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Externe Kommunikation in Anwaltskanzleien

In: Marketing und Business Development in Kanzleien

Author

Listed:
  • Christoph Tillmanns

Abstract

Zusammenfassung Für das „people business“ Anwaltskanzlei sind Marketing und externe Kommunikation Notwendigkeit und dauernde Herausforderung zugleich. Die branchentypischen Besonderheiten dieser freiberuflichen Partnerschaft von Hochleistungs-Juristen sind bekannt, wie etwa ihr Verschwiegenheitsethos und ihr Fachjargon, ebenso wie unklare Führungsstrukturen, Konkurrenzdenken und Wissenssilos in Anwaltssozietäten. Sie erschweren eine effiziente Strategiebildung, Planung und damit auch Außendarstellung des Unternehmens Kanzlei. Dabei liegen die Ziele und Kompetenzen professioneller Public Relations-Arbeit (PR) im ureigenem Interesse der Branche: In einem wettbewerbsintensiven, von anhaltender Disruption geprägten Marktumfeld müssen moderne Anwaltssozietäten die Vertrauenswürdigkeit und Reputation ihrer Organisation und ihrer Berater täglich neu erarbeiten und absichern – erst recht im post-pandemisch verdichteten digitalen Netz von Wirtschafts- und Branchenmedien, Social Media und kritischer Öffentlichkeit.

Suggested Citation

  • Christoph Tillmanns, 2023. "Externe Kommunikation in Anwaltskanzleien," Springer Books, in: Claudia Schieblon (ed.), Marketing und Business Development in Kanzleien, edition 5, chapter 2, pages 33-74, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41991-2_2
    DOI: 10.1007/978-3-658-41991-2_2
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