Speaking in a Country Divided (Part 1)

In the not-so-distant past, say three to five years ago, it was close to unheard of to have a law firm compose a political PR strategy. Now, on a global scale, law firm leaders have found themselves increasingly speaking out on issues ranging from George Floyd’s death and the Black Lives Matter movement to defending the right to vote. Today, speaking out on these world issues have extreme ramifications such as a law firm’s ability to hire and keep clients as notable action to speak out is called for. 

As the one-year anniversary of George Floyd’s death is upon us, law firms’ intentions behind their commitments to diversity, as well as their related actions, will be looked at. Their actions and promises will be scrutinized for measurable and quantifiable outcomes by their staff, potential hires and clients. And if you haven’t already, you must have ongoing internal discussions about how to approach this, because sitting on the sidelines is not a realistic option and widely noted. This is not the time to remain silent. The media keeps lists and is publishing which firm is doing what, and clients are demanding transparency. 

This law firm activism is a sign of the times and part of the larger national environment. Law firms hoping to recruit young, savvy talent know that corporate culture and reputation are now a considerable part of the equation for potential employees when deciding where to land. In a hyper-politicized climate, staff and clients increasingly expect or even demand political positions from law firm leaders, exceptionally high among younger Americans just entering the workforce. As a result, law firm leaders feel pressure from both younger customers and their employees to take stands. 

Law firms and legal communicators today are faced with a fundamental challenge: how to adapt their communications strategies to account for the increasing political division in this country. If there is any chance your message might intersect with the current red-hot political divisions, then craft strong messages with more sensitivity but don’t dilute them so much that you say nothing at all. 

In a hotly charged political environment, saying or doing nothing on today’s issues can be perceived negatively. As a result, more law firms now find themselves speaking out. This means communications managers will be looked upon to create some sense of cohesion despite the turmoil as they communicate firm news. Legal communicators will need to pay close attention to workplace culture. 

Elizabeth Lampert is president at Elizabeth Lampert PR, a legal crisis and public relations firm. She can be reached at Lampert@elizabethlampertpr.com.

Siena DiBene is a student at Cal Poly in San Luis Obispo and an Intern at Elizabeth Lampert PR.