May 4, 2012 nº 1,173 - Vol. 10
"Quick to judge
Quick to anger
Slow to understand
Ignorance and prejudice
And fear
Walk hand in hand."
Neil Peart
In today's Law Firm Marketing, 11 publicity misconceptions that cost lawyers a fortune.
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MEPs clash over EU accession to ECHR
MEPs have had a heated debate on progress towards EU accession to the European Convention on Human Rights. The ECHR was drafted in 1950 by the Council of Europe - a body independent from the EU - and came into force in 1953. It covers principles including the right to life, freedom of the press and provisions on privacy; and violations of the convention are dealt with by the European Court of Human Rights, based in Strasbourg. Although all EU member states are signatories to the ECHR, there is a proposal for the EU as a whole to become a signatory. This would implement a power in the Lisbon Treaty for the EU to have "legal personality", meaning that it is able to accede to international treaties and conventions in its own right. However, the move needs approval from all EU member states, and accession has been blocked by the UK and France, who have raised concerns over the impact of the move on national sovereignty.
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1 - BP Trial Will Be in January, Louisiana AG Caldwell Says - click here.
2 - Iranian lawyer Mohammad Ali Dadkhah sentenced to nine years in jail - click here.
3 - Nokia Sues HTC, RIM, ViewSonic for Patent Infringement - click here.
4 - Kosovo court acquits ex-rebel KLA leader and aides - click here.
5 -Lippman announces pro bono requirement for prospective attorneys - click here.
6 -Judge slams prosecutors for dismissing gay juror - click here.
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No mercy for food safety crime
Food and drug safety-related crimes will be given severe punishment in Shanghai, according to the Shanghai High People's Court. The court pronounced judgment on eight food and drug cases on Thursday in which 18 defendants received sentences from six months to six-and-a-half years in prison, and were fined 1,000 to 800,000 yuan (US$160 to 128,000). They were found guilty on six charges, including selling counterfeit drugs, selling false products, illegal operation, using fake trademarks, selling products with fake trademarks, and selling illegally made trademarks, according to the court.
Weetabix bought by China's Bright Food
China's Bright Food has bought a controlling stake in Weetabix, which owns the breakfast cereal brand as well as Alpen and Ready Brek. Bright Food will take a 60% stake in Weetabix in a deal that values the company at £1.2bn. The deal is the largest done by a Chinese company in the food and drink businesses.
11 publicity misconceptions that cost lawyers a fortune
by Trey Ryder
MISCONCEPTION #1: You have to know someone at the media to get publicity. Not true. Whether you get publicity depends almost exclusively on the strength of your news release or story idea. It has almost nothing to do with who you know. As a rule, editors don't go out on limbs, even for their friends. Editors want good stories. You give them a good story idea and you've got a good shot at getting it in print. You give them a bad story idea and your chances fall like a rock.
MISCONCEPTION #2: You must pay for publicity. No. Print articles and broadcast interviews are almost always free. Some small publications, to assure their survival, give preference for articles to advertisers. Also, some publications offer special sections where, if you buy an ad, you get an article of equal size. But, for the most part, articles are written free by the major newspapers and magazines. Interviews are broadcast free by radio and TV stations. All you have to do is provide them with a good idea they want to use. If they believe your idea will interest their audience, they will likely print or broadcast your story.
MISCONCEPTION #3: You get publicity only if you're a big advertiser. No. Advertising sales reps are quick to point out that -- other than advertising -- they have nothing to do with what goes in print or over the airwaves. It makes sense that big advertisers would have an open door to big articles. Yet when questioned, editors deny it. And, from my experience, you don't have to be an advertiser to get articles. In fact, many of my clients have not been advertisers, yet we still have done quite well getting articles and interviews.
MISCONCEPTION #4: Editors rely only on well-known authorities. No. True, a story may have more credibility if the source person is an authority. But editors do not insist on an "authority" threshold to conclude you are reliable. In most cases, the fact that you are a lawyer is enough. Many of my clients have been new in law and short on experience. Still, the fact that they were lawyers was enough for editors to see them as reliable sources.
MISCONCEPTION #5: Publicity is really hard to get. No, it isn't. You simply have to know how to communicate with editors -- and how to give them what they want. Many lawyers and law firms hire public relations firms and pay them outrageous fees each month with the hope of getting articles in print and interviews on radio and TV. From my experience, you get more publicity when you handle your own publicity effort, rather than working with a p.r. firm.
MISCONCEPTION #6: Media exposure will bring you new clients. Usually not. In most cases, the fact that you've been quoted in the media does nothing to attract clients. Exposure can establish credibility, but exposure alone won't attract new business unless (1) what you offer is unique and your prospects have no place else to turn but to you, (2) you use publicity to deliver a competent marketing message, (3) your publicity explains your competitive advantages so prospects know how you differ from other lawyers, and (4) it causes you to interact with members of your target audience.
MISCONCEPTION #7: Publicity alone can be your entire marketing program. No. This is where many lawyers waste thousands of dollars. If you use publicity by itself, you're doomed to failure because publicity does not complete all the steps in the marketing process. But when you build your publicity program on marketing principles, and use it along with other methods, it can play an important, powerful role in your marketing effort.
MISCONCEPTION #8: The key to publicity is the number of articles you get in print. No. The key to publicity is how well the articles deliver your marketing message. That's why you must start with a competent marketing message. If your message is incomplete or confusing, it makes no difference how many people receive it.
MISCONCEPTION #9: For best results, call the editor on the telephone. No. Most editors don't like telephone calls because they interrupt work flow and interfere with deadlines. Many editors now screen calls through voice mail. When I carry out publicity programs, I never initiate a call to an editor. Well-written materials don't need a verbal explanation.
MISCONCEPTION #10: You increase your chances for success with an elaborate press kit. No. Many editors have told me they throw press kits into the trash, unopened, because they don't have time to wade through all the materials. Public relations firms often promote the use of press kits because they can charge clients tens of thousands of dollars to prepare them. I have conducted my most effective publicity programs with nothing more than simple query letters and news releases.
MISCONCEPTION #11: Your chances for publicity improve when your information comes from a p.r. person. No. Many editors don't like p.r. people. They see p.r. people as highly paid telemarketers, always trying to push something on the editor. Editors and reporters like working directly with the authority quoted in the news release or article because that person has the knowledge to provide the information the editor wants.
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© Trey Ryder
FREE LAWYER MARKETING ALERT: If you'd like to receive Trey Ryder's weekly Lawyer Marketing Alert, send an e-mail to [email protected]. Write "Subscribe LMA" in the subject line and write your name and e-mail address in the body of the message.
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Ley
La Cámara de Diputados de Argentina aprobó, por amplia mayoría, la estatización del 51% de las acciones que posee la española Repsol en la petrolera YPF. (Presione aquí)
Multa
La Superintendencia de Valores y Seguros de Chile multó a la Compañía de Seguros Santander Seguros Generales S.A. por incumplimientos normativos. La entidad debe pagar US$ 57 mi. (Presione aquí)
Precio
En México, la empresa de telefonía móvil Telcel aceptó bajar tarifas de interconexión para que le perdonaran multa de $12,000 millones. (Presione aquí)
European privacy regulators express new concern over Google Street View data collection
Privacy regulators from EU member states expressed their concerns on Wednesday over potential privacy breaches by Google and are considering reopening their privacy investigations into the company. The concerns revolve around fines and a report issued by the US Federal Communications Commission (FCC) for the company's failure to cooperate with their federal investigation. Google incurred the fine by refusing to disclose information on its alleged collection of personal information without permission during its Street View project. Google compiled information from unsecured wireless networks to supplement its Street View project but also collected sensitive information such as passwords and Internet usage history. The FCC argued that this information was not relevant to Google's Street View project. Google has acknowledged that it did collect the data. The European regulators are concerned over details in the FCC report that the data collection was not conducted by an individual engineer, but that knowledge of the practice was more widespread.
Argentina Congress approves takeover of YPF
Argentina's Congress has approved the controversial nationalization of Spanish-controlled oil company YPF. President Cristina Fernandez de Kirchner, who announced the move last month, will now sign the bill into law. "This decision is going to require all Argentines, and especially those who have institutional responsibilities, whether in the government or opposition, to face the challenge of building a YPF that is modern, competitive, aligned with the interests of the country," Fernandez said. Some observers have warned that the nationalization may have negative consequences for foreign investment in Argentina, but Fernandez insists the move is necessary to reduce the state's energy bill.
Facebook value set at up to $95bn
Facebook sets the share price for its forthcoming initial public offering at between $28 and $35 per share, valuing the company at $85bn-$95bn. While shares of the hottest initial public offerings go almost entirely to the biggest clients of the Wall Street banks that oversee the stock sale, Facebook's executives and underwriters have discussed raising the number of shares that will go to retail investors.
Somalia urged to restore judicial system
The UN Independent Expert on the situation of human rights in Somalia, Shamsul Bari, called on Somalian authorities Wednesday to recreate and establish legitimate judicial systems in Mogadishu and South Central Somalia. Bari visited the region for the eighth time recently on an 11-day mission. He found that one of the biggest challenges facing the country's judiciary is the "harmonization" of Sharia law with modern international and human rights law. He says he has seen the almost total collapse of legitimate judicial and law enforcement institutions in those regions
Federal judge gives preliminary approval to Gulf oil spill settlement
A federal judge on Wednesday gave preliminary approval to a proposed settlement with British Petroleum (BP) over the Gulf oil spill in 2010. BP and a group of plaintiffs' attorneys sought preliminary approval of the settlement agreement last month. Judge Carl Barbier's approval allows the settlement to proceed. Barbier will hold a "fairness hearing" in November before deciding whether to give final approval to the settlement. While there is no cap on the settlement, it is estimated that BP will have to have to pay about $7.8 billion for the more than 100,000 claims.
Mexico phone company escapes fine
Mexico's biggest phone company escapes a fine worth nearly $1bn for unfair competition in return for reducing charges to rival networks. America Movil was sanctioned last year for alleged monopolistic practices. But the commission (Cofeco) said it had dropped the fine in return for concessions including reduced charges for connections from rival networks. In return for dropping the fine, Cofeco ordered the firm to cut the amount it charges rival networks to connect by around 20%. The decision ends a lengthy legal battle.
ACLU seeks access to 9/11 trial testimony
The American Civil Liberties Union (ACLU) on Wednesday filed a motion in the Guantanamo Bay military court seeking access to hear what methods the Central Intelligence Agency (CIA) used when interrogating the five alleged 9/11 conspirators. The ACLU acknowledged that the US government will likely ask, if they have not already done so, that the prisoners' knowledge of their imprisonment in Department of Defense (DOD) facilities remain classified. They expect the government to ask for a 40-second delay in the taping of proceedings so that an intelligence officer can cut off the feed whenever a prisoner discusses his imprisonment or interrogation. The ACLU argues that this practice violates the First Amendment and that the public has a constitutional right to access information about the operation of the government. The government will also likely argue that it has the power to classify this information through Executive Order No. 13, 526.
Fat guarantees helped weaken Dewey & LeBoeuf
In its race to become one of the world's biggest law firms, Dewey & LeBoeuf doled out rich compensation guarantees to attract and keep top-shelf legal talent. Now, as the firm bleeds partners and clients on an almost-hourly basis, these guarantees -- which Dewey appears to have issued more widely than other firms -- are being blamed for the firm's unraveling. Compensation guarantees are promises to pay attorneys a certain dollar amount no matter how the firm or the individual performs. They came of age about a decade ago, when the economy was strong and competition for lateral hires -- essentially partners from other firms with a book of business -- was intense. Firms used the offers as a carrot both to convince star lawyers to leave their firms and to provide a cushion as they set up a new practice. Dewey appears to have taken the practice to an extreme. The firm not only used guarantees to lure new talent, it also extended them to existing partners, according to former Dewey lawyers.
Tennessee legislature passes abstinence-only sex education bill
The Tennessee House of Representatives has passed a bill that augments the state's abstinence-only sex education curriculum to allow parents to sue school teachers or organizations that promote "gateway sexual activity." The bill went to the governor for consideration on Tuesday. The bill defines "gateway sexual activity" as "sexual contact encouraging an individual to engage in a non-abstinent behavior." The stated purpose of the bill is to promote sexual risk avoidance, provide medically-accurate information, discuss the challenges that single teen mothers face and to "[d]iscuss the interrelationship between teen sexual activity and exposure to other risk behaviors such as smoking, underage drinking, drug use, criminal activity, dating violence, and sexual aggression." Critics of the bill argue that what "gateway sexual activity" is and what it means to demonstrate "gateway sexual activity" are so vaguely defined that even holding hands or hugging could constitute an actionable offense.
China activist seeks US help to flee homeland
Al Jazeera, Doha, Qatar
Bin Laden had disdain for al Qaeda affiliates-documents
Asharq Al-Awsat, Pan-Arab daily, London, England
Libya grants immunity to 'revolutionaries'
Egyptian Gazette, English-language, Cairo, Egypt
Electricity pole sparks tension between Vatican and Jerusalem municipality
Haaretz, Liberal daily, Tel Aviv, Israel
White House: New approach may be needed in Syria
JPost, Conservative, Jerusalem, Israel
Labour punish coalition at polls
BBC News, Centrist newscaster, London, England
U.S. officials to meet Chinese activist in hospital
CNN International, London, England
Activist can apply to study abroad
Daily Express, Conservative tabloid, London, England
Bloody nose for David Cameron as Labour on course to gain 700 seats amid voter backlash while Tories lose a third of their councillors and Lib Dems HALF
Daily Mail, Conservative daily, London, England
This Beauty is the best!: Fall in love with the classic animated film all over again as it returns to the big screen in 3D
Daily Mail, Conservative daily, London, England
Jailed student forgotten for five days
EuroNews, International news, Ecully Cedex, France
FRANCE 24/RFI EXCLUSIVE INTERVIEW: Hollande says Sarkozy has damaged France's image
France 24, Issy-les-Moulineaux, France
NATO's missiles are ready, summit guest list is not
Hurriyet Daily News, (Liberal, English-language), Istanbul, Turkey
13 killed in Russia 'insurgent' attacks
Independent The, London, England
Speeding up sell-offs
Moscow News The, Independent, Moscow, Russia
State must pay family carers to look after elderly, say MPs
Telegraph The, Conservative daily, London, England
Helen Mirren: Royal Family won me over (but I'm a working class dame at heart)
Telegraph The, Celebrity news, London, England
Former minister Saman dies at 76
Bangkok Post, Independent, Bangkok, Thailand
MOF's Liu proposes gradual stock gains tax implementation
China Post, English-language daily, Taipei, Taiwan
Korea Needs a Manufacturing Renaissance
Chosun Ilbo, Conservative daily, Seoul, South Korea
Nepal ministers resign en mass to form unity govt
Hindustan Times, New Delhi, India
Madhya Pradesh widow sold to village in Rajasthan
India Times, Conservative daily, New Delhi, India
'The Ballad of Mott the Hoople'
Japan Times, Independent centrist, Tokyo, Japan
Three journalists slain and dumped in Mexico
New Zealand Herald, Conservative daily, Auckland, New Zealand
97-year-old Australian man becomes world's oldest university graduate
People's Daily Online, English-language, Beijing, China
Yahoo confirms misleading info on new CEO's resume
Straits Times, Pro-government, Singapore
'I need $50,000 a month'
Sydney Morning Herald, Centrist daily, Sydney, Australia
Lost parakeet chirps Japanese police his home address
Taiwan News, English-language daily, Taipei, Taiwan
Shell & PetroChina JV, Australia LNG faces big cost overrun -source
The Economic Times, Business, Mumbai, India
Osama bin Laden troubled by crumbling Muslim trust
Canadian Broadcasting Centre, Toronto, Ontario
China says blind activist can apply to study abroad
Globe and Mail The, Centrist daily, Toronto, Canada
Australian Stock Market Report - Midday 5/4/2012
International Business Times, Business news organization, New York, U.S
U.S. Should Double Aid to Curb Violence in Central America: Report
IPS Latin America, International cooperative of journalists, Rome, Italy
Wall Street drops before jobs data, LinkedIn up late
Reuters, Business News, New York, U.S
Twin bomb attacks kill 12 in Russia's Dagestan
Reuters, World News, New York, U.S
Cellphone abandoned in confrontation with Ford used 45 minutes later
Toronto Star, Toronto, Ontario
Sudan pledges to cease fighting
BBC News, Centrist newscaster, London, England
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