By Dave Poston, Esq., Chief Executive Officer of Poston Communications, and Ioana Good, Vice President of Poston Communications 

A business interruption can have a dramatic impact on success or survival. Often, law firms are reactive instead of proactive, making decisions based on fear instead of executing on a tested plan to deal with a crisis. The current COVID-19 (coronavirus) pandemic, while having an impact on all of our lives, provides legal marketers with an opportunity to pull up a seat at the table and lead the way with continuity planning to address business risks and execute on proactive planning to minimize the impact of both the current crisis and those that will come in the future. Business continuity and risk mitigation requires constant attention, analysis and testing because we simply never know what type of crisis we will be faced with. COVID-19 has demonstrated this fact clearly.