The Growing Acceptance of Legal Blogs
The landscape of legal marketing is continually evolving, and recent commentary suggests that blogs are achieving a level of “legitimization” within the sphere of large law firms. This trend has been highlighted by industry observers, including Jerry Lawson of Network-Lawyers, who noted the endorsement of legal blogging in a prominent industry publication.
Specifically, the newsletter inbox, published by the established legal marketing consultancy Jaffe Associates, featured blogs as one of the hottest trends for the upcoming year. Lawson observed, “If there is an ‘establishment’ when it comes to law firm marketing, Jaffe Associates would have to be included.” Following this, legal tech expert Kevin O’Keefe commented, “Jaffe is saying that blogs are a good tool for large firm lawyers to share their expertise and presumably build their reputations.”
Jaffe Associates and the Value Proposition of Blogging
While Jaffe Associates has a long history, its endorsement of blogging reflects an energetic and creative approach to modern legal communication. The firm, a respected voice in law firm marketing, is actively incorporating blogs into its strategy.
In practical terms, the value of blogging for lawyers in larger firms is already evident. For instance, the success of attorneys like Howard Bashman, a partner at the 350-lawyer firm Buchanan Ingersoll, serves as a powerful testament to the utility of the medium. This value proposition is further explored by experts like Lawson in his piece, Web Logs For Lawyers: Lessons from Ernie the Attorney, and O’Keefe, who has written thoughtfully on blogs as reputation builders.
Integration into Law Firm Strategy
For law firms seeking to leverage this trend, Jaffe Associates has incorporated blogs as a standard element of its consulting services for larger organizations regarding their websites. This commitment extends beyond basic advice; the firm actively assists clients by building blog platforms and providing support for the planning and execution of editorial content.
While many individual lawyers in larger firms may still be unfamiliar with the concept of legal blogging, the professionals responsible for law firm marketing are demonstrating an intense and growing interest in this vital communication channel. The current industry posture suggests that legal blogs are no longer a niche curiosity but a key strategic component in a large firm’s effort to showcase expertise and enhance professional standing.
