Communicators need to ensure that law firm messages rise above divisions and speak to Americans’ broad coalition. To navigate through, law firm communication teams should consider these guidelines:
Know Your Audience and Your Values
Any messaging must consider your current and prospective clients, partners and employees. When taking a political stand on an issue, be sure it’s consistent with the firm’s values. Most law firms understand the long-term benefit of living up to their values, especially when everyone is watching.
In the aftermath of George Floyd’s death and the Black Lives Matter movement, we all remember the protests sweeping the country. It was a proud moment in the legal industry when some law firms stood alongside many of their clients and their communities with commitments to fight against systemic racism through donating pro bono hours and money and increasing diversity efforts.
Glass Houses
Law firm management should be prepared to speak to the topics of racism and police reform and their law firm’s diversity, equity and inclusion practices. However, when taking a solid stand, be sure to turn inwards and examine your firm and make sure it is in order and, if it’s not, be prepared to layout the ways you are working to improve it. Media and clients will see through communication that feel less than authentic, which could be very damaging for your relationships in the future.
If your firm has made no tangible strides toward improving its diversity, but you put out a message celebrating it, clients will take note. If your firm has much work to do on diversity, own that. By taking responsibility, you gain significant credibility.
To Speak or Not to Speak? Either Way, Have a Plan
When looking at any hot button issue, it can be tough to decide whether to speak out or remain silent. Suppose a firm chooses to speak out on an issue. In that case, there needs to be a very well-considered strategic communications plan outlining the firm’s position, defined message points, designated spokesperson and a timeline to roll out messaging. If the firm issues a policy or statement, it should share it externally, internally and with clients. Firm management or a designated spokesperson should be prepared to address clients’ questions about where they stand if asked.
If a law firm chooses to remain silent on an issue, it should be prepared for any pressure it may face. Firms should develop guiding principles that define their values, prepare statements for different scenarios, and a Q&A to prepare for and anticipate the hard questions. While we don’t know the next consuming crisis, the more prepared a firm is, the quicker and more confidently it can act when a crisis materializes.
Meet in the Middle
Everything is not always one way or the other. There is a middle ground to most issues, and sometimes there is common ground between the two sides, even on highly divisive issues. It is vital for law firms to carefully consider both sides of the issue and examine those values and their client’s values in mind.
Engage
Living in a world that quickly moves to contention and conflict requires openness, candor, honesty and transparency to maintain that hard-earned relationship. This emotional moment means leaders have an opportunity and the responsibility to speak up, engage employees in new ways and be conscious of authenticity, respect and agility. Lean into your values. It’s about staying true to who you are as a law firm and respond to your most important stakeholders’ expectations.
Take the Right Amount of Time
Make sure you truly understand the issues and what’s at stake before dispensing opinions. When your business and reputation are at stake, you don’t want to get it wrong and have to retract.
While you must carefully consider and plan your messaging, you must also act at the right time.
Do What You Say
In these sensitive and sometimes volatile days, accountability has never been more crucial. Clients and employees want, expect and demand action and follow-through. The legal industry and law firms’ support for Black Lives Matter is a perfect representation of how firms stepped up and supported a cause in a meaningful way—not just issuing a blanket statement.
Establish Your Boundaries
Be intentional about what is acceptable or not for your firm. Think it through in advance, consult with your management and communications team and make informed decisions. Communicate boundaries across offices and demographics, so that people know there’s a red line not to be crossed from your outside agency to your internal staff.
The bottom line is that there is no perfect answer or statement that can be made in today’s political and divisive climate. It is almost guaranteed that some faction of your audience will take offense to actions or words you make surrounding hot button topics, and others will be offended if you choose to remain silent. That is why strategic planning is essential.
The decision needs to embody the values of your firm. It is much easier to stand behind a cause or an issue that aligns with core values and isn’t just the current headline in the news. So truly understanding those firm values and how to craft communication based on those values is vital.
It has been one year since George Floyd’s death and we are at a watershed moment in our nation’s history. Lawyers have a unique skill set to help bring about meaningful change and have impact. Use that power wisely.
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.
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