Program Recaps
Listed below are brief summaries of past PSMA programs, along with program materials where available. If you have suggestions for future programs, please contact our Programming Chair, Anne Parys.


February 12, 2019

Artificial Intelligence in Service Firms: What is it and What Should I be Doing?

Mark Greene, President, Market Intelligence, LLC

Artificial Intelligence (AI) is something that we may think we understand, but we probably don’t. What is it? What are the best ways to implement AI in a service industry? How do you start? How much does it cost? Mark Green provided an excellent overview of what AI is, and how it is already affecting professional services (as well as many other industries).



November 15, 2018

Friday's Laws: How to Effectively Balance the Pressures at Work and Home During the Holidays

Dr. Friday

Why do we get so stressed at the holidays? All the great things that we live for coalesce at this time of the year and yet, why does every holiday season stress-us-to-the-max? Dr. Paul Friday shares his "Friday's Laws" to help make this and your future holidays better for you and yours.

September 27, 2018

The Power of Media

Jeff Donaldson, Elias-Savion

The strength of media is determined by the strength of your message. Now more than ever it is important to understand the media’s reach and influence, its operating principles and agendas. It is critical that organizations and companies create a framework for its members to serve as spokespeople. The key is that the media can generate awareness and boost visibility for your company. However, preparation is the key to effectively interacting with the media. This presentation provided guidelines on: Consistency in messaging; Preparing for interviews; Media relations and qualifying inquiries; The rules of engagement; What is newsworthy; Media training


April 26, 2018

What do CEOs and Managing Shareholders Expect of Their Marketing Directors

Panelists included: Tim Hammer of SchneiderDowns, Tom Peterson of TuckerArensberg and Dan Henderson of CooksonPeirceWealthManagement

Our panelists shared their experiences on how they work with their marketing directors to realize their organization’s marketing goals. Addressing such questions as: How long have you had a marketing department? What do you regard as the marketing department’s most important functions in your company? Does your marketing staff make client visits? Sales calls? Is your staff involved in company business decisions in addition to marketing? What do you think is the correct amount to spend on marketing (percent of revenue)? What would you like your marketing staff to do that they aren’t currently doing? and what do you consider to be the most important attributes of your marketing staff?, the panel shared honest and insightful feedback.

February 15, 2018

Scenario Based Crisis Communication

Presented by Oliver Schmidt, C4CS

This session focused on the necessity of a crisis communication plan and tips on preparing your firm to handle a  crisis.



September 14, 2017

Content Marketing Interactive Workshop

Presented by Bryan Fischer, One Step Beyond

This session focused on the elements of content marketing that you and your organization can most benefit from. The presentation material was aimed at helping you identify the right solutions for your specific situation.


September 14, 2017

Client Feedback: Why and How

Presented by Laura Meherg, Wicker Park Group

This session outlined the importance of client feedback and provided tips for how to start the process in your organization. Laura Meherg is a partner and founder of Wicker Park Group and plays a key role in all programs offered by the group. Laura has worked with a variety of firms—both small and large—to help them better understand the needs and wishes of clients.


April 4, 2017

A Blinding Flash of the Obvious: Marketing Driven Succession Planning

Presented by Michael Moore, Moore's Law, LLC

For most firms, their client relationships are their most valuable assets. Unfortunately, many firms do little to institutionalize those relationships and when accountants or lawyers, for example, leave a firm, relationships are often vulnerable. We will discuss how you can be part of the solution early in the process, as well as what steps are needed to make the transition as smooth as possible. What methods will help you gain the buy-in of the key professionals to the process? Are you developing your next generation of leaders? This program will discuss current best practices among professional service firms of various sizes and review specific implementation issues based on real world examples.


January 25, 2017

Innovation, Creativity, and Problem Solving

Presented by Brent Darnell, Brent Darnell International

Creative thinking is essential to fostering innovation and leadership in every business. This is how companies will be able to face tomorrow’s industry challenges. Through the use of hands-on exercises and improvisational storytelling, Brent helps teach how to work with and inspire technical-minded professionals to improve the creative thought process in themselves and their companies and improve their leadership skills. He also covers a problem solving/design methodology from the Stanford "D" School that will enable companies to easily solve the toughest problems.  This program is designed for any company that desires to inspire innovation and stay ahead of the curve in a competitive marketplace.


November 2, 2016
Ideas You Might Want to Steal
Panelists: Cheryl Talerico, Sisterson & Co.; Alice Sande, JLL; Tim McLaughlin, 321 Blink; Beth Bershok, Herbein & Company; Keith Cameron, Houston Harbaugh; Marsha Merman, Chloe's Adornments
Learn how others have used innovation to solve the challenges of our roles.

September 8, 2016

Turbo Charge Your Firm’s Traditional Networking by Casting A Wider Net Through Digital Marketing

Presented by Steven Bogue and Mark Landon, Recrue Media

If your firm’s partners say, “We build relationships based on local networking, not the impersonal internet” then this seminar is for you! You finally got your website to reflect your business and you are ready for the next phase. The only problem is—how do you sort through all of the internet methods that are available. Join this session to learn how digital marketing can be a great complement to networking and relationship building.


May 12, 2016

Building Your Client Service Teams: Why they’re important to have and how best to develop and make them work.

Presented by Jeanne Hammerstron, Chief Marketing Officer, Benesch and John Remsen, TheRemsenGroup

John and Jeanne will discuss their experience in building a successful client team culture.


January 21, 2016

Managing a Crisis and Dealing with the Media — Before You Make Headlines

Presented by Corey Saban,

It can happen at any time. A partner goes through a nasty divorce or gets a DUI. How does the firm respond to

the media? Without a plan, the negative publicity will cause clients to leave, lead to gossip and have a lasting

effect on the future of your firm. The good news is, you can use the media advantageously. Join this session

to learn how, and be prepare for the unexpected....before it’s too late.


November 4, 2015

Essential Technologies for Business Development

Panelists: Christine Fritsch, CLIENTSFirst Consulting; Allison Nussbaum, Manzama; Jennifer Whittier, Cole Valley Software

Marketing and business development professionals have access to new tools to help them find and win business. These technologies are the by products of the web, “big data”, and mobile applications that are affecting nearly every business. As a result, we now need a high level of technical literacy to stay relevant. Presenters will explain some of the key technologies that are impacting business development and their use at firms like yours.


September 9, 2015

Importance of Strategic Planning in the Professional Services Environment 

Presenter: Fiori Londino, Pareto Consulting

Join us for a discussion on the importance of having a strategic plan and how to "sell" and implement the plan in a professional services firm.


April 23, 2015

Polishing Your Networking Skills: Business Etiquette to Enhance Your "Networth"

Presenter: Karen Litzinger, Litzinger Career Services

Relationships develop and deals begin in business social situations.  Enhance your image and personal brand by using business etiquette best practices in what you say and do.  How do you "work" the room without the “schmooze” factor?  What are the best ways to move in and out of conversations? What are some quick and easy small talk lines to help you get over that initial awkwardness? Plus you’ll get tips on juggling eating and talking, making smooth introductions, and following-up to foster relationships and results. Members are encouraged to bring associates from their firms.


January 13, 2015

Leading with Integrity

Presenter: Jeff Lanza, Retired FBI Agent, The Lanza Group

This presentation will help professionals in all fields to develop, inspire and maintain a culture of integrity in their organizations. While chronicling failures of integrity from the cubicle to the corner office, Mr. Lanza provides a positive framework for hiring employees with high integrity and creating an environment which helps ensure that company personnel maintain their moral compass. Real FBI case examples help the audience understand the root causes of unethical behavior and to facilitate the achievement of corporate goals at all levels with employee’s morality and integrity intact.


November 12, 2014
Media Training: Train the Trainer
Presented by Jeff Durosko, President of Jeff Durosko Communications
Jeff Durosko led us through a “train the trainer”-style session on how best to prepare your attorneys, accountants and senior executives to face the media. He covered issues such as rules of engagement with reporters, top dos and don’ts every interview subject must consider and special steps to take when crisis hits. 
October 24, 2014
PSMA Connects: Strategy to Reality
As the landscape for professional services marketing is being redefined, there has never been a more important time to surround yourself with new approaches, insight and inspiration. And we have just the ticket -- our inaugural all-day educational conference, PSMA Connects: Strategy to Reality. With dynamic, nationally-acclaimed speakers and a conference program that addresses the critical issues, challenges and opportunities that you face daily, like pricing and profitability, strategic repositioning, business development best practices and innovative approaches to marketing - and discussions of not just the "what" and the "why" but the "how," - you can't afford to miss out on this opportunity!


About the Speakers and Sessions:


Implementing Personal Marketing Plans -- Jamie Thomas, Director of Marketing, LBA Group (Jacksonville, FL)


Which Hat Are You Wearing Today: Balancing Marketing, Business Development, and Client Services -- Amber Elliott and Chris Fritsch, Cole Valley Software (Portland, ME and Atlanta, GA)  


Strategic Planning Requires Strategic Implementation -- Adam Severson, Chief Marketing and Business Development Officer, Baker Donelson (Nashville, TN)


Pricing It Out -- Matthew Laws, Director of Client Services & Pricing, Crowell & Moring LLP (Washington, DC)  


Friday's Laws -- Dr. Paul Friday, Chief Clinical Psychology, UPMC – Shadyside (Pittsburgh, PA)

April 24, 2014
Generational Communication
Presented by Joann Winterle, Chief Human Resources Officer, Novak Druce Connolly Bove + Quigg LLP
Four generations are sharing the workplace, each with their own style and methods of communication: the Traditionalists, Baby Boomers, Gen X-ers and Millennials. Generational differences can affect everything including recruiting, building teams, dealing with change, motivating, managing, and maintaining and increasing productivity. Research indicates that people communicate based on their generational backgrounds, and each generation has distinct attitudes, behaviors, expectations, habits and motivational buttons. Today’s marketing professionals must not only be prepared to communicate their message across the generations in the workplace but also to clients and prospects who may want to be served in very different ways.

January 29, 2014
The People Side of Change, a joint PLAA/PSMA program
Presented by Joe Buser of Traveling Coaches
What is change management and how does it work in law firms and other professional organizations?  In this session, we took a look at the processes, tools and best practices that focus on the “people” side of change initiatives.  We also discussed key concepts and shared industry data for reinforcing the value of change management in the successful adoption of change initiatives.

January 10, 2013
Goals & Adversity Training, a joint program with the PLAA
Presented by Pat Cavanaugh

Learn to set and achieve goals in various aspects of your life including wellness, the workplace, personal interest, family or community. Reach your full potential by adhering to a goal mentality that drives you to do your best and then make your best ... better! Overcome adversity in all aspects of your life by focusing on goals.

May 30, 2013
Google Analytics: Beyond the Metrics
Presented by Susanna Kirk and Bob Faletti of Blue Archer
This program provided a “how to” regarding the basic functions of Google Analytics, as well as the art of interpreting analytics data in order to glean valuable traffic intelligence and actionable insights that can boost SEO results.

September 17, 2013
Don’t Be A Nag: How to Stop Being a Pest, and Start Being an Advisor
Presented by Sean Smith, Director of Marketing – Schneider Downs

Ever feel as if you’re the “corporate nag,” constantly beseeching your professionals to attend events, write articles or meet marketing deadlines? This presentation provided practical guidance and a proven process to create the bridge toward a common goal undefined marketing the firm more effectively.


February 7, 2012
Non-Verbal Communication: The Hidden Message , a joint program with the PLAA
Presented by Bill Acheson

From the classroom to the courtroom to the conference room, Bill Acheson has worked with professionals who want to improve their bottom-line performance. We learned what employees from American Century, Bank of America, Ernst & Young, Glaxo SmithKline, Ivy Funds, Jackson National, John Hancock, Legg Mason, Merrill Lynch, Met Life, MorganStanley, SmithBarney, Nationwide, SunTrust, Transamerica, Wells Fargo, the United States Coast Guard, and the U.S. Army have already discovered. It’s not just what you say; it’s how you say it. In face-to-face communication, body language accounts for more than two thirds of the impact of your message. It is always more emotionally revealing and always more emotionally accurate than what we say. In this session, we learned ways to enhance our own body language as well as how to understand the hidden messages sent by prospects and clients. We examined how to create a favorable first impression, project personal power, and identify deception and learned how the use of appearance, posture, gesture, facial expression, eye contact, and voice impacts our ability to communicate effectively. Special attention was given to gender differences and how they may account for some forms of misunderstanding.

May 23, 2012

Presenter and Moderator: Kevin McKeown, President, LexBlog
Panelists: Mike Cassidy, Shareholder, Tucker Arensberg | Blog: Med Law Blog 
Bill Maruca, Partner, Fox Rothschild | Blog: HIPAA, HITECH & HIT (
Lori Wisniewski Azzara, Associate, Cohen Seglias Pallas Greenhall & Furman PC | Blog: Construction Law Signal (

This a dynamic roster of practicing lawyers who author active and successful blogs shared their experiences and offered recommendations for how to get a blog started, how to keep content current and what role their firm’s marketing professionals play in the mix. Notably, these professionals have mastered the art of the close by transitioning their online success to offline success by bringing in significant work on sophisticated matters through business development accelerated by their use of the Internet as a tool.We also learned that the number of visitors to a blog are not the most relevant metric … neither are one’s number of connections/followers/friends on LinkedIn, Twitter or Facebook. Rather, gaining traction for business development initiatives is how professionals should measure the benefits of social media participation. Are your online business development efforts helping to...
  • Enhance your word of mouth reputation as a reliable and trusted expert?
  • Grow your network of relationships in your industry?
  • Get you quoted as subject matter expert by trade and mass media?
  • Secure not only new clients, but high quality clients?

We also ventured to answer this all important question: what makes the difference between bloggers who bring in significant revenue and those who don’t? Join us to find out.

September 20, 2012
Unlikely Partners: CEOs and Marketing Leaders, a panel discussion
Moderator: Anne Parys
Panelists: Andrew Hasley, President & CEO and April Simile, Senior Vice President - Retail Delivery and Marketing -- Allegheny Valley Bank; David White, Esquire, Founding Member and Colleen Treml, Esquire, Chief Marketing Officer -- Burns White; and Paul Rudoy, CPA/PFS, Office Managing Partner and Alice Sande Spataro, CPA, MBA, Marketing Director -- Horovitz, Rudoy & Roteman

Marketing does not happen in a vacuum. A truly successful marketing strategy MUST have buy-in at the highest levels of leadership. In this session, we heard from three companies that have developed strong partnerships between firm leadership and their marketing departments. The panel explored how communication, goal setting, and leadership support and buy-in can increase the effectiveness of marketing efforts. They also shared some challenges, successes and strategies that have strengthened their brand and ingrained marketing as part of their culture.

November 8, 2012
“Media Buying: Getting more bang for your buck.”
Presented by Big Picture Media Solutions – Joyce McClune, Principal/President and Heather Cordell, Principal/Media Director

Confused about the best way to spend your media budget? Aren’t we all!! How much and where should you be spending money? Who knows! The Principals from Big Picture Media Solutions shared their thoughts on getting more for your buck.


January 12, 2011
Making Sense of the Ever-Changing Social Media Landscape: Larry Bodine Returns for Round Two of Strategies for Business Development with Online Social Networking
Presented by Larry Bodine, Esq.

In February 2009, Larry Bodine joined the PSMA to share his top techniques for online business development, including his thoughts on blogs, social media such as LinkedIn and Facebook, webinars, RSS and Google alerts, Twitter and text messaging. This time around, Larry brought the group up to speed on what’s happening in the ever-changing landscape of business development with online social networking. Some of the highlights of his presentation included:

  • The best LinkedIn profile he’s ever seen
  • Targeting companies with LinkedIn
  • Use LinkedIn for local networking so you can actually meet your connections
  • 2.25 million lawyers have LinkedIn profiles, up 1 million from last year!
  • 50% of in-house counsel use LinkedIn
  • Facebook has 500 million users
  • Twitter transmits 50 million tweets per day - but none to go potential clients.

October 5, 2011
Proposals That Win Presented by Michelle Golden, CPFundefinedPresident, Golden Practices Inc.

A great and winning proposal is relevant to the prospect in every way. It illustrates the true capabilities of the proposer, is easy to navigate and understand, and provides your options in a flexible way to meet a variety of price-point needs. In order to achieve this and get your winning document out the door, you need some good processes for evaluating the opportunity, know the role of your contact (economic buyer, technical buyer, or user buyer?) and respond in a meaningful way that supports him or her in closing the deal. In this session, Michelle Golden addressed the proposal process and the importance of front-end customer selection, scoping and pricing strategy, content structure suggestions, and tips for managing the document. Improve your profitability and create winning proposals faster, easier, and better. We learned Michelle’s dynamic process that improves proposal outcomes by putting the marketer in a better position to add value, guiding practitioners to be more effective in the sales and proposal process.

November 17, 2011
Emerging Trends in Professional Services Marketing, a panel discussion Moderator: Keith Cameron, Houston Harbaugh

Panelists: David Egan of Reed Smith; Jeanne Hammerstrom of Benesch, Beth Seabright of The Seabright Group and Sean Smith of Schneider Downs

Do you feel like you’re knowledgeable about the latest emerging trends that are shaping the world of professional services marketing? Do you find it challenging to stay current? One of the ways a professional association can most effectively help its members stay up-to-date is by highlighting the emerging trends which affect us all. This panel discussion of innovative marketing professionals spotlighted new methods affecting marketing, such as alternative fee arrangements, use of social media and networking, changes in business development training and ideas on the horizon.

2010 and earlier

November 16, 2010
Establishing A Client Feedback Program That Delivers Real Results Presented by Nathaniel Slavin undefined Partner, Wicker Park Group

Businesses don’t make strategic decisions without considering their client’s voice. Successful professional service firms who seek client feedback have a powerful tool that can assist in: demonstrating their commitment to client service; protecting important client relationships; preventing client erosion and identifying opportunities. This interactive programprovided practical tips for implementing an effective client feedback program that will deliver measurable results, including:

  • Foundational skills in conducting client feedback interviews;
  • What to expect from the actual interviews (including scenarios & case studies);
  • Effective strategies for follow-up and converting feedback into measurable results.

February 11, 2009
Generate New Business with Social Networking and Technology Tools Presented by Larry Bodine, Esq.

More and more lawyers, accountants, engineers and other professionals are using the Web and other social networking technologies to enhance their current arsenal of marketing and business development skills. They’re putting these technologies to work as lead generating-machines for them by connecting with clients, prospective clients and colleagues. You don’t need to be a technology wiz to effectively use the six top techniques for online business development, which include blogs, social media such as LinkedIn and Facebook, webinars, RSS and Google alerts, Twitter and text messaging. Larry Bodine brought the group up to speed on just how easy it is to harness the Web to attract clients.

November 4. 2009
Behind the Numbers: Understanding Company Finances as a Marketing Tool

Presented by Mary Hendrix, Director of Business Development and Marketing, Jackson Kelly PLLC (and Founding Member of the PSMA)

Whether you are a marketing professional researching the finances of a prospective client company or trying to determine the profitability of a business, understanding a financial statement or balance sheet is a valuable tool. Marketers are often assigned the task of company research when developing a proposal or preparing for a prospective client meeting. Being able to not only successfully provide, but to understand a business’ financial information provides marketers with another critical ability in contributing to a company’s success. It is also a useful job skill in marketing yourself in today’s competitive economy. Mary Hendrix took us "behind the numbers" and shared the basics of understanding a company’s finances, including where to look for this information, and how you can use this knowledge within your workplace.

return to top


Find out more about PSMA today, email  

PSMA Connect with us on Facebook!
Powered by Wild Apricot Membership Software