10 years ago, your typical legal directories session, organized by an industry group or consultancy, was a “tips to write a good submission” or “hear from the editor about how your firm can engage with the directories” kind of affair.
While these events still take place, and they are valuable and worthwhile for younger members of law firm marketing teams, or those new to the industry, more senior legal marketers are also after insights into the future direction of the industry.
That’s because directories have evolved from traditional annual print volumes to an integral part of the broader legal media and content landscape, and senior marketers in law firms are under constant pressure to engage with third-party media organizations to figure out the best way of promoting their businesses in an ever more competitive market.
Against that backdrop, 2017 looks like it will get off to a flying start with two gatherings of industry leaders.
Firstly, the New York chapter of the Legal Marketing Association is a hosting an event in which attendees can “Hear from Legal 500, Best Lawyers, Chambers & Law Dragon – What’s New and on the Horizon”.
The session is organized by a unit of the LMA called the chief marketing officer’s special interest group – a select gathering of more senior decision makers in leading law firms – and is open to senior in-house marketing and business development leaders of law firms and other professional services firms.
Per the LMA:
“Ranking publications have been around since the 1980s, yet the frenzy for lawyers who want to be ranked is still a cause for avid competition. A rare opportunity to hear from four leaders in the rankings world about:”
- How they are modifying the way they do business
- How they are planning for the future
- The trends on law firm submissions – what they see in terms of best and worst practices
Deborah Farone from Cravath, Swaine & Moore will moderate the session.
Date: Monday, January 23 2017
Venue: Fitzpatrick, Cella, Harper & Scinto, 1290 Avenue of the Americas (between 51st and 52nd St), New York
Time: 12 noon ET
Just two days later, also in New York, there’s a chance to meet the editors of Law360.
The “big beast” in the US legal media and rankings world at the minute (ALM’s latest round of layoffs in some way a reflection of Law360’s success), Law Firm Media Professionals will host a Law360 team consisting of editor-in-charge Anne Urda and several assistant managing editors – Shannon Henson, Ian Thoms and Kerry Benn.
Up for discussion, as per LFMP:
- What’s coming up at Law360 including the surveys that are a huge part of a PR professional’s job
- New areas of focus for the publication
- Best way to pitch Law360 and how they want to engage with PR professionals
- How to get your lawyers’ content featured on Law360
Date: Wednesday, January 25 2017
Venue: Orrick, 51 West 52nd Street, New York
Time: 6:30 – 8:30 pm ET
Pictured: New York skyline, taken from Williamsburg in 2007 by Lloyd Pearson