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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 46INTERNAL AND EXTERNAL COMMUNICATIONS IN A LAW FIRM

Mark BainFormer Global Director of CommunicationsBaker & McKenzie

A growing number of law firms today are taking a more disciplined approach to internal and external communications. This trend is being driven by several factors, including macroeconomic forces in the global economy, growing competition in the legal industry and a proliferation of print and online media focusing on both the practice and business of law. These trends are converging to create a higher number and wider variety of employment opportunities in the law firms (and corporate legal departments) for communications professionals at every level.

This chapter will provide an overview of the legal industry, discuss ...

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