In a tough economy, being smaller and nimbler has its advantages. One Washington D.C. boutique has pounced on financial litigation between banks successfully. In this case, larger firms often entrenched in conflicts of interests, have had to take a back seat. Coupled with the $700 billion financial bailout, significant business can be won by small firms who can organize an effective legal marketing strategy heavy on media relations.
 
Stories are published everyday about the financial crisis and you can bet potential clients on your wish list are reading them. Your small or mid-sized firm may be nimble, but is your law-marketing department just as agile? Do they understand the news cycle and are they sensitive to reporter’s deadlines? These are important factors to consider if you desire your firm’s partners to be quoted in stories your targets are reading.
 
When pursuing business during a crisis, it is important to note that the traditional modes of a long-term business development pipeline may not apply. Targeted marketing and public relations in the practice you want to promote will take quick action and hopefully, a quick and favorable response to your bottom line.

Close communications during any client contact effort, whether pursuing new business or arranging for an in-house presentation, are critical to assess success, analyze and adjust to challenges, and keep on moving. I’ve often had outside counsel tell me how surprised they were about in-house questions they were unprepared for. And I’ve also heard from in-house counsel how surprised they were at the absence of communications once an engagement started.
 
So what does work when you are preparing for a legal marketing foray? The following questions should be asked and answered, by you and your colleagues, before you begin pursuing current or recent clients:
 
* How do you define the current relationship?
 
* What is client’s satisfaction level with your work? Can you be sure?
 
* Who are the contact points in your firm that have contacts at the client’s?
And have you gathered their information and strategies?