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Features
The more we become commodities — and most legal marketers are happy to assist in this process — then the less we can charge our clients, the less we can match up with the right clients, and the easier we are to be replaced by AI. The old tricks that fooled Google will soon stop working.
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Over the past six to 12 months, the way people consume, interact with and trust media has undergone a dramatic transformation. From shrinking newsrooms and skyrocketing social media use to the rise of “newsfluencers,” the world of media relations is no longer what it was even a year ago. For law firms, this changing environment presents a critical choice to either adapt or get left behind.
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By partnering with the firm’s professional development or talent team, marketing and communications professionals can provide cost-effective in-house training on nonlegal skills that are critical to a lawyer’s success in today’s client-driven market.
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As AI continues its rapid march through the legal industry, law firms are facing a new kind of strategic imperative. No longer is the question whether to use AI — but rather how to do so responsibly, effectively and competitively.
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The off-site is out and the on-site is in. As workplaces continue to push engagement through employee engagement events companies are turning inward — quite literally — hosting more events in the workplace than ever. The workplace has become the new off-sites, offering curated, purposeful moments of connection within a company’s own four walls.
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Firms that continue to treat proposal generation as a formatting exercise will find themselves outpaced by competitors who understand its role in business development. The shift isn’t just technical — it’s cultural. It requires firms to prioritize enablement over improvisation, strategy over scrambling.
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Stories have always been at the heart of how humans connect, influence decisions, and foster change. For law firms, where reputation, trust and authority are paramount, storytelling is not just a marketing buzzword and it’s a proven tactic to differentiate your brand, win new clients, and nurture long-term relationships in an increasingly competitive marketplace.
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Change isn’t coming — it’s already here. In nearly every corner of business, and particularly in the legal industry, the pace of innovation is accelerating. Marketing and public relations professionals in law firms or those targeting legal clients are standing at a critical crossroads: either resist the wave of change or ride it forward with purpose, agility and creativity.
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Congratulations! You’ve taken the first step and joined a networking group. Now what? Simply attending meetings and adding the membership to your LinkedIn profile isn’t enough — you need to actively engage to get real value from your involvement.
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While several data points from the ALM and Law.com Compass Mental Health Survey in the legal industry indicated that things have improved slightly, many lawyers sounded the alarm on added pressure from clients due to aggressive rate increases.
