Public Relations For Law Firms – Be Proactive Not Reactive

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...in which the legal sector operates by allowing the formation of alternative business structures (ABS), running alongside the current partnership model, to provide legal services. This will see the likes of Tesco providing services such as the drafting of Wills, conveyancing and personal injury advice, to name but a few. It will undoubtedly make life easier for the consumer - allowing him, for example, to draft a Will whilst doing his weekly shop online or when visiting his local Co-Op. The LSA will also bring with it the elevation of non-lawyers (accountants, marketing professionals,...

...etc...) to the most senior of levels, and will also allow firms to seek investment outside the partnership model by raising finance for example through private equity or floating on the stock market.

Law firms that are not preparing for the likely effects the Act will have on their firm and business model cannot afford to bury their heads in the sand for much longer. Internal and external comms will become integral to demonstrating how the firm is reacting to the LSA in terms of its offering to the market, reassuring clients and maintaining morale within the firm. Law firms will need to stand out from the crowd in order to attract new business and maintain the business they do have. They will see themselves competing against big established brands that the consumer trusts and knows well - this is what will make the implementation of an effective communications strategy so important. Banks and supermarket chains are prime examples of brands who have embraced communications challenges and who have experience in directly targeting the consumer for business. They may not offer a wide range of legal services yet but come 2012 when the market is liberalised, they will... continued on page three >

 

 

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