Networking for Law Firms During COVID-19

Julie Talenfeld of BoardRoom PR.

It’s an unfortunate truth, but trauma fosters connection. And though we can’t shake hands or go to a networking event during this coronavirus pandemic, there are still ways we can even forge a new business collaboration, client, or partnership. After all, word of mouth is the original marketing—for both law firms and everyone and everything else.

Reach out to a prospective client, or a new possible business relationship, through the lens of our current shared experience. Now is a rife time to connect with someone on LinkedIn that you have always wanted to meet, but never had a good reason to reach out. Coronavirus has brought so much negativity into our world—why not channel it in a positive way? Make it your networking ice breaker if and when appropriate.

Look for unique angles that your firm can speak to regarding COVID-19 when making an overture. Because it is always developing and changing, it can be difficult to keep up. Consider reaching out to someone about the particular challenges your shared area (town, city, etc.) are experiencing, and stay abreast of your area’s rules and regulations so you can offer a legal position to your network.

Our traditional means to network aren’t available to us right now, so get creative! Don’t be afraid to extend regards or an olive branch; if it’s genuine, it will undoubtedly feel appreciated on the other side, regardless of what follows. Consider making a list of 10 people—prospects, business connections, and more for your law practice—you want to connect with over traditional means: lunch, drinks, an office meeting. Then, push yourself to get creative and think of the best way to reach out amidst COVID-19. We suggest connecting with a real estate financier you’ve been trying to meet, an insurance executive seeking business interruption insurance, or even a wealth manager who works with investors, etc. Remember that your network still exists, it just needs to be accessed differently at this time.

Another great idea is to publish content beyond that of your company website. Using your personal Facebook page, or a local publication or news station (accessed with the help of a great publicist!) can bring your firm back into the public consciousness. Leverage a proactive stance when approaching media outlets, and make sure your content is readily shareable across your network. This way, you’ll ideally receive inbound messages from folks who would like to connect with you.

In the same fashion, utilize this time for reflection. Thank a previous client for their business. Let your direct report know you think highly of them, and they are transitioning to remote work well. Reflect on your relationships, new and old, personal and professional, and communicate your feelings to the person on the other side, who is—of course—at least six feet away.

It is so easy to feel isolated right now. Remember we are truly alone together. This is a great time to reach out to acquaintances, whether it be in the neighborhood or even on LinkedIn, from a place of common ground. Mr. Rogers said it best, “It’s a lovely day in the neighborhood.” So appreciate it — and embrace it.

Julie Talenfeld is the founder and CEO of BoardroomPR, one of the largest PR and integrated marketing agencies in Florida specializing in media relations, online marketing, branding, public affairs and crisis communications. The firm has offices in Fort Lauderdale, Tampa, Orlando, West Palm Beach, Naples and Miami.