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Spill The Ink

Spill The Ink

著者： Michelle Calcote King
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 Welcome to Spill the Ink, a podcast by Reputation Ink featuring growth and visibility experts from professional services firms, including law firms and AEC firms. マネジメント マネジメント・リーダーシップ 出世 就職活動 経済学
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  • Breaking Down Silos: How to Build a Culture of Sharing in Law Firms

    Breaking Down Silos: How to Build a Culture of Sharing in Law Firms
    2025/10/13
    Attorneys are trained to be cautious and confidential, and these instincts often extend beyond client matters into a general reluctance to promote their own achievements. This creates a challenge for law firm marketers trying to publicize wins, celebrate successes and build the firm's reputation in the market. In this episode of "Spill the Ink," Brittany Lewis, Head of Marketing at Bell Nunnally, joins Michelle Calcote King to discuss how a 70-attorney firm transformed its internal culture from keeping accomplishments under the radar to actively celebrating and sharing successes. With 15 years of legal marketing experience, Brittany shares the specific initiatives that shifted attorney mindsets — from leveraging social media more actively to launching a quarterly internal newsletter that highlights colleague achievements. She also reveals how Bell Nunnally's annual report captures the entire year's successes in one polished publication, and why making it easy and safe for attorneys to share is the key to overcoming their natural resistance. Here’s a glimpse of what you’ll learn Why attorneys resist sharing their achievements and how it differs from the marketer's natural instinct to publicize successes. Three key initiatives that transformed Bell Nunnally's culture around sharing successes. Strategies for navigating client confidentiality concerns, avoiding boasting and managing time constraints when sharing wins. Training attorneys to approach social media as a natural extension of their existing work rather than something foreign. Why small, consistent changes are the best path to lasting cultural transformation within a firm. About our featured guest Brittany Lewis is a marketing and business development leader with nearly 15 years of experience in professional services marketing for law firms. Currently driving comprehensive marketing strategy for Bell Nunnally, a Dallas-based firm with 70 attorneys, she oversees all communications, business development initiatives and marketing operations. Her experience includes managing high-profile events, creating impactful marketing campaigns, developing compelling proposals and significantly enhancing firm visibility and recognition. Brittany excels at aligning programs with organizational goals, coaching attorneys on client development and elevating brand presence across digital channels. She is passionate about creating authentic approaches that showcase attorney expertise while delivering measurable results. Her work combines thoughtful planning with hands-on execution to strengthen client relationships and support firm growth. As an active member of the Legal Marketing Association (LMA), Brittany served in volunteer roles for eight years, most recently as Director of Communications on the LMA Southwest Region Board. This involvement has expanded her industry network and deepened her expertise in legal marketing best practices. Resources mentioned in this episode Check out Bell Nunnally Follow Bell Nunnally on LinkedIn, Facebook and X Connect with Brittany Lewis on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
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    18 分
  • The Art of Alignment: Branding in Decentralized AEC Firms

    The Art of Alignment: Branding in Decentralized AEC Firms
    2025/09/09

    When AEC firms grant decentralized offices free rein to create their own messaging, the results can be damaging: wasted resources, confused clients, weakened competitive positioning and marketing teams that unknowingly sabotage each other's work. Yet many firms continue operating this way, treating brand fragmentation as an inevitable cost of doing business across multiple markets.

    In this episode of "Spill the Ink," Michelle Calcote King sits down with Amy Zelenka, Director of Marketing at Affiliated Engineers, Inc. (AEI) to explore what happens when AEC firms allow their decentralized structure to fragment their brand identity across offices, markets and practice areas. According to Amy, the solution isn't centralized control, but rather strategic alignment that preserves regional flexibility while ensuring consistent messaging.

    Here’s a glimpse of what you’ll learn

    • Who Amy Zelenka is and her journey from Fortune 100 companies to AEC marketing.

    • About Affiliated Engineers and how the 900-person MEP firm tackles complex building challenges.

    • Why decentralization can create bigger brand challenges for AEC firms than for other industries.

    • The hidden costs of brand fragmentation, including wasted time, lost credibility and weakened differentiation.

    • How the seller-doer model can contribute to inconsistent messaging across offices.

    • Why a hybrid approach works better than purely centralized or decentralized marketing.

    • Why effective brand guidelines must go beyond visual identity to include strategic messaging.

    About our featured guest

    Amy Zelenka has spent 25 years building marketing expertise across diverse industries, from Fortune 100 companies to startups, before finding her calling in architecture and engineering. She previously served as Global Marketing Director at Jensen Hughes and led marketing across three business units at Johnson Controls International. At AEI, where she's Director of Marketing, she drives brand development, digital strategy, communications and marketing database management.

    Amy holds an MBA from the University of Wisconsin and combines strategic thinking with hands-on execution for AEI's 900-person organization. Her approach blends creativity with data-driven insights, connecting AEI's engineering talent with opportunities to tackle the industry's most complex building challenges.

    Resources mentioned in this episode

    • Check out Affiliated Engineers Inc. (AEI)

    • Follow AEI on LinkedIn, Facebook and Instagram

    • Connect with Amy Zelenka on LinkedIn

    • Say hello to Michelle Calcote King on LinkedIn

    Sponsor for this episode

    This episode is brought to you by Reputation Ink.

    Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

    Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

    To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
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    20 分
  • How to Get Attorneys to Buy In on Legal Marketing Plans

    How to Get Attorneys to Buy In on Legal Marketing Plans
    2025/08/21
    Good marketing ideas alone won't get attorneys to follow through. In this "Spill the Ink" episode, Michelle Calcote King talks to Sheenika Gandhi, Chief Marketing Officer at Greenberg Glusker, who reveals her proven strategies for transforming attorney resistance into marketing commitment. Sheenika started her career wanting to be a lawyer, went to law school and took the bar exam before discovering legal marketing. Her law school credentials encourage attorneys to listen to her openly, as she gets their world and speaks their language. Bringing her unique perspective to the table, Sheenika shares her systematic approach to overcoming common resistance points with attorneys involved in marketing-related tasks. Through monthly coaching calls and carefully crafted marketing plans, she's built a framework that balances billable hour pressures with business development goals while advocating successfully for additional resources by tracking data and demonstrating measurable value. Here’s a glimpse of what you’ll learn Why attorneys resist marketing and how to address their biggest fears. The steps to building internal credibility that gets attorneys excited to work with you. How Sheenika Gandhi structures her monthly coaching calls for optimal results. Tactics for working around billable hour pressures without compromising client work. Strategies to make marketing feel effortless for busy lawyers. How to collaborate while protecting your marketing team from becoming the firm catch-all. Key data to track when advocating for marketing resources. About our featured guest Sheenika S. Gandhi is the Chief Marketing Officer at Greenberg Glusker. She leads the firm’s marketing and business development strategy, lateral partner recruiting and corporate social responsibility initiatives. She serves as a trusted advisor to the firm and works seamlessly alongside the rest of the C-Suite to view the firm holistically, using this unique vantage point to pinpoint growth areas. She oversees a high-performing team responsible for sponsorships, events, communications, public relations, rankings and recognition, digital marketing, marketing technology, business development and client service. Sheenika maintains a strong network and vigilantly monitors trends and breakthroughs in legal marketing. In 2024, she joined the International Board of Directors for the Legal Marketing Association (LMA), the preeminent organization for legal marketing professionals, after previously serving as the Co-Chair of the Small Firm / Solo Team Shared Interest Group (SIG). She was a member of the LMA’s 2021 Annual Conference Advisory Committee and previously served as the Chair of the Southern California Chapter of LMA. She is a sought-after voice on marketing and leadership trends. She regularly speaks at conferences for organizations, including the LMA, California Lawyers Association and LegalWeek, and authors articles on strategy, professional development and diversity, equity and inclusion (DEI). She has also appeared as a guest on numerous podcasts, often describing her career journey and lessons learned. Resources mentioned in this episode Check out Greenberg Glusker Follow Greenberg Glusker on LinkedIn Connect with Sheenika Gandhi on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.
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    21 分
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