As a marketing discipline, communications is often the poor cousin in law firms, relegated to the back corner while the favourites, BD and client relationship management take centre stage. But this view of communications is outdated. Used strategically, communications is a critical element of any marketing, BD or client campaign.
Our guest in this episode is Sharon de Bomford, Principal at Write Results, and an expert in communications for professional services firms.
Graham and Sharon discuss:
Why comms teams need to be diverse Why ignoring internal communications is at your peril The ethical dilemma of some LinkedIn strategies Why every communication strategy should be a BD strategy How being authentic doesn’t help differentiate What external clients think of law firm comms How to turn staff into brand ambassadors Where law firms needs to invest their communications efforts How to demonstrate ROI Why a career in law firm communications is becoming more valued