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Lux Helps South Carolina Lawyers Make Their Case with Video

Submitted by: Melanie Lux on Aug 01, 2011 at 3:28 pm Tagged with: Lux + Associates, Proud to be a SC Lawyer, South Carolina Bar Source: Melanie Lux, Lux Strategic Communications

COLUMBIA, S.C., AUGUST 1, 2011 - - While growing up in public housing, Greenville attorney Zandra Johnson was told kids from the “hood” didn’t go to college, let alone law school. With the help of her mother and support of her children, Johnson persevered and earned a law degree. Columbia attorney Barbara Chesley was a successful nurse with an unrealized dream. Her husband urged her to pursue it. As a teen, Charleston attorney Allen Gibson worked on a framing crew building houses in the summer. Today he’s a construction lawyer who helps businesses stay in business.

These are just a few of the “back” stories of real Palmetto State attorneys featured in a new video-based image initiative of the South Carolina Bar entitled Proud to be a South Carolina Lawyer. Making the case for the South Carolina Bar, is Lux Strategic Communications, which concepted, wrote, and produced the 12 video profiles.

“People have many stereotypes of attorneys, many of which are based on what they see on television dramas or in other forms of media,” explains Lux Strategic Communications President Melanie Lux. “The South Carolina Bar’s initiative is designed to elevate the image of lawyers and the good work they do for individuals, businesses and communities.”

The foundation of the Bar’s initiative are 12 short videos that features attorneys from across the state who share their personal stories—and sometimes struggles—on how they became lawyers and what being a lawyer means to them. The videos are coupled with an intense digital and traditional media distribution plan that employs YouTube, Facebook, the Bar’s website and e-newsletter, and public relations. Each of the videos has been search engine optimized to make them easy to find on line.

South Carolina Bar members are also encouraged to share the video stories with colleagues, clients and friends, enhancing the initiative’s viral effect.

The South Carolina Bar had originally planned a more traditional media approach, but on Lux’s recommendation went with a digital media strategy. Explains Lux, “Traditional media is finite; once it appears on television or in print, the message is gone. Because we want to share the Bar’s message with as many people as possible, sharing videos on YouTube, Facebook, and other digital media outlets made more sense.”

All of the Proud to be a South Carolina Lawyer videos are available now on the Bar’s YouTube channel. Starting August 1, the Bar will push out one video a week to its Facebook fans.

Lux says people will be surprised and inspired by the videos. “When we filmed the lawyers telling their stories, we went from goose bumps to laughter to tears. The one thing all of the lawyers have in common is a passion for the law and helping others. That really comes through in their stories.”

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About Lux Strategic Communications
Established in 1994, Lux Strategic Communications helps clients develop and implement strategies that support organizational objectives such as building brands, creating loyalty, driving growth, and generating awareness. Lux represents clients in healthcare, technology, professional services, and economic development. Visit www.luxandassociates.com.