LMA Strategies - March/April 2013 - (Page 3)
About This Issue
LMA Board of Directors
Speed: A Key Differentiator
in Competition
President
Past President
I
n this issue of Strategies, you will read about competition — the slugfest for talent,
the chess match of competitive intelligence, the challenge to win eyeballs on
the Internet and the race to be first with the media. The race analogy is fitting
because speed is the differentiator that determines who wins, places or shows.
Speed is behind this 24/7 world where news spreads instantly through social media.
It seems quaint to think about the days when people would wait for the morning
newspaper to get their news. Now, if something important breaks, not only are TV
news outlets rushing to beam the story over the air, it’s quite possible the event is
already on the Internet, captured by a passerby with a smartphone. The story might
be sent by the people who are making the news — look at the “Arab Spring”
when people in the middle of the uprising were tweeting and using other electronic
resources to show the world what was happening.
Law firms are tweeting. Lawyers, who a few years ago would snicker if they said,
“Tweetie Bird,” are tweeting legal alerts, reactions to court rulings and commentary
on legislation and rule-making. Who gets read? First to post!
Many of you reading this are involved in preparing legal alerts at your firms. Isn’t
there a desire to be first with your lawyers’ analysis? Don’t you want your clients to
see your alert well before your competition gets theirs out? Of course, because being
first is often viewed as being better or smarter — your lawyers are on top of the issue
at hand. It’s the right image you want to project.
Being first with a legal alert can also lead to positive media exposure for your attorneys. When the Supreme Court issues a ruling, the media immediately clamor for
sources to explain the ruling or react to its impact, so you want your information in
front of them as quickly as possible.
Whenever a law firm is the first to introduce a new technology, such as developing an app, it benefits from speed. That firm garners positive exposure for being
first — the firm is viewed as creative and forward-thinking because it was fastest to
the punch.
If a company makes an announcement that indicates there might be legal work
for one or more of your firm’s practice areas, don’t attorneys come to you and ask
for more information about the organization right away? They recognize the opportunity and know that getting to the right people first might determine who lands
the work. Speed is important when gathering that needed competitive intelligence.
Speed is a factor in responding to RFPs, in developing timely marketing materials
and communicating important news. Remember speed is essential when responding
to our clients: our attorneys, staff and marketing and business development team
members inside our firm. Speed and accuracy will help you to win their trust and
more business. ■
Kevin L. Sullivan is the chief marketing officer for Fisher & Phillips LLP in Atlanta.
He has held senior marketing positions in B2B companies, leadership positions at two
public relations firms and spent 15 years as a TV journalist. He can be reached at
ksullivan@laborlawyers.com or 404/240-4248.
Alycia Sutor
Akina Corporation
Chicago, Ill.
President-Elect
By Kevin L. Sullivan
Aleisha Gravit
Akin Gump Strauss
Hauer & Feld LLP
Washington, D.C.
Timothy B. Corcoran
Corcoran Consulting
Group
Lawrenceville, N.J.
Treasurer
Kimberly D. Bell
Bass Berry & Sims
Nashville, Tenn.
Treasurer-Elect
Mark J. Usellis
Cochran Client
Development
Seattle, Wash.
Secretary
Keith N. Wewe
Content Pilot LLC
Dallas, Texas
Chapter Presidents’
Liaison
Jeff Dennis
Kegler Brown Hill
& Ritter
Columbus, Ohio
Members-at-Large
Catherine Alman
MacDonagh, J.D.
Legal Lean Sigma
Institute
Norfolk, Mass.
Jeffrey A. Hild
Arnstein & Lehr LLP
Chicago, Ill.
Despina C. Kartson
Morgan Lewis & Bockius
New York, N.Y.
Heather L. Morse
Barger & Wolen LLP
Los Angeles, Calif.
Nancy L. Myrland
Professional Marketing
& Social Media
Advisor
Indianapolis, Ind.
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an endorsement by the Legal Marketing Association.
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Table of Contents for the Digital Edition of LMA Strategies - March/April 2013
LMA Strategies - March/April 2013
Contents
President’s Podium
About This Issue
Competing on Intelligence
Online Competition Is Brutal: Enhance Your Results with SEO
The War for Lateral Attorney Talent Within Law Firms
First-place Media Pitching
Starting on a Shoestring: How to Build a Robust Social Media Program
Law Firm Websites for the iPad Generation
Friendly Competition Sets One AmLaw200 Firm Apart
Movies, Marketing and Professional Development
Ask the Authorities
Dicta: Marketers on the Move
From the Desk of the Executive Director
LMA Strategies - March/April 2013
https://www.nxtbook.com/nxtbooks/lma/strategies_20130910
https://www.nxtbook.com/nxtbooks/smithbucklin/lma_strategies_20130708
https://www.nxtbook.com/nxtbooks/smithbucklin/lma_strategies_20130506
https://www.nxtbook.com/nxtbooks/smithbucklin/lma_strategies_20130304
https://www.nxtbook.com/nxtbooks/smithbucklin/lma_strategies_20110506
https://www.nxtbookmedia.com