In this episode of Power Up Your Practice, Ruby Powers sits down with Jennifer Kaplan, President and CEO of Evolve PR and Marketing, to discuss the transformative power of Public Relations for law firms. As the leader of Arizona’s largest PR firm, Jennifer brings a wealth of knowledge on how to stop just buying attention and start earning authority.
Jennifer and Ruby explore the critical difference between static advertising and the dynamic nature of Earned Media. They dive into the "Perception is Reality" principle and explain why a media interview carries far more weight than a billboard. Whether you are a solo practitioner or a large firm owner, this conversation provides the blueprint for building a brand that clients already trust before they even walk through your door.
Together, they explore:
✅ Earned vs. Paid Media: Why Public Relations is the ultimate complement to your advertising budget and how it builds long-term credibility.
✅ Get Rich in Your Niche: The importance of staying in your lane to become the "go-to" expert that reporters (and clients) call first.
✅ The Trust Factor: Understanding the parasocial connection—how seeing you on the news creates an instant bond of trust with potential clients.
✅ Strategic Protection: Navigating "off the record" moments, protecting client anonymity, and managing your reputation during a crisis.
✅ PR on Any Budget: How small firms can leverage local news desks and award submissions to raise their visibility without a massive marketing spend.
If you’re ready to move beyond basic lead gen and build a brand that stands out in a crowded market, this masterclass on Public Relations is for you.
📌 Connect with Jennifer Kaplan:
🔹 LinkedIn: Jennifer Kaplan
🔹 Website: evolveprandmarketing.com
📌 Join the conversation in our Power Up Your Practice community!
Hosted by Ruby Powers, your guide into the heart of law practice management. Each week, learn insights from leading legal minds, trailblazing attorneys, and expert guests who provide you with actionable advice, out-of-the-box solutions, and a fresh perspective on running your firm more effectively and efficiently.
Prepare to open your mind, be inspired, and power up your practice to the next level.
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