Resources to Sharpen Your Communication Skills

Legal Marketing Association (LMA)
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Communication best practices are constantly evolving, driven by factors such as the pandemic, the changing state of the workforce and even individual firm goals. To help legal marketers stay up to date on the latest insights in this LMA Body of Knowledge domain, we asked members of the Strategies & Voices Editorial Committee to share their go-to resources for communication best practices.

“Leaders: This Is Exactly What ‘More Communication’ Should Look Like,” by Dustin York

Resource type: Article, via Fast Company
Recommended by: Katie Munroe, Chief Marketing Officer, Zuckerman Spaeder LLP
Why they recommend it: This article addresses internal communications conundrums, including recommendations for strengthening relationships and retention through effective messaging.

“Best Practices in Law Firm Business Development and Marketing,” by Deborah Brightman Farone

Resource type: Book
Recommended by: Natasha Tucker, Director of Business Development Operations, Bennett Jones LLP
Why they recommend it: This book has useful tips for large and small law firms, in chapters that are well laid out and can be dipped in and out of.

“Influence: Science and Practice,” by Robert B. Cialdini

Resource type: Book
Recommended by: James Barclay, CEO, Passle Inc.
Why they recommend it: This book lays out the tools and tactics we use to communicate and influence people. We use reciprocity, social proof, authority, liking and scarcity every day, and this book helps us understand why and how we can do it better.

“Selling in Your Comfort Zone: Safe and Effective Strategies for Developing New Business,” by Robert N. Kohn and Lawrence Kohn

Resource type: Book
Recommended by: Nathan Smith, Business Development Manager, Kean Miller LLP
Why they recommend it: This book has helped me shape actionable business development (BD) plans with lawyers at all stages of their careers. It’s easy to read and you can take some or all of the information and easily shoehorn it into your firm’s dynamic to create BD plans that you and your lawyers can stay on top of.

“The Positives — and Perils — of Storytelling,” from Harvard Business Review

Resource medium: Podcast
Recommended by: Katie Munroe, Chief Marketing Officer, Zuckerman Spaeder LLP
Why they recommend it: This podcast discusses the pros and cons of an emerging medium that is increasingly being embraced in law firms.

“File Not Found: A Generation That Grew up With Google Is Forcing Professors to Rethink Their Lesson Plans,” by Monica Chin

Resource medium: Report, via The Verge
Recommended by: Kathryn Whitaker, Chief Marketing Officer, Burr & Forman LLP
Why they recommend it: While not focused on legal, this is a great explanation of generational differences when it comes to organization and file structure, process documentation, document management and version control. I did not understand the need to train junior team members on how to save and organize files until I read this article. It was eye opening and reminded me of the importance of trying to understand different backgrounds and perspectives.

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