See Credit Details Below
Overview
This Program Does Not Offer CLE Credit In Any Jurisdiction.
Marketing is no longer meant just for consumer products or political candidates but for all professionals, including in-house lawyers. By grasping the modern principles of marketing and personal branding, and the impact these ideas can lend to a legal department’s success, lawyers can make a difference in how they influence change within an organization. If done correctly, proper personal branding, a subset of marketing, can attract new opportunities and ease the traversing of an organization. If a legal department communicates a marketing strategy correctly, it may also break down silos and allow greater compliance with its guidance.
In this program, Pierre M. Gentin, Chief Legal Officer of McKinsey & Company and a member of the organization’s leadership team, and Deborah Brightman Farone, a marketing consultant and author of Best Practices in Law Firm Marketing and Business Development, will delve into the types of marketing communications essential for in-house lawyers to master.
Together, they will discuss the following:
- What are the basics of marketing, and why do they matter within a large organization? (15 minutes)
- What does a marketing plan for an in-house legal department look like? (15 minutes)
- How marketing can be used to improve one’s personal brand? (15 minutes)
- What is the Trust Triangle (competency, authenticity and empathy), and why is it essential to marketing oneself and one’s function? (15 minutes)
Who Should Attend: All lawyers who hold in-house positions, as well as positions at law firms. In addition, this may be helpful for those involved with marketing their law firms.
Program Level: Overview
Prerequisites: None
Advanced Preparation: None
Faculty:
Deborah Brightman Farone
Farone Advisors LLC
Pierre M. Gentin
McKinsey & Company