It’s no accident that Kevin has spent his career working as a communicator. As a child, he talked early, read early and, at age five, won a poetry contest he wasn’t even old enough to enter. Today, Kevin continues to be a communications early-adopter, leading strategic, forward-thinking public reputation programs for law firms of all sizes throughout North America and in Europe.
The key to public reputation success is telling the right story, at the right time, in the right way. Before coming to Jaffe PR, Kevin was managing editor at ProfNet, a service of PR Newswire that matches reporters looking for sources with experts from colleges and universities, government agencies, non-profits and corporations. During his time at ProfNet, Kevin worked closely with reporters to help them craft their source requests so as to specifically pin down the kinds of experts that would work for their stories. He also advised PR people on how best to pitch their expert sources to reporters. As a result, Kevin developed keen instincts regarding how reporters think, what they need, and how to work with them. He puts this knowledge to work every day on behalf of his law firm clients.
At Jaffe PR, Kevin wears another hat: Editor-in-Chief of the Jaffe Legal News Service (JLNS). In overseeing Jaffe PR’s flagship legal news portal, Kevin sees firsthand the trends and issues affecting law firms today. He uses this knowledge to help his clients develop story ideas for pitching that tap into what is going on, right now, in their respective area of practice. By being so in touch with the news, Kevin is able to position his clients as thought leaders on trends and issues just as they are developing – getting them in front of reporters and editors as sources well before other firms. The key to media coverage lies in being the first to approach a reporter or blogger with news in a way that offers as much help as possible. Being second, or working with the media in ways that make their jobs tougher, will not secure coverage. Kevin understands this, and works with both clients and the media to develop long-standing, mutually beneficial relationships.
Kevin holds a B.A. (honors) from Simon Fraser University (1995).
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