John Hellerman, Co-Founder, Hellerman Baretz Communications
As co-founder of Hellerman Baretz Communications, John Hellerman has carved a niche for himself as a mastermind behind strategic communications campaigns for some of the
world's top law firms. Providing advice to attorneys on how to manage their high-stakes litigation PR needs, Hellerman's contributions in the area of legal marketing have sealed
his reputation as a superstar in this arena.
The Lateral Angle
Taking into account the high frequency of attorneys jumping ship to new firms each year, and that the average cost to integrate a new lateral partner into a firm is at least
$600,000, Hellerman figured out that more than $240 million was being squandered because law firms weren't able to satisfy their lateral partners. Hellerman, who helped found
Levick Strategic Communications, devised a strategic and cost-effective system that would help firms institutionalize talent by promoting the new, high-profile laterals hires with
tactics such as speaking engagements at industry conferences, bylined article opportunities in trade publications and submissions to "best of" lists.
Hellerman's innovative PR practice led to him being asked to present at the Legal Marketing Association's Annual Conference and to author for leading legal journals several
articles on the topic of promoting high-profile hires.
A Splash in the Blogosphere
While watching the NBC sitcom The Office, Hellerman was hit with a thunderbolt of inspiration: Why not create a blog for client law firm Ford & Harrison LLP that
directly addresses workplace issues that pop up on the TV show? Thus was launched the That's What She Said blog in February 2007. Since its inception, the blog has become a
virtual sensation, scoring more than 20,000 hits a week. It also has generated notable media coverage in leading publications such as The New York Times, The Wall Street
Journal and The Atlanta Journal-Constitution.
Coping With Challenges
"[New ideas] offer tremendous opportunities, but are difficult to sell and implement. We're a creative agency, but we work for a very conservative clientele," says Hellerman.
"There's a delicate balance, and selling news ideas can be challenging. However, as an owner of my company, I have tremendous empathy for our clients and understand why some
great ideas simply never come to pass."
Reading Advocate
When not working long hours at his firm, Hellerman, who manages a team of 10 in three offices while overseeing more than 30 clients, lends his talents to The Reading
Connection, a nonprofit literacy organization in Washington, D.C., for which he serves as president of the board of directors.
Honorable Mentions
Ed James, President, Cornerstone Public Relations
Since launching Cornerstone Public Relations in 2006 as an extension of lifestyle marketing firm Cornerstone Promotion, James has worked on prestigious campaigns for HBO,
Guitar Center, Johnnie Walker, Relix Magazine and Turner Broadcasting. His innovative targeting of and outreach to the coveted young music-driven urban audience sets him apart
from his peers.
Maggie O'Neill, Senior Director, Peppercom
Overseeing more than $1.4 million in billings for clients such as Major League Baseball, Panasonic and Whirlpool, O'Neill has become a catalyst of growth and creativity at
Peppercom. Beefing up Peppercommotions, a division of Peppercom specializing in marketing events and sponsorships, she has increased its revenue by more than $300,000.
Christine Perkett, President/Founder, PerkettPR
An innovative business and industry leader, Perkett founded PerkettPR as an all-virtual firm long before telecommuting was widely accepted. Recently celebrating the agency's
10th anniversary, Perkett has doubled the firm's client base, which include Sycamore Networks and Constant Contact, while employing more than 30 senior executives across 10
states.
Liya Sharif, Senior VP of PR and Branding, JHG
Sharif's highly proactive and effective media relations campaign for Covario, which lacked brand recognition, resulted in numerous placements in such media outlets as the
Associated Press, CNNMoney, Marketwatch, Los Angeles Times, InformationWeek and Adweek. As a result of Sharif's efforts, Covario executives spoke at more than
20 key industry events.