General Counsel Perspectives on Law Firm Marketing In 2022
Furia Rubel founder and CEO Gina Rubel recently asked several GC’s from companies valued from $300 billion to several million dollars for their perspectives on law firm marketing. They covered topics including diversity, innovation, the billable hour, ESG, marketing communications, seminars, CLEs, webinars, podcasts and more.
Dina Leytes, Deputy General Counsel of Comcast Cable said: “I would emphasize the importance of a thoughtful, targeted, law firm bio that is current and highlights the lawyer’s unique strengths, substantive experience, and thought leadership. With much of the workplace still remote, the law firm bio is where in-house lawyers go to evaluate, and familiarize themselves with, potential outside counsel, and where first impressions are often formed.”
One general counsel from a nearly $2 billion international entertainment company who must remain anonymous said, “The most effective marketing does not look like marketing. It is relationship building and sharing of knowledge in a way that shows your or the firm’s expertise. CLEs are a great way to do this in a time starved world — we all need CLEs!”
Maria Feeley, Chief Legal Officer of Washington and Lee University, said: “I expect [the law firms we work with] to try to advance the missions that they all profess to have to be diverse and inclusive. When I don’t see that on a team, I’m vocal about it. I’ve made changes based on what I thought was inflexibility or inability to deliver on diversity promises. I get a better product from outside counsel when they focus on these issues.”
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