In today’s competitive business landscape, many lawyers and law firm leaders understand that it is no longer enough to provide stellar legal services, but lawyers also have to understand their client’s business and become their trusted advisors to help them grow. With COVID-19 thrown in the mix, law firms have worked more closely than ever with their in-house legal marketers and consultants to lead the charge and help law firms stay ahead of their competition.

Below we highlight a variety of marketing partners, general counsel and lawyers who understand the power of marketing. We also offer examples on how lawyers have grown in partnership with their marketing team.

Leading the 2020 Annual Conference Advisory Committee (ACAC) in a year like no other, Kristen Leis and Jon Mattson have seen the program through several stages — from creation, to rescheduling, to development and reimagining. With just weeks until the virtual LMA Annual Conference Reimagined (Oct. 19-22), here’s a preview of what you can expect from the eyes of the 2020 ACAC co-chairs.

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.