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With GCs and other business leaders facing such incredible challenges, how do lawyers continue to manage clients' transactional, litigation, compliance and regulatory needs, among others, while simultaneously providing professional, and even personal, support?

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Instead of sharing my insights, experience and opinions as a 20-year vet in legal public relations, I went directly to the source – the ALM Media editorial staff. Here is what they had to say about the impact of COVID-19 on the industry as a whole and what they want and expect from law firms and PR pros in 2021.

Networking is not the business development panacea many would make it out to be. In fact, I think networking can do more harm than good. To make my point, here are 7 ways "connecting" is better than "networking."

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Is there an elegant and effective way to use the power of online media to nurture your potential clients? Yes, and here's a process to follow for each of the steps of that journey:

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Clients want better answers than "we are a fabulous, client centered team." They want to know what you are doing for real and how working with you will actually help them. Process improvement and project management are incredibly effective for this purpose.

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In the legal industry, transitioning to a culture of care poses more of a challenge to law firms than other businesses. What is needed now is for attorneys to seize the chance to reshape their profession and strengthen their position as leaders of our society.

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With a new year and fresh outlook for the future, the time is ripe for legal technologists and innovators to take the delivery of legal services and client experience to the next level. One key is recognizing that successful innovation is equal parts mindset, method and message.

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What kinds of firms are best positioned to provide superior value to clients and why this is such a critical consideration in the current economic climate.