By @Sophia Grillo
Recent social, economic and political events have underscored the importance for law firms to contribute meaningfully to the national consciousness. As a result, law firms are expected to take a public stance on their corporate social responsibilities. But how do you showcase your firm’s internal and external efforts in a meaningful way while facing the risk of public scrutiny? Below are some key takeaways from our webinar presenters - Michael Gordon, Principal of Group Gordon, Andrew Jarrell, Chief Strategy Officer of Group Gordon and Laura Powers, Director of Development and Communications of the Philadelphia Bar Foundation.
- Silence Does Not Equate Success: Your firm cannot take on every aspect of every issue, but it is still important to engage in meaningful ways. Work with your firm to contribute to something in a real and intentional fashion. Accept the fact that you may face some scrutiny regardless of what you do or don’t do.
- Pick Something that Makes Sense for Your Firm: Consider a movement that is important for your firm’s audience and ask:
- Are there causes that are tied to your firm’s business?
- Where does your firm have sincere and credible connections?
- Where is the firm willing to make a real difference on a cause?
- What stakes will the firm put behind a cause?
- Empty Words Are Problematic: Firms that market their cultural and social thoughts and goals need to be prepared to measure, monitor and report on their efforts. Do your homework before publicizing your efforts to ensure that you can commit to action. If you make a promise, be prepared to act on it or face backlash.
- Marketing Plays an Important Role: Legal marketers play a key role in this because you help promote your firm's brand. Help your firm make substantive communications about these efforts and how your firm is making a change.