The times they are a-changin'.

• Author: Roach, Betsi
• Position: LEADERS

With a new year comes new opportunities. Recently, many legal marketing teams have reached outside of what has been historically their realm of responsibility. While a focus on events administration and media relations are all still relevant today, the skills required for business development coaching and training, metrics and social media are shaping the future of legal marketing.

Learning about and displaying new ways of thinking are not easy tasks. That is in large part why LMA exists--to empower members to become change agents in their department or firm by providing opportunities for continuing education and professional development in existing and emerging fields. LMA prides itself on having its finger on the pulse of progress in the industry in order to provide appropriate continuing education for members.

Recognition is worth its weight in gold, especially when it is about moving the profession forward. The LMA's recognition program exists to showcase those who have implemented innovative marketing programs throughout the past year and those that have given (and will give) immensely to the industry. We even streamlined the online application process for those who submitted so that they could go back to doing what they love--marketing. With so many impressive submissions to choose from, we can't wait to reveal this year's recipients at the 2014 LMA Annual Conference.

In the evaluation of those award applications, LMA has also taken the importance of...