As legal marketers, we  play an extremely important role in spearheading the development of corporate strategy for our organizations and in the responding to the Corporate Social Responsibility (CSR) agenda in play.

Yesterday, I attended Good Business 2010 in New York City, hosted by the Better Business Bureau. Speakers included Michael Holland, Edelman; Exec. VP and Group Head, Corporate Social Responsibility, NY; Deborah Holmes Ernst & Young, LLP, Global Corporate Responsibility Leader; and Robin Reibel, of the Macy’s Group V.P, Media Relations Cause Marketing, and Visitors Services.

One of the highlights of the conference was a front-of-the-room conversation between NY Times Advertising Columnist, Stuart Elliott,
and Christopher Graves, the CEO of Ogilvy Public Relations Worldwide, who I had the opportunity to speak with briefly afterward.

For me, one of the most important points Chris emphasized was,

“Never forget, the emotional human being on the other side”.

Some of my key takeaways:

• In order to be sustainable, the social concerns of a firm and the human beings behind a legal organization need to be demonstrated, particularly since we see the strong influence that that “the company behind the product” has on the brands all of us consumers purchase.

• CSR has been one of the key themes of the new Millennium and involves companies operating their businesses in ways that meet their stakeholders’ expectations about economic, legal, ethical and environmental and social performance.

• People are more likely to buy and rate the products from a company that they perceive as having a good reputation.

Social Media plays an important role in delivering CSR for legal brands, particularly through :

Information: Address both the services your legal marketing organization offers and the concerns of its audience

Blog Content: Needs to be appropriately targeted, ethical, accurate and culturally enriching and acceptable;

Pricing: Be sensitive to client needs ie: moving away from hourly billing,  and value, as well as operating your firm as a profitable business;

Selling: Avoid perceptions of misleading and pressuring customers and staying within compliance of ABA and jurisdiction regulations

Customer Service: Stay cognizant of your audience’s needs and concerns is key, as well as effective with resolving disputes.

Chris also mentioned this scenario I thought you might get a kick out of.  Nestle’s grossly mishandled Greenpeace’s outrage via Facbook ver their supporting companies that destroy rainforests in order to produce the palm oil that Nestle purchases from them.

While it’s highly unlikely that any orangutans will be attacking your legal marketing org any time soon, keeping the “Beasts at-Bay” with CSR in mind is sound business advice.

Other articles you may be interested in:

As the Legal Marketing Industry Shifts – We Can Differentiate By Making A Difference

Legal Marketers and Bloggers: The FTC’s New Regulations for Endorsements and Testimonials are Effective December 1, 2009 – FTC Toolkit Keeps You Informed

20 Tips for Legal Marketers Looking to Make Some Meaningful Changes In Their Business

Legal Marketing Ethics in A Web 3.0 World

Kara works with legal marketers to create a more clearly defined focus and distinctive business strategy that will provide them with a competitive advantage for new business, higher reputation recognition, and enhance their ability to attract, win, and retain the clients they really want.

You can reach her at 917-856-5410