Public relations will be crucial for law firms in April 2024 to shape their image, foster trust and drive success. There are many voices competing for your attention and it’s becoming increasingly hard to get through.
One of the best methods is to have your C-Suite take a leadership role in thinking. It would be powerful to speak on current issues such as the use of AI and predictive analytics in order to improve customer satisfaction. Firms can communicate the need for strong leadership in order to transform long-standing business practices through writing, speaking and other communication methods.
Fresh ideas and a focus on the well-being of the workforce are essential to keep attorneys engaged in the profession. It is possible to have an impact on culture, results, and client satisfaction by encouraging more firms towards a collaborative culture. This can be achieved through significant changes in compensation and employee staffing. Readers, the bottom line is that thought leadership must clearly demonstrate benefits to either your clients or employees, or both.
The C-Suite is a group of individuals who each bring a different perspective and influence to the firm. It is important to position your C-Suite members strategically in order to maximize the potential of PR. This includes the Chief Marketing and Business Development (CMBDO), the Head of Talent Acquisition (CTA), and the Chief Information Officer.
The Chairman sets the tone for success
The chairman of a firm is responsible for steering it towards the goals set by the company. The chairman’s influence goes beyond mere decision making. Their positioning is crucial in public relations because they must represent the values and ethos of their firm. These tactics will help you understand the power of your chairman.
1) Thought Leadership Initiatives: Your Chairman must be seen in the industry as a leader. You can enhance this by getting speaking engagements, writing opinion articles for leading publications and taking part in interviews with high profile people. It not only enhances his personal brand, but it also increases the credibility and visibility of the company.
Encourage transparent communication between the Chairman and stakeholders such as clients, employees, and sources of referrals. Instilling confidence in leadership is possible by providing regular updates about the company’s strategic direction and social responsibility programs.
(3) Crisis Management: The chairman’s actions and public comments can either mitigate or exaggerate the crisis. It is therefore crucial to develop a clear crisis communication plan BEFORE a crisis occurs. Chairman should be a key player in reassurances, responsibility, humility, and proactive approaches to solving the problem.
The role of the chief marketing and business officer in shaping brand narrative
CMBDOs are the architects of brand stories. The CMBDO is tasked with communicating the value of the company in all aspects, from sponsorships to social media. Consider these factors to maximize the potential of your CMBDO:
1) Integrated Marketing Communications: Align your PR with marketing efforts to create a consistent brand message on all platforms. Media partnerships, collaborations and compelling storytelling can be used by your CMBDO to amplify PR or marketing campaigns.
2) Brand advocacy: Give the CMBDO the power to advocate the brand both internally and outside the company. To boost brand credibility and visibility, encourage their participation in forums and social media platforms.
(3) A client-centric approach: Use testimonials from clients, case studies and success stories as a way to humanize your firm and show its impact. CMBDOs can lead PR campaigns that highlight the firm’s dedication to innovation, client satisfaction and community involvement.
Attracting top talent: industry positioning and the role of the head of talent acquisition
A Head of Talent Acquisition is a key player in the recruitment and placement of top talent within the legal industry. Your PR team can play a vital role in determining how your legal community perceives you.
1) Industry branding campaigns. The head of talent acquisition has an abundance of stories to tell that show off the culture, values and opportunities of a firm. Both brand campaigns as well as PR should be able to use these stories. The PR channels of a firm can be used to highlight employee testimonials, diversity and inclusion initiatives, workplace programs, or other important issues.
2) Industry Recognition: Make the company a preferred employer by winning awards and accolades for excellence in workplace. It is important to highlight these accomplishments through public relations channels in order for the firm’s website to be successful. Candidates and latencies often look for new firms by looking at what the firm has to say online. They also read what other people have said about it.
Chief Information Officer: Driving technological innovation
The role of technology in the practice and business of law is crucial. The CIO is therefore a key player in driving digital transformation and ensuring the safety of firm data. Your CIO’s expertise and strengths can be used to reassure your clients about the use of technology by your company to improve the quality and security of the work that they trust to you.
Tech thought leadership: Establish the CIO’s position as an innovator at the forefront. Securing speaking opportunities for legal technology conferences, podcasts and webinars will allow you to discuss emerging trends and obstacles in digital transformation. You can also share your insights about how AI changes their firm. Encourage them to be a leader in the media and position them as such.
2) Showcase innovative initiatives. Highlight your company’s new products and technological innovations through whitepapers and interviews with the CIO. Press releases and case studies are also effective ways to highlight the CIOs’ role in delivering better legal services.
The CIO is responsible for the digital security of an organization in an age of increased cybersecurity threats. To reassure customers and protect the reputation of the company, communicate the robust cybersecurity measures and compliance protocols. Prepare a PR strategy in case the company experiences a cyber attack or breach.
The C-Suite’s strategic positioning is crucial in shaping the narrative and perception of a firm. In the competitive legal PR space, PR pros can use the expertise of key firm leaders to tell compelling stories and engage stakeholders.
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The opinions expressed by the authors are their own. These opinions do not represent those of Reuters News. Reuters News is bound by the Trust Principles to maintain integrity, impartiality, and independence. Westlaw Today, owned by Thomson Reuters, operates independently from Reuters News.
Elizabeth Lampert, president of Elizabeth Lampert Public Relations is a strategic media relations thinker. She’s a strategist in media relations, a tabletop facilitator with a lot of detail, and an expert crisis communication counselor. She can be reached at lampert@elizabethlampertpr.com.
Elonide Caldwell Semmes founded Ravir LLC in order to help organizations improve their brand experiences and grow. She is passionate about helping organisations develop new relationships to drive business and new donors. She can be reached at esemmes@ravirnow.com.