Meet Debbie Douglas
Debbie Douglas
Senior Vice President, Jaffe
1. How did you start working the legal industry?
I was responsible for media strategy for the West Coast offices of Hill & Knowlton, and a “gunslinger” for the H&K brand and its most important clients. I was asked to come up with a strategic approach to gain positive media exposure for a global law firm perplexed by its lack of media attention on some major transactions. The CMO liked my “story centric” strategy, I secured national media coverage that positioned their spokesperson as an expert source on CNBC, FOX and the Wall Street Journal. Since then I’ve helped law firms small and large to promote their firm, practice strengths and their rainmakers or 800 pound gorillas.
2. What advice would you offer someone new to the industry?
First, I’d recommend they join LMA. Then I’d suggest they learn and understand the business objectives and ROI targets of the law firm and work creatively and diligently to surface stories that showcase the human impact of the law and provide a vehicle for message delivery. And don’t be afraid to take your clients to a higher level of media exposure, whether that means regional business, prominent legal, trade or national outlets. If you want national exposure, piggyback on high profile cases in the national media, tying it back to you firm, attorney or practice. The media always appreciates a spokesman with third party credibility like a professor or head of an organization who is also an attorney with the firm. It looks less commercial to the journalist. Media exposure is like word-of-mouth on steroids…nothing is more powerful to attract new business.
3. Why did you join LMA and is it the same reason you are still a member?
LMA keeps me current on issues and trends that drive new business acquisition and client retention for law firms and attorneys. But connecting with other professionals is the most appreciated and rewarding element of being an LMA member. I listen, learn and meet new people
at every event.
4. What would people be most surprised to learn about you?
The chairman of a global law firm asked me how I was able to control their high powered litigators when no one else could. My tongue-in-cheek answer came without hesitation: I was once a kindergarten teacher!
5. What is your favorite thing to do when you are not at work?
My husband and I have worked with fifteen non-profit organizations to help them develop and implement their corporate and individual membership and fundraising strategies. I enjoy using my skill sets to help the less fortunate succeed. I’m most proud of generating publicity to attract donors to send an at risk student through Harvard. What a thrill! I also love to travel to sunny beach destinations.