Views on Reputation/LawFirmsPR.com

IPhone Apps That Lawyers Might Like

In the past year, I've been an active IPhone user and download at least one new app every few weeks. In doing so, I've come across some applications that lawyers might like. Although I'm not an attorney or a tech expert, the productivity gains I've experienced from some of these apps in my work as a law firm public relations specialist can be applicable to legal work, too.

Although many large law firms  won't give up their Blackberrys, the IPhone is ideal for smaller firms that don't have the same issues faced by IT (Information Technology) departments at bigger firms. Of course, if you work at a law firm that mandates Blackberries, you might still use an IPhone for work that doesn't involve client security/confidentiality issues.

Here are my 10 suggested IPhone apps for lawyers:

1) Dial Zero -- When you want to speak with a live person at a major company instead of endless "please continue to hold, your call will be answered in the order that it was received." It really works and I was pleasantly surprised how quickly I reached Time Warner Cable last week.

2) ABA Journal - A fine app from the American Bar Association that has breaking legal news and links to stories appearing in The ABA Journal. Very nice interface. 

3) Google Earth -- Yes, you can have the whole world in your hands. Great travel tool and for satellite closeups of land. Highly recommended for real estate/land use attorneys as well as attorneys who need to research precise locations of auto accidents, construction accidents, etc. 

4) Open Table -- When you need a lunch or dinner reservation on short notice in any major city in the U.S. and overseas. "Search by Neighborhoods" is great tool. A runner-up would be Urban Spoon, which uses GPS to determine your location then displays restaurants in your area. It's quite accurate but not as useful for reservations as Open Table. The link here compares the two.

5) ITranslate - A great application that translates instantly. For example: "Can you please give me directions to the courthouse?" in Spanish: "Podrian darme direcciones a la corte?" (The app even gives you exact spelling of foreign words with accents, something I can't do yet with this blogging program so please forgive the oversight).

6--LinkedIn -- Build your business network, create or join a group, and email those in your network while on the go.

7) Police Radio -- Police scanner that also includes fire departments and EMS for many cities and suburbs around the United States; good one especially for criminal defense and personal injury attorneys -- and those of us who remember Adam-12.

8)TripIt - A user-friendly app for letting people know your itinerary (works closely with sites like LinkedIn and Flight Tracker).

9) CEO Express - Although not an independent application, the app button takes you to the the website of the same name that contains hundreds of links to newspapers, magazines, business/legal information, and productivity tools. There's a section on "Law" with links to FindLaw, Martindale-Hubbell, state/federal codes, and other sections devoted to the SEC and Government Agencies.  

10)Blogging/social media apps - Since there are so many, I bunched them under #10.  If you blog, you might like the apps for WordPress, TypePad and Posterous. There are also so many apps for Twitter use and the new Facebook app has a much improved interface. Note: Facebook is increasingly being used for business and the demographics of Facebook users continues to increase every year.

Finally, If you are trying to get some work done at home and your child is bored, hand them the IPHONE and let them (gently) play with your LightSaber app (very cool) or the Grand Lite, a great-sounding piano keyboard that is also an audio delight for adults, too.  You can also give them a quick introduction to the law by downloading a free copy of the U.S. Constitution application and have them read it.  Then you might give them a break and let them watch some (age-appropriate) video clips on the  YouTube app.

And when you want some entertainment for yourself that's also about the law, check out Weird Laws. It contains a look at funny/strange state and local laws that are reportedly still on the books, such as in Long Beach, CA, where it is "illegal to curse on a mini-golf course. " Or, in Sarah Palin's State of Alaska, "illegal to feed alcoholic beverages to a moose."  In Hartford, Connecticut, it's illegal for a man to kiss his wife on Sunday.

Law Firms Need To Adjust to New Media Landscape

In recent years, many lawyers and law firms have gained a better understanding of how to work with the media to raise their visibility with critical audiences. But the media has changed drastically in the last two years. So here are a few developments worth noting:

1. Old news used to mean yesterday’s newspaper or last night’s broadcast. Today, “old news” can be defined as news that broke on Twitter two hours ago.
2. Newsrooms have been depleted more than ever in this down economy, leaving many print publications with lean staffs. That means that fewer reporters have less time to meet you for breakfast or lunch – or to visit your offices.
3. Many print publications have gone out of business entirely; others have stopped printing with ink and are now “online only.” So there are less traditional media outlets available to consider your news item.
4. While there’s been a decrease in the number of reporters in the print and broadcast media, there’s a huge increase in bloggers, who can sometimes have as much or even more influence with your critical audiences
5. Telling your law firm’s story can still be told with a news release, but today’s news release should include hyperlinks that make it easy for reporters/editors/producers to find more information. This results in better copy since you can now link to a partner’s biography instead of using an entire paragraph on the partner’s background.
6. In the past, most corporate and law firm news was distributed with lots of text and an occasional photo. Today, law firms should also be thinking about creating high quality audio and video for the media, just as many are already doing on their websites to enhance recruitment efforts. Of course, what used to cost thousands of dollars in a production studio can now be done in your office -- but lawyers should rely on experts in media presentation and message development so they come across effectively.
7. Until a few years ago, getting information about a reporter if you were not in the news business could be a challenge. Today, many reporters have Facebook and Twitter pages and profiles on LinkedIn. Many media outlets now are using their websites to better inform readers about their staff. (Note: The New York Times, for example, has a Q&A from key editors who answer questions from the public about how they gather news) and the Times has also added short profiles of their beat reporters.
8. Reporters today are being asked to do more with less. Some who used to have one “beat” now have two or three. Others who years ago wrote one story a day, now must update that one story two, three or four times a day to keep up with the latest developments and get them online quickly. You might say that all reporters today operate like wire service (AP, Reuters, etc.) reporters have always worked. That means deadlines are very tight and not as much time is given for lengthy interviews and extended quotes. Therefore, lawyers need to continually learn to speak in sound bites, particularly on breaking news stories.
9. Reporters are doing most of their research online. So, for example, if they need a land use attorney, they might look to your well-read blog, particularly if you just posted commentary on a key decision they are also writing about.
10. Potential clients, particularly those under 30, get most if not all their news online. That creates great opportunities for lawyers to reach prospects and current clients by spreading their firm’s important news across the digital landscape: LinkedIn, Twitter, Facebook and Digg are great places to start.

While technology and the economy has changed news operations forever, some things haven’t changed. Reporters and editors still want “scoops” or “exclusives” and will usually do their best to ensure accuracy and fairness. Keep in mind that journalists see their role as the public’s eyes and ears and therefore will almost always seek more information, not less, particularly when there’s an opportunity to report on sordid allegations, perceived or real injustices, and illegal or unethical behavior.

"Yesterday" Can Come Suddenly for Law Firms

Like I do every morning, I check Twitter to see what's happening in the world. Today someone Tweeted and linked to story about a law firm partner's alleged crimes. Since I lecture and write regularly about crisis communications and law firms, this would naturally be a story of great interest. 

To my surprise, the story was from 1994. Yet it has lived on virtually for 16 years!

The lesson here is that there is no longer anything known as yesterday's news. 

An old story can suddenly show up on the Internet -- thanks to Twitter and other social media sites -- and continue to damage a firm's reputation. This can also wreck havoc on a firm's positive search engine results.

I don't know why this person decided to post such an old story. It could have been an honest mistake or that person might have had an axe to grind with this firm.

Either way, it's a lesson for management and legal marketing staff to track all negative stories -- even from decades ago -- in what should be a continuous effort to protect the firm's reputation.

Managing Online Reputation For Small Business and Crisis Communications

There's a good article in today's New York Times about managing online reputation. However, it would have been better if the article touched on the role that social media can play in crisis communications, particularly for the most serious kinds of situations like terrorrism, workplace violence, fires, explosions, accidents or contamination from the company's cafeteria. 

With the lightening speed of information moving across the Internet today, social media can actually make or break a company in a crisis. Executives in small businesses needs to focus on the crisis at hand first and foremost. For example, a CEO should be taking actions to ensure people's safety and well-being first and ensuring that his high-level employees are working 24/7 resolving the crisis. That's why it's a good idea to consider relying on an outside professional -- who you already have a business relationship with -- to help you communicate effectively before, during and after a crisis.

One thing small business executives should NOT do is to rely on a so-called social media expert if that is all that person stands for. Management should instead seek to work with a person or company experienced in high-stakes crisis management/communications who also has deep knowledge of social media.

Obama Administration Doing Better Job of Communicating on Economy

It occurred to me last night while watching Ben Bernanke's interview on 60 Minutes that the Chairman of the Federal Reserve is a much better communicator than I thought. He spoke honestly about decisions that were made --and it was particularly refreshing to hear a government official be candid about how our economy got into a recession and how the Administration, working with Congress, can get us out. (And it was very cool to see those robots move millions of dollars inside the Treasury Department). 

That was followed by today's announcement by President Obama to boost small business lending, which was an excellent example of how to stage a public relations event to connect with mutliple audiences. 

Treasury Timothy Geithner opened the event and was followed by the owner of a regional bank and a small business owner trying to expand his restaurants.  In the audience, were small business owners while, at the podium, the President then  railed at AIG for giving out bonuses with taxpayer dollars to employees who are partially responsible for creating the economic mess. He then outlined his plans to unlock SBA loans. 

In a little more than 24 hours, starting with yesterday's Sunday morning news programs, the Administration has managed to communicate quite effectively across multiple critical audiences about the economic crisis: from Wall Street to small businesses to the consumers on Main Street. 

In doing so, it has for now taken back control of the news cycle and should quiet Republican naysayers who doubt the President's ability to move so rapidly on many fronts to stop the credit freeze, mass layoffs and foreclosures. 

Guns, Bibles --and Mars -- Highlight GOP Debate

I'm not sure if it was CNN's choice of YouTube questions or the Republican Party, but the GOP debate confirmed for me how out of touch this party is with the majority of Americans.

Sometimes I thought I was watching a bunch of hate filled Pat Robertsons or Pat Buchanans each trying to prove who was more like Jesus. Other times, I thought I was watching the Board of Directors of the National Rifle Association, each trying to prove who had the biggeest or best gun. (This is, in fact, a gang that can't shoot straight when it comes to being in touch with America).

Not one question about healthcare and very few criticisms of the Bush-Cheney Administration. Not one question or comment about the middle class, small business (except farmers), the alternative minimum tax, and the subprime mortgage crisis that might force millions into foreclosure.

Yes, for many Americans it was like these candiates arrived from Mars and had no clue how most Americans live and struggle every day to make ends meet, to pay their bills, to deal with out-of-control health care bills, and to give their kids the best education.

Finally, while I love YouTube, I do not believe this is the way to ask the candidates the questions that matter most to the majority of Americans. Why not simply look at the YouTube questions and then decide which questions come up most and have intelligent political reporters ask them, without the gimmicks used in most of the YouTube format? This is the most important Presidential election in a generation and we as a society should treat it with that kind of seriousness.

 

Law Firm Marketing/PR Tips for 2007

The new year is a good time to think about revising marketing and public relations plans. Here then is our (unscientific and subjective) Top 10 lists of things law firm leaders can do to help generate business in 2007:

1--If you don't have a website, get one up quickly -- but make sure it is easy to navigate, neatly designed, and speaks to your prospects and clients needs.

2--If you have a website, think INTERACTIVE. (See  Item #9 for detail).

3--Don't be afraid of the words "selling" or "sales". Some firms already have hired people with the word "sales" in their titles. And if you are spending six figures and up for a Chief Marketing Officer and/or have other marketing/PR specialists on your team, try not  to second guess their  advice. 

4--Learn about limits on lawyer advertising in the states that your firm operates in. Some new lawyer advertising rules took effect  in January 2007 so be sure to correct ad copy and other marketing materials to ensure your firm's compliance.

5--Throw out phrases like "collegial work environment" "a tradition of excellence" and a  "commitment to ethics". Prospects already expect that you are collegial and ethical and they only care if you'll be "excellent" for THEM.

6--Prepare for a wide variety of crisis situations and learn how to communicate with critical audiences before, during and after a crisis to defend your hard-earned reputation.

7--Stop talking repeatedly about where you went to law school, what moot court competition you won, and how many organizations you belong to. Instead, talk (and write) more about your prospects and clients specific business problems and how you might solve them.

8--Learn how to improve your firm's ranking on Google and other search engines. Remember-- if the person seeking to retain you doesn't know or remember the name of your firm or the attorney, they will do a generic search based on their needs. E.g. "commercial litigation, California" or "bankruptcy law firm, New York" or "estate attorneys, Florida".

9--Learn and utilize the latest technology to speed the business development cycle: consider  webinars, podcasts and blogs to communicate.

10--Monitor the media regularly for stories about your competitors and trends in the way other law firms do business.

Here's to a happy, healthy and prosperous New Year.

Taco Bell, Yum! Fail By Not Using Website

UPDATE: With E. coli contamination spreading to Long Island -- where some eight Taco Bell restaurants are being investigated for the outbreak -- Taco Bell has now utterly failed a key test of crisis communications by not posting any information on its www.tacobell.com homepage. A visit today to the company website continues to promote its brand with no mention of the issue. Even the "Press Release" page has a news release posted yesterday about a college football sponsorship. Parent company Yum! also has no information on its website at www.yum.com about the crisis.

What Taco Bell and Yum! have failed to understand is that the Web is the most powerful way for an organization in crisis to get its message out beyond the media and directly to the public.

With two people in critical condition and three dozen people sick, the company has a responsibility to communicate about the safety of each restaurant in New Jersey, Long Island and elsewhere. The company finally put out a statement Monday saying "there is no immediate threat" to consumers. What's troubling is that the company seems to be more interested in reopening its restaurants quickly rather than taking time to make sure that every Taco Bell in the country has been sanitized by employees and then inspected by health officials.

In addition, Taco Bell and Yum! have not done enough communicating on the Web or off. A crisis of this magnitude calls for the company's top management to speak before the cameras instead of hiding behind spokespersons and issuing weak statements.

Actions speak louder than words. So far, Yum! is putting out a message that profits come before people's safety by rushing to reopen stores. This head-in-the-sand attitude will surely harm their reputation over the long term.