Insights

To be effective, reputation management needs to be proactive, not just reactive. That means your law firm has to do more than just defend itself after being criticized online. Anticipating areas where you may be vulnerable and implementing systems to catch problems before they start will help you control the narrative about your organization. Without a strategy in place, your firm could unwittingly find itself struggling to manage a crisis that could have been...

Take a quick glance through most law firm websites and you will see copy touting a “diverse” partner’s latest achievement, a summer program that helped the firm recruit a superstar “diverse” associate, or a new firm flexible-work policy crafted to improve retention of “diverse” team members.

While the intentions behind each of these marketing initiatives are likely good — firms should promote their efforts to...

Paid, earned, shared and owned — “PESO” — represent the full interconnected landscape of channels for distributing your firm’s messages to your target audiences. The PESO model, brainchild of PR thought leader Gini Dietrich, has now been around for a decade and was updated this year to reflect the many changes that have occurred in media since she first published it.

Succession planning has long been a sensitive issue in the legal industry, probably because it forces law firms to deal with topics they tend to avoid, such as “change” and “the future.” And because the building blocks of firm business are highly personal relationships, acknowledging that those relationships will one day need to transition and evolve can even feel threatening for the partners that currently hold them.

And yet...

Communicating clearly and concisely is especially important for law firm marketers trying to engage incredibly busy people. Getting the attention of lawyers, clients and our own colleagues — people managing multiple deadlines and putting out last-minute fires — requires cutting through the noise to connect. Applying the military acronym BLUF — “bottom line up...