1. Mayer Brown is a global legal services organization comprising legal practices that are separate entities ("Mayer Brown Practices"). The Mayer Brown Practices are: Mayer Brown LLP, a limited liability partnership established in the United States; Mayer Brown International LLP, a limited liability partnership incorporated in England and Wales; and JSM, a Hong Kong partnership, and its associated entities in Asia. The Mayer Brown Practices are known as Mayer Brown JSM in Asia. In Brazil Mayer Brown is in association with Tauil & Chequer Advogados, a Brazilian partnership. PR and Targeted Business Development: Complementary Efforts The Intersection of PR and BD Kathleen S. Reichert Kreichert @mayerbrown.com March 2010

2. Public relations (and media relations) include two related but separate tracks Lateral hires, wins, new offices, other developments Response to legal industry issues and actions; crisis management Information about the firm Trends in law, government regulation and legislation, market and economic conditions Thought leadership perspectives, forecasts and commentary Information addressing client issues 2

3. Targeted PR and business development have very different approaches and tactics … PR approach – Mass communication to broad markets or market segments – “Secondary” or indirect communication through a third party (media) – Typically focused on developing a general understanding in the marketplace at the early stage of the marketing/sales cycle – Can be used to reinforce purchase decisions or service experience – Addresses both internal and external audiences Business development approach – Highly tailored message(s) that offer solutions to a specific client need or problem – Communication delivered directly by those who will also deliver service (in professional service firms) – Typically communications are in the later or final stage in the cycle: directed at the decision to purchase – Value determined by the buyer as the service is experienced or used 3

4. … but (particularly in professional services ) they have shared objectives Increase revenues Build reputation Enhance relationships with key market segments and clients Highlight the firm’s strengths and leading-edge capabilities Communicate the unique, differentiating value of the firm and/or its services Demonstrate the capabilities and knowledge of the firm Establish credibility and commitment 4

5. What’s included in issues-based PR? A broad range of actions and initiatives Press releases and media relations Presentations and speeches Issues-based events Publications/articles on important issues Community outreach and involvement (pro bono/civic) Targeted communications to key constituencies: clients, government, key influencers PR Actions and Initiatives 5

6. Targeted PR like targeted BD is strategically focused and planned PR strategy must be aligned with the firm’s key values, attributes, benefits and culture – Message development should be specific and informative – Spokespeople, timing resources, and other elements should be identified – Aggressiveness and interaction with the media should align with management’s attitude and “appetite” for visibility and risk Key topics should be determined for the firm – and for each key practice and industry area during the annual planning process – Leading-edge issues that will position the firm: on which topics are we the leader? – Topics of interest and importance to major clients/target segments – Spokespeople and thought leaders identified PR strategy should be defined and linked with other marketing and communications initiatives 6

7. Targeted PR like targeted BD planning (cont.) Media targets must be identified and can be prioritized to match available resources – Key partners must build strong relationships with media – just as they do with their clients – Prioritizing outreach improves the probability of high impact results even with limited budget or resources Landmark programs or initiatives – which repeat over several years – can effectively position (or reposition) the firm – Recurring thought-leadership events can be “branded” – Proprietary studies or research can generate interest in the media – and be tailored for briefings with key/targeted clients 7

8. PR’s impact on business development: “credentialing” is a powerful means to winning work TypeActivityRank Personal Knowledge Referral from a peer In-person scheduled intro meeting 1212 Credentialing Quoted as an expert by the media Presenting at a small education seminar Practicing at a well-regarded firm Authoring an article in the trade press 34563456 Awareness Speaking at a prominent event Featured subject in an article Advertising In-person casual meeting 7 8 9 10 Key Business Development Activities* *The Attorney Hiring Zone: Top Activities to Win New Clients BTI Consulting, 2009 8

9. Three things about PR and BD that your management should know PR and BD are labor intensive and must have engaging content of value to clients Targeted PR and BD are team sports: staff and lawyers working together is required Both involve the convergence of science and art: strategy combined with creativity PR resources should be assigned by practice or key target segment Internal resources are essential; a combination of internal and external resources also works Practice and firm knowledge is critical PR and BD staff must understand marketplace issues Structured and planned in form and substance Enhanced by creative thinking and inspiration – and ability to respond 9

10. Reporting is important to track progress, communicate value and plan for the future Beyond just counting “clips” and media mentions – Important to track where the citations, articles and other media appears – Highlight what articles contain: the range of topics by practice and geography The quality of coverage can be captured – Prestige and reach of the publications – Positioning and amount of coverage (depth of the firm/spokesperson comments) – Delivery of key firm messages Monthly reporting: – Segment results by number of mentions overall + priority media outlets – Tracking by total coverage as well as year-to-year comparisons Connecting PR to winning business is important – even if only qualitatively 10