2012 – Issue 01: Marketing A Succession Planning Tool for Professional Services Firms–Effective Attorney Advertising and Professional Marketing Services

How to Garner Press Webinar

Friday, March 9, 2012

10:00 a.m. – 11:00 a.m. PST

If you want the powerful credibility that comes with appearing in the media, then this action-oriented webinar is for you.  



Presented by business development specialist David Ackert, President, The Ackert Advisory, and public relations professional Sharon Berman, Principal, Berbay Marketing & PR, this webinar will teach you how to garner press.  

You will learn:

  • How to align your expertise with what attracts the media.
  • How to determine who to pitch your story to.
  • How to craft your pitch.
  • How to manage your own expectations.
  • How to leverage your press for new business.

Cost: Complimentary.

Sponsored by The Ackert Advisory and Berbay Marketing & PR, this webinar is presented at no charge to you; however, the number of available seats is limited.

Please register by March 7th.

To learn how to garner press, register here.


By: Sharon Berman
Published: Rain Today

Marketing and business development are critical aspects of your firm’s growth no matter the stage of its lifecycle. It’s also vital to succession planning if you want your firm to continue into the next generation. If you hope your company will thrive long after you’ve moved on, you need to evaluate its marketing and business development practices today.

It isn’t unusual, however, to have situations like this:

A CPA, law, or other professional services firm has been in business for 15 or 20 years, and its success has largely been driven by one or two key rainmakers. Not only are these professionals good at what they do, but they’re also skilled at business development. They’ve devoted years to networking and professional and civic activities, and they have become widely recognized in their communities. Their philosophy, and that of their firm, has been that no one else need concern himself with bringing in business. All anyone else should worry about is getting the work done. In fact, if associates or junior partners approach them about wanting to get involved in soliciting business, their efforts are rarely encouraged and certainly not supported through training.

One day, though, these professionals realize they’d like to be out of the firm in a few years or that they’d like to relinquish some of their responsibilities and take things at a slower pace, not retire, but not constantly beat the bushes. They want the firm to keep providing them with income, and the only way that can happen is if the firm remains viable. The problem is they don’t have anyone as strong as them to bring in new work.

Consequently, they begin to focus on broadening the firm’s business development base. But professional services marketing takes time to execute and patience to realize results. If a firm wants to ensure they’ll be able to maintain the business development they’ve always enjoyed, they must develop and implement a plan well in advance of the need.

Doing so is especially important because creating a marketing and business development strategy is often a complete change in a firm’s culture, and much like turning an enormous ship, such a culture shift is a gradual one.
Continue reading Marketing: A Succession Planning Tool for Professional Services Firms.

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About Berbay Marketing & PR

Berbay Marketing & PR is a marketing and public relations firm specializing in working with professional service providers including law firms, real estate, finance, accounting and other professional services businesses. We’re marketing and public relations specialists who take marketing “hows?” and turn them into “wow!” results.

Please visit www.berbay.com to read more about marketing your professional services. If you’d like more information about any of our marketing and public relations services, please call (310) 405-7345 or email berman@berbay.com.

Berbay Corp | 2001 S. Barrington Ave | Suite 305 | Los Angeles | CA | 90025 | www.berbay.com

Berbay Marketing & PR
2001 South Barrington Avenue, Suite 305 • Los Angeles, CA 90025
(310)-405-7345 Fax: (310)-914-4201 • info@berbay.com

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