James Darley proposes a new coalition of wig & pen
The quest for new clients is never- ending. In this, lawyers are no different from any other business. Marketing and promotion are as essential to the running of a firm of solicitors as to a stationery supplier. The vehicle by which new instructions arrive is generally the referral, and encouraging referrers has to become a way of life.
How law firms go about this, however, may take a little more care and creative thought than it would for a stationer. It is not difficult to get things wrong and face misunderstanding and criticism.
The more savvy law firms have accepted the challenge of marketing, defined their branding and distinctive positioning, and refined their online presence and offline materials. Some have sought the specialist external input of graphic designers, ad-men and PR consultants. Others have built up their in-house resources with business development and PR appointments.
The management of relationships and reputation is rightly recognised as a vital aspect of the responsibilities of the practice
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