Law Firm Articles

The Firm’s Role in Associate Marketing

When discussing marketing strategy with law firm management committees and other senior lawyers, consultants often say that every lawyer should contribute in some manner to marketing the firm. Make this same statement to a group of young associates and most may look like deer caught in headlights — even though associates know that the combination of sound client management and finding new clients are the path to partnership, few know exactly what to do or how to get started in marketing. Because not everyone is gifted with an innate ability to market, law firms need to step in and play a role in helping associates with skill-building, and also create a marketing culture where marketing at all levels is supported and rewarded.

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