Gone are the days when business cards, firm letterheads, and office signs were the main means of communicating lawyers’ titles or law firms’ names to the public. Modern technology has not only transformed how lawyers and law firms convey professional designations, practice arrangements, and firm names, but it has also generated new ways for the public to find lawyers and firms. Where first interactions were once face to face, now they are often online.
While the web, with its blogs, websites, and social media has made it easier to connect and network, the online nature of these interactions has created a virtual distance between lawyers and prospective clients. Thus, lawyers’ presentations of themselves in those new media are critical and must pass scrupulous ethical examination.
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