The top 3 biggest problems with legal comms and how to get around them
Recently StoryShare held a roundtable event with trailblazing legal firms to discuss the future of legal communications. Attendees included thought leaders from DLA Piper, Dentons, Clifford Chance, RPC and Howard Kennedy. As a result of these conversations, here’s the top three biggest problems with legal communications and how to solve them.
Problem #1: Email overload
Full inboxes and a constant influx of emails is a familiar scenario for many of us, and while it may not feel like the greatest challenge in the world, it can be on many occasions, counterproductive. Not to mention, unnecessary.
For professionals in the legal sector, time is tight and pressures are high. Consequently, needing to take time out to sift through hundreds – if not thousands – of emails to filter through the relevant ones and respond where needed, is ineffective.
Solution: Relevance is key
Reliance on email for communications has to change. Instead law firms are coming to the realisation that they need to intuitively streamline content so that it consistently manages to be relevant, timely and engaging. It should be accessible anytime and anywhere, using personalisation to ensure the right people receive the right content, relevant to them.
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Problem #2: Content without a clear purpose
In an age of fake news and 24/7 media, everyone recognises the need for content creation. The problem is, with such high expectations for new content, meaning and value has been lost. For the legal sector, especially internally, among peers and colleagues, this ‘filler’ content is a waste of time and manpower.
Solution: Tell a story with your content
The recurrent theme of the event was the art of storytelling; how do you create and convey messages and news in a compelling and memorable way? It’s no longer good enough to push content out for the sake of it, there must be a story, a journey and a purpose to the content – if it doesn’t resonate with the audience and achieve something, then it’s a waste of everyone’s time.
Problem #3: The content bottleneck
For law firms leading the way in terms of content creation, they are instead facing a different challenge. While they may be writing, filming and producing compelling content for communications, getting it out there successfully is another story.
Whether it needs to go through a lengthy approval process before publication or is being overseen by an individual or team with an extensive to-do list, often a bottleneck forms and everything gets delayed. There is no point in creating content if it’s not relevant, timely, or even published.
Solution: Crowdsourcing content
Getting employees to produce and share their own information – can be a fast track way to get rid of waiting times and ensure that anything shared is current and relevant. This saves on both time and resources, and supports employee engagement across a business.
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