On Record PR

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 Am Law 50 in-office mandates to firms doubling down on virtual models, RTO is reshaping culture, collaboration, mentorship, and talent retention across the legal industry. In this episode, Gina and Jennifer share strategies for transparent communication, defining benefits clearly, and building internal champions to drive buy-in during this pivotal shift.

In this follow-up to last week's On Record PR episode on partner leadership, host Jennifer Simpson Carr sits down again with Mark Beese, leadership consultant and member of Furia Rubel's International Faculty, to focus on the next generation of law firm leaders, including senior associates, junior partners, and rising stars preparing to take on leadership roles.

International Faculty member Mark Beese discusses the need for partner-level leadership development in today's volatile, uncertain, complex, and ambiguous (VUCA) environment. Mark shares his perspective on the lack of formal leadership training in law firms, the real costs of that gap for engagement and retention, and practical ways firms can build leadership capacity to meet the challenges of today.

Katayun Jaffari, Chancellor of the Philadelphia Bar Association, discusses Meeting the Moment, a movement mobilizing lawyers to defend democracy, safeguard judicial independence, and expand access to justice amid escalating political polarization and legal uncertainty.

Leslie Richards and Isabelle Horan break down AI agents—what they are, how they differ from other popular AI tools, and why they're set to transform workflows across industries, including law. They also share practical ways professionals can prepare now to remain relevant and valuable in a rapidly changing landscape.

Building on last week's DigiMarCon 2025 recap, Leslie Richards and Isabelle Horan unpack the evolution from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) and what that means for law firms today.

Leslie Richards and Isabelle Horan share key takeaways from the 2025 DigiMarCon Conference, including how law firms can move beyond basic content generation and instead use generative AI tools for advanced strategic applications.

In this replay, Phil Goldberg, Office Managing Partner at Shook, Hardy & Bacon, joins Gina Rubel to discuss the importance of messaging and narrative in litigation. They explore how public relations, litigation funding, and interdisciplinary collaboration shape outcomes both inside and outside the courtroom.

Digital strategy expert Leslie Richards joins Gina Rubel to explore the seismic shift brought on by zero-click searches and AI-generated summaries. They break down how law firms can still rise to the top without traditional click-throughs by becoming trusted sources for AI results in tools like Google and ChatGPT. 

Sarah Larson joins Jennifer Simpson Carr to discuss how law firm leaders should communicate in the wake of high-profile legal rulings like Ames v. Ohio. They explore the impact of fear-driven headlines, how to avoid reactionary messaging, and why alignment with firm values must drive both internal and external responses.