September/October 2020

Marketing

Repositioning in a Time of Crisis

Greg Siskind

I’m writing my column while quarantining but am hoping—really hoping—that we’re well past that by the time you are reading this (though I suspect COVID-19 will still be a key part of our daily life for some time). Few law firms have been left unscathed, and most are thinking long and hard about how to tighten their belts and how to keep work coming in. Our firm is no different, and we’ve been grappling with how best to market in the time of one of the biggest global disasters of our lives. Even if COVID is a distant memory when you’re reading this, there are no doubt lessons to be applied in future crises.

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