Monday, January 17, 2011

Diversity in Law Firm Marketing: 5 Biz Dev Tips

As we celebrate the Martin Luther King holiday, it is an appropriate time to consider the role of diversity in legal marketing.

Creating a distinct law firm brand in today's competitive legal market is challenging, but diversity practices provide an opportunity to stand apart from the crowd. Here are five simple ways a law firm can integrate their diverse talent into business development:

1. Consider joining the National Association of Minority & Women Owned Law Firms (NAMWOLF), if appropriate. NAMWOLF encourages major corporations and public entities to utilize the services of minority and women-owned law firms.

2. Encourage minority partners and associates to tap into natural affinity groups like the National Association of Business Owners or the National Hispanic Medical Association.

3. Broaden your firm's reach with articles published in magazines or newsletters targeted to minority business or consumer groups that are aligned with your law practice.

4. Feature photos of diverse client teams in law firm brochures and newsletters.

5. Take a leadership role in civic and charitable organizations that support the development of minority communities represented by your diverse staff members.

If you fear that budget cuts may cause you to curtail your law firm's diversity initiatives, the ABA article titled
"Law firm diversity planning on a shoestring budget" may be helpful. Here is one excerpt:

Overall, diversity planning does not have to involve a significant financial contribution. Instead, it requires a solid commitment. “In the 21st century, the legal profession faces no greater challenge than the imperative to advance diversity throughout our ranks. It is incumbent upon each one of us to do something that will make a real difference,” said Oregon Court of Appeals Judge Ellen F. Rosenblum, chair of the ABA Presidential Commission on Diversity, one of several association entities involved in the diversity report.
Also, here is a link to the ABA 2009-2010 Report on Diversity in the Legal Profession.

No comments: