Clearly, competition for customer attention is fierce. Reaching them with an integrated message across media platforms will require extraordinary teamwork by public relations, sales promotion, direct marketing and IT specialists, de Picciotto instructed.

A synergy, he said, that applies as well to the practice of law. Both professional sports and the legal profession, he said, are accustomed to producing winners and losers. de Picciotto said the challenge is to find a middle ground in which everyone wins.

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