What strategic communication in law firms looks like today according to Diana Jennen

Diana Jennen, Partner and Head of Communications and Business: “The legal profession now understands that it is not enough to be and to do; we must communicate what we are and what we do”

Legal communication has changed in recent years, especially in the wake of the pandemic. Through it, law firms now have to demonstrate that they are excellent, in all areas. Our partner of Communication and Business, Diana Jennen, has participated in the interview made by Líder Legal to different communication directors to learn more about the strategic communication of the firms. She does so together with Carmen Castillo, Director of Marketing and Communications at Ceca Magán; Catalina de Pablos, Director of BD, Marketing and Communications at CMS Albiñana & Suárez de Lezo; and Ana Nogales, Head of Business Development, Marketing and Communications at Clifford Chance.

As Heidi Maldonado, the journalist in charge of collecting the experts’ opinions, points out, “the dircoms agreed that for the legal sector, the development of Marketing, Communication and Business Development strategies allows the positioning and reputation of the brand, client loyalty and business acquisition to be worked on, and, on the other hand, they reflected on the importance of appearing in the legal rankings”. All of them also point out that the generational change will bring with it an increase in gender equality.

How do you balance what is communicated by the firm to gain visibility, positioning and reputation with the inherent secrecy and discretion of law firms about their clients and matters?

From Jennen’s point of view, “a relationship of trust and transparency between lawyers and their clients is essential in order to be aligned. Everything the firm communicates about them has to be with their consent. Normally, aspects such as the financial value of a transaction are more sensitive, but not so much the name of the client and the matter on which the firm has advised”.

So can we say that the legal profession has understood the importance of communicating?

Not all law firms consider strategic communication to be essential, but the vast majority have understood the importance of communication. “To a greater extent, the large firms, many of which have increasingly strong communications and marketing departments linked to the management’s business strategy, but there are also more and more boutique firms that are aware of the importance and the return on investment in communication actions. The legal profession now understands that it is not enough to be and to do; we must communicate what we are and what we do“, he adds.

How much has the culture and mentality of law firms changed?

For Jennen there is one point to highlight, and that is “the gradual disappearance of the differences between law firms and other service firms, with law firms now conceiving of themselves as business structures similar to those in other sectors and aligning their Marketing, Communication and Business Development plans with the strategy of the firm’s management”.

How beneficial (success stories) is the development of Marketing, Communication and Business Development strategies for the legal sector?

Jennen answers that “the implementation of this type of strategy, in line with the business strategy and with actions planned over time, has sure and tangible results in the visibility and reputation of the firm and, ultimately, in attracting clients and talent.” Based on his experience at Cuatrecasas, where he worked for several years, “they know this and draw up ambitious communication and marketing plans closely linked to the firm’s strategic plans. Thanks to these strategies, the boutiques are able to find their position in the market, gain visibility and, finally, increase their turnover and strengthen their teams”.

Which practices, in terms of communication, have been left aside and which will undoubtedly be maintained in 2023?

Jennen, without thinking, has a clear answer to this question. “What has almost completely disappeared is the ‘no communication’ policy that was so prevalent in the legal sector until a few years ago. The secrecy of the legal sector and the preference not to communicate in order to avoid criticism or negative results. Lawyers and law firms already know that they must continue to evolve as all other sectors do, working on their personal brand in the media, LinkedIn or publications to promote the SEO of their corporate website, among other strategies”.

Referring to which practices will be maintained in the new year, he explains that face-to-face events, leaving behind the webinar format. “Although they are agile and practical, face-to-face events continue to favour networking and the creation of solid links”, he adds.

Looking to the future of legal marketing, what opportunities do you see ahead for the profession?

Our partner explains that “the legal sector is still one of the least advanced in terms of Marketing and Communication, so there is still a lot to be transmitted and implemented in the sector. We experts in Legal Marketing and Communication have a special responsibility in this process, and we must support and accompany lawyers so that the sector can benefit from all these resources as much as the others.

The progressive implementation of increasingly sophisticated Business Development, LegalTech and KPI measurement tools also contributes to optimising the work of legal marketing”.

From Diana Jennen’s perspective, how important is it for the firm, its lawyers and clients to appear in legal rankings?

Taking into account his knowledge in this area, Jennen agrees that “appearing in legal directories with consolidated experience and an objective and in-depth research process, such as Chambers and Partners and The Legal 500, favours visibility and, above all, the transmission of trust and excellence to potential clients or, for example, other firms from third countries that are looking for alliances in our jurisdiction. Therefore, it is important to appear in the most prestigious rankings and with a rigorous research process”.

Equality in law firms

“Gradually, companies have been incorporating more and more ambitious equality plans and more concrete measures, but in practice we still see that big difference in society and leadership positions between men and women. It is a complex path that will still take many years to achieve a truly satisfactory result, but the first step, which is general awareness, is on the right track“, she concludes.

If you want to read the full interview in Líder Legal, click here.