Thoughts and news from the LMA-MN – Midwest Region – Minnesota Local Group
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What’s Next in Digital

PRESENTED BY: Kalev Peekna, Managing Director, Chief Strategist at One North Interactive

March 21, 2019 | 11:30 AM – 1:30 PM

As marketers in the legal industry, we are on a constant hunt for inspiration. Too often, we take it from the “guys across the street”: our competitors and/or peer firms. While looking at other law firms is a great way to benchmark the performance and position of your firm, it’s not a good source of new or differentiating ideas. In this session, Kalev will discuss a mixture of emerging digital trends and ideas that can serve as inspiration for your marketing firms. Some are lare and transformative, while others are quick and easy wins. Though all are sourced from outside the industry, they are all applicable to the legal marketing strategies you already have in place.

Thursday, March 21, 2019

11:30 a.m. – 12:00 p.m.
Registration & Networking

 12:00 p.m. – 1:30 p.m.

Briggs and Morgan
2200 IDS Center
80 South Eighth Street
Minneapolis, Minnesota 55402


Kalev Peekna is the Chief Strategist at One North. He leads the Digital Strategy team, advising clients on the creation and execution of strategic programs to enhance the use of digital for their marketing, business development and knowledge management goals. Kalev brings a cross-platform, user-focused approach to innovations in brand development, design, data analysis and technology, and helps clients apply those innovations to their strategic aims. Previously, Kalev led the UX/Strategy practice at One North. More information about One North can be found at: https://www.onenorth.com/

Legal Project Management Panel

Legal Project Management Panel

December 12, 2018 | 11:30 AM – 1:30 PM

As pricing, project management and procurement issues become increasingly important in the hiring and retention of law firms, their impact on the way firms and legal services are marketed is crucial. Legal Project Management (“LPM”) is a crucial part of the relationship between inside and outside counsel. LPM professionals help law firms run projects more productively to increase client satisfaction and maintain law firm profitability. A firm’s ability to improve efficiencies and control costs while offering greater predictability creates value beyond the legal work itself by managing expectations and offering increased ROI to client and firm alike. Please join us on December 12th for a panel featuring legal project management and pricing professionals from around Minneapolis as they discuss ways to deliver the best legal service possible, how best to position your firm’s legal project management abilities when pitching new business, and identify ways in which marketers can help firms meet client expectations.


  • William Josten | Strategic Content Manager | Thomson Reuters


  • Brendan McInerney | Director of Pricing and Legal Project Management | Stinson Leonard Street LLP
  • Bree Johnson | Chief Strategy, Pricing & LPM Officer | Robins Kaplan LLP
  • Tom Snavely | Manager, Legal Process Improvement and Project Management | Faegre Baker Daniels LLP

Wednesday, December 12, 2018

11:30 a.m. – 12:00 p.m.
Registration & Networking

12:00 p.m. – 1:30 p.m.

Gray Plant Mooty
80 South 8th Street
500 IDS Center
Minneapolis, Minnesota 55402

Register Now! 


Attend LMA Midwest Region at Ohio Practice Development Institute – November 15, 2018

Click here to register! 

Do’s & Don’ts of Crisis Communication

You will likely find yourself in need of crisis communication at one time or another – whether it
is a crisis in your law firm or one of your clients faces a crisis. During my time as a journalist and
in the public relations industry, I have seen these situations handled well, and I’ve seen when a
response can further damage a company’s brand or reputation. Make sure you know the do’s
and don’ts of crisis communication.

Rush a Response – When it comes to crisis communication, you have one chance to get
it right. Your first response might be your only response, so it is important the
messaging is appropriate. A crisis communication situation is a lot of pressure and
stress, and when it comes to the media, it is important to respond accurately.
Wait Too Long – On the other hand, don’t think you have all the time in the world. As I
tell all our clients, no response is a response, and it doesn’t look good. In the court of
public opinion, saying nothing often insinuates guilt. Before social media, a crisis could
“blow over.” Now the public has a way to immediately interact with a brand, and they
expect a real-time response. Don’t forget, bad press will live on for years in website
search engines.
Respond Only on Social Media – A crisis communication inquiry may come in on social
media. That doesn’t mean it is the only way you should reply. You can ask for an email
address to send a formal response. A response on social media, especially on a public
account, could be visible for years. Another media outlet can easily screen grab a
response and publish it. It’s critical to consider the audience who most needs to hear
the response and craft a strategy based on how best to reach them.
Have a Plan – Like it or not, every business must be prepared for a crisis situation. That
means knowing who to notify, how to get in touch with them after hours and who will
make the final decisions on how to respond. Having a PR partner with experience
handling crisis communication and understanding of ideal communication platforms is
critical. Inc. Magazine’s recent article made recommendations regarding finding a
Ensure Messaging is Consistent – This is something I cannot say enough. Internal and
external messaging needs to be consistent. Internal emails sent during a crisis often end
up in the hands of the media. Make sure your messaging is consistent and is aligned
with your business’ core values.
Take Crisis Communication Seriously – A crisis communication situation is serious and
must be treated that way. It deserves a formal statement, and it does matter who is
issuing that statement. If you want the media and the public to believe you understand
the severity of the situation, I recommend the company’s CEO (or equivalent) issue the
statement and outline what steps will be taken to rectify the issue.

As P. T. Barnum said, “There is no such thing as bad publicity.” Remember, even a crisis
situation can be an opportunity for you to message who you are and what is important to you.
If you do handle the situation well, it can help improve brand recognition and essentially be
nothing more than yesterday’s news. If you don’t , you may find your company in a crisis that
makes headlines for weeks or more.

Author bio:
Kristi Piehl is the founder of Media Minefield, a news-driven earned media agency that moves past
traditional public relations to mine stories, position experts and guarantee real news coverage. During
her 12-year television career, Kristi worked as a reporter and anchor at 5 television stations. Kristi is a
member of the Women Presidents’ Organization and C200 Protégé Class 2017. More information about
Media Minefield can be found at: media-minefield.com

At the November 13th LMA program, Kristi will give you tips to navigate the media from building a successful pitch, to delivering an impactful interview and handling a crisis. Register here!

The Next Big Thing: Law Firm Strategy Reboot

PRESENTED BY: Mark Beese, President, Leadership for Lawyers

October 25, 2018 | 11:30 AM – 1:30 PM

Does your firm need to reboot? The legal landscape is changing as client expectations evolve and innovations are introduced every day. Join this workshop to discuss disruptive market forces that drive legal buying behavior, gain access to a diagnostic tool to identify strategic options for firms and practice groups, and discuss a framework for strategy development. This will be a highly engaging and participative workshop appropriate for LMA members of all levels.

Learning Outcomes:

  1. Gain an understanding of the dynamic nature of the legal marketplace today and how the market is being disrupted by new players and technology.
  2. Identify the connection between market trends and strategic options, focusing on two strategic options – Solution Provider and Talent Provider – to illustrate the need to define a strategic direction.
  3. Participate in a “diagnostic” evaluation relating to a practice group or firm strategic position, which will provide input on whether participant should consider a Solution or Talent Provider strategy.
  4. Evaluate a case study or learn about an example of how each strategy might be implemented.

To make the most of this program watch the Next Big Thing: Law Firm Strategy Reboot Kick-Off Webinar prior to the program, and don’t forget to check out the resources in the Next Big Thing Socious Community!

Thursday, October 25, 2018

11:30 a.m. – 12:00 p.m.
Registration & Networking

12:00 p.m. – 1:30 p.m.

Dorsey & Whitney LLP
50 South Sixth Street
Suite 1500
Minneapolis, Minnesota 55402-1498



Mark Beese is President of Leadership for Lawyers, a consultancy that is focused on helping lawyers become stronger leaders and better business developers. He is also the founder of DesignThinkingLegal.com, which provides workshops for law firm lawyers and legal departments on the design thinking innovation process. Mark is a Fellow of the College of Law Practice Management and a recipient of the Legal Marketing Association Hall of Fame. He is also an adjunct professor at the University of Denver School of Law, where he teaches business development and marketing classes.

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