Insights

While the appearance of the omicron variant has complicated many offices’ plans for a return to in-person events, some law firms have decided to rely on the safety protocols recommended by public health professionals — vaccines, boosters, masks and social distancing — and forge ahead with scheduled in-person events. As these leaders and their support staff book conference rooms and place catering orders, they should also carve out some time to plan for how they will handle the...

The good news — corporate general counsel want to hear from you. The bad news? If your firm is like most law firms, you’re sending them content that is not very useful to them. What they value is strategic insight. But often they just get more information — during an era of information overload. A press release announcing your firm’s new hire or award from Best Lawyers does not help them do their job better. Clients and prospects want substantive, actionable material. This is...

Marketing images have always overrepresented young, thin, able-bodied, straight, white and cis-gendered people. But as the world becomes increasingly diverse, it’s important to use images that look like the audience you communicate with. That includes the photos your firm uses on its website, social media, and in internal and external communication.

Why Diverse Images Are Important

Representing different kinds of people is important because it affects how...

American Lawyer reporter Dylan Jackson recently wrote about how the lack of transparency around origination credit — most firms don’t even have written policies for how it is awarded — harms lawyers from underrepresented groups and drives turnover. If up-and-coming...

Thought-leadership marketing can be a great way to stand out as a competent, well-respected expert in your field. This is especially true if you write content tailored to the concerns of a specific audience. While it can be tempting to showcase your expertise across a broad range of industries and practice areas — to be all things to all people — this strategy is counterproductive. Here’s how to ensure your thought leadership makes an impact:

Narrow your focus....