shifting earth

…a fundamental shift in the way we communicate

Erik Qualman, a well known social media expert, has stated, “Social media isn’t a fad, it’s a fundamental shift in the way we communicate.”

I couldn’t have said it better my self Erik.  As a guest of 90.3 FM’s “Law You Should Know,” this was my over arching message.

On the show we discussed marketing for lawyers. I was joined by Forchelli Curto’s Nina McCann and the Nassau Bar Association’s Valerie Zurblis.

If you tuned in, fantastic. I hope you enjoyed the show.(Found here.)

If you missed us, I’m pleased to provide the following summary which covers much of what I shared.

Evaluating Social Media for Legal Marketing

(I borrowed a great deal from my 2013 presentation before the Public Relations Professionals of Long Island, so ignore the cover page and dive right in.)

legal marketing, PR

How Not to Use Video in (Legal) Marketing.

I’m a proponent of video marketing. Particularly when it comes to marketing professional service providers (E.g. attorneys).

Done correctly it is an effective means to communicate expertise and approachability; two very important characteristics for the successful professional service provider.

However, capturing someone’s charisma, charm and intelligence is not quite as simple as point and shoot.  Even with a ‘telegenic’ person there is much the director/producer must do and prevent.

So when a colleague of mine recently brought to my attention this video on, I thought why not use it to share a few tips on effective video marketing.*


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“When I was ready to say what I said, I said it.”

Hillary Clinton’s greatly dissected interview with NPR’s Terry Gross “Hillary Clinton: The Fresh Air Interview,” provides a great example on how to spot leading statements and false implications within an interview.

It also shows us how to correct/confront a combative interviewer and what it looks like to remain in control of the message.

I’ve written on this subject before (See: Richard Sherman Wins the Interview) and will definitely be adding Hillary’s NPR ‘throw-down’ to my ‘how to control the message’ examples.

Hillary Clinton says hold it right there

“Hold it right there,” said Hillary.

If you missed it – which for my money is the best, least biased news outlet today* – provides a transcript, summary and audio here. The gist,

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Richard Sherman Wins the Interview.

I regularly advise my colleagues on how to perform well in an interview.  Among the most important points I make is that the interview is not controlled by the interviewer.

Those who believe an interview will go where the interviewer takes it: a. have not seen this video and b. do not understand today’s media environment.

There was a time when the ‘news media’ controlled or influenced how people perceived you or a given subject, but those days are gone.  There are now ample mediums for you to do define yourself and share your message.  You are not beholden to the questioner. You control the microphone.  To get back on point here,

“when engaging in an interview be more aware of the message you want to communicate than answering the questions.”

For an example on exactly how to do that I refer you to Richard Sherman’s brutal take down of ESPN’s Skip Bayless.

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A beginner’s guide to proofreading.

Point 1 Addendum: Especially if you are the one who wrote the original copy.

Good p.r. is proofread.


If you had eight reporters in a room at once what would you ask them? (Suggestions encouraged).

Find out October 25, 2013 at the Fair Media Council Connection Day.

Come armed with thoughtful questions. More on this illustrious panel in the days ahead.

Good p.r. is eight reporters.


Listen, we’re all ‘possibly’ Frank Sinatra’s son.”

Good p.r. is comedic.