Getting your message across

In today’s legal market, standing out from rivals is more important than ever. On the one hand, competition is intensifying, so having a better offering than rivals is very important but so too is communicating it. On the other hand, clients want more for less, so our ability to make them aware of what we have to offer is critical. 

Consequently, more and more firms are concerning themselves with questions about the efficacy of their communications.

The way firms communicate varies considerably, depending on the markets they are in, their size, their budgets and their overall attitude to communications. The most significant factor determining whether or not a firm is good at communications is attitude and this is explored further below. Needless to say, there is a positive correlation between successful firms and those that prioritise communications highly.

So how can a firm be sure that its communications activities effective? There are three important questions that firms’ should ask themselves if they want to stand out in a crowded market.

1. Are you communicating what makes you stand out?

Do you know what makes you stand out? Knowing what differentiates you is a most important matter – indeed, it is arguably the most important marketing question of all, because it’s why clients choose you. Surprisingly, many firms struggle to articulate this. If you find it hard to do this, it might be because what you offer and what you stand for is much the same as your rivals, although it is more likely that you will have a differentiator but haven’t been able to clarify it exactly.  

there is a positive correlation between successful firms and those that prioritise communications highly

Settling on what makes you stand out requires capturing the collective wisdom of the partners in the firm, coupled with some research and analysis. Also, as this positioning is a relative matter, it needs to be set in the context of what clients want and what competitors offer. 

Some firms have expressed their differentiator as part of their brand. For example, Nabarro’s promote ‘Clarity matters’, while Bevan Brittan has positioned itself as ‘The public services law firm’. These are quite different positions, the first about the way the firm works and the second about the markets it is a leader in. 

However, for many firms, the question is more about getting the right combination of messages rather than fundamental positioning and as this can change over time, it’s important to review your communications periodically.

2. Are you doing enough of the right things?

All firms need a variety of communications, both in terms of content (to let clients and prospects know what you offer and to build reputation) and channels (to make sure you are reaching your audiences in the most effective and efficient way). There is no perfect formula for the optimum communications programme. Every firm is different, with a different mix of practices, services and sector expertise. 

However, all firms should be trying to promote powerful stories and messages as clearly and loudly as possible. The legal industry doesn’t invest large amounts of money in advertising (at least at the moment, but watch out for the new entrants!) so communication objectives have to be achieved through other methods.

The good news is that there is considerable scope for firms to seize the high ground compared to their rivals as very few prioritise communications highly enough and PR, websites and social media are generally all under-utilised.

3. Does your firm make communications a high priority?

Firms that have the best communications activity are those that consider communications important – both external and internal. These firms will have: leaders that show they are committed to a communications programme, a plan to direct it, processes and a climate that support it and the resources (mainly time) to do it properly. It’s no longer enough to just stir into action when a newsworthy story comes along; an effective communications programme requires continuous attention, hence the importance of process.

Developing an effective communications approach in a law firm is not hard. The steps needed are neither complicated nor costly and the answers to all your questions reside in your business. All it needs is for communications to be considered important.

Larry Cattle is a consultant for Law Society Consulting – a consulting service offering risk and compliance, financial management and strategic support