. Amazing results. ROI anyone?
- Video. This is a supremely powerful tool that many don’t leverage enough, simply because the word ‘video’ might give the average lawyer anxiety. However, if you can get around this, she shared the power of how much a very short video will resonate. For example, a 30 second video will often be more powerful than anything else. Pushing your lawyers to leverage this medium will hugely leverage the placement and provide so much more coverage than many lawyers or firms could hope for. We all have phones (aka cameras) … let’s use them!
This short recap doesn’t do Megan’s session justice; she had so much expert advice that really resonated. Thank you, Megan, for giving us your time and views, and we will be sure to put this into action.