Difference creates prominence. Prominence is the key to mediatism. Media exposure means increased visibility. More visibility means more business. We all agree, right?
The problem lies in how we create that difference. If the primary objective takes a back seat, the whole process can be called into question.
Remember the "Maria do Rosário Mattos and Associates"? This is one of the examples at national level that best exemplifies this situation.
Communicating in the legal sector doesn't give you the same freedom as creating a communication campaign for the sports sector, for example. The degree of formality differs and so does the openness to what is new. Each step has to be very well thought out and rethought.
The lawyers' self-promotion was bold and quickly became the target of criticism. Public opinion took hold of the case.
The law firm was mentioned by media such as TVI, SOL, Sábado, RFM, Público, Jornal i and Meios e Publicidade. The President of the Lisbon District Council of the Portuguese Bar Association (Vasco Marques Correia), the President of the Lisbon Deontology Council of the Portuguese Bar Association (Rui Santos), the President of the Portuguese Bar Association (Elina Fraga) and the President of the Portuguese Bar Association (Marinho Pinto) were among the most sought-after people to give their opinion on the case. They were also the hot topic on social media.
Where does the big problem lie?
The problem lies in the way the message is conveyed: the visual load of the video overpowers the audio. The bold clothing, the close-ups and especially the slow motion mean that what is being said is not really heard. In other words, the organization's qualities and achievements fade into the background. Try watching the video without the audio.
The lack of cohesion between messages is remarkable, and it wasn't the best strategy to communicate what was intended, the difference. It is the difference, in terms of methods and techniques, that makes it possible to achieve results. They didn't take all the details into account and missed the most important thing: communication must create prominence, but a prominence adapted to the organization's target. Adding value is essential. And communicating each lawyer's excellent image is not a good way to achieve this goal.
So it's true that the organization has achieved media coverage, the question is: does the reputation that the company has gained reflect the image that a law firm wants? Has it been beneficial in terms of business objectives?
As a matter of copyright, the video was denounced by Maria do Rosário Mattos e Associados and banned from YouTube. In any case, Sapo is keeping it online: http://videos.sapo.pt/1jc4OtGySSctLIgi9WiQ?ap=from_auto.