This is the second installment of an LMA conference Q&A led by Amanda Ferrari with responses by Howard & Howard PR and Communications Coordinator Kady Volmering.
At this year’s Legal Marketing Association (LMA) conference, one session stood out for its relevance and resonance – The Art of Tough Conversations: Navigating Sensitive Messaging in Law Firms. As someone who works closely with legal professionals, I found the discussion both timely and thought-provoking. Here are some key takeaways and reflections from that session, which was presented by Andrea Christman of Poston Communications and Lee Rogers of Bass, Berry & Sims.
Why Are Tough Conversations So Challenging in Law Firms?
Unlike many other industries, law firms must communicate across a complex web of internal and external audiences—lawyers, staff, clients, and partners. This makes messaging especially delicate. Firms are expected to address pressing social issues while maintaining neutrality and staying true to their core values.
Sensitive communication isn’t just about crisis management. It can arise in everyday scenarios such as:
- A high-profile case making headlines;
- Internal workplace conflicts; and
- Responses to political or administrative developments.
Each situation demands a thoughtful, values-driven approach. The stakes are high and the margin for error is slim.
Balancing Honesty and Empathy
The foundation of any difficult conversation should be the firm’s core values. (See John Hellerman’s latest article in Law360, “5 Pointers for Firm Leaders Communicating Tough Decisions,” for additional context.) These values not only guide decision-making but also help unify messaging across a diverse workforce. Leaders must understand their audience—attorneys, staff, and clients alike—and craft messages that are empathetic, transparent, and action-oriented. Not everyone will agree, and that’s okay. What matters is that the message is grounded in integrity and respect.
One of the biggest mistakes firms make is striving for perfection. In the legal world, precision is paramount—but when it comes to sensitive messaging, waiting for the “perfect” response can lead to delays and missed opportunities. Trying to please everyone often results in watered-down communication that satisfies no one. Instead, firms should aim for clarity, sincerity, and timeliness.
The Importance of Preparation
Preparation is key. Firms should:
- Clearly define their core values;
- Assess potential vulnerabilities; and
- Establish a flexible response framework.
After a message is delivered, it’s important to evaluate its reception and be ready to follow up. This shows accountability and a willingness to engage in ongoing dialogue.
Choosing the Right Format and Messenger
Communication style should align with firm culture. Smaller firms may prefer in-person meetings, while larger firms might opt for virtual town halls or email distributions. Regardless of format, two things are essential:
- The message should come from a familiar and trusted leader.
- The tone must be sincere with space for questions and feedback.
Maintaining Trust and Morale
Delivering tough news doesn’t have to erode trust. In fact, when done well, it can strengthen it. By being transparent, empathetic, and responsive, firm leadership can reinforce a culture of openness and resilience.