In the interest of full disclosure, I preach, teach, shout and counsel about the benefits of using existing relationships to create more business, and I communicate that to all of my clients, 98 percent of whom are lawyers. However, I just read an opposing view which really surprised me.
Recently, I was working on a project for a client when I came across some promotional material written by a self-proclaimed online marketing “guru.” I was taken aback by some of the writer’s conclusions. She stated that “relationship marketing” isn’t about relationships at all, it’s simply about marketing. I was amazed to read that, especially since I’ve spent my entire career as a public relations consultant advising attorneys that trading on relationships, associations and friendships is one of the main pillars on which they should conduct a significant share of their marketing efforts.
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