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Vol 23 No 5 May/June 2018

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Reputation Management for Law Firms

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ISBN13: 9781906355500
Published: March 2009
Publisher: Ark Group
Country of Publication: UK
Format: Paperback
Price: Out of print

Number of Pages: 335

The idea that reputation simply attaches itself to good work might have been broadly true 50 years ago. But not anymore. In the legal profession reputation management isn't an add-on to the business, it is the business. And not actively managing your reputation is the same as managing it badly. While many of the day-to-day tasks of reputation management are the responsibility of marketing departments, agencies and consultants, they cannot function without the active cooperation of the firm's partners and associates. Managing Partner's new report Reputation Management for Law Firms provides clear strategies and best practice examples that will help you ensure that all areas of your business are focused on developing and sustaining a reputation for excellence. Winning new business, attracting the best talent, delivering industry leading service and reducing marketing and business development spend are some of the benefits you can hope to achieve. Managing your reputation not only increases the efficiency and effectiveness of tasks that you would be doing already, but stops you wasting your time on unproductive activities. Covered in this report: How you can use communication to assist your clients: using publicity during litigation, and the difficult process of crisis management; Adapting your communication for journalists and non-specialist audiences without compromising your message; Using the press to "own" particular cases or issues, ensuring your name is associated with excellence in those fields; How to plan campaigns, and to measure the value of the time invested in them; Communication to your prospective employees. Your reputation as an employer; Managing reputation during redundancies; What are recruits - and recruiters - looking for in a firm? What methods can you use to influence their opinions? How you can use the internet to help you - and how it can hurt; Making the most of what is increasingly the first point of communication between you and your stakeholders; The legal principle of pro bono is a proud tradition - but how should it be managed? and Corporate social responsibility: of interest to employees and prospective recruits alike, how corporate citizenship can be a powerful influence on your reputation. The report features case studies from: Holman Fenwick Willan; K&L Gates; Irwin Mitchell; Taylor Wessing; Wragge & Co; Osborne Clarke; Allen & Overy; and KPMG. And expert commentary from: Gavin Ingham-Brooke, Spada; Kysen PR; Gardant Communications; Tony Williams, Jomati; Mike Siegel (US); Richard Elsen, Byfield Consultancy; Van Prooyen Greenfield LLP (US); Karl Robe (US); and First Counsel. Your competition is no longer just from other law firms. As professional services firms and global brands show increasing interest in the legal market you will soon be up against organisations that have made reputation management a fundamental part of their business and are now cashing in on that reputation. Is your law firm ready to face these new challenges or at the very least avoid the varied and potentially very public errors that could be made?