When Big Law Uses Videos in Press Releases [Texas Lawyer Quoting Gina Rubel]
When Locke Lord hires lateral partners, they are now recording introductory videos. Brenda Sapino Jeffreys reported for Texas Lawyer on this approach to video press releases, which Gina Rubel, CEO of Furia Rubel Communications, said is not a novel approach to media relations but it is relatively new in the legal industry.
Rubel said, “It’s a great approach with COVID and introductory videos can be very useful in connecting attorneys within practices at a firm.” She further notes that video press releases are commonly used in some industries, but not the legal sector, generally because of the sensitivities of the timing of lateral hire announcements.
Adding to that, Rubel notes that law firm marketing ethics also play a role as do the number of lateral hires being announced at one time. During the interview, Rubel asked Jeffreys if she would watch 10 introductory videos if links were supplied along with a press release. Jeffreys doubted she would.
In a situation of more than two lateral hires, Rubel recommends a video compilation from perhaps the managing partner and one or two other key players such as an industry group chair or a practice group chair, stating, “I don’t expect any journalists are going to watch a large number of videos otherwise.” This, however, does not negate the importance of attorney videos on law firm websites (which is another topic altogether).
In addition to Rubel, other legal marketing experts are quoted in the article including Rob Kates of Kates Media which edits the majority of Furia Rubel’s videos and produces Furia Rubel’s holiday animations; Kelly MacKinnon, director of business development at Fried, Frank, Harris, Shriver & Jacobson and national president of the Legal Marketing Association; and Jill Huse, past president of LMA and a partner with Society 54.
Both MacKinnon and Huse share their legal marketing expertise as guests of the On Record PR podcast produced by Furia Rubel.
- Life Lessons and Leadership From USA Women’s Field Hockey Athlete and Legal Marketing Leader, Kelly MacKinnon
- For the Fun of Law Firm Biz Dev: Gamification and Coaching with Jill Huse of Society 54
Read the full article: With In-Person Meet-Ups Scarce, This Firm Turned to Video Intros [Subscription Required]