Head of Communications and PR Hayley Geffin has written a chapter on communications for The Rise of Specialist Career Paths in Law Firms, a title produced by publisher Globe Law and Business.
In the chapter, Hayley outlines how communications has changed in the sector over the last several decades, from the PR and media landscape to a focus on internal comms and engagement with the firm’s people. She highlights the current, varying responsibilities of communications professionals today and the centrality of brand to their role.
Communications within law firms can span a huge range of disciplines and it varies hugely by organization in much the same way as marketing or business development. The truth is that all three work in service of one thing: brand. Brand, it perhaps goes without saying, is who you are. Everything feeds into it: your values and purpose, what you do, and how you do it.
The effective expression of your brand does not happen overnight. Nor does it happen through grand, singular initiatives or advertising campaigns alone. The expression of brand is brought to life every day in everything that you produce. Your brand should be alive in every piece of content on your website, every media comment, every internal announcement. The role for communications is to bring the brand to life.
Extract reproduced with the permission of the publishers. Visit Globe Law and Business for further information.