Reputational Management: Creating a framework for law firm leaders to navigate political and social issues

By Gina Rubel

In recent years, the landscape for law firm leaders has dramatically changed, with increasing pressure to comment on political, social and technological issues. Navigating this new reality requires a thoughtful approach and an objective framework for internal and external communications.

Law firm leaders often express concern over whether they signed up for the public commentator role, and many understand the potential repercussions for themselves and their firms. As leaders, managing partners and lawyers may be confronted with decisions ranging from addressing major political events like the invasion of Ukraine to commenting on advancing technologies such as generative AI. It’s crucial for law firms to develop a robust framework for handling these situations. This process involves understanding the firm’s culture, goals, and the diverse perspectives of all stakeholders.

Traditional responsibilities vs. modern expectations

Traditionally, law firm leaders focused on managing their firms, building client relationships, and ensuring the delivery of high-quality legal services. This meant overseeing the day-to-day operations of the firm, mentoring junior attorneys, and fostering a culture of professionalism and ethical conduct. Their primary goal was to maintain the firm’s reputation and financial stability while ensuring that clients received the best possible legal representation. Today, however, law firm leaders are no longer just stewards of their practices but also are being looked to as public figures whose opinions and actions can influence broader societal conversations and contemporary issues. This shift has introduced several new dimensions to their roles.

Geopolitical events

Leaders are being asked to articulate their firm’s stance on international conflicts, which can affect clients, employees, and the firm’s operations. This includes navigating sanctions, advising clients on international law implications, and showing empathy and concern for affected communities. They must also manage the impact of these events on the firm’s global operations – if the firm has them – as well as ensuring compliance with new regulations and mitigating risks associated with geopolitical instability. When addressing the Israeli-Gaza conflict, for example, the focus should be internal on the safety and emotional needs of employees and their families rather than rushing to make a public statement. Law firms must assess the direct impact on their personnel, especially those with familial or cultural ties to the region. Moreover, firms should embrace transparency and authenticity. An honest, empathetic approach can build trust within the firm and with its clients, far beyond the immediate crisis. Having a predetermined communication strategy can also aid in this process, providing clarity and direction.

AI and other advancements

Technological innovations are also adding significant pressures. Generative AI, for instance, has stirred significant discourse within the legal industry, with some firms embracing the new tools and  showcasing their commitment to innovation and technological proficiency. Their leaders are expected to guide their firms in adopting new technologies responsibly, balancing innovation with ethical considerations and data security. This involves investing in training for staff, updating cybersecurity protocols, and potentially restructuring workflows to integrate AI tools, all while communicating the benefits and risks to clients and stakeholders. By positioning themselves as forward-thinking and client-centric, firms can attract more technologically adept clients and reassure existing clients of their ability to stay ahead of industry trends and challenges.

Social justice and equity

Leaders are increasingly called upon to take public positions on social justice issues, such as racial equality, LGBTQ+ rights, and gender parity. This growing expectation extends well beyond the call for public statements. The firm’s actions and policies must authentically reflect the sentiments expressed in its statements, demonstrating its genuine commitment through tangible policies, actions, and initiatives. The alignment of words with actions and accountability is essential. Leaders must ensure that their firms’ practices, both internally and externally, substantiate their public stances on these issues and foster a culture that extends beyond the surface level.

Cultural and political polarization

In an era of heightened cultural and political polarization, law firm leaders must skillfully navigate the complex interplay between the firm’s public image and internal culture. Leaders need an understanding of the social dynamics affecting both the firm and its clients. This involves staying informed about current events, social movements, and the broader cultural landscape, and understanding how these factors influence client expectations and perceptions. By being attuned to these dynamics, leaders can anticipate potential challenges and opportunities, positioning the firm to respond proactively and strategically, if necessary. Leaders must cultivate an environment that respects diverse viewpoints while ensuring the firm’s public positions align with its core values and client expectations. This demands excellent communication abilities, allowing leaders to articulate the firm’s values and positions clearly and persuasively to both internal and external audiences. They must also be adept at managing disagreements and fostering a culture of respectful dialogue within the firm. This is essential for maintaining a cohesive and inclusive workplace where all voices are heard and valued, even when opinions differ.

The importance of a structured framework

Leading a law firm in today’s complex environment requires more than traditional legal prowess and business acumen. It demands a nuanced understanding of how to communicate effectively on a diverse range of social and political issues. By creating and adhering to a structured framework and focusing on empathy, integrity, and consistency, law firm leaders can navigate these challenges adeptly, preserving both their firm’s reputation and the trust of their stakeholders.

Setting up decision-making protocols is essential. An effective communication strategy ensures that public responses – ranging from speaking up to, at times, remaining silent – are both consistent and authentic. By carefully weighing the risks and benefits, aligning firm actions with its values, and ensuring transparent communication, law firms can navigate complex issues with integrity and purpose. Continuous monitoring and evaluation will allow leaders to adapt strategies as needed, reinforcing their commitment to the firm’s values and the needs of the clients they serve.

 

Gina Rubel is the CEO and general counsel of Furia Rubel Communications. She educates professionals on devising and implementing strategic communications plans to manage their reputation, develop and attract top talent, and drive business success. She is the host of On Record PR. Gina can be reached on LinkedIn at in/ginafuriarubel/.