Shutterstock. The Secret to Harmonizing a Law Firm's Identity
A clear law firm persona helps win business, recruit law students and attract lateral talent. Establishing a well-defined identity, however, is not easy to do. In his Law Firm Marketing column, Steven Andersen discusses the benefits of having a consolidated image—and how to to get one.
April 21, 2021 at 12:00 PM
6 minute read
A few years back a law firm leader asked me a straightforward question: What makes a law firm a good PR client? You might as well ask what makes a good law firm, as the two are most often one and the same. I thought for a moment and gave two answers. One, from a good client you tend to hear the same things from everyone you talk to at the firm. Not verbatim, but similar themes from different people in different practices. Two, a good client does things for a good reason—specific intent that is thoughtful and strategic, not random reaction to the latest perceived need or threat.
Since that conversation, I've thought of a third hallmark: the ability to present a clear and consistent identity to the outside world.
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