- Posted by Poston Communications
- On May 20, 2020
- communications, crisis communications, leadership
In a recent article published by North Carolina Lawyers Weekly and South Carolina Lawyers Weekly, Poston Vice President Megan Paquin, APR, CPRC discusses how crisis communication strategies can offer law firms a competitive advantage as they continue to navigate the coronavirus pandemic.
“Even with some semblance of ‘business as usual’ on the horizon, crisis management is not a linear process,” writes Paquin. “Recovery requires advocacy, an often-neglected strength of lawyers when it comes to their own business and business development.”
Though attorneys have historically viewed communication as a liability, transparency has been proven to build trust with new and existing clients.
“Law firm leaders who embrace communication as a form of advocacy stand to mitigate the economic risks of the COVID-19 crisis, develop new competitive advantages and emerge stronger,” she writes.
Paquin lists five steps to manage through the ongoing crisis and position your firm for recovery, including:
- Resist the urge to react;
- Develop a monitoring protocol and learn from others;
- Create action plans based on risk assessments;
- Draft communications templates; and
- Repurpose your work and drive revenue from your reputation.
“All in all, it is important for law firm leaders to take the long view on crisis management,” Paquin writes. “Use this experience to create new protocols and procedures that ensure sound decision-making and allow you to differentiate your leadership in the legal market.”