As legal marketers, we give heavy consideration to our external communications. Public relations, content marketing and advertising are all ways in which we broadcast our message outwardly. While often overlooked, though, internal communications play a critical role in the success of your law firm. For example:
- Culture development: The way in which a law firm communicates internally and the degree of its transparency helps create the internal culture of the firm. Paying little attention to internal communications can cause the firm’s culture to erode.
- Business development: Attorneys in one practice are often unaware of the work being conducted by attorneys in other practice areas, which can result in the loss of potentially lucrative opportunities. By establishing processes to communicate work internally and highlight individual attorneys on a regular basis, your lawyers can be better equipped to cross-sell each other’s services to their clients.
- Employee morale: Your staff and attorneys invest a lot of time and energy in your firm. To feel their efforts are appreciated, they expect the law firm to reciprocate and invest in them to some degree. Part of this investment is internal communications, particularly information that highlights the good work of employees and celebrates their accomplishments.
- Recruitment: Internal communication is, in many ways, an offshoot of public relations — rather than shaping the public’s perception of the reputation of the firm, you are shaping the perception of the internal stakeholders. A firm with a good internal reputation will have an easier time recruiting top talent than a firm with a poor internal reputation.
How Can Jaffe Help You with Internal Communications?
Jaffe understands the importance of preserving a law firm’s reputation among all its constituents — both external and internal. We apply our talents as expert communicators to develop and execute internal communications programs that influence culture, uphold morale, and keep attorneys and staff informed of firm developments. Our content strategists can work with you to develop methods to spotlight individual staff members and attorneys, highlight successes firmwide, and enhance cross-selling opportunities. For those looking to implement or redesign an intranet, our digital team can help you develop and design a solution that works for your firm. We also provide onsite internal communications training for managing partners and other firm leadership.