On Record PR

Director of Media Relations Becky Bergman joins Jennifer Simpson Carr to discuss how PR and media strategy are evolving in the era of AI. From newsroom changes to AI-driven research, they explore what law firms must do to strengthen visibility, credibility, and discoverability. Becky shares actionable steps firms can take this week to future-proof their media strategy.

To mark episode 200, host Jennifer Simpson Carr is joined by teammates Kim Miller, Mahalet Ropar, and Kyla Thompson to discuss top takeaways from LMA's 2025 TWxSW Conference. They explore GEO and gated content, breaking down silos, responsible AI adoption, evolving pricing models, and a powerful fireside chat on the rule of law.

From the C.O.P.E.S. method to "rules and tools," Gina Rubel and Jennifer Simpson Carr unpack what really moves the needle: speaking invites, media citations, backlinks, and peer referrals. Plus, a 5-step framework to activate authentic advocates without adding to the billable hour burden.

From the reality that 95% of decisions are driven by emotion to the rise of nano-influencers and ethical AI, Gina Rubel and Jennifer Simpson Carr give law firm leaders practical steps to build credibility, manage risk, and convert digital trust into business outcomes.

Fresh off the Women, Influence & Power in Law Conference, hosts Gina Rubel and Jennifer Simpson Carr discuss a core theme reshaping the profession: in an AI-accelerated world, relationships are the differentiator. From client trust and judgment to reverse mentorship and "clear is kind" communication, they share a practical framework and rituals leaders can use to retain clients and talent.

Deb Ruffins, a member of Furia Rubel's International Faculty, returns to On Record PR to continue the conversation on why law firms must evolve beyond the billable hour. In this episode, she and Jennifer Simpson Carr explore how leaders can break down silos, incentivize collaboration, and implement accountability systems that drive sustainable growth and stronger client relationships.

Former Big Law CMO and International Faculty member Deb Ruffins joins Jennifer Simpson Carr to examine the future of the billable hour. They explore why clients are pushing for new models, the risks firms face if they remain locked into traditional metrics, and how attorneys can shift from service providers to trusted business partners.

Leslie Richards returns to demystify Google's knowledge panels —what they are, why they matter, and how they intersect with GEO (generative engine optimization). They unpack how panels signal authority to both humans and AI, the realistic limits of "optimization," and the practical steps attorneys can take now to build credibility before anyone clicks.

Leslie Richards joins Jennifer Simpson Carr to demystify GEO—generative engine optimization—and its impact on law firm marketing. From zero-click results to authority signals across the digital ecosystem, they unpack how AI summaries cite sources and what that means for traffic, reputation, and referrals.

From AVEs to attribution dashboards, law firms often struggle to prove the ROI of public and media relations. Jennifer Simpson Carr and Sarah Larson discuss why the most meaningful outcomes—trust, reputation, and credibility—can't always be measured in clicks. They share strategies for reframing PR success, identifying alternative metrics, and helping law firm leaders recognize the long-term business value of communications.