By Elizabeth Lampert and Richard S. Levick, Esq.
Successful merger media is about early and honest planning, not public mutual backslapping. It communicates why your clients and prospects should care.
When it comes to law firm merger media, most law firms still do not get it quite right. It’s not about the media achieved on merger day. It’s how you roll it out over time that counts.
During one two-year period from 1999 to 2001, there was, on average, a law firm merger every four business days somewhere in the world. While a merger is big news for the lawyers involved, it has gone, like the space program, from revolutionary to passé in a terrifically short period of time. If you cannot articulate the value to clients repeatedly over time, you will have failed to take advantage of a crucial positioning opportunity.
