Name: Glorious Hightower
Company: Messa & Associates, P.C.
Title: Client and Public Relations Coordinator
Email: GHightower@messalaw.com
How did you get into legal marketing?
After working as a paralegal, I returned to school to obtain a Masters in Journalism and Mass Communication. I realized that I could combine my real-life experience with the marketing aspects of my education to put a different twist on legal marketing.
Describe one of your best experiences in legal marketing?
Recently, we launched a new website focusing on our client successes rather than lawyer achievements. I had the pleasure of organizing on-camera interviews and photo shoots with the clients featured at www.whymessa.com. It was wonderful to speak with past clients and get some insight into how our firm has helped to make a difference in their lives. It re-oriented my thinking about what matters to our clients.
What is one of your greatest challenges when it comes to legal marketing?
There are a variety of different audiences whose attention we are seeking to capture in personal injury law. At same time, we are also burdened with many negative stereotypes. Therefore, it is challenging to finding new and effective ways to reach our target audience without coming off too clichéd.
Do you have any words of wisdom to those who are new to the field?
Be patient. In a litigation practice, your calendar is rarely your own. I also think it is important to be willing to learn independently. I come across so many new topics every day in dealing directly with our clients that I have to do my own research so that I can communicate effectively with clients and our attorneys. Finally, being flexible is also critical to legal marketing. You won’t always get to make the final decision, so being able to adjust so you can keep moving on a project is essential.
What is one thing that most people don’t know about you?
I live, eat, breathe and adore football.