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Articles by Meg Pritchard
‘We Need to Publish Something About This’: Rethinking Reactive Law Firm Content
Meg Pritchard, principal of CREATE Communications. Courtesy photo Twice in the past two weeks, I’ve received a familiar email. The first arrived after a new state employment law was enacted. The second landed just as I was working on this article, after a federal agency announced a major regulatory policy change. Each time, a lawyer forwarded a client alert from another firm with a note: “We need to publish something about this.” If you work in law firm marketing, you know what happens next.
Stop Chasing the Algorithm: Why Law Firms Need to Own the Inbox
Meg Pritchard, principal of REATE Communications. COurtesy photo In the last 10 to 15 years, many law firms have emphasized digital discoverability and online visibility measured in website traffic, page views and rankings. Firms have invested in SEO- and mobile-optimized websites, built content hubs and created insights pages, launched blogs, video series and podcasts, and invested in social media, all aimed to attract the attention of clients, prospects, referral sources and media.
From Ranking to Relevance: 5 Steps to Improve Visibility in AI-Driven Search
Meg Pritchard, principal of CREATE Communications. Courtesy photo If you’re using the internet to search for information—and based on statistics from January of this year, you would be in a very, very small minority if you aren’t—you know it is now almost impossible to avoid using artificial intelligence.
The Visibility Imperative: Reframing Lawyer Bios for an AI-Shaped Market
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The Visibility Imperative: Reframing Lawyer Bios for an AI-Shaped Market
Meg Pritchard, principal of CREATE Communications. Courtesy photo Last month a client asked me to give a workshop on attorney bios to a group of their associates. The workshop was in person at one of their offices and with video feeds to two others. I haven’t done an in-person bio workshop or “bio day” where I meet with lawyers in one-on-one sessions since right before the pandemic. In fact, I had a workshop scheduled for the same client in March 2020 that was canceled.
Go-to-Market Plans—The Power Tool for 2026 and Beyond
Meg Pritchard, principal of CREATE Communications. Courtesy photo As is typical in the last months of the calendar year, most law firms are in the process of planning for 2026: mapping out business development objectives, developing marketing strategies and plans, and evaluating budgets. In recent years, forward-looking firms have added a powerful tool to their strategic planning: the go-to-market (GTM) plan.
Beyond the Billable: Business Development for Associates
Click to enter your existing username and password or create a new account. Click to purchase an individual user subscription with your credit card. Expert OpinionLaw Firm Marketing and Business Development Business development can feel daunting for young lawyers—but it doesn’t have to. Start now for success in the future. 8 minute readOctober 27, 2025 at 09:23 AM Meg Pritchard, principal of CREATE Communications. Courtesy photo This month’s column is for my young associates out there.
AI and the ‘Right Now’ of Legal Marketing: Becoming a Trusted Legal Resource in an AI-Shaped Market
Click to enter your existing username and password or create a new account. Click to purchase an individual user subscription with your credit card. Expert OpinionLaw Firm Marketing and Business Development 8 minute readAugust 28, 2025 at 10:51 AM Meg Pritchard, principal of CREATE Communications.
Content That Converts: Get More Work by Being Visible, Credible and Findable
By partnering with the firm’s professional development or talent team, marketing and communications professionals can provide cost-effective in-house training on nonlegal skills that are critical to a lawyer’s success in today’s client-driven market. From leadership training to LinkedIn coaching and guidance on public speaking, networking and personal branding, marketers bring subject-matter expertise that complements legal training and enhances client-facing readiness.
Marketing Can Help Navigate During Times of Uncertainty
The legal industry — Big Law, in particular — is having a moment in the media spotlight. The glare is starting to feel like an interrogation light shining directly into our eyes. Then there’s the economy. Are we headed for a recession? Trade wars? A market crash? Clients are nervous. Lawyers are anxious. Firm leadership is skittish. Everyone needs reassurance, but that’s in short supply at the moment.
Client Service in the Time of Chaos
Who Got The Work J. Brugh Lower of Gibbons has entered an appearance for industrial equipment supplier Devco Corporation in a pending trademark infringement lawsuit. The suit, accusing the defendant of selling knock-off Graco products, was filed Dec. 18 in New Jersey District Court by Rivkin Radler on behalf of Graco Inc. and Graco Minnesota. The case, assigned to U.S. District Judge Zahid N. Quraishi, is 3:24-cv-11294, Graco Inc. et al v. Devco Corporation.
If Your Audience Doesn’t Hear You, Are You Really Marketing?
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If Your Audience Doesn’t Hear You, Are You Really Marketing?
Who Got The Work J. Brugh Lower of Gibbons has entered an appearance for industrial equipment supplier Devco Corporation in a pending trademark infringement lawsuit. The suit, accusing the defendant of selling knock-off Graco products, was filed Dec. 18 in New Jersey District Court by Rivkin Radler on behalf of Graco Inc. and Graco Minnesota. The case, assigned to U.S. District Judge Zahid N. Quraishi, is 3:24-cv-11294, Graco Inc. et al v. Devco Corporation.
The Legal Marketer’s Guild to Gift Giving
Who Got The Work Michael G. Bongiorno, Andrew Scott Dulberg and Elizabeth E. Driscoll from Wilmer Cutler Pickering Hale and Dorr have stepped in to represent Symbotic Inc., an A.I.-enabled technology platform that focuses on increasing supply chain efficiency, and other defendants in a pending shareholder derivative lawsuit. The case, filed Oct.
What's Your Persona? Using Client Personas to Drive Marketing and Business Development
Who Got The Work Michael G. Bongiorno, Andrew Scott Dulberg and Elizabeth E. Driscoll from Wilmer Cutler Pickering Hale and Dorr have stepped in to represent Symbotic Inc., an A.I.-enabled technology platform that focuses on increasing supply chain efficiency, and other defendants in a pending shareholder derivative lawsuit. The case, filed Oct.
Developing a Sales Mindset: Why ‘Sales’ Shouldn’t be Taboo in Legal Services
I’m a swear-word enthusiast. I actually have that in my LinkedIn profile headline. To know me is to know my creative use of the F-word—noun, verb, adjective, adverb, expletive. Want to continue reading?
Using Collaborative Content Development to Enhance Credibility and Build Visibility
Last month, one of my favorite commentators in the legal content space, Kevin O’Keefe, posted some musings on LinkedIn about the place of legal blogging in the legal publishing pantheon. O’Keefe, the founder of LexBlog and writer of the blog “Real Lawyers Have Blogs,” is a big proponent of legal blogs—as am I.
The 'Company Applicant' Conundrum: CTA’s Impact on Law Firms
The Corporate Transparency Act (CTA) has garnered much attention for its impact on business owners, leading attorneys to invest numerous hours in continuing legal education (CLE) sessions to grasp its implications for their clients. These sessions typically address questions like whether the client is a reporting company, who the beneficial owners are and what information needs to be reported.
Earned, Owned and Paid Media: Using Them Effectively in Today’s Digital Marketplace Original
Lawyers and law firms have been using different kinds of content to reach and engage with clients and prospects since long before “content marketing” was a concept and anyone aspired to be a “thought leader.” The analog version of content marketing included sending out newsletters and alerts, offering resources such as white papers, authoring articles in outside publications and speaking at conferences and events.
Pa 100: Largest Law Firms
Dips in transactional work led to a mixed bag for many Pennsylvania firms’ bottom lines over the past year, with many returning to reality after the bonanza of the last few years that resulted in a glut of hiring and revenue increases. For many firms that maintained or saw steady growth over the past year, the key was balanced practice area offerings. A strong headcount also proved critical for those firm hoping to stabilize their year-end financial results.
Pa. 100: Fastest Growing and Shrinking Firms
Over the past year, the Pennsylvania legal market saw entrances of outside firms, expansions by others into new regions and the loss of a few longtime litigation stalwarts. This graphic aims to capture some of the firms most impacted by the ups and downs of the current economic environment. The interactive graphic allows you to see which firms saw the largest loss and growth by headcount, as well as the largest headcount loss and growth by percentage. Want to continue reading?
Naughty or Nice? Tips to Great Legal Marketing in 2024, Regardless of Market Forecast
With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Our Team Account subscription service is for legal teams of four or more attorneys.
Online Extra: From Law School to Corner Office: Tips for Crafting An Effective Bio
Law Firm Marketing and Business Development Technology Media and Telecom A well-written and up-to-date bio is both essential and possible for every lawyer, no matter your age, level or practice. Here are some tips for crafting an effective bio as you move through different stages of your practice. Have you been seeing some new faces in the halls of your law firm recently? It’s the time of the year when new classes of lawyers, fresh from law school or clerkships, are joining their first law firms.
From Law School to Corner Office (and Beyond): Crafting an Effective Bio
With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Our Team Account subscription service is for legal teams of four or more attorneys.
Six Tips for Making the Most of Legal Awards and Rankings
With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Our Team Account subscription service is for legal teams of four or more attorneys.
Mapping Your Content for Potential Clients’ Planning Stage
At the “unawareness” stage of the buyer’s journey, potential clients may not have (or don’t know they have) a legal problem that requires a lawyer. They may not be “on the road.” Yet it’s important to consider prospects at this stage in your content planning, in part because clients can go from “not really looking” to “considering options” very quickly when the need for legal services arises.
Mapping Your Content for the Legal Buyer’s Journey
In my last article I explained the essential elements of an effective content program, including well-defined content pillars, the right mix of content, and alignment with your business development objective.
Level Up Your Content Marketing in a Crowded Legal Marketplace
Premium Subscription With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Team Accounts Our Team Account subscription service is for legal teams of four or more attorneys.
4 Ways to Level Up Your Personal Brand in a Tighter Legal Market
We’re hearing a lot about the “R word” these days. Economic pundits are talking about the wobbly global economy, and some legal services marketing prognosticators have been predicting that a recession (yes, I said it) will result in increased competition and a shrinking pool of legal spend, as well as hiring freezes and layoffs, in particular in BigLaw.
Preventing Homicide By PowerPoint!: 5 Tips to Better Presentations
Technology consultancy Globant has a video that I watch every time it pops up in my feed, even though I’ve seen it at least a dozen times, that’s how much it resonates with me. The 45-second video features “Mike”—a nerdy looking guy with glasses, typing furiously at his computer in the middle of an open-plan office full of desks. Want to continue reading?
Urgent Message to Attorneys: A Three-Step Approach to LinkedIn
Premium Subscription With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Team Accounts Our Team Account subscription service is for legal teams of four or more attorneys.
The Right Branded Content at the Right Time—for You and Your Clients | The Legal Intelligencer
Last week was a “hair on fire” kind of content week for me and some of my clients.
To Blog or Not to Blog—Is That the Question? | The Legal Intelligencer
A question I’m asked frequently by lawyers is: “Can you help us with a blog? “ Sometimes they want to start a new blog, and sometimes they want help getting more page traffic to an existing blog. Want to continue reading?
Quiz: What’s Your Marketing Personality and How to Work Well With Your ‘Type’
When I was a teenager, I loved a good Cosmo quiz. They were mildly NSFW at the time, either because of the content or the fact that I didn’t want my boss (or my mom, from whom I stole the magazines) to catch me reading Cosmo. I’ve officially aged out of the demographic for the magazine (“36 signs You’re in Millennial Love” just doesn’t apply), but I still love a good quiz. Cosmo quizzes may—or may not—have been based on real sociological research and scientific methodology. Want to continue reading?
Ain’t Nobody Got Time for That! 3 Ways to Leverage Your Time for Marketing Success
I will immediately date myself when I say this has been a “Calgon, take me away!” kind of week.
The 1990s Called, They Want Your Bio Back
“If you think your bio is fine as is, it’s not—our firm bios are stuck in the ’90s. And we’re going for brand uniformity here.” This is a verbatim quote from an email from my new favorite client to his colleagues encouraging them to engage with me as part of a firmwide bio refresh. Want to continue reading?
Legal News Coverage for Mid Market Law Firms
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Premium Subscription With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Team Accounts Our Team Account subscription service is for legal teams of four or more attorneys.
By Meg Pritchard, David Gialanella Verified, Lizzy McLellan Ravitch Verified, Dylan Jackson Verified, Angela Turturro
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Diversity Initiative 2021: Olufunke Leroy
In the face of racial injustice, Leroy took the initiative in 2020 to help drive Fox Rothschild’s firmwide response to racial discrimination. Like many Americans, Leroy was horrified by the murder of George Floyd. She and several Black associates at the firm desperately wanted to apply their legal skills to address the pernicious effects of racial injustice.
Charting Your Course to Avoid Content Black Holes
Premium Subscription With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Team Accounts Our Team Account subscription service is for legal teams of four or more attorneys.
Diversity Initiative 2021: Kenneth Polite
In 2020, deeply moved by the nationwide response to the tragic killing of George Floyd, firm chair Jami McKeon launched an initiative that is perhaps unique in the history of Big Law, “Mobilizing for Equality” (MFE). This initiative seeks to develop, through the efforts of 14 working groups, lasting solutions in the critical areas of voting rights, education, systemic racism, and, of course, law enforcement.
Three Content Marketing Rules You Should Break—and One You Can’t | The Legal Intelligencer
Commentary The theme for this week is rules, why they matter and when you can—and should—break them. Meg Pritchard. True confession: I’m often—OK, always—late submitting this column to the excellent editors at The Legal Intelligencer. Often, it’s lack of time. Client work comes first; writing and marketing for my own benefit falls to the bottom of the to-do list. (I know many of you can understand!) Sometimes it’s the challenge of finding a relevant topic to share.
Putting 'Thought' Back Into Thought Leadership
Commentary Thought leadership has been a much bandied-about and ballyhooed term for law firms long before 2020, but the COVID-19 pandemic supercharged it. Meg Pritchard. Last year was a long and challenging slog, and I think most of us were hoping that we could leave a lot of the nasty behind when we ripped the old 2020 calendar off the wall and stuck a shiny new 2021 one up in its place. I’m hoping we could toss a few overused phrases from 2020 in the trash too.
The 10-Minute Marketer—Quick and Effective Tasks for Marketing Success | The Legal Intelligencer
Commentary Taking action—any action—will make you feel successful and ready to take on more. And you will have set yourself up for more and greater successes by putting in place the building blocks for larger marketing efforts.
Technology Today—the Good, the Bad and the What the Heck Was That? | The Legal Intelligencer
Commentary Technology provides both opportunities and challenges for marketing and business development. Knowing and understanding what these are and how to deal with them is the key to success now and for whatever the new next might be. Meg Pritchard. To say that the COVID-19 pandemic has accelerated the development and use of technology in all aspects of our life—personal and professional—borders on an understatement.
Adapting and Innovating Marketing and Business Development for the New Next
Commentary Providing legal services remains fundamentally a relationship-based business. So, while branding, practice capabilities and experience are important, the person-to-person element of marketing and business development was—and still is—a key ingredient in bringing in, keeping and getting more work from clients.
Four Takeaways for Communications in a Crisis
Commentary First of all, how are you? I hope you’re all healthy, safe and managing as best you can as we head into the second half of 2020. In the weeks… Meg Pritchard. First of all, how are you? I hope you’re all healthy, safe and managing as best you can as we head into the second half of 2020. Want to continue reading? Become a Free ALM Digital Reader.
Work(shop) It: 30 Minutes to a Better Professional Bio
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Professional Development: Proactive Marketing for the Win
I Tend to Think of Marketing and Business Development Efforts In Four Buckets: Passive Marketing, Active Marketing, Reactive Marketing and Proactive Marketing The view of (most) law firm leadership has evolved, but there is a long expanse of ground between viewing the marketing function as a cost center and recognizing — and capitalizing on — its potential to drive revenue and profits.
Proactive Marketing for the Win—Everyone Should Do It | The Legal Intelligencer
Meg Pritchard. Last week, I had the pleasure of sitting in one of the best meetings I’ve ever attended, with some of the smartest marketing and business development professionals I know (and I’m not just saying that because they’re my clients). This premium content is locked for The Legal Intelligencer subscribers only. Subscribe Now *May exclude premium content Already have an account? Sign In Now Interested in customizing your subscription with Law.com All Access?
A Back-to-School Primer: Essential Tools for Good Marketing
More from ALM Premium Subscription With this subscription you will receive unlimited access to high quality, online, on-demand premium content from well-respected faculty in the legal industry. This is perfect for attorneys licensed in multiple jurisdictions or for attorneys that have fulfilled their CLE requirement but need to access resourceful information for their practice areas. View Now Team Accounts Our Team Account subscription service is for legal teams of four or more attorneys.
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