Startup Stories: Page 2 Communications

Founded by Debra Pickett in 2011, now Chicago's premier legal PR agency.

What does Page 2 Communications do? Tell us about your entrepreneurial product or service.

Page 2 Communications offers world class counsel to law firms, focused on delivering messages that drive business development, lateral recruiting and client satisfaction. With 20 years of experience in print and electronic journalism, we are media professionals with the skills and relationships to deliver communication excellence in public relations, marketing and beyond.

What inspired you to launch Page 2 Communications?

After leaving journalism to work in media relations, I saw that attorneys and firms had some unique needs and challenges around their communication and that they were not being well-served by the large agencies that typically handled business-to-business communication. I knew I could do the work well and I relished the idea of being my own boss, working in a way that I might be able to make compatible with also being the kind of parent I wanted to be.

What problem does Page 2 Communications solve?

In addition to being expert communicators, we are also certified as being knowledgable about the professional and ethic guidelines that cover attorney advertising and marketing. We teach CLE-credited courses in legal media ethics, so our clients can have absolute confidence that we are advising them in not only the best messaging for their particular situation but also ensuring that they are meeting the strict regulations of their profession.

What has been your biggest challenge starting Page 2 Communications and how are you working to overcome it?

My biggest challenge has been finding a way to scale the business so that it is bigger than just my own consulting work and to balance the incredible demands on my time and energy created by this business with the rest of my life. I'm hiring more staff and working on transitioning some client relationships to my trusted partners so I can keep focusing on big picture strategy while others deliver the actual work product.

Give us one word that people might use to describe you.

Driven.

What milestone do you hope Page 2 Communications will have surpassed one year from now?

Our portfolio of clients will have expanded beyond the mid-sized law firms that have been our "sweet spot" (small enough that they don't have a lot of in-house resources but large enough to be comfortable with paying our fees) to include relationships with both smaller boutique firms and the largest AmLaw 100 firms. We've created a couple new service offerings that we are just bringing to market that will, I think, help us reach this important milestone.

How has Project Eve helped you and orPage 2 Communications?

It's been a great electronic platform for making connections.

Give us an insider tip that relates to your industry or the startup story for Page 2 Communications

In doing the media relations work that is the core of our business, I am not an aggressive or “sales-y” pitcher of stories to journalists. As a former journalist myself, I remember being on the receiving end of a lot of those pitches and how much I hated them. Instead, I play to my own strengths, as a reader and news junkie. I spend my time consuming an enormous quantity of business and legal media and identifying exactly which reporters and outlets would want exactly which stories. I make fewer pitches than almost anyone I know in the PR business, but I have a much higher rate of success.

The 411 on Page 2 Communications:

Company Name: Page 2 Communications
Website: http://page2comm.com
Page 2 Communications was founded in:
2011
Page 2 Communications is located in:
Chicago
Follow Page 2 Communications on social media here:
@page2comm and @debpickett

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