In this age of COVID-19 where uncertainly abounds, the role of marketing communications (or marcom) messaging for lawyers and law firms is changing rapidly. Before this crisis materialized, the trend was to position practitioners and firms to client audiences as: problem solvers, and business growers—helping their clients grow their own operations. Attorneys are still problem solvers, but we all now have a universal problem, and one that demands empathy.

Many law firms have created virtual rapid-response teams, swooping in to answer questions (as best as one can) regarding force majeure clauses in contracts and how layoffs can unfold legally while aligning emerging state and federal resources for displaced workers. It does not feel like a time when a lot of new business can be developed (although it is) and certainly isn’t one where the public appetite for nonvirus-related news is very high. We’re collectively somewhat immobilized, both physically and mentally.