Law Firm Marketing Brief
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Responding to Crisis. How we respond in moments of crisis says a lot about our character. Of course, strong executive leadership is essential but marketing and PR also play a vital role in determining the way our character is expressed in times of crisis. Developing, shaping and delivering your firm's message is never more important than in times like these. So in this week's newsletter, I want to acknowledge some of the leaders who are doing an outstanding job in shaping their firm's response to crisis, which in large part results from demonstrating your willingness to serve those in need:
- Public Service First. Paul Weiss has shown us what it means to rise to the occasion by galvanizing lawyers firm-wide to quickly assemble an online Coronavirus Relief Center that provides vital information to those most in need. The medical community may be on the front lines in fighting the pandemic, but Paul Weiss demonstrates how the rest of us can play important supporting roles too. Of course, law firms need to be there for their clients; but in a crisis, those of good character also pay close attention to the community's broader needs.
- Staying on Brand. The Coronavirus response from the software company CLIO is noteworthy inasmuch as it shows how a company can make a public-service gesture in response to crisis that at the same time supports its brand position. So it was that CLIO announced the launch of a $1 million legal relief fund to assist firms struggling to maintain business continuity in the face of the pandemic, which is no less laudable for being primarily directed towards CLIO's core market of small and mid-sized law firms. Do well by doing good as the old adage goes.
- Taking Care of Our Own. In the face of a crisis, serving those in need includes demonstrating a firm's capacity and strong commitment to take care of its own employees. This blogpost by the COO of Applegate & Thorne-Thomsen (a mid-sized law firm) is downright inspiring in showing the extent to which thorough planning and effective communication are essential part of what it takes to hold an organization together in response to crisis.
Not Quite Business as Usual Sooner or later, even in the midst of a pandemic, we have to turn our attention back to marketing and the business of law. Nancy Myrland has a good blogpost this week with some helpful suggestions about how to adapt your firm's marketing strategy to the current climate of crisis. One thing I think she is right to warn about is the tendency to be tone-deaf or overly persistent in your marketing and selling.
Of course, law firms have been cranking out alerts and memos at a blistering pace and many of them are highly informative and helpful. But some of them verge on being counter-productive. For instance, this memo from Kasowitz Benson about invoking force majeure in response to the Corona virus is interesting in substance but epitomizes the danger of failing to revise the firm's basic marketing-memo template, which is strongly promotional. This would be far more effective if it was more informational and did less selling.
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PinHawk Microsites
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Legal Business in Brief
- We Got the Call: An Employee of our Law Firm was Diagnosed with COVID-19…By Jessa Baker, COO, Applegate & Thorne-Thomsen Law Vision Insights Blog, March 23, 2020
- Paul Weiss Chairperson Brad Karp Moves to Front Lines of Worker Suffering Law and More, March 24, 2020
- Troutman Sanders and Pepper Hamilton postpone merger in response to Covid-19 pandemic Global Legal Post: Big Stories, March 19, 2020
- Court Delays May Grow Lawsuit Funders’ Returns, or Spur Disputes Bloomberg Law, March 24, 2020
- Orrick pulls out of Hong Kong after conceding defeat on tech growth strategy Global Legal Post: Big Stories, March 19, 2020
- Rising to the Occasion Adam Smith, Esq., March 23, 2020
- 8 Tips for Conducting Layoffs With Compassion Corcorans Business of Law Blog, March 19, 2020
- Lawyer Autonomy and You're Not the Boss of Me-ism Corcorans Business of Law Blog, March 24, 2020
- The power in your hands Law21.ca: Furlong, March 20, 2020
- US businesses 'clamouring' for guidance on fast-moving Covid-19 crisis, survey finds Global Legal Post: Big Stories, March 20, 2020
- CLOSED! All Law Firms in Pennsylvania Law and More, March 20, 2020
- Staff welfare, supply chain and privacy: the coronavirus-related issues keeping GCs awake at night Global Legal Post: Big Stories, March 20, 2020
- Magnusson co-founder leaves firm to launch advisory business Global Legal Post: Big Stories, March 20, 2020
- Distressed Economy - So, How's Partner Lateral Market Doing? Law and More, March 19, 2020
- US firms trimmed 2019 summer recruitment programme sizes even as offer rates hit record high Global Legal Post: Big Stories, March 19, 2020
- COVID-19 Challenges: Keeping Law Firms Going Amid Uncertain Times Legal Executive Institute: Blog, March 23, 2020
- Bankruptcy Lawyers Gird for an Onslaught of Battered Companies Bloomberg Law, March 23, 2020
- Some Law Firms Delaying Summer Associate Hiring (OCI) Law and More, March 23, 2020
- The Mission Continues Post-Launch: Measure and Engage to Optimize Legal Operations (Part 2) Legal Executive Institute: Blog, March 24, 2020
- Small Law Firms, Take Advantage of Your Agility in Times of Struggle Legal Executive Institute: Blog, March 24, 2020
- The 5 Key Legal Considerations for Companies Going Remote Inside Counsel, March 24, 2020
Innovation
- Legal Technology, Mergers & Justice Brandeis’ “Curse of Bigness” Legal Executive Institute: Blog, March 23, 2020
- Key Takeaways from TECHSHOW 2020 American Bar Association: Law Technology Today, March 19, 2020
- Integreon Says It Has Partnered with SecureReview to Ensure Security of Remote Workers During Pandemic Robert Ambrogi's LawSites, March 19, 2020
- Delaware Bankruptcy Court Tests Skype Video Workaround Bloomberg Law, March 19, 2020
- LegalTech Tapas – Andrew Arruda, ROSS Intelligence Artificial Lawyer, March 20, 2020
- Generating New Revenue In A Slowing Market With AI Technology – ThoughtRiver Artificial Lawyer, March 20, 2020
- ‘Tech Will Boost Productivity, We’re Just Not Using It’ – Survey Artificial Lawyer, March 23, 2020
- Don’t believe the hype: “Modest” take-up of lawtech Legal Futures, March 23, 2020
- The 4 Main Challenges Law Firms Are Facing Right Now [Sponsored] Above the Law - Legal Technology, March 23, 2020
- Less than a quarter of UK lawyers use AI-assisted tech, research finds Global Legal Post: Big Stories, March 23, 2020
- Immuta chief legal officer co-launches Washington DC-based AI legal boutique Global Legal Post: Big Stories, March 23, 2020
- Social Distancing Creates the Space for Distance Learning Law Vision Insights Blog, March 23, 2020
- AI Is Changing Work — and Leaders Need to Adapt Harvard Business Review, March 24, 2020
- AI Drives Efficiency + Lowers Risk in Contract Negotiation Artificial Lawyer, March 24, 2020
- Tech Teams Should Survive Even As The Economy Slows Artificial Lawyer, March 24, 2020
Tips, pointers and presentations
- How to keep your sanity when you feel like the world is going crazy Ars Technica, March 20, 2020
- How to Save a Bad Client Relationship New Breed Marketing, March 23, 2020
- Tips to Minimize The Impact of COVID-19 on Your Law Firm Scorpion: Law Firm Marketing Blog, March 19, 2020
- Free Products And Resources For Legal Professionals During Coronavirus Crisis Above the Law - Legal Technology, March 19, 2020
- Legal Publishers Roll Out COVID-19 Resources, Toolkits, Alerts, Advice (Some Even Free) Above the Law - Legal Technology, March 20, 2020
- A Guide for Working (From Home) Parents Harvard Business Review, March 19, 2020
- Virtual Meetings Don’t Have to Be a Bore Harvard Business Review, March 19, 2020
- 5 Ways to Reduce Anxiety in a Worldwide Pan(dem)ic Attorney at Work, March 20, 2020
- 6 Tips on How to Stay Connected and What to Say Law Vision Insights Blog, March 23, 2020
- Keep Your Clients Up to Date with a COVID-19 Website Notice Postali, March 23, 2020
- Six Steps to Efficient Document Automation Attorney at Work, March 23, 2020
- 10 Ways to Grow Your Law Firm’s Social Media Audience Good2BSocial, March 19, 2020
- The 5 Elements of a Successful Law Firm Website LawLytics, March 20, 2020
- 8 Ways to Manage Your Team While Social Distancing Harvard Business Review, March 24, 2020
- Avoid These Traps When Negotiating in a Crisis Harvard Business Review, March 24, 2020
- Moving to a Virtual Law Office: How to Ethically ‘Practice in Place’ Attorney at Work, March 24, 2020
- 9 Things Attorneys Working From Home Can Do To Turn Downtime Into Opportunity LawLytics, March 24, 2020
- The Essentials for Leading a Newly Remote Team Conversation Matters, March 25, 2020
- 10 Online Lead Generation Techniques for Professional Services Hinge Marketing, March 24, 2020
- Become a Freelance Attorney Lawyerist.com, March 23, 2020
- Best Practices for Remote Law Firm Operations Postali, March 23, 2020
Portable Business
- Orrick secures four-partner UK energy team from Watson Farley & Williams Global Legal Post: Big Stories, March 20, 2020
- Mayer Brown Adds Global Tax Partner For West Coast Office Mayer Brown, March 19, 2020
- Orrick to Add Top Energy & Infrastructure Team in London Orrick, March 20, 2020
- Faegre Drinker Adds Former Senate Judiciary Committee Counsel and FTC Attorney Sean Pugh to Litigation Team Faegre Drinker, March 23, 2020
- Aviation finance lawyer Mehtap Cevher Conti joins Hogan Lovells in New York Hogan Lovells, March 23, 2020
- Proskauer Continues Growth of Global M&A Practice with Addition of Corporate Private Equity Partners James Lee and Jae Woo Park Proskauer Rose, March 23, 2020
- The Honourable Philippe Couillard joins Dentons Dentons (McKenna Long), March 23, 2020
- Firm Boosts Pensions Practice With Four Directors Squire Patton Boggs, March 23, 2020
- Ex-FDA Official Leaves Akin Gump for Arnold & Porter as Regulatory Questions Swirl Blog of Legal Times, March 23, 2020
- Fried Frank hires Boies Schiller duo in New York to bolster global litigation capabilities Global Legal Post: Big Stories, March 24, 2020
- Dino Barajas joins DLA Piper's Finance practice as co-chair of US Projects and Infrastructure and Latin American Corporate and Finance practices DLA Piper, March 24, 2020
- Boies Schiller - Two More Partners Depart, This Time to Fried Frank Law and More, March 23, 2020
- Winston & Strawn Adds Health Care Trio in DC as Clients Clamor for Guidance Blog of Legal Times, March 24, 2020
Law Firm Memos on COVID-19
- S&C Critical Insights – COVID-19: What Dealmakers Need to Know Sullivan & Cromwell, March 21, 2020
- Continuing Impacts of the COVID-19 Pandemic on Discovery and Civil Litigation Seyfarth Shaw, March 23, 2020
- Reducing Personnel Expenses in an Uncertain Economy Cooley, March 23, 2020
- COVID-19 and Force Majeure: Potential Impact on Transactions and Projects in Real Estate and Hospitality Kasowitz, March 20, 2020
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Legal Marketing
- Clio Launches Covid-19 Legal Relief Fund Artificial Lawyer, March 23, 2020
- Should Lawyers Be Selling Their Services During This Coronavirus (COVID-19) Crisis? Myrland Marketing Minutes, March 25, 2020
- Why You Should Absolutely, Positively NOT Cut Your Marketing and PR Budget Right Now Sword and the Script, March 24, 2020
- Growing Trend in Law Firm Talent Development: Hiring Full Time Coaches & How It Helps Retain Diverse Lawyers Legal Executive Institute: Blog, March 20, 2020
- Attorneys: Check Out the New Look for Google's Local Services Ads Scorpion: Law Firm Marketing Blog, March 19, 2020
- Why Your Google Analytics Data is Wrong and How To Fix It Hinge Marketing, March 20, 2020
- Coronavirus (COVID-19) Communication: How Should Attorneys and Staff Use Social Media During This Crisis? Myrland Marketing Minutes, March 20, 2020
- Fortify Your Crisis Management Plan: A Focus on HR Inside Counsel, March 19, 2020
- Top 20 Law Firm Brands in the U.S. Legal Current: Thomson Reuters, March 24, 2020
- World of Marketing 27: Behind the Scenes With Chris Abbott Law Firm and Attorney SEO and Internet Marketing, March 20, 2020
- Help: I’m worried about my law firm’s present and future because of COVID-19 LawLytics, March 23, 2020
- How The Coronavirus is Affecting Law Firms Online Elite Legal Marketing Blog, March 22, 2020
- Handling Fear and Stress During a Prolonged Crisis Attorney at Work, March 23, 2020
- Law Practice Today Review: Coronavirus American Bar Association: Law Technology Today, March 23, 2020
- Coping with Fatigue, Fear, and Panic During a Crisis Harvard Business Review, March 23, 2020
- How CEOs Can Lead a Data-Driven Culture Harvard Business Review, March 23, 2020
- Advice to Law Firm CMBDOs – Thinking Beyond Today Law Vision Insights Blog, March 23, 2020
- Smart Workforce Strategies to Weather the Pandemic Storm Law Vision Insights Blog, March 23, 2020
- 8 Things You Can Do to Develop Business for Your Law Firm During a Pandemic Law Vision Insights Blog, March 23, 2020
- COVID-19 Update: The Rules of Engagement for Navigating Business and Financial Distress Kramer Levin, March 23, 2020
- COVID-19 & Negative Impacts on Law Firms - Pay Cuts Happen, More Layoffs Law and More, March 24, 2020
- Jones Day retains the top spot in Acritas’ US Law Firm Brand Index 2020 - Thomson Reuters Thomson Reuters: Press Releases (Legal), March 25, 2020
- Eversheds Sutherland Advances 10 Spots, Enters Top 20 of Acritas US Law Firm Brand Index Eversheds Sutherland (US), March 24, 2020
- What Makes a Great Client Testimonial? Law Firm and Attorney SEO and Internet Marketing, March 23, 2020
- 2 Ways Law Firms Can Pivot Their Marketing Strategies During COVID-19 Scorpion: Law Firm Marketing Blog, March 24, 2020
Digital Marketing
- Preserving Optionality: Preparing for the Unknown Farnam Street, March 23, 2020
- Preparing for loyalty’s next frontier: Ecosystems McKinsey: Marketing and Sales Insights, March 23, 2020
- Coke goes big with COVID social distancing in Times Square Campaign Live UK, March 22, 2020
- Survey: US consumer sentiment during the coronavirus crisis McKinsey: Marketing and Sales Insights, March 21, 2020
- PR and Marketing During COVID-19: What You Need to Know Business 2 Community, March 20, 2020
- A Snapshot Of US Consumers’ Attitudes And Behavior During COVID-19 Forrester Blogs, March 20, 2020
- Stats roundup: coronavirus impact on marketing, ecommerce & advertising Econsultancy, March 20, 2020
- Why the Little Decisions we Make Every Day are of Infinite Importance Conversation Agent - Valeria Maltoni, March 19, 2020
- Marketing in the Age of Coronavirus Business 2 Community, March 23, 2020
- FORRward: A Weekly Read For Tech And Marketing Execs Forrester Blogs, March 23, 2020
- Automation Runs Amuck Business 2 Community, March 23, 2020
- How to Calculate ROI in Marketing [Free Excel Templates] HubSpot Blog, March 19, 2020
- Clean Your Hands, All Surfaces, and Then Your Marketing Program Business 2 Community, March 24, 2020
- When The Status Quo Isn’t The Status Quo Anymore Business 2 Community, March 24, 2020
- Marketing in Times of Uncertainty: Tips From Top Marketing Pros Social Media Examiner, March 24, 2020
- Five ways to battle the psychological disorientation of coronavirus Mark Schaefer Marketing Solutions Blog, March 24, 2020
- Lights out on your events, now what? Marketing Land, March 24, 2020
- Cultivating Empathy: Essential in Uncertain Times Emotive Brand, March 24, 2020
- How to Do Keyword Research for Content Marketing Precision Marketing Group Blog, March 24, 2020
- The Key Steps Your Content Creation Framework Should Include New Breed Marketing, March 24, 2020
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Podcasts and Webinars
- Bonus Episode: Coronavirus News and Industry Bailouts Harvard Business Review, March 20, 2020
- How to Grow Your Law Firm Website Practice Area Pages: Podcast Episode 78 LawLytics, March 21, 2020
- Episode 92: The Power Of Business Experiments On Product Innovation & Marketing Strategies with Stefan Thomke Digital Marketer, March 19, 2020
- Everything is out of date because the world is new Mark Schaefer Marketing Solutions Blog, March 20, 2020
- Industry Insight Webinar | Managing Your Practice Remotely & Productively American Bar Association: Law Technology Today, March 24, 2020
- LawNext Episode 67: Clio CEO Jack Newton on His Company’s $1M COVID-19 Relief Fund Robert Ambrogi's LawSites, March 24, 2020
Vendor Updates
- Thomson Reuters acquires Pondera Solutions - Thomson Reuters Thomson Reuters: Press Releases (Legal), March 20, 2020
- After Deal, vLex Justis Launches Integrated Legal Research Platform Artificial Lawyer, March 24, 2020
- Call Tracking and Lead Scoring CallRail, March 25, 2020
- Get more out of your phone calls with Conversation Intelligence CallRail, March 25, 2020
- How Law Firm Marketers Can Run Better Remote Meetings Good2BSocial, March 24, 2020
- Work from Home Essentials for Every Law Firm Casepeer, March 24, 2020
- iCONECT Raises Bar With New Version 10 Platform Above the Law - Legal Technology, March 24, 2020
Marketing and Editorial Jobs
- Marketing & Communications Manager, For the New York Office of a Boutique International Law Firm March 20, 2020
- Marketing Manager, For the Denver Office of a Prestigious Regional Law Firm March 20, 2020
- Public Relations & Communications Manager, For the Denver Office of a Prestigious Regional Law Firm March 20, 2020
- CLE and Training Specialist, For the Palo Alto, Boston, CO, Reston, NY, DC, SF or Seattle Office of an Innovative Law Firm March 19, 2020
- Legal Marketing Writing - REMOTE Law and More, March 19, 2020
- Cox Automotive, Atlanta, GA - Legal Project Manager Law and More, March 21, 2020
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_____________ The Law Firm Marketing Brief is the newest addition to the Pinhawk family of newsletters for the legal market. As the pace of competition and innovation in the legal market continues to accelerate, marketing issues are now front and center in shaping the future of the profession. This newsletter is designed to serve the needs of marketing professionals in law firms of all sizes, as well as practicing lawyers who are actively involved in marketing and business development initiatives, by providing a weekly briefing on the marketing ideas and trends that are driving the transformation of the legal industry. Joe Lamport, Editor. email me. Joe is a former practicing lawyer who has been a pioneer in the field of digital marketing for lawyers. He is the founder of the marketing consultancy, The Practice Platform. Free Subscription See our free newsletter for IT folks. See our free newsletter for Librarians. See our free newsletter for Legal administrators.
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