Post-pandemic law firm marketing

Sandra Bekhor of Bekhor Management interviewed Omar Ha-Redeye in Post-pandemic law firm marketing (19 legal influencers chime in),

Omar Ha-Redeye, Executive Director, Durham Community Legal Clinic

“The single biggest change during the pandemic is that everyone is isolated and at home, looking for a connection with others or legal information online.

Firms should be moving more of their content online, leveraging social media, and finding amusing or entertaining ways to connect with clients. This may mean less spending on traditional media in any format, and more investment in creative and innovative ways to promote messaging.

We’ve seen an increased awareness by all businesses around social issues, in particular, the Black Lives Matters movement, but it’s important to avoid superficial platitudes of support. Firms should be looking to connect to communities they’ve struggled with in the past, and also look at their recruitment, hiring and retention strategies. Diversity is not going away in Canada, and all firms will still need to find ways to be more inclusive in equitable ways.

More than ever before, the need for pragmatic and sensible problem-solving is needed for clients during these difficult times. The justice system is limited as to what it can do, and counsel should be working cooperatively to find mutual ground wherever possible. An understanding of these limitations needs to be clearly imparted on clients.

Communication with others, including with clients during initial intakes or consultations, are likely going to continue through video conferencing. Lawyers should be prepared to utilize a variety of platforms based on a client’s familiarity and capabilities, and anticipate having to provide some technical support to clients where needed.

Most people are struggling with balancing needs during and after the pandemic, especially with childcare and pets. Flexibility with clients will be necessary, as well as an acknowledgement of the psychological and emotional burdens that competing responsibilities will impose.”