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King Arthur had the royal carpenters construct a round table large enough for all his brethren so that none of the extraordinary knights could sit at the head of the table. This strategy of gathering the finest experts in the field for a discussion of equals still makes great sense today. We call them roundtable interviews, and they are comprised usually of a partner playing host to between four and seven general counsel, or other cheque signers, for a discussion on a hot topic in a specific industry.The interview is reported in a legal or industry trade publication and usually receives front page or centrefold coverage, positioning the partner as a leading authority, and making the strategy one of the finest ways to place a story outside of a flattering profile. Today’s technology also allows the discussion to be broadcast on satellite television directly to lawyers, made available on the Internet, or taped for later use as part of CPD programmes.Roundtables offer an unusual amount of control for a news interview, including the attorney inviting the guests, picking the topic, drafting the questions and steering the discussion. But they offer more than extraordinary press coverage for both the law firm and its clients. They also provide a rich opportunity for meeting with clients and prospects. By adding a lunch, dinner, or cocktail after the event, a roundtable is turned into a business development opportunity. With all of these positive attributes it is a wonder so few law firms engage in the roundtable strategy. This is a guide to how they can.

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