When we think of communication, we think of messages sent outwards, to prospects, clients and contacts, to contribute to the growth and development of the law firm. All too often, however, we forget the vital links that need to be forged between external and internal communications. (This is also true for other consulting professions).
When deploying its communications strategy, the law firm or company needs to think about :
1 – Unite teams around a common identity:
A slogan, a new website, a new graphic identity…are all unifying tools. All members of an organization, whatever their status or the scope of their responsibilities, are united by a sense of belonging to the same organization. Why do all Americans wear T-shirts from their company or their old university? Because pride of belonging is something to be seen and shared. T-shirts, mugs or umbrellas… it doesn’t matter. Give them to all your teams. Even if there aren’t many of you, do it anyway.
2 – Involve teams in communication initiatives:
An associate signs an article that’s going to appear in the press. Why not co-author it with an associate? Customers are invited to an event. Yes, associates and staff should also take part. The firm has chosen its greetings card. It’s a good idea to show it “in preview” to all the teams and staff, so that they don’t discover it at the same time as the customers. Communication is not the sole emanation of a department or manager; it’s the whole firm that speaks and acts.
3 – Speech training:
Communication actions, in all their forms, must be the translation of a positioning and discourse chosen by the firm. This consistency between content and form is an essential element of any communications strategy. The basic message is the same for everyone. All members of an organization are its ambassadors. They must therefore be trained in this discourse. They need to know it and know how to deliver it. Today’s apprentice ambassador learns to promote, then to sell… to become tomorrow’s office bearer.
