Chapter 46: Internal and External Communications in a Law Firm

Law firms, part of the professional services area, are mostly private businesses that vary in size and type of practice. 80% of the largest law firms are in the U.S. but there is a growth in the number of firms in the BRIC countries and certain others. Trends in the industry include globalization, growth in emerging markets,  the affect of the Recession on the firms, and the war for talent among law firms. Law firms are attractive places for a PR professional who has an interest in corporate, financial and legal issues. External stakeholders include existing and prospective clients, law school professors and legal recruiters. Internal stakeholders include equity and non-equity partners, associates and other paralegals. Communicators in a law firm work with an intangible product and must be aware of restrictions. External communications include publicity and media relations, thought leadership, events, websites, advertising and social media. Internal communications involves communicating progress against the firm’s goals, Social responsibility and sustainability are increasingly important.  A fictional law firm case concludes the chapter.

Mark Bain Biography