Staying in Style amidst the New Normal.

• Author: Severson, Adam
• Position: FROM THE PRESIDENT

The legal marketing landscape has surely changed over the last several years. Nearly every firm is embracing the need for professionals to support the development and execution of the client development goals. Departments are growing in numbers and in specialization. Historically, many firms hired Jacks-or Janes-of-all-trades that would support everything from client events to public relations to rankings to newsletters. As the volume of marketing activity within firms continues to increase, many firms are looking for individuals or teams of professionals dedicated to a particular function.

For example, at my firm, we have distinct individuals or groups of professionals that focus on events, public relations, graphics, technology, competitive intelligence, RFPs and key clients. The balance of my team serves as liaisons to practice groups and industry teams facilitating the delivery of those services. This model allows for each functional area to truly specialize, similar to the practice of law. Having held 191 events last year, our events team continually hones its practices to ensure we're crossing our "T's" and dotting our "I's." The services our clients and the firm receive continue to improve and increase in their effectiveness because the functional groups are always looking to push the envelope. I recognize and appreciate that I have the benefit of being at a larger firm with a large team, which isn't the case for many of our members. In the event...