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.

Brendan Stanton, PR

good p.r. is consistent, innovative sophistication in communication.

Innovative. In order to be consistent in p.r. you must remain innovative.  It’s an industry based on predicting the future and, in the worst cases, reacting with lucid speed to the present.

Moreover, human communication is by nature saddled with a half-life; a half-life being the amount of time required for a quantity [media placement] to fall to half its value as measured at the beginning of the time period. Anyone who has handled the “clips” knows this to be a verifiable observation.

So I repeat, in order to be consistent, you must be innovative; you must be aware and active in the changing mediums of communication.

Take The Bible for example (Lord forgive me).  The earliest writings of The Bible were set down nearly 3500 years ago.  Meanwhile, my earliest memory of a Biblical story comes from watching Cecil B. DeMille’s “The Ten Commandments” as a small child.

In short, even The Bible must be innovative to consistently deliver it’s message; a message that has transcended human oration, stone, paper, radio, film, TV, the internet, social media and smart phones.*

Put another way, in p.r. the communication is the product and as our methods of communication evolve the communication itself evolves.

As such, good p.r. inherently requires innovation and is limited in its creativity only by our ability to communicate

(In fact innovative p.r. can literally be out of this world).

good p.r. is innovative