Sweating the fact that you don’t yet have a blog? Or the fact that you do, but your readership is not quite what you envisioned? Take a deep breath. That blog of your dreams — or perhaps more accurately, your nightmares — is not likely going to change your life. And certainly, its ability to give your career a significant boost remains limited.
For better and worse, lawyers and their marketing teams are adjusting to the new digital age by incorporating social media platforms, blogs and online networking tools to help them stay in touch with colleagues and develop and maintain relationships with peers and potential clients. Two recent articles in this column made good points about how lawyers can take advantage of these “new” resources, but it’s important to realize that while law firms and news outlets are certainly evolving, media relations, business development and client retention are rooted in one common, unchanged denominator — traditional relationship building. The times have changed, but the fundamentals of business development have not. At the end of the day, it’s all about bringing in new clients and keeping the ones already under your wing happy.
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