Abigail Stryker 
I recently attended my first conference, The Legal Marketing Association’s (LMA) Northeast Conference in Boston – thank you, Maven! I was excited to up my legal marketing skills and make new connections in the field. I was also surprised to discover that what I learned at an LMA conference would be transferable to other client sectors. From topics legal reporters are most interested in, to trending AI platforms, here’s a breakdown of the most valuable lessons I gained from the keynote and breakout sessions.
Keynote with Dr. Arin Reeves: Energy Management for Productive Workflows
Dr. Arin Reeves’ keynote session emphasized the importance of managing energy, not time, as a crucial productivity tool. Here are some of the key insights:
- Prioritize Energy Check-ins: Instead of the usual “How are you doing?” consider asking, “What’s your energy level on a scale of 1-10?” It’s a small shift, but it allows for better alignment of meeting expectations and timing based on everyone’s energy levels. This is also a critical question we should ask ourselves before starting a new task. If our energy level is low, then we might not produce at our highest quality. If this is the case, consider working on a task that takes less energy, and revisit the harder one when you’re ready.
- Identify Energy Boosters: We all have moments where our energy dips after a difficult meeting or frustrating setback. Dr. Reeves suggests finding personal energy boosters—like listening to a favorite song or taking a quick walk—that can help reset our focus. This correlates with knowing your energy drainers and adders. Reflect on what drains or boosts your energy during the day to better manage your tasks and interactions. After you complete a task that takes more energy than others, follow up with an energy booster to level out.
- End on a High Note: Oftentimes at the end of the day, we’re thinking about all of the things we didn’t get done and now have to add to our tomorrow list. Instead of going down that rabbit hole, consider drafting a “done list.” A “done list” at the end of each day can reinforce a sense of accomplishment, helping you unwind with a clear sense of achievement.
- Tackle Your Toughest Task First: Completing the hardest task in the morning prevents it from looming over the rest of the day, reducing stress and boosting productivity.
Breakout Sessions: Public Relations, Branding, and Client Loyalty
1 – Jennifer’s Present: Using PR to Strengthen Client and Talent Loyalty in Legal Marketing
This discussion was moderated by Jennifer Simpson Carr, vice president of strategic development, Furia Rubel, and included panelists Jennifer Johnson, CEO, Calibrate, Jennifer Manton, legal marketing and business development strategist, Kramer Levin Naftalis & Frankel LLP, and Jennifer Stokes, senior director of marketing and business, Shipman & Goodwin LLP.
- Brand Consistency: Merge your team members’ personal brands with your firm’s brand to create an authentic and unified message across the board. Internal education on brand values is key for aligning your firm’s reputation with the talents representing it.
- Humanize the Brand: Showcasing the human side of your work is essential, as it resonates more with clients and potential recruits. Humanized content and messaging leads to greater engagement and solidifies a firm’s commitment to values and people.
- Inclusivity and Social Responsibility: It’s essential to be proactive on social justice issues that align with your firm’s values. Having a predefined response plan can strengthen your credibility in times of public scrutiny.
- Highlighting Emerging Talent: Show investment in younger employees, as this demonstrates growth potential and dedication to nurturing future leaders.
2 – Effective Media Relations: Reaching Legal Journalists
This discussion was moderated by Maven’s own Tom McParland, senior account executive and included panelists Victoria Hudginsm, reporter for Lexology PRO, Ryan Tarinelli, legal affairs reporter for CQ Roll Call, and Brian Dowling, senior courts reporter at Law360.
- Stay Ahead of Coverage Trends: To connect with journalists effectively, follow their reporting trends and anticipate upcoming topics they might cover.
- Concise and Relevant Pitches: Journalists receive a high volume of pitches each day, so keep yours brief, direct, and directly tied to their recent interests or questions.
- Timeliness Over Formality: Sometimes it’s more impactful to flag something new with a journalist quickly rather than wait for a formal press release to be drafted, approved, and sent. By the time you hit send, it might be old news.
- Offer Access: Inviting reporters to events, such as conferences or even firm-wide meetings, provides them with valuable networking opportunities to meet experts in person.
- Trending Topics in Legal Reporting: Reporters on this panel expressed that they are most interested in cases that impact entire industries rather than one or two companies. Additionally, rulings that have a large-scale effect on the public, courtroom dynamics, and advancements in AI and copyright law are also hot topics they are looking to cover.
3 – AI Technology Update for Legal Marketing
The panel discussion was moderated by Scott Winter, VP of client development, Index Solutions, and included panelists Callie Brzezinski, senior business development coordinator, Akin Gump Strauss Hauer & Feld LLP, and Rosa Colon, senior manager of marketing technology, Lowenstein Sandler LLP.
- Top Platforms: Tools like ChatGPT, Microsoft Co-Pilot, Embrace AI, and Jasper AI are now widely used in the legal field for marketing and communication purposes. Lawyers are increasingly using AI to create video scripts, talking points, and internal guidelines, proving its adaptability across various forms of content.
- Clear Inputs for Better Outputs: AI thrives on explicit direction, so when using it for content like brand guidelines or website copy, it’s important to provide specific details to get the best results.
- Start Small with Low-Risk Content: When using free versions of AI tools, start with low-risk content to see how it performs. Once you upgrade to a paid version, invest time in training the tool to understand your brand voice, as the quality of the input will determine the quality of the output.
Final Thoughts
My first conference experience with the Legal Marketing Association was one for the books. I wasn’t sure what to expect, or even if I was sophisticated enough to attend. Once I arrived, I instantly felt welcomed and was ready to be a sponge. From learning about energy management, effective PR strategies in the legal field, how lawyers are utilizing AI, and more, I left Boston with new insights that I can apply both professionally and personally. Thank you, LMA Northeast for a great first-conference experience, and thank you Maven for continuing to support my growth as a PR professional.
Posted In Media Relations, Professional Services