Self-promotion and the modern lawyer

Lawyers promoting their legal practice and broader brand is becoming more commonplace in Australia but is perhaps not as mainstream as in global jurisdictions. Whether tall poppy syndrome or an archaic view of self-promotion, lawyers who modernise brand-building often face reticence or scepticism from certain corners of the legal profession.

Robyn Tongol • 06 August 2024 • Podcast

In this episode of The Lawyers Weekly Show, host Jerome Doraisamy welcomes back Danielle Snell and Robert McGirr, the founders of award-winning firm Elit Lawyers by McGirr and Snell, to discuss the evolution of self-promotion of a lawyer’s legal services to the market over the years, whether such promotion is client-driven or spurred by the need to stand out from competitors (or both), and the stigma that can surround such promotion.

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Snell and McGirr also reflect on the myriad sociocultural factors that might contribute to such stigma, how Australians compare on such fronts to their global counterparts, why there remains a long way to go before lawyers’ self-promotion is more mainstream, what a lawyer needs to establish in getting started on the promotion journey, first steps to be taken, differentiating between personal and professional marketing, the relevant modes of communication, and the investment of time required.

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