Dave Poston and Megan Paquin: Why Communicators Must Be on Your Legal Client Team (LMA Strategies Magazine)

In the July / August edition of the Legal Marketing Association Strategies Magazine, Poston Communications CEO Dave Poston and Vice President Megan Paquin discuss the importance of collaboration between legal and communications counsel.

Legal marketers and public relations professionals must work together to propose strategies to add communications services as part of client teams. Poston and Paquin note that, “Lawyers can’t just be lawyers in today’s world. Law firms should not underestimate the need for and revenue potential of crisis and other communications-related services for their clients — nor the competition’s willingness to provide these services. Those who lead in this arena receive the benefits of increased cash flow and profitability.”

They explain that, “communications is a necessary component of legal advice in today’s frenetic, media saturated world when information can spread across social media like a gasoline fueled wildfire.”

Poston and Paquin say that after a crisis occurs, communications teams tend to remain engaged during the recovery stage, which is why communication pros should have a seat at the table to develop firm communication strategies. Outside communication partners bring a range of experience, media relations and ability to streamline needed resources. “Relying on independent communications and public relations firms as outside partners can be a great beginning, interim, permanent or coinciding strategy,” they said.

To read the full article from LMA Strategies Magazine, click here.