Legal Marketing

The 17/2004 issue of The New Advocate Newspaper, which appeared this September, published an analysis by Dmitry Magonya, the managing partner of ART DE LEX, about the approaches law firms take to marketing their legal services while protecting their professionalism.

The article sheds the light on several issues, including the interaction between the legal profession and modern society not only in Russia but also in the USA, Turkey, Poland, and Croatia. It also considers the main marketing approaches of legal advocates and consultants.

According to Mr. Magonya, advertisements for legal firms have become commonplace, but because attorneys serve an important public function and can cause great harm to their clients, they must promote themselves fairly. In addition to advertising ethically, a law office can increase its exposure when it participates in or arranges conferences or forums, supports the legal research, and develops close ties with legal organizations and universities.

In the article, Mr. Magonya paid special attention to foreign approaches to legal marketing, in particular in the USA, Turkey, Poland, and Croatia. For example, standards for the legal profession in Turkey fall under Attorneyship Law. In Croatia, they come under the Code of Ethics for Advocates, and the Code of Professional Ethics of Advocates applies in Poland.

The article is useful for those who work as consultants, advocates, or for legal firms as well as for people interested in the current trends and approaches of marketing the legal profession.

The full version of Mr. Magonya’s article is in the print version of The New Advocate Newspaper no. 17 of September 2014.