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<b>Media & Communication Corner: </b>Looking Back at the M&C Professionals Series
In the midst of 2006, Jaffe's public relations group turned its attention to some of the most notable law firm media and communications professionals currently working in house. Thanks to the candor of these people, we were able to provide snapshots of their work, their departments and their insight about law firm marketing. On behalf of the Jaffe authors, I again thank all of the participants for their time and their thoughtfulness. As we wrap up 2006, let's look back at some of the highlights in the series.
To kick off our series, Joshua M. Peck, Senior Manager, Media Relations at Duane Morris in Philadelphia was interviewed by Jaffe's Vivian Hood. Peck's path to law firm public relations began in the world of journalism, and led him to a position with Jaffe Associates. From there, he worked at Kirkland & Ellis; Hughes, Hubbard & Reed (as CMO); and now at Duane Morris. Josh and his marketing group support more than 600 lawyers in 19 offices. Josh set the tone of our series by indicating that 'Law firm PR as a tool is now seen as instrumental and integral to a firm's business strategy, much more so than it was 10-15 years ago. That's especially true of Duane Morris.' And Josh himself is very active within the profession, as the founder and president of the Law Firm Media Professionals group that meets monthly in New York, recently started a group in Chicago and now has its own Web site as http://www.lfmp.org/.
Our second interview subject was Hank Shafran, Director of Commu-nications in charge of internal and external communications for Bingham McCutchen. Hank was interviewed by Jaffe's Cari Brunelle. Hank reports to the chairman and COO of the firm, which has been on an aggressive growth plan for focused diversification in both clients and geography. Hank said that unlike many firms, getting his partners to participate in the public relations efforts is not difficult. 'Nothing succeeds like success, and there is never a shortage of partners who want to participate,' said Shafran. Like Peck, Shafran has seen the attitude toward law firm public relations change over the years. 'There is much more recognition and appreciation of PR within law firms now. When I came inside the firm in 1995, there weren't too many believers. But we've shown that if you develop a strategic PR plan that feeds off the marketing and business development plan, they complement each other. And now there are far more believers than disbelievers.'
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