Gina Rubel, founder and CEO of Furia Rubel, recently published an article outlining steps law firms should take to be proactive in their messaging, marketing, and public relations when lawyers leave or join the firm. The article explores the various considerations that should influence a law firm’s strategy in communicating changes internally and externally.

Rubel explains how to develop a messaging strategy when losing attorneys: “There are various things to consider when your firm is losing legal talent. Who is leaving, why they are leaving, whether the relationship is contentious or amicable, how the departure is going to affect clients, whether the person was a named partner, etc. Each of these situations can lead to a different strategy for managing the message.”

Rubel also provides an overview of factors important to announcing new additions to a firm: “When welcoming a new attorney, other considerations include how and when you are going to announce the news internally, to the press, to the attorney’s network and to the firm’s network. It is imperative that you let your internal people know before the announcement reaches the public. Then, consider external tactics such as issuing a press release, issuing a firm announcement, and congratulating the new hires via social media. You will need to determine in advance which of these communication tactics will work best to reach your target audiences.”

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