In my advocacy role for LMA’s Diversity and Inclusion (D&I) Committee, I spotlight firms and people who are pushing the envelope to engage in exceptional D&I initiatives others can benefit from. In this Q&A, Chad Cole, client development manager at Jackson Walker (JW), shares how his firm developed a unique and successful D&I campaign through the distinctive use of video resulting in stronger recruitment, client growth and respect for differing perspectives among leadership, while increasing community impact and bolstering an inclusive firm culture.

Before diving into this Q&A, be sure to watch JW’s D&I video campaign, linked here.

Editors and reporters continue to heavily rely on PR professionals for quick access to experts, including lawyers, while running on tight deadlines and working toward an unending stream of stories. Early on in the pandemic — during March and April in particular — local, national and global newsrooms shifted their coverage to being nearly exclusive of the COVID-19 public health crisis and its economic, social and political impact. Now, while the coronavirus pandemic still rages on in many parts of the United States and across the world, reporters have somewhat returned to covering their usual beats, while still writing through a COVID-19 lens.

Below are three tips for legal and other PR professionals to maximize success when pitching during the coronavirus pandemic, and for the foreseeable future. While there’s no exact recipe for a successful pitch, as timing and relevance will always be a factor, these strategies and considerations can help elevate attorneys as top expert sources for reporters.

The writing is on the wall. Change is among us in the legal industry. In the midst of the COVID-19 pandemic, the need for change is at the forefront of our agendas as law firms, lawyers, legal marketers and consultants in the legal space focus on near-term pressures while laying the groundwork for long-term success. From deepening trust with clients, to prioritizing practice groups such as labor and employment, bankruptcy, tax and litigation, to strengthening business models, communication plans and nurturing employees, law firms must change to sustain value. In this article, we highlight some of the recent efforts made by law firms and LMA to drive change.