Law firms have long been savvy how the courts of law and public opinion intersect.
That has been the niche identity of Patton Boggs, now Squire Patton Boggs.
Last year, Dentons launched the Nextlaw Global Public Affairs Network.
For more than a decade, public relations firms themselves, which have legal clients, have contracted with this blog for placements and links.
Not that public affairs outreach, even at the grassroots level, is a sure thing. Despite the huge feminist support, Ellen Pao lost "Pao v. Kleiner." So far, her once great career hasn't seemed to recover. That's despite her outreach on causes, including on Medium.com.
At the Women's Marches, both inside the beltway and in major cities of influence, the pink cat ear cap delivered a statement that couldn't be ignored. The media, general public, conservative and liberal politicos and children all paid attention.
No surprise the influential alt-right Drudge Report news site made it its business to headline with the antics of Madonna and Ashley Judd. The reality, of course, was that those two were outliers and everyone got that.
No question, the sheer number of participants - 500,000 in D.C. alone - improved the odds that the statement being made about human rights would be taken seriously. In media of all kinds, including social, there was certitude that the new residents of the White House wouldn't be able to tweet away this meme.
The lesson about the reach of the right symbol isn't just for BigLaw.
Continually, SmallLaw and solos struggle to get the attention of prospects and prevent churn. For that they sponsor and host special events. Those range from a seminar at the local hotel to a speech at the metro area's chamber of commerce. Most don't have traction.
In the marketplace, for all kinds of law firms, there is a dog fight for the right attention. Attention is a necessary step in the sales process in this glut marketplace.
Lawyers who are determined to keep practicing law have to think like marketers. The best marketers land the account. Not necessarily the most qualified lawyers. Increasingly the close is correlated with the quality of the marketing mindset.
Tip: Binge watch Don Draper in action on "Mat Men." Especially useful is how he described why people bond with products and services in the "Kodak Carousel. Here you can watch it and think.
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