Insights

Firms have gotten more savvy in the ways they communicate about gender and racial diversity, but we see far fewer law firm leaders speaking out specifically on the topic of full inclusion of lawyers with disabilities. That may be in part because they perceive this cohort to be very small (read on, however, to see statistics to the contrary). But law firm leaders who are non-disabled also may not feel prepared to speak knowledgeably on the topic of how firms and...

All press releases should be written and sent out as efficiently as possible, of course, but every now and then a high-stakes story requires law firm marketers to push out a release at warp speed. How can you make sure the stressful yet exhilarating process of breaking news goes smoothly for your firm?

Plan ahead. Don’t wait until you are facing an urgent deadline to create an internal firm approval process for extraordinary stories. While a typical press release...

Have you ever wondered why some attorneys are repeatedly quoted as sources for media outlets while others with the same (or even more impressive!) practice never get interviewed? How did those attorneys connect with reporters for a story?

Attorneys who are interviewed and quoted repeatedly by the media have successfully demonstrated that they are subject-matter experts in their respective practice areas, and that they can explain legal matters in plain English. One way to do this is...

Where do your clients and prospects turn for trusted information on their industry? Which newsletters and trade journals do they receive? What commentary do they read?

We have been surprised to see how many attorneys struggle to answer these questions. Identifying the media diet of prospective clients produces important opportunities, such as:

Building common ground. Knowing which publications your prospects respect creates an opportunity for connection around...

How important are the attorney bios on your firm website?

“Seventy-eight percent of in-house counsel rely on attorney bios when researching and hiring outside counsel.”

Seventy-eight percent! In fact, the only thing they rely on more than bios are personal recommendations. And yet firms continue to take a . . . shall we say unscientific approach to creating this content.

Not all...