MWE’s Katie Cramond has given a lot of thought to how we need to present differently in the digital environment. And of course this is a subject close to everyone’s hearts at the moment, as so much of our business life has transitioned to Zoom or Teams. Indeed this was a recurring theme at The Lawyer’s Marketing Leadership Summit (#TLMLS21) this week. In fact an entire session was devoted to “How can law firms cut through the surge in online information to get content engagement”. (We will be posting a series of guides on various of The Lawyer’s platforms, looking at different aspects of this, and reposting them here too.)
“As with any new medium, you need to take time to think how it works”, Katie says, “rather than just do a version of what you normally do on a different platform. So think about your “staging”, ie camera angles, lighting, backgrounds etc, and your clothes. It’s a balance though, between being sufficiently rehearsed and mindful of how you come across … and still being authentic!"
***So enjoyed The Lawyer’s Marketing Leadership Summit this week (and proud to be a sponsor). I particularly loved how the organisers included so many GCs in their panel sessions. A wise move, giving all the marketeers attending hard evidence to go present to their partners, as they take ideas back to their firms. “We heard FTSE 100 GCs say [this or that] is important to them…” Even a lawyer can’t argue with that! Interesting how many times the plea for lawyers to “be more human” came up in talks by GCs. “Legal expertise is a given. What we want to know is what a firm’s lawyers are like as people, and the values and approach that’s unique to their (and their firms’) way of doing business and helping clients.”
A shout-out to: 7BR’s
Hannah Sparkes, Ashfords’ Michelle Johnson, BDBF’s Paula Chan, BBK’s SonitaHayward, Cripps PG’s Julia Hepner , Liz Carter and Rachel Smith, Hardwicke’s SallyWollaston, Keystone Law’s Kristina Oliver, Mayer Brown’s Helen Obi, Mills &
Reeve’s Rob Neal and Julie Mortimer, Morton Fraser’s Tania Hemming, MWE’s Katie Cramond,
Quadrant’s Sarah Longden SHMA’s Ben Buckton, CYK's Robert Coffey, RCR Partnership's Victoria Ash, LSL Family Law's Helen Childers, Atkin Chambers' Emily Morris, Radcliffe Chambers' Georgie Watts, ELA's Rebecca Churchill, Eversheds Sunderland's Judith Green, BDBF founder and consultant Arptia