By Kate Connors
The ancient Chinese philosopher Lao Tzu once said, “Time is a created thing. To say ‘I don’t have time,’ is like saying, ‘I don’t want to.” And he has a point – if you really want to achieve something in life, you can usually find the time. As public relations professionals who work regularly with law firm clientele, we often find that time is one of the most common excuses law firms give when asked why they don’t have a writing development and communication program for their employees.
Why is time an issue? At many law firms, the senior level staff feel they don’t have the time to be authoring articles and opinion pieces for publications of record. Firms don’t feel that their junior/mid-level staff is prepared enough to handle external communication on their own. What if the client sees? The key is to find a writing development program that not only grows the associate, but also the firm.
In this day and age, communication and writing skills are becoming even more important for getting the most out of new lawyers in the face of old generalities about how to be a successful lawyer. Since law firms tend to want their associates to focus their time on billable hours, many senior members at firms feel there is not enough time for writing development programs. Yet by using media and communications as the basis for the mentorship, the firm can increase its branding of senior members while helping its mid- and junior-level staff members advance their writing and skill sets.
One of the easiest ways for a firm to implement this type of plan is to create an “articles team.” Having associates execute research and write first drafts of articles can be very beneficial for the law firm and their associates. It is allowing the associates to learn more about the firm’s practice fields and relevant cases, and it is helping them develop their writing skills. For the senior staff, they have a chance to review the final drafts and their name goes on the byline, thus branding the firm and helping to move along the process.
In addition to enhancing writing skills, working on articles helps the associates to learn more about the different practice areas of the firm. The research that goes into each piece will help them with business development for the firm and allow them to become firm ambassadors and prepare them as future partners at the firm as well. Teaching and mentorship is an investment for the firm’s future. Additionally, it encourages associates to keep up with current events in the news that are relevant to their firm as timely and relevant articles are always more welcomed by the media.
Perhaps most the most important reason for implementing a communications program within a law firm is that it allows associates to be part of writing program gives them sense of value and ownership. Having senior level employees work with associates breaks down the walls between generations and creates a healthier overall culture. At legal marketing conferences, we often hear that firms are losing their “rising stars” because they have moved on to a firm they feel will allow them to grow more professionally. Helping these “rising stars” develop their communication and writing skills while bringing them deeper into your firm culture is a great way to retain employees and help them keep rising up in your company until they reach partner level.
About Media & Communications Strategies, Inc:
Media & Communications Strategies, Inc. handles all kinds of critical public relations for US and international clients out of our Washington, D.C. office. We are a founding member of the Public Relations Boutiques International network for constant, far-reaching support. High profile crisis communications is one niche talent, reputation management in all kinds of media is our core expertise and client satisfaction is our specialty.