Proventus Consulting President Burton Taylor spoke last week at the Legal Marketing Association Midwest Region luncheon held in Indianapolis.
With a presentation themed around using public relations to drive business development, Taylor served as the featured speaker and presented a case for why law firm marketing departments should look at the job through a different lens. He emphasized PR professionals should not “be in PR for PR’s sake” but rather to achieve a very specific outcome: generating new business for the firm.
“Too often, media relations is thought of as a community affairs function of a business, but in the law firm environment — where the products we are selling are the attorneys who work for our firms — public relations can be an effective business development tool,” Taylor said.
Taylor’s presentation focused on quantifiable measures and case studies to demonstrate the value strategic media relations efforts can add to a firm’s business development. He showed examples of how business development managers can rely on PR colleagues to achieve media visibility and third-party endorsements to drive the desired outcomes.
Effective forms of public relations cited included traditional PR, thought leadership, third-party endorsements, social media, owned media and paid media.
“I was honored for LMA to invite me out for this event, and I really enjoyed the chance to speak in front of so many talented professionals,” Taylor said.
LMA is a community that brings together all types of industry specialists from firms of all sizes. Consultants and vendors, lawyers, marketers from other professions, and marketing students can connect and share their collective knowledge.
Taylor spoke at LMA’s national conference in 2017.
Proventus: A Marketing Partner for Growing Your Firm’s Business
Founded in 2012, Proventus Consulting is a marketing, public relations and business development consultancy that specifically serves the legal industry. We are fortunate to represent several of the world’s largest law firms, as well as the legal community’s most well-regarded boutiques. Our team comprises a group of former in-house legal marketers who leverage their law firm marketing experience to develop and execute on strategies that drive business development outcomes for our clients.
Now a Trozzolo company, Proventus partners with clients on cost-efficient and effective marketing strategies.