At Jaffe PR, we are constantly researching the next trend, offering our analysis of concepts and tactics that impact the legal marketing industry in our law firm marketing white papers.

Even though our Social Media and Social Networking Policies and Procedures is the most sought-after white paper, we have a variety of law firm marketing white papers that cover many of today’s most challenging topics

White Papers

March 27, 2012
Jay M. Jaffe recently sat down with a focus group of legal PR and marketing professionals to explore the evolving field of Legal Brand Journalism™. Following the discussion, we decided to put together a commentary on some of the frequently asked questions the group raised. ... Read More
February 14, 2012
Ever since I first watched “EPIC 2014”, shortly after it was released (toward the end of 2004), I have pondered the future of journalism. I couldn’t imagine that it was as dire as the eight-minute movie made it out to be, with the diminution and almost extinction of the New York Times and the rest of mainstream journalism by the year 2014. This was, of course, before Twitter and LinkedIn became mainstream and only several months after Facebook was first launched and barely a blip on the social media scene. According to Wikipedia, launched just a little over a decade ago, “The movie is presented from the viewpoint of a fictional ‘Museum of Media History in the year 2014. It explores the effects that the convergence of popular News aggregators, such as Google News, with other Web 2.0 technologies like blogging, social networking and user participation may have on journalism and society at large in a hypothesized future. The film popularized the term Googlezon and touches on major privacy and copyright issues raised in this scenario.” That’s all very interesting, but what really captured my imagination was the concept that everyone – yes, everyone – becomes a contributor and a creator of news, as well as a consumer of news. Interesting theory, but, in 2004, it seemed so very far from reality. Yet, with today’s technology, it all appears to be coming true ... and almost right on schedule. I’ll let you watch the movie and draw your own conclusions, but there is no doubt that the predictions espoused in “EPIC 2014” are eerily on target. ... Read More
January 17, 2012
The most valuable asset for any business today is its good name: its brand and reputation. This holds just as true for law firms as it does for consumer packaged goods companies or service businesses. Consumers of goods and services turn to the Web to confirm their buying decisions. According to a recent report published jointly by the World Economic Forum and a major U.S. PR firm, three-fifths of CEOs surveyed believe that corporate brand and reputation represents more than 40 percent of a company’s market capitalization. Today, it is more critical than ever for law firms to pay considerable time and attention to maintain or elevate the value and reputation of their brands. This White Paper not only examines the unique marketing situation that results from a merger of law firms, but also relates to any law firm that wishes to be a true competitor in the legal marketplace. The bottom line is that many things measure a law firm’s public reputation, but in most cases, it now begins with Web site content. ... Read More
January 5, 2012
Do you have a social media policy for your firm? If not, here is one you can use. Today, social media encompasses a broad sweep of online activity, all of which is track-able and traceable. These networks include not only the blogs you write and those to which you comment, but social networks such as Facebook and MySpace; professional networks such as LinkedIn and Legal OnRamp; the live-blogging tool, Twitter; and social bookmarking such as Digg and Delicious. Every day, it seems, new online tools and new advances introduce new opportunities to build your virtual footprint. As a firm, we believe that social media can drive business and support your professional development efforts. We are also aware that social media use will not be used exclusively for business. ... Read More
November 1, 2011
Let’s face it – most attorney bios are incredibly boring. Every aspect of traditional law firm bios, from their format to their phrasing, is mind numbingly similar. General counsel reading these indistinct bios with the intent of checking off experience boxes may appreciate their predictability, but do they help you or your firm get shortlisted for the next big case? Probably not. ... Read More
October 5, 2011
Just as a professional appearance makes a lasting first impression, your social networking profile makes a lasting first impression as well. ... Read More
May 19, 2010
It’s hard to believe that the term “blog” was coined in 1997, and some of the first acknowledged bloggers began sharing their thoughts on what is now recognized as a blog format in 1994. After fifteen years, it may seem as if blogs have reached their saturation point. Doesn’t it feel as if every other lawyer you know has a blog, feels guilty about not having one or is thinking about starting one? Should they? After all, with new, highly specialized, social media sites appearing daily to join Twitter, Facebook and LinkedIn -- seemingly more simple digital avenues on which to share insights -- are blogs still worthwhile? ... Read More
February 17, 2010
At the heart of our newest White Paper is the idea that law firms have the opportunity to use alternative fee arrangements (“AFAs”) to redefine their value and become more closely aligned with their clients. The starting point for this transformation is a commitment to becoming more versatile. There are various AFA models, suitable to different client risks and objectives. As you consider how to bring an AFA culture to your firm, we hope this paper will be used as a helpful tool. ... Read More
October 1, 2009
With all the buzz over social media “darling” networks like Twitter and Facebook, it’s easy to forget the less glossy applications. LinkedIn is far more prosaic than Facebook and, frankly, a lot less fun than Twitter. But because of its business focus and broad business user base, LinkedIn should be a part of any marketing strategy, especially for lawyers. ... Read More
June 1, 2009
The majority of people who search for a law firm online do not start by going to Google and typing the name of a specific law firm. Instead they might type, “Divorce attorney, Denver,” or “Piscataway personal injury lawyer,” or “lawyer who writes wills”… hmmm, make that “lawyer who writes wills in Des Moines.” If you tried to search for your law firm that way, would your website appear on the first page of the listings on Google? ... Read More

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