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Whether you are a solo practitioner or a member of a major law firm, you may believe through some very clever advertising that legal marketing is the holy grail of business generation. You may believe that search engine optimization, television ads, and bus billboards are the key to making money, especially in the personal injury and medical malpractice sector.

As a former national news correspondent who now specializes in legal strategy through communication and video production for high-stakes, high-value cases, I am witnessing repeatedly that attorneys who find the greatest success are masters of corporate communication, not attorneys who spend thousands and thousands of dollars on marketing and advertising. To put it another way, some of the most successful attorneys who retain my firm spend very little on advertising, but are successful because they are good at communicating that they are effective.

Think about what you see when you pick up a newspaper, browse the internet, or watch a local or network newscast. You are hearing or reading a story. The stories that you care about are likely well told, are presented with a compelling narrative, and have characters that are memorable. Now think about that in terms of legal advertising and marketing. It’s not the attorneys who purchase several 15 seconds ads in a local newscast that come across as being credible. It’s the attorneys who reach sizable settlements in mediation or judgments in trial, and then use that information to present themselves as experts who deserve news coverage and media attention. Quite simply: a one line mention of your law firm in a news article about a medical malpractice suit is arguably far more valuable than a commercial promoting that you handle medmal broadcast between two auto dealer commercials on the local news.

And while paying for search engine optimization is often a poor use of funds, the free web presence that comes from a legitimate mention in a legitimate news story is invaluable.

The key to generating news coverage is the same that we use in the production of day in the life video and video settlement brochure production, and demand package documentaries, and the same that is utilized by network news correspondents on a daily basis. Effective story telling through a compelling narrative with characters that generate emotion. When presented to mediators, the result is record settlements. When presented to reporters, the result is news coverage. When used together, you create a self-sustaining flow of news coverage that leads to new clients that lead to successful outcomes, and successful outcomes that lead to news coverage that leads to new clients.

Judge rules against YouTube star in divorce court

A British actress who earned YouTube stardom after posting monologues about her failed high society marriage was cruel to her husband and must vacate their apartment within a month, a New York judge ruled on Monday.

Tricia Walsh Smith, 49, has until August 21 to move out of the swank Park Avenue apartment belonging to Broadway producer Philip Smith, 77. The apartment provided a backdrop for some of Walsh Smith’s video monologues, which have been seen by millions of viewers on the YouTube Web site.

Philip Smith, the president of the Shubert Organization which owns Broadway theaters and stages shows, had sued for divorce on the grounds the videos constituted spousal abuse. He was ordered to pay Walsh Smith $50,000 immediately and, within 30 days, $700,000 promised under the couple’s prenuptial agreement, signed before their 1999 wedding.

In accepting Smith’s grounds of divorce, New York State Supreme Court Judge Harold Beeler found that Walsh Smith engaged in a “calculated and callous campaign to embarrass and humiliate her husband and his daughters.” [...]

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Current legal news is of interest to almost every attorney; seemingly, small decisions may make large inroads or changes in current laws. Changes within the legal field affecting ethics can have expanding ripples and is of great interest to most practicing attorneys. Not every case of interest or decision that affects every attorney makes it to the front page of the national news. Instead, most attorneys use a legal newspaper or publication to keep up to date with landmark cases, or even seemingly innocuous decisions that point to larger issues.
There are news items of broad interest to the trial lawyer such as a recent Philadelphia case where a defendant attempted to fire his lawyer and represent himself. The accused was subsequently denied admittance into the courtroom for his own trial.
After accused murderer Eric DeShann Floyd tried to fire his own lawyer and said he would rather be executed than continue with the court appointed lawyer, Common Pleas Court Judge Renee Cardwell Hughes, refused to allow that. She further declared the defendant was irrational and relegated him to watching his own trial from closed circuit television due to his disruptive behavior during jury selection.
Even tax laws have a very broad appeal when a billionaire dies at just the right time, for his heirs. The death of the billionaire even three months prior would have put his 9 billion dollar estate in the 45% estate tax bracket, and living until 2011 would have placed his estate tax in the 55% bracket, as it is due to a window in the law, his estate was exempt from that tax. This episode may go a long way toward proving that wealth is partly about timing. [...]

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