Integrating PR and BD Strategies to Win Work: Dave Poston on The Legal S/ant

Integrating public relations and business development strategies is a great way for law firms to drive sales and improve their bottom lines. But marrying these strategies is a challenging task that should be pursued with a skillful and calculated approach.

In a recent interview with The Legal S/lant podcast, Poston Communications CEO Dave Poston provided practical applications for legal marketers and their attorneys to elevate their PR efforts to be business development aligned. Hosted by Jessica Jaramillo, marketing director at Ireland Stapleton Pryor & Pascoe, and Vanessa Petrea, senior business development manager at Pillsbury Winthrop Shaw and Pittman, The Legal S/ant focuses on “bringing the legal marketing community together to provide wisdom, humor, camaraderie and life hacks.” Poston is featured on the episode, “Thriving at the Intersection of BD and PR,” available here.

“It’s our job as legal marketers and PR professionals to find the connection between what’s selling in a financial analysis of the practice and what’s happening out in the world, and put those two together,” said Poston.

This philosophy also serves as R&D of the legal industry, as new and innovative products are discovered at the intersection of a firm’s sales and industry trends.

In the conversation, Poston also provided communications advice for the next phases of COVID-19. The coronavirus pandemic is a unique crisis in that we are all experiencing it at the same time, compared with traditional crises that have plagued law firms in the past. This, in a way, reduces the long-term impact, as we are able to learn from each other in real time. Now, as we move into new phases of COVID-19, every business and individual will need to decide for themselves what is appropriate when it comes to delivering business-as-usual communications in the now business-unusual world.

“Trust your gut,” said Poston. “Constantly assess how you’re doing and share honest and important information when necessary.”

As the conversation closed, Poston offered advice for legal marketers operating in today’s climate.

“Try not to be afraid to make some decisions,” Poston advised. “It is a time to be courageous as marketers, and make a couple good decisions for yourself, your department or your firm. You know what to do, it’s just a matter of going for it.”

Listen to the full podcast here.