This post originally appeared in Susan Kostal's Legal Marketing Bits & Bites Newsletter. Sign up for more content here. How do you know who’s doing the best work in your industry? By “Best Of” lists, of course! At least, that’s the idea behind them. Done right, they are an important piece of marketing collateral. Award submissions to those “leader” lists can be an overwhelming amount of work. To manage the process, pick the most well-known and respected lists in your field. T

This post was originally published on LexisNexis Business of Law Blog on April 28, 2016. For many law firm public relations professionals, their job is 80% reactive and 20% proactive. The pros manage to get that ratio down to 50/50, but it’s tough. Either camp really needs to make that time count. It must be true if Bill Gates said it. To complicate matters, the marketing, business development, and PR teams at some firms are so siloed: one department has no idea what the othe

This post originally appeared in Susan Kostal's Legal Marketing Bits & Bites Newsletter. Sign up for more content here. I once saw a great tweet that said, roughly, “If you think you don’t have a personal brand, the one you have is pretty bad.” Personal branding is about marketing yourself as if you were a product. Think about consumer product marketing. It’s more than just talking about what the product is. It’s about what it does, how it does it, why it does it better and

This post originally appeared in Susan Kostal's Legal Marketing Bits & Bites Newsletter. Sign up for more content here. The conclusion of Downton Abbey has me thinking about law firm web copy. Say what, now? I’m speaking, of course, of law firm histories. I won’t go into the reasons why firms commission histories, or devote more than a passing glance at the firm’s gestation on its website. What I will tell you is why it’s nearly always self-centered, not client-centered