Aligning PR Strategies With BD Goals – How Tos and How Nots

Aligning PR Strategies With BD Goals – How Tos and How Nots

By Bethany Chieffallo, Heather McMichael, Lisa Seidenberg, Monica Ulzheimer
December 20, 2021 | 21-minute episode
Business Development Business Development Coaching/Training Content Type Podcast
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Episode: 86

Series: LMA SIG Share-Out

Episode Description:
While public relations and business development are two very different tools, legal marketers would be remiss to operate in the mindset that these aspects should operate completely separate from one another. In this episode of the LMA SIG Share-Out series, Lisa Seidenberg (Greentarget) and Monica Ulzheimer (Alston & Bird LLP) join LMA PR & Communications SIG Co-Chairs Bethany Chieffallo (Best Best & Krieger LLP) and Heather McMichael (Shook, Hardy & Bacon LLP) to discuss best practices for aligning law firm PR strategies with business development goals.


Bethany Chieffallo, Marketing Communications Manager, Best Best & Krieger LLP; Co-Chair, LMA PR & Communications SIG (moderator)

Heather McMichael, Media Relations Manager, Shook, Hardy & Bacon LLP; Co-Chair, LMA PR & Communications SIG (moderator)

Lisa Seidenberg, Vice President, Media Relations, Greentarget

Monica Ulzheimer, Business Development Associate Director, Alston & Bird LLP

Relevant Links:

Law firms are constantly striving to differentiate themselves from their competitors, so it is important that they are able to show clients that they understand their business. Learn how your firm can show what it knows to help set it apart from the competition in this overview from Samantha McKenna (#samsales Consulting).

Series Description:
The LMA SIG Share-Out series spotlights episodes from one or more of LMA’s 10 Shared Interest Groups. This series features best practices, education and more on the hottest topics in legal marketing.

Bethany Chieffallo
Best Best & Krieger LLP

Bethany Chieffallo has more than 10 years of legal marketing and communications experience both in-house and in the agency realm. She thrives on helping attorneys grow their practices and establish greater credibility through a thoughtful range of PR, business development and marketing initiatives. She works to strategically position her attorney clients as thought leaders before key audiences, and expand on traditional marketing efforts to creatively meet and exceed goals. In her current role as marketing communications manager at Best Best & Krieger, Bethany manages internal and external content, media relations, social media, overarching communications strategy, rankings and more. Bethany earned her Bachelor of Science, summa cum laude, in public relations from Kent State University. She is an active member of the Legal Marketing Association (LMA), currently serving as national co-chair of LMA's PR Communications Shared Interest Group.

Heather McMichael
Shook, Hardy & Bacon LLP

Heather McMichael is the media relations manager for Shook, Hardy & Bacon. A former television broadcaster, Heather uses her communication and writing skills to surface compelling stories that place law firms in a positive light. An early podcaster, Heather helps produce podcasts at her current firm that effectively communicate relevant information for clients and targets.

Lisa Seidenberg

Lisa Seidenberg is a sharpshooter when it comes to media relations. Starting as an intern and one of Greentarget’s first employees, she has gone on to relentlessly deliver high-quality media results for clients — securing some of the firm’s most high-profile media placements. With a strong knowledge of topics most useful to reporters, Lisa is the go-to resource for pitching a complex subject or forming a new strategy from scratch. She has conducted outreach on various topics and industries, including commercial real estate, impact investing, tax reform, brand relevance, cybersecurity, automotive and M&A. Lisa keeps an eye on industry developments, watching for reporter moves and hires and changes to news outlets and publications. As the lead of Greentarget’s Reporter Ambassador Program, she fosters deep relationships with reporters and editors, frequently connecting with them to gauge how the firm can continue to help them in their reporting.

Monica Ulzheimer
Alston & Bird LLP

Monica Ulzheimer has more than 25 years of experience in client service, business development and marketing, primarily in the professional services industry. She currently leads business development efforts for an AmLaw 100 firm's litigation practice area to connect with clients, drive business and support client service initiatives. She is a trained business development coach and works with attorneys across practice groups to make connections, support cross-selling, implement business development plans and drive marketing activities. She has a track record of successfully driving efficiencies and developing business development programs for numerous other AmLaw firms.