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Marketing the Law FirmLJN NewslettersNewsSections

The Place to Network

By Christy Burke
May 30, 2007

Diversity is a controversial topic ' the word itself is a lightning rod for discussion, inspiring and motivating some, irritating and offending others. While the subject of diversity is a divisive one, the message is loud and clear that the legal profession is taking it very seriously. Large prestigious law firms have shown their commitment by creating positions such as Director of Diversity, and by recruiting minority attorneys.

There is clearly a branding benefit to touting diversity. It certainly raises the image of the firm, and may get it through the RFP process. However, the question from a marketing standpoint is ' how can law firms use diversity to network successfully for business development? Clearly, because it involves a lot of psychology, culture, values and attitudes, diversity needs to be looked at from strategic, tactical and personal angles. For law firms to maximize their diversity potential for business development, first the firm needs to do an inventory of its diversity assets. Each firm will have a distinctive diversity makeup. The net message here is, if you've got it, flaunt it!

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