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When it comes to strategic communications, getting your message out to the right people in the right way is the key to success. That’s what Red Banyan cancel culture expert Mark Sachs told about 100 legal marketers during an April 25th panel discussion at the Legal Marketing Association’s (LMA) annual meeting at The Diplomat Hotel/Hollywood Beach Resort.

Sachs, co-author of the newly released book The Cancel Culture Curse: From Rage to Redemption in a World Gone Mad and Red Banyan’s Senior Vice President of Client Success, was one of four panelists who spoke at the national event about the value of innovative marketing practices.

Sachs explained that strategic communications revolves around three “golden rules”:

• Communicate in a memorable way to ensure that your message gets to the right people in the right way at the right time.
• Focus on how your message will be heard, not just on what is said.
• Always have a backup plan.

“The art of messaging is ensuring that what you want to say is said in a way that is most receptive by your audience,” Sachs said afterwards. “If you say the wrong message or you say a message the way you want to say but not in the way that your audience is ready to hear it, it is going to fall on deaf ears.”

The result could be a negative response, or no response, he noted. And that’s why having a backup plan is essential if you want to succeed.

If your message doesn’t resonate, or resonates negatively, you don’t want to be caught flat-footed,” Sachs said. “You must always have a plan.”

Asked how a marketer could best command authority when speaking with senior staff, Sachs said everyone should master lifelong learning.

By becoming becoming consumers of information and synthesizers of knowledge, legal marketers can position themselves as valuable experts to those attorneys who are seeking their advice, he said.

The challenge for any subordinate is to effectively command authority. To do that requires a command of knowledge. A generalist with a command of knowledge will always be valuable to a specialist who is an expert in a very narrow field.

Red Banyan is a global public relations and crisis communications agency that provides expertise in cancel culture, media relations, reputation repair, legal PR and strategic communications. Our team of communications professionals have the skills and expertise to help you tell your story in your own way on your own terms. Contact Red Banyan’s communications experts to see how we can help.