Sky Radio: Middle Schoolers Reading Firm Brochures
Q: Sky Radio called, inviting us to participate.
“At first I thought it was because we are such great lawyers.
“Then I learned it was really just pay-for-play. They’ll basically ask us whatever questions we want to answer, so we can highlight our CEO, firm, or market differentiators.
“Should we do it? Is it worth it?”
A: I fly a lot. When my iPod dies, I listen to in-flight radio.
I’ve occasionally stumbled over the Sky Radio “business interview” segments and have heard a couple law and professional-services firms that have bought the spots. As a marketing consultant, I thought I should listen to them, to learn in context whether they might be beneficial to any of my clients — a little market research.
My personal and professional opinion? I felt like I was listening to two middle-school actors read aloud a badly written firm brochure, in a Q&A format:
- Jovial interviewer: Welcome, John. So, John, tell me about Smith, Jones & Johnson, LLC. The word on the street is that you’re an outstanding firm with terrific lawyers and very satisfied clients.
- Lawyer, all business: Well, Sam – Smith, Jones & Johnson, LLC is a national, full-service business law firm with approximately 173 lawyers in six offices across the United States that has been in business approximately 23-and-a-half years, representing the full range of clients from individuals to Fortune 500 companies. We’re really all about the clients. And the service.
- Interviewer, oozing love and admiration: Really? That’s fascinating, John! You sound like an outstanding firm!
- Lawyer, proud that interviewer noticed: Thanks, Sam!
- Interviewer, sincerely: You’re welcome, John! I’ll bet your lawyers are smart, efficient, and service-oriented!
- Lawyer, almost modestly: Yes, we are! Thanks for noticing, Sam!
The entire production screamed “pandering infomercial.”
I tried to listen, I really did, but I simply couldn’t force myself to sit through more than a couple minutes. It made me squirm; I was embarrassed for them.
In other words, no, I don’t really recommend it. Here’s an interesting article in The New York Times that discusses the issue of Sky Radio and whether it should require full disclosure that this is a paid placement, rather than “news.”
“Want a good present to give to your associates?
“I’ve got the ideal gift idea. Give them Ross Fishman’s ‘The Ultimate Law Firm Associate’s Marketing Checklist,’ a well-written, engaging and very practical guide—no, make that, bible—to show associates what they need to do to begin to build internal and external networks and eventually establish a book of business.
(-Of Counsel magazine)
Order copies for yourself or your associates here!