In a fascinating four-page article packed with insight, Rodway, MD of specialist legal PR consultancy Kysen PR, speaks to some of the top legal marketers in the business.
Rodway draws out the common themes and insights. For example, she writes that ‘communication and consultation are key, bringing everyone in the business along with the strategic plan, and taking time to articulate to the lawyers, in small groups and one-to-ones, how their practice fits in. Even (or especially) the outliers.’ She highlights the importance of ‘clarifying the role of the lawyers’ in bringing in new business.
Rodway hears from marketers at several firms and chambers on the importance of raising lawyers’ confidence about their own skills in marketing, and the value of collaboration and cross-selling. At the Bar, marketers will have to manage the collective brand of the chambers along with the individual careers of self-employed barristers. And how do you engage with barristers who say they don’t need more work? Rodway also shares marketers’ emphasis on the need to be flexible and move quickly.
