In this episode, Steve Fretzin and Janet Falk discuss:
- The evolving role of public relations and marketing strategies for legal professionals
- Maximizing visibility and credibility through content and media engagement
- Leveraging platforms like LinkedIn and newsletters to strengthen personal branding
- Understanding AI’s impact on online search and credibility in the legal services marketplace
Key Takeaways:
- Lawyers should use the "Marketing RBI" approach—Networking, Speaking, Writing, Trade Associations, and Online Promotion—to test what resonates and build visibility.
- "Content multiplication" means repurposing one piece of content across different channels (e.g., newsletters, podcasts, articles) to expand reach and influence.
- The “confirmation process” is a three-step framework that helps online visitors verify if a professional is the right fit, based on identity, qualifications, and peer/client trust.
- AI search tools now evaluate online credibility using writing style, emotional tone, authorship, and references, making it essential to produce consistent, high-quality content.
"If you're not going to [put yourself out there], then someone else is going to take the bat out of your hands and they're going to be the one stepping up to the plate." — Janet Falk
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About Janet Falk: Janet Falk is a strategic communications professional with over 30 years of experience in public relations and marketing communications across law firms, financial services, businesses, and nonprofits. She helps attorneys, executives, and consultants gain media coverage, attract clients, and strengthen their professional visibility through targeted PR strategies. Known for her expertise in media relations, networking, and content marketing, Falk offers tailored guidance to position her clients as go-to industry sources for reporters and prospective clients alike. Based in New York City, she works with clients locally and globally, providing strategic consultations that guarantee actionable ideas for business growth.
Connect with Janet Falk:
Website: https://janetlfalk.com/
Email: Janet@JanetLFalk.com
LinkedIn: https://www.linkedin.com/in/janetlfalk/
Connect with Steve Fretzin:
LinkedIn: Steve Fretzin
Twitter: @stevefretzin
Instagram: @fretzinsteve
Facebook: Fretzin, Inc.
Website: Fretzin.com
Email: Steve@Fretzin.com
Book: Legal Business Development Isn't Rocket Science and more!
YouTube: Steve Fretzin
Call Steve directly at 847-602-6911
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
