"Sometimes you win, sometimes you learn." This has long been one of my favorite quotes, but it really hit home in 2020. If you came out of this year without any lessons, you weren't paying attention.

Like those in many other industries, law firm marketing and PR professionals rolled up their sleeves and quickly reacted to the pandemic, social unrest and an election season like no other. What lessons can we take from 2020 into 2021 and beyond? Here are four:

  • You must continue your marketing efforts and stay visible with clients, even if you can't meet people in person.

For many firms, in-person networking—through event attendance and speaking engagements, lunches and meetings—has long been a staple of their marketing and business development strategy. So what happens when you can't leave the house? Call it a day and wait for a vaccine?