Jaffe PR isn't being any too clear on its website on how its new PRessPlay™ audio and video service for lawyers works. But any firm that can make lawyers more relational via electronic media (or any other mode) gets at least our momentary attention. The lawyers we knew called you on the phone or whispered in your ear.
Jaffe serves legal industry clients exclusively. In a non-informative short video, Jay M. Jaffee says lawyers with smart phones or Flip™ TV camers are "part of a video revolution," hence they should get with Jaffe's PRessPlay™ service. Maybe so. But we'd appreciate seeing more explanation of what lawyers, or anyone else, with smart phones and Flip™ cameras should be doing with them in PR terms.
Okay, so that's what lawyers are supposed to pay Jaffe for, we suppose. Yet a couple of examples of what's actually envisioned would help Jaffe's own PR. (Hey, guys, when you're on the Web, anybody can see you!)
"As part of PRessPlay," Jaffe's PRWeb news release says, "Jaffe PR will integrate video and audio into its story pitches and press announcements. The agency’s consultants will train attorneys and law firm marketers to produce their own video and audio or Jaffe PR’s consultants will be deployed to capture the video and audio. Clients will be provided with best practices on multimedia content and given brief tutorials on the technology. Jaffe PR will provide editing and distribution services through the Jaffe Legal News Service (JLNS) and other distribution channels."
Wow! Getting lawyers to respond to all that could truly usher in a new communications era. It's one that's no doubt dawning. It's just that when a PR firm offers an ambitious new service emphasis, we'd like to see it provide a couple of examples, right off, of what it might look and sound like.
Sorry, guys, press releases aren't everything when it comes to breaking through longstanding impressions. Ours is that lawyers don't relish communicating, much less via Flip™ cams.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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