The Evolution of Modern Legal PR: How We Got Here and The Latest Best Practices

Of Counsel magazine wrote, “Many people consider Ross Fishman to be the nation’s foremost expert on legal marketing.” Fishman specializes in strategy, branding, websites and marketing training for law firms. A former litigator, marketing director and marketing partner, he has helped 250 law firms dominate their markets and trained over 20,000 lawyers on six continents in leading-edge marketing techniques. He also acts as the part-time “Fractional CMO” for firms that are looking to dramatically upgrade their marketing. A Fellow of the College of Law Practice Management and Kentucky Colonel, Fishman was the first inductee into the Legal Marketing Association’s “Hall of Fame.” He has written more than 500 articles and ten popular marketing books. Contact him at ross@fishmanmarketing.com and +1.847.921.7677.

Michelle Calcote King is the principal and president of Reputation Ink, a public relations and thought leadership marketing agency serving B2B professional services firms. King founded Reputation Ink in 2011 following a decades-long public relations and marketing career that took her across the globe, with professional stints on three continents and extensive experience in the legal, technology and AEC industries. Since launching Reputation Ink with just one client, King has grown it to more than 30, with 13 full-time staff members and a range of specialist consultants. She’s been recognized twice by Lawdragon as one of the 100 Global Leaders in Legal Strategy & Consulting. Contact her at michelle@rep-ink.com and +1.904.305.5979.

A marketing and communications professional with 15 years of experience in media, public relations, crisis communications and public speaking, Corrina Wright oversees all facets of the firm’s communication and branding strategy. Her work includes overall external communications, PR and media relations, content, digital marketing, advertising, social media and the firm’s website.

Wright works closely with Benesch’s leadership and practice groups to develop and implement strategies to advance the firm’s business objectives and initiatives. Prior to entering the legal marketing field, Wright worked as a news anchor and reporter for ABC, CBS and FOX TV stations across the country and was honored with two Emmy awards for her work.