How to Develop an Inclusive PR Strategy

February 7, 2022

Modern law firms know that fostering a culture of inclusion is key to retaining top talent, especially lawyers from underrepresented groups. In recent years, many firms have made changes to areas like recruiting, mentoring and professional development programming to increase the sense of belonging for all members of the firm. These are good first steps.

But true inclusion requires an assessment of all aspects of the...

Participation Trophies

February 1, 2022

Key Takeaways:

  • The number of lawyer awards and directories has exploded in recent years and, in a remote/virtual environment, clients are using them as external validators.
  • Some programs are much more credible than others.
  • Firm leaders and marketing chiefs should decide which are worth pursuing and communicate that as firm policy.
While, for most of the world, “awards season” is associated with Oscar-watching parties and celebrities on red...

The Client Feedback-Responsive Content Feedback Loop

January 31, 2022

In-person marketing and business development took a hit during the pandemic. In response, law firms adapted, investing in technology to support the imperfect but crucial virtual versions of traditional in-person networking and marketing, such as LinkedIn and webinars.

Now, law firms can make the most of pandemic “lessons learned” to strengthen how they connect with clients and prospects and how they respond to what they learn from those conversations. Going into 2022, firms’...

Inexpensive and Effective Marketing Efforts to Embrace in 2022

January 24, 2022

Some firms underspend on marketing, but just as many spend ample budgets on the wrong things — which is almost worse. This recent piece highlights common “spending traps” that eat up a firm’s marketing budget without actually delivering results, and a common theme in these missteps is the attempt to outsource marketing tasks to vendors who don’t really understand your...

How to Communicate Credibly About Inclusion

January 18, 2022

More law firms than ever before are finally starting to get it: Inclusion is a key value and must be the thread running through every aspect of firm management. In the past few years, we’ve seen many firms take substantive action to improve policies and practices. It’s not perfect, but very slowly, our profession may be moving in a positive direction.

However, this greater understanding does not always translate to internal and external communications around inclusion or equity...