denotes premium content | Jan 7 2009 Legal Marketing archive
Volume 3 Issue 2
A nation of nit-pickers?
If the statistics are anything to go by, it would seem we have become a nation of nit-pickers, with a record number of us complaining to the UK Press Complaints Commission (PCC) in the past year. In fact, 4,340 complaints were made to the watchdog in 2007, a growth of 31 per cent since 2006.
So, why the sharp increase? Have journalists let their standards deteriorate over the past decade or are we just getting markedly better at having a good old-fashioned moan?
According to the PCC chairman, Sir Christopher Meyer, the reason is actually neither. Rather, in his opinion, the record numbers are a direct result of the rapidily increasing use of the internet over the past decade. And more specifically, the growing popularity of websites run by newspapers and magazines – hence the ease with which the general public can now complain via e-mail.
The internet and the simplicity with which the majority of us can now access it, has, it would seem, given us all a much-appreciated platform to speak our minds. And if the technological predictions are correct its influence on our lives is only going to increase as the development of Web 2.0 tools characterised by the paradigms of user participation, openness, and network effects continues to gain momentum. Collaborative technology, such as social networking, blogging and wikis, has today become a part of everyday life for individuals and corporations alike. And the legal sector is by no means exempt from this trend. Law firms are expressing a commitment to exploring the wealth of Web 2.0 tools on offer, with a view to incorporating collaborative technology into their organisation. In fact the growth of ‘Law 2.0’, as the use of Web 2.0 technologies in the legal context is now commonly referred to, is a central focus in this issue. Similarly, I hope that you enjoy reading the special report, ‘What’s Next for Legal Web Marketing’ sponsored by Hubbard One, a Thomson business, which is also included with the magazine.
I would also like to take this opportunity to welcome Paul Brent, marketing director at
As always if you have any feedback or would like to contribute an article, I would love to hear from you. Contact me at lmcnulty@ark-group.com. In the meantime, I hope you enjoy this issue.
Lucy McNulty, Assistant Editor
Features
Masterclass: Change management
When Charles Darwin wrote in his book Origin of Species that: “It is not the strongest of the species that survive or the most intelligent, but the ones who are most responsive to change” he could have been talking about an endangered species we know well – law firms which are not adapting to the changing world around them.
Case study: Osborne Clarke
Although research and analysis is undertaken by lawyers on a daily basis, its more formalised role on the support side of a law firm is still a relatively new development. This case study looks at the way law firm Osborne Clarke has developed a business research and analysis function, which offers a broad range of value-added services.
Sponsored comment: Making the Google grade
Why is it crucial to rank near the top of Google’s search engine pages? These recent statistics say it all. Seven out of ten consumers searching the web immediately go to Google, bypassing other search engines such as Yahoo!, MSN and AOL.
The tender transformation
The tendering process is changing how law firms go about gaining new business. DAVID CLARK, bid manager at UK firm Halliwells, examines how law firms are having to adapt their strategy to accommodate this change.
Cover feature: Launching into Law 2.0
From print media to podcasts, forums to Facebook, there is no denying that the internet has changed markedly in recent years. What began, in the early 1990s, as a static, centralised means by which to publish data in a digital format has now metamorphosed into an interactive and collaborative platform enabling enhanced information sharing, networking and most notably the publication of user-generated content.
Q&A: Ian Powell
In his role as marketing director at UK firm Irwin Mitchell, IAN POWELL has succeded in creating a successful and well-respected marketing and business development team. Here he offers insight into his journey from marketing junior to award-winning director and reveals how he hopes to see his firm's marketing function develop in the future. Interview by Lucy McNulty.
Regulars
The pitch doctor: Defining the tender
Definitions are always a good place to start. So let’s try separating tenders from pitches. Many law firms call a pitch a tender and vice versa. Odd isn’t it that folk that earn their corn by understanding precisely what words will or should mean when the guns are out and the fighting starts are swapping words that have very different meanings?
Opinion: Encouraging engagement
As law firms grapple with recruitment and retention issues across both their legal and professional staff, the focus on ‘engagement’ initiatives has moved to centre stage. What was once exclusively the domain of the recruiting and human resources departments has now become – for forward thinking firms – a more holistic functional approach, involving marketing, communications, training and professional development, practice area management and operations.
Opinion: CSR – Compulsory social responsibility?
Corporate social responsibility (CSR) is the buzz phrase of 2008. However, if you think that you can just pay lip service to a passing fad then think again. Where previously formal CSR policies have been the domain of governments and multinationals, business people at all levels are becoming aware that they ignore their CSR responsibilities at their peril.
Thought leader
Getting partner priorities right. I have recently become very involved in helping a number of law firms to define their overall expectations of their partners, (including their management and leadership responsibilities) and the criteria by which partners are assessed and rewarded.
