Date of Award
Integrated Marketing Communication
The following investigation attempts to explore the communication dynamics between law firms and their clients. As shown in this research, clients tend to make note of poor communication skills, specifically listening skills, when they interact with attorneys. In an attempt to appeal to clients who have had negative interactions in respect to listening, several law firms across the country are utilizing branding that stresses their strengths in listening (what I term listening specific branding). In the investigation to come, three law firms are analyzed that utilize this type of branding. Additionally, three law firms that specialize in similar areas of the law in the same city were found and analyzed as comparisions to those using listening specific branding. Client testimonials posted to the respective firm’s websites, as well as unfiltered reviews from Google Reviews, were used to investigate the effectiveness of the branding in influencing clients perceptions of their experience in relation to communication/ listening. Although I am unable to make causal claims from these data, the research does highlight communication problems with attorneys and the potential advantage branding could serve to improve upon this problem.
Henriques, Kacey, "Lawyers That (Say They) Listen: An Exploratory Study into Law Firms with Listening Specific Branding" (2022). Honors Theses. 2517.
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