With Dentons merging with China’s Dacheng to create a 6,500-lawyer giant, we are now firmly in the age of the global mega firm.
Among a raft of integration challenges at all levels of the firm, the marketing department at Dentons and other huge law firms will have to think about how they manage the firm’s relationship globally with the myriad of legal directories, survey providers, league tables, media, and other organizations that measure and analyze law firm activity.
The key to legal directories management is organization, and it’s vital that your firm has a solid directories infrastructure in place.
In a large firm, it is essential to have a central repository where all legal directories-related materials and resources are stored for the benefit of the firm as a whole.
If you’re a marketing manager with responsibility for a practice or a particular office, it’s tempting to act autonomously, rely on your own materials, and not share more widely.
But law firms with many thousands of lawyers and staff won’t function effectively without a systematic approach.
Although it takes time and thought to put in place, a central storehouse is a valuable resource that more than pays for itself in time and efficiency savings.
A basic list of what should feature in the “directories zone”:
- Archive submissions
- Surveys and awards entries
- League tables
- Rankings and recognition
- Directory calendar
- Best practice material
- Media coverage
For more on how to implement a directories infrastructure at your firm, click here.
Pictured: Beijing National Center for the Performing Arts