What are the main strategies for promoting litigation services?
The short answer to this is that there are as many different strategies as there are for types of law firm and for types of litigation. However, at a recent CLT conference I outlined the following strategies: The Rock Star – This is where an individual litigator develops a very high personal profile (which also supports a high profile for his/her firm) and devotes a significant time to providing talks at high profile events and to providing pithy and controversial comments to the media on as many occasions as possible. This is particularly appropriate when the litigator acts in a media-intensive area – such as in celebrity cases for defamation or family matters. The Specialist – This is where an individual or a firm carves out a small and specialist niche where they have invested time and energy in developing truly specialist knowledge. They are known in the legal directories as being one of the leaders in their field and were also, perhaps, one of the first to market in talking up the
