An Important Message To Law Firm Management – #LMA18

by Nancy Myrland

A Message To Law Firm Management - #LMA18

I am writing this as I begin my evening flight home from New Orleans to Indianapolis. The Legal Marketing Association (LMA) Annual Conference just ended yesterday, which is always a bittersweet time for me as I am filled with an immense amount of inspiration, knowledge, additional perspective, and affection for the growing number of colleagues I call friends.  

I Am Conflicted 

I am conflicted because I can’t wait to get home to see John Myrland and our furry boys, Mike and Nick (4.5-year old Yellow Labs), as I haven’t seen them since last Saturday, but also sad to leave so many amazing and wonderful friends and colleagues I care for very much.   

We Share A Common Goal 

We share much in common, not the least of which is a love of all things marketing, strategy, business, the legal profession that we serve and strive to make better via the knowledge we brought to the conference, combined with the knowledge gained while we were here, and the sincere desire to become the best version of ourselves we can be in order to help you become the best you can be.  

Never Underestimate The Importance 

That is what we need to talk about today…legal marketing professionals becoming the best and the smartest they can be. I was happy to be invited to speak about Social & Digital Media Ethics for Lawyers and Legal Marketers at the Quick Start pre-conference program on Monday. As my slides were being loaded by our LMA program liaison, I took a moment to share this thought with the legal marketers in the room: 

“Thank you so much for being here. Don’t ever underestimate the importance of your presence at this conference. The fact that you are sitting here in this room for 8 hours before the conference officially begins is amazing because that means you are here to become better at what you do…and when you become better at what you do, legal marketing as an industry becomes better, and when legal marketing becomes better, those we serve, our lawyers and law firms, then become better.” 

The Ripple Effect Is Profound 

Think about my last sentence. What your marketing and communications professionals do at these and other conferences has the ultimate effect of making your lawyers and law firms better. They don’t come just because it’s a chance to get out of the office. They come to make themselves better so they can help you serve your clients better.   

When all of us attend these conferences, we become better at what we do, which helps lawyers by: 

  • Strengthening our understanding of how lawyers can best deliver services to clients 
  • Helping lawyers find the best way to communicate with every type of client s/he has a need to connect with 
  • Understanding how to think strategically so we can contribute to critical discussions at your firms 
  • Understanding law firm economic and business models so we can help firm management make better decisions 
  • Being able to strategically and intuitively help our lawyers discern when opportunities that are presented are worth pursuing 
  • Taking these opportunities to earn business and turning them into strategic, polished, responsive answers your clients and prospects are looking for 
  • Coaching lawyers to present themselves in the best possible light in every situation 
  • Helping to define the most sensible pricing models for firm services 
  • Learning how to best package the individual and collective intellect of your lawyers 
  • Helping lawyers and all business professionals at the firm understand the guidelines that must be followed every second of every day to comply with one of the strictest sets of ethical and communication standards that exist in the world 
  • Guiding the firm when crisis and controversy present themselves 
  • Staying ahead of the curve in digital technology so your firm stands out in the midst of a great deal of noise out there 
  • Helping manage local, regional, national, and international projects your lawyers and firms are undertaking in order to make the best and most efficient business decisions possible 
  • Gathering, organizing, coordinating, and choreographing all marketing and business development activity into an integrated marketing and communications effort for the purpose of helping to create profitable practices at your law firms 
  • …and so much more 

Embrace This Opportunity 

I could go on, but my message to you is to embrace the opportunity that lies in front of you with these conferences. Encourage your people to attend LMA and other legal marketing, business development, marketing technology, and related conferences because you are not only making an investment in their knowledge and skills, you are helping them help your lawyers and law firm become better and more profitable. 

Not A Perk 

Sure, I understand that conference attendance can be a gift that is delivered to those who have been on the job a while, or to rotate so everyone gets a chance to go once every few years or so, but I challenge you to begin thinking much broader than that. Provide the budget and encouragement so there is a groundswell of knowledge that regularly builds upon itself, vs. once every few years.  

Help provide access to a forum: 

  • Where interaction and mentoring exists 
  • Where there is an environment where tough questions can be asked and answered 
  • Where high-level discussions can take place 
  • Where early-career marketers and advanced hall-of-fame professionals and past presidents can meet and network with one another, and  
  • Where knowledge is shared in a deliberate and focused fashion 

This should not be considered a perk to the marketer, but rather a benefit to the firm. 

The Firm Is The Beneficiary 

It is a benefit to the firm because the firm is the beneficiary of a smarter, more informed and intelligent business professional that can continue to grow, mature, and advance on the knowledge continuum. 

This should be considered mission-critical in order to help push your law firm to the next level. All professionals at your firm, from business to legal professionals, need to excel in order to help you excel.  

If you’re not already, I encourage you to make your firms stronger and more profitable by helping your marketing and communications professionals understand you support and expect their growth and involvement with the continuing forms of education that are there for them to take advantage of on a regular basis.  

Make This A Priority 

Let this be a priority, vs. making them wait until the last minute to see if you can squeeze a few dollars out of the firm budget for them to attend these conferences.  I wrote about this here, too. 

Make it a priority.  

The firm wins in the long run. 

This is important.  

Be the one.


Written by:

Nancy Myrland

Myrland Marketing & Social Media on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at:

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.