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Integrated communications can have a positive outcome on business results, such as increased revenue, improved customer loyalty and better brand reputation. Yet, believing integrated communications is imperative to these outcomes, it is rarely successfully implemented, according to Larry Percy in his book, "Strategic Integrated Marketing Communications," 4th edition.
The legal industry has made some progress toward integrating communications, but there is still room for improvement. Law firms and legal organizations have traditionally operated with a siloed approach to communication, with each practice area or department having its own communication strategy and tactics.
However, in recent years, many law firms have recognized the importance of integrating their communications efforts. This has been driven by factors such as increased competition, changing client expectations and the need to differentiate services from other firms in a sea of sameness.
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