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Marketing the Law FirmLJN NewslettersNewsSections

On the Job: Politics As Usual

By Russell Lawson
November 01, 2003

Of the many skills useful to law firm marketing professionals, the one that we can learn best from our attorneys is the political art. Fact is, even the most adept marketer will find it difficult to develop traction for marketing programs at his or her firm without using a heaping helping of political acumen to build consensus and boost allegiance.

Lawyers, and the organization of law firms generally, are steeped in politics. The ability to find and cultivate centers of power and influence, the skillful argument, the strategic alliance and the art of negotiation are essential parts of the basic tool kit of every successful law practitioner. For marketers, therefore, job effectiveness is highly dependent on understanding these tendencies and tactics.

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