Simon Goldie explains how to give your firm a competitive edge
As they might say in an American sitcom, “competitive edge, what’s not to like?” Every firm likes to differentiate itself in the market and ensure consistent cashflow as well as a healthy profit margin. Law firms focus on the value the partners bring: it is a model based on intellectual capital. There is no denying that that capital can reap great rewards for all concerned. But as the market changes, contracting in parts and becoming more competitive, it is time that law firms began to seriously think about how they talk to the outside world: the media and their clients.
Of course, many law firms promote what they do via their partners. the prime marketers: they were the people who would bring in business and promote the brand equity of the firm. The top 100 firms, and others, employ marketing teams and PR professionals but they may not be leveraging all that those professionals can deliver. Being quoted once or twice a year in The Times or FT isn’t enough. It
