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<b>Special Issue:</b> The Fourth Annual MLF 50: The Top 50 Law Firms in Marketing and Communications

By Elizabeth Anne 'Betiayn' Tursi

With the current downturn in business, one would think that perhaps marketing and communications might be taking a holiday. The good news is that for 50 firms, marketing is front and center. To say the least, it has been an interesting year. We have all read about the layoffs, the restructuring of some firms and even the demise of others. What went wrong isn't important. What is important is that many firms are utilizing the capabilities of their marketing and communications departments in ways that they believe can capitalize on the downturn and even create profits. I want to say that it doesn't really matter where a firm ranked on this list. What does matter is that the firms on the list are examples of how first-class, first-rate marketing and communications can move the agenda of a law firm forward in a strategic manner and in so doing become invaluable to the success of the firm.

In formulating the criteria for this year, special emphasis was placed on firms that did more with less. While some law firms on the MLF 50 have not decreased their budgets and, in fact, many at the top of the list have increased their budgets, others have developed creative strategies that didn't “break the bank.”

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