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Separate But Equal

By Elizabeth Anne 'Betiayn' Tursi
November 01, 2004

Four initiatives equally important to the landscape of growth and profitability have for the most part remained separate programs within the scope of law firm planning. These initiatives have been the subject of scrutiny within the legal profession while being included as the criteria and methodology on many lists including The American Lawyer's “A” List. Diversity, pro bono, recruiting and marketing comprise the newly minted platinum, gold, silver and bronze best practices standard for today's law firms. Add to the mix client service and relations and you have the makings of growth and profitability. In this article I will introduce you to an aligned architecture where diversity, pro bono, recruiting and marketing create the “perfect” law firm.

To begin, we need to take into consideration the commonality or thread that contributes to creating this alignment. This, of course, refers to the culture of the firm, one in which everyone participates and there is little or no organizational friction. Without this, the initiatives we are discussing here cannot take shape or succeed.

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