Hellerman Communications

03/02/2026

In today’s fast-moving professional environment, influence isn’t just about authority - it’s about timing, framing, and strategic courage.

The biblical story of Esther offers a surprisingly modern blueprint for effective communication - knowing when to speak, how to build alliances, and how to shape outcomes without shouting.

For leaders making high-stakes decisions, navigating reputation and risk, John Hellerman shares commentary on this timeless leadership case study.

It’s supremely ironic that the joyous holiday of Purim, which commemorates the deliverance of the Jewish people from the evil plot of Haman to destroy them, will this year be celebrated while the Jewish state of Israel and the US are at war to free prosecuted persians — and the world — from th...

09/08/2025

🚨 Stop wasting money on PR 🚨

Too many firms treat media placements like the finish line. But the full value of PR isn’t in the placement — it’s in what you do with it next! That’s why After-Placement Plans (APPs) are a must! Read John Hellerman's recently published article in Law360 about maximizing earned media with After Placement Plans, and ask yourself: Do you have an APP for that?

If you don’t, you don't have a PR strategy — you just have a book of clips.

Too many firms treat media placements like the finish line. The article goes live and then everyone moves on to the next. But in reality, the value of PR isn’t in the placement itself — it’s in what you do with it next.

06/09/2025

👏 Kudos to Amanda Ferrari of Hellerman Communications and Kady Volmering of Howard & Howard for another insightful installment from the LMA Conference!

In their Q&A recap of The Art of Tough Conversations: Navigating Sensitive Messaging in Law Firms, they highlight the importance of honest, values-driven communication in legal environments—where messages must often thread the needle between clarity and compassion.

From responding to internal conflicts to navigating headline-making cases, this session (led by Andrea Christman of Poston Communications and Lee Rogers of Bass, Berry & Sims) underscored just how critical preparation, empathy, and trust are in firm communications.

Read Kady’s thoughtful reflections and Amanda’s questions in this latest blog post. It’s a must-read for legal marketers and firm leaders alike!

📍 Blog link: https://hellermanllc.com/reflections-from-the-2025-lma-conference/

This is the second installment of an LMA conference Q&A led by Amanda Ferrari with responses by Howard & Howard PR and Communications Coordinator Kady Volmering.

04/07/2025

The top legal trade publication, The American Lawyer, just published Kady Volmering’s of Howard & Howard and John Hellerman’s article about the advantage of results-based PR programs – like our FAME system – especially for mid-size and smaller firms (and practices and projects for the biggies).

“If you’re a small or midsize law firm operating with a lean budget looking to elevate your reputation, enhance your business development efforts, and compete with industry giants, a results-based system like FAME is likely the solution you’ve been waiting for.”

Here is an AI-generated summary of the article’s key takeaways:

Shift to Results-Based PR: The article highlights a move away from traditional PR retainers, which often yield inconsistent results, to a results-based system called FAME (Focused Authoritative Media Exposure). Offered by Hellerman Communications, FAME uses a points-based model where firms like Howard & Howard pay only for tangible outcomes—like published articles or quotes—rather than effort, maximizing budget efficiency.

Enhancing Attorney Visibility: Professionals or attorneys at midsize firms like Howard & Howard use FAME to gain national media exposure in outlets like Newsweek, Bloomberg Law, and New York Law Journal. This visibility quickly establishes them as thought leaders in their niches, overcoming the challenge of competing with larger firms’ PR resources.

Business Development Focus: The core value of FAME lies in turning media placements into actionable business development tools. For example, Dennis’s quotes opened client discussions, Jim’s coverage built credibility post-Purdue Pharma SCOTUS ruling, and Joe’s articles deepened client relationships by addressing relevant issues like non-competes and trade secrets.

Cost-Effective Competitiveness: For firms with lean budgets, FAME levels the playing field against larger competitors. It guarantees value and eliminates the uncertainty of traditional PR, ensuring every dollar spent delivers measurable results.

Strategic and Measurable Outcomes: The points system offers transparency and predictability, allowing firms to benchmark against competitors and even “gamify” PR internally to boost participation. This transforms PR from a cost center into a strategic asset, enhancing reputation and growth without overspending.

In essence, the article argues that FAME empowers smaller firms to achieve “fame”—focused authoritative media exposure—efficiently, making it a game-changer for reputation-building and client engagement in a competitive legal market.

📄 Can’t access the complete article? More at the link below.
📬 Questions? Reach out to John at [email protected].

The top legal trade publication, American Lawyer, just published Kady Volmering’s of Howard & Howard and John Hellerman’s article about the advantage of results-based PR programs – like our FAME system – especially for mid-size and smaller firms (and practices and projects for the biggies).

05/02/2024

The Legal Marketing Association - LMA International’s 2024 Annual Conference brought together professionals from across the globe to discuss pivotal industry topics and emerging trends. In attendance was Howard & Howard Attorneys PLLC PR and Communications Coordinator Kady Volmering.

In our second installment of event takeaways by way of a Q&A, we picked Kady’s brain to learn more about what’s to come for legal marketers – especially important given the exponential and rapidly evolving use of technologies. Read on!

Engaging in meaningful dialogue with peers enables us to glean actionable strategies and forge lasting partnerships, ultimately enriching the fabric of our industry.

1) Could you highlight a standout session from and elaborate on its significance?

“Leveraging for ” – with Jaylen Pearson and Kelsey Eidbo of Infinite Global, Penny Paul of Lowenstein Sandler and Zach French of Finnegan, Henderson, Farabow, Garrett & Dunner LLP – stood out as a breakout session for me. Given the strategic role of in our business development initiatives at Howard & Howard, this session proved invaluable. It offered a comprehensive exploration of PR’s integration into our strategic framework, addressing pertinent challenges and offering actionable insights to foster attorney engagement and amplify our firm’s visibility.

2) What overarching theme at did you observe?

Throughout , there was a resounding theme – the importance of education. Whether it pertains to demystifying PR for attorneys or mastering emerging technologies like AI, continuous learning is a linchpin for success. In the dynamic landscape of legal marketing, staying at the forefront of evolving practices is crucial to making an impact.

3) Were there any notable strategies discussed at for law firms to differentiate themselves in competitive markets?

The General Counsel panel, a perennial highlight of LMA conferences which this year featured Judy Shu of Google, Thomas Santram of Cineplex Entertainment, Justin Witzmann of NuVasive and Terezka Zabka of the San Diego Padres, provided invaluable insights into client-centric strategies. Of note was the discourse on business succession planning, emphasizing the importance of cultivating client relationships beyond individual, lead attorneys. This underscores the necessity for law firms to adopt holistic approaches that prioritize client engagement and longevity.

3) Could you share practical recommendations for law firms seeking to integrate AI technologies into their operations?

AI has strategic implications for legal marketing. While apprehensions regarding AI’s role persist, the emphasis at was on leveraging AI as a complementary tool rather than a substitute. From mitigating writer’s block to streamlining and summarizing information, AI presents opportunities for efficiency and innovation. Embracing AI is paramount to maximizing potential.

One use-case scenario highlighted in a session called “AI in Legal Marketing: Leadership, Risk Mitigation, and Innovation” involved having AI anticipate litigation. For example, a law firm used AI to monitor a major brand’s social media and identify a noticeable increase in negative sentiments around a product. The firm then warned the company of the potential for future lawsuits around this issue.

We are bound to see more creative applications in the months to come.

5) What aspect of resonated most with you?

Undoubtedly, the networking opportunities at LMA are always unparalleled. The exchange of insights and experiences within the LMA community fosters invaluable connections and enriches professional growth. Engaging in meaningful dialogue with peers enables us to glean actionable strategies and forge lasting partnerships, ultimately enriching the fabric of our industry.

6) Do you have any suggestions for enhancing future conference programming?

While I enjoyed the programming, allocating more dedicated time for peer-to-peer interactions would enhance the event. Facilitating structured sessions, like the “fishbowl” format, could encourage in-depth discussions and promote collaborative learning. By nurturing environments conducive to a knowledge exchange, future conferences can amplify their impact and drive collective innovation.

My Take:

As we reflect on discussions around emerging trends, the importance of fostering strong attorney-client relationships, and the role of AI in reshaping daily workflows, one central idea emerges – adaptability. The legal marketing landscape is dynamic, and it is through education, networking, and a willingness to embrace change that professionals can thrive. Looking ahead, it is imperative that future conferences continue to foster dialogue, facilitate connections, and provide platforms for shared learning, ensuring that the legal marketing community remains at the forefront of innovation and excellence.

Thanks for participating, Kady!

The Legal Marketing Association’s 2024 Annual Conference brought together professionals from across the globe to discuss pivotal industry topics and emerging trends. In attendance was Howard & Howard PR and Communications Coordinator Kady Volmering.

03/14/2024

Chicken Pot, Chicken Pot, Chicken Pot Pi: Engineering a Full-Circle Strategy for Elite Law Firms

In today’s fiercely competitive legal landscape, the largest firms face a unique challenge: standing out while maintaining an aura of prestige and authority. The whimsical title of this article — and the date we’re publishing it — belies a serious message: a circular, interconnected approach is key to generating business. Like the infinite nature of π ( ), the path to career success is continuous and multi-faceted, often encompassing a mix of thought leadership, earned media, and strategic marketing. And just like a yummy chicken pot pie, if these elements are mixed and baked properly, they’ll ensure your firm’s is savory and satisfying to the palate of your hyper-critical, sophisticated clientele.

For elite law firms, is not just an asset; it’s a necessity. It’s about showcasing not only your legal acumen but your deep understanding of the industries you serve. By publishing insightful analyses on current legal trends, regulatory changes, or landmark cases, your firm can position itself as a beacon of knowledge and expertise. This is not about occasional blog posts; it’s about a sustained effort to contribute to the professional discourse, influencing peers and clients alike. Thought leadership, when executed correctly, doesn’t just attract attention; it commands respect.

Earned media, the art of getting your firm featured in news articles, interviews, and industry trade publications, is a testament to your firm’s relevance and expertise. This isn’t about paying for exposure; it’s about being so compelling that the media cannot ignore you. By aligning your firm with topical issues and being the first to provide insightful commentary, you capture the spotlight. This requires a keen understanding of media dynamics and the ability to pitch stories that resonate. Earned media not only enhances your visibility but also bolsters your credibility, leveraging third-party validation from trusted sources to reinforce your stature.

Marketing for top-tier law firms must, of course, transcend traditional advertising. It’s about creating a narrative that resonates with your high-end clientele. Your brand should tell a story, one of legacy, expertise, and unparalleled service. This requires a deep understanding of your target market’s needs and the unique value propositions of your firm. Strategic marketing is about placing your firm in the right conversations, in front of the right audiences, at the right time. It’s a sophisticated dance of positioning and perception, ensuring that when potential clients are in need, your firm is the first that comes to mind.

In the professional world, credibility is your currency. Every piece of content, every media appearance, and every marketing effort must reinforce the perception of you and your firm as a leader in its field. This means avoiding empty self-promotion in favor of substantive, valuable insights. It’s about demonstrating your expertise, not just claiming it. Enhancing credibility requires consistency – in the quality of your thought leadership, the integrity of your public relations efforts, and the sophistication of your marketing strategies. The goal is to build a brand so reputable that it becomes synonymous with excellence and value.

The Pi/Circle strategy is more than a quirky metaphor; it’s a blueprint for elite law firms aiming to distinguish themselves in a saturated market. By integrating thought leadership, earned media, and strategic marketing into a cohesive strategy, your firm can project authority, attract attention, and build a positive reputation that precedes it. This approach is about creating a self-sustaining cycle of visibility and credibility, where each element supports and amplifies the others. It’s not just about generating leads; it’s about becoming the obvious choice for high-caliber clients. In the world of elite legal services, it’s not just about being part of the circle – it’s about being the center of it.

David Cross on Just Shoot Me. Ever since this first aired I have had this stuck in my head. When I say it, it's amazing how many other people recognize it....

03/12/2024

In case you missed it, Scarlett Johansson’s surprise cameo on Saturday Night Live was spectacular.

It was 10 years ago that she starred with Jo​aquin Phoenix in Spike Jonze’s dystopian ​r​omance, “Her,” and so it’s also been 10 year since John Hellerman was inspired by the movie to predict that law firms would one day be radically transformed by AI and the power of Oracle-like ​AI Chatbots.

He was talking about lawyers and law firms at the time but given the progress of AI over the last yer, the prediction is relevant to most all professional services now.

Current partners aren’t quite on the “algorithm track” yet, but the way things are going, John's confident we’ll see our first such “deal” before the end of the decade!

Law Firms of the Future Will Be the Lawyers of the Past by John Hellerman | Mar 17, 2014 | Disruption, John Hellerman, Law, Technology Law360, New York (March 17, 2014, 10:24 AM ET) — The movie “Her,” which just earned Spike Jonze an Academy Award for best screenplay, has earned less than $30 ...

12/20/2023

12/18/2023

For , 2023 was a tough year. We lost too many industry trailblazers. The passing of Richard Levick, Burkey Belser, and Monica Bay remind us about how unique our niche is, and sadly, how old.

Levick, “father of modern ,” pioneered high-stakes litigation and crisis communications. Belser, creator of the nutrition facts label, was a branding visionary and brought law firms’ missions to life in ads. And Bay, who played a pivotal role in the intersection of law and technology, celebrated law firms’ innovative practices in her editorials at The Recorder and Law Technology News, which later became Legaltech News.

Their legacies live on in the individuals they mentored, many of whom are today’s leaders. Yet, as we stand on the shoulders of these giants, the legal —and legal marketing — industry is at the precipice of significant change and disruption.

With the release of in October 2022 to the release of Google's Gemini this past month, 2023 served as a transitional year. With billions pouring into , 2024 will be “the year everything changed!” and it’ll be unlike anything we’ve ever seen:

Digital marketing will transform with the use of virtual and augmented realities. Already, courts have been experimenting with to recreate crime scenes. Some of us are old enough to remember Second Life…that is like Pong compared to what’s coming — and the low-cost, high-touch engagement that new virtual realities will facilitate in the future.

tools will proliferate and profoundly change the way law firms serve and service clients. Many firms — and many individual lawyers — will create branded and to scale their expertise and make it available 24/7. Similar to the new “all-AI” news stations, firms will broadcast their own news sections via attractive, multi-cultural “AI anchors.”

It was nice to see so many law firms come together to take a stand against antisemitism, and as the work product becomes more AI/tech driven (and performance becomes more commoditized), the personality of firms — their values and ethics, especially — will become even more important and integral to their brands, otherwise based on performance.

Our industry has evolved significantly, shaped by the visionaries who paved the way and the technology that promises to move us forward. As it continues to innovate and redefine itself, marketing success will require nuanced communication and continual, endless adaptation.

Have a very Happy New Year, and a successful 2024!

For legal marketing, 2023 was a tough year. We lost too many industry trailblazers. The passing of Richard Levick, Burkey Belser, and Monica Bay remind us about how unique our niche is, and sadly, how old.

09/14/2023

John Hellerman appeared on Donald Mazzella’s Small Business Digest podcast (starting at 27:47) to discuss "Breaking the PR Mold: From Skepticism to Success."

📊 In Don’s recent survey, 71% of respondents doubted the power of PR, especially for businesses with fewer than 50 employees.

In an era of PR noise, we've made it our mission at Hellerman Communications to craft content that is worthwhile and truly serves its purpose (of driving business).

💼 The size of a company doesn't matter when you're selling expertise and talent. Building a rock-solid reputation, being credentialed by third-parties (outlets, reporters, etc.), and promoting the content to further relationships that lead to new revenue streams are the keys to success.

That's why we've introduced a revolutionary new model, tailor-made for those who felt they weren't getting the value from their previous PR investments.

🔍 Transparency matters. With our new service, we're putting the power back in your hands, helping you manage your PR resources effectively. We offer light media training, LinkedIn/bio optimization, and prepare you to shine under the spotlight/attention the content we create together will attract.

Our groundbreaking package includes earned media credits, and the content we deliver (features, bylines, interviews, etc.) will be deducted from the credit balance. The more credits you buy upfront, the less you pay in the aggregate.

📈 Under this system, you only pay for what you get. And, our scoring system lets us benchmark you against competitors, ensuring you stay ahead of the game.

👉 Curious to learn more about this PR revolution? Tune into the podcast episode at the link in the comments.

09/05/2023

If you’re a lawyer or consultant or other professional making plans for PR and earned media, typical monthly retainers aren’t always best.

Consider FAME — our content-fueled business development system offering individualized earned media campaigns on contingency!