The media landscape has undergone a fundamental transformation over the past decade, and for law firm marketers and PR professionals in legal tech, the shift is particularly pronounced. Traditional playbooks built around press releases, broad media lists and transactional pitching are no longer sufficient. Today, influence is fragmented; editorial teams are leaner; and the competition for attention is fiercer than ever.
This article examines how lawyer-generated social media content is reshaping litigation and outlines practical steps that in-house and defense counsel can take to address the resulting litigation risks.
For decades, firms have invested in CRM systems with the expectation that better data and more attorney adoption would translate into better business development. In practice, that assumption has never fully held up. The question is no longer how to improve CRM adoption. It is whether the underlying model is fit for purpose.
The growth firms are enjoying right now has expanded the cost base — talent, technology, real estate — faster than the operating model has adapted to support it. That gap is not closed by another lease, another mandate, another lateral, or another tool. It is closed by deliberately rebuilding the operating system for the firm that actually exists, rather than the one that existed in 2019.
When lawyers approach meetings with intentional preparation, disciplined facilitation, and ethical awareness, they enhance both performance and professionalism. The objective is not to eliminate meetings, but to ensure that every meeting justifies the time invested in it.
As marketing and business development mature in the age of heightened competition, consolidation and (potentially) commoditization, many firms will find they need to take a good, hard look at who is doing what in those departments and where they are spending their time.
