Consistency: the only resolution you need in legal marketing

Vinson & Elkins’ chief communications officer Allan Schoenberg outlines his top three tips for teams to be more consistent in 2025

As the calendar turns to January, millions of people embark on their annual tradition of setting New Year’s resolutions. Perhaps you’re one of them.

Some aspire towards personal growth, fitness or breaking bad habits. Others aim to reach professional milestones or tackle the proverbial “bucket list”. As for me, I tend to lean towards the wisdom of the late Austrian American management consultant Peter Drucker: “The best way to predict the future is to create it.”

It’s not that I don’t believe in growth or goal-setting. Quite the opposite, in fact. Drucker’s point is that true progress comes from sustained focus and consistent action throughout the year. This principle resonates deeply with me, particularly as someone leading a team tasked with shaping a firm’s reputation, brand and culture.

For top communicators and marketers, this principle is more relevant than ever. Success isn’t defined by grand resolutions but by the deliberate, ongoing work we put into creating our future – the daily rituals and routines that empower us to move forward. Here are three key areas where communicators and marketers can resolve to be consistent in 2025.

Focus on internal culture to strengthen recruiting and retention

Culture is the lifeblood of any firm. A strong, intentional culture not only attracts top talent but also keeps people engaged and committed. Recruiting and retaining talented lawyers and top-performing business professionals has never been more competitive, and firms that invest in fostering a positive, inclusive and purpose-driven culture have the edge.

Internal communications play a pivotal role in shaping and enhancing a firm’s culture. Sharing about our lives outside work, celebrating professional achievements and fostering open dialogue, for example, help reinforce a firm’s values and create a sense of belonging.

At Vinson & Elkins, we are deeply committed to defining and living our culture, and we’re seeing the rewards. This investment isn’t just good for morale – it’s essential for business outcomes. Teams that feel valued and connected are more productive, innovative and dedicated. For communicators, building a strong culture means embodying the values and priorities that define the organisation.

Serve your firm better by understanding the big picture

We live in a multipolar world where change is constant and unpredictable. Economic uncertainty, geopolitical shifts and emerging technologies all affect how businesses operate. For communicators and marketers, understanding the business environment is no longer optional; it’s essential.

Every day, clients are looking for guidance, insights and solutions that help them navigate complexity. So, communicators who can identify key trends and translate them into actionable thought leadership provide tremendous value.

Whether it’s responding to inflationary pressures, navigating new regulations or exploring opportunities in sustainable industries, marketers who understand their clients’ opportunities and challenges position their firms as trusted advisors.

This requires collaboration with subject-matter experts, robust market research, daily consumption of the media (business and trade press) and a deep understanding of the industries you serve. The goal is to deliver meaningful insights that demonstrate your organisation’s expertise and commitment to client success.

Build better digital solutions to deepen brand engagement

In today’s digital world, your brand’s online presence is often its first – and sometimes only – impression. I sometimes joke with my team that the internet never sleeps, but the larger point is one we take seriously: investing in digital solutions is critical for creating a deeper, more engaging brand experience.

Websites, podcasts, mobile apps and video content aren’t just marketing tools; they’re platforms for storytelling and connection. A well-designed website that prioritises user experience, a compelling podcast that dives into industry trends or a video series that humanises your brand can all drive stronger engagement and loyalty. When you meet your audiences where they are, you become better able to provide them with content that informs and inspires them.

Building a digital ecosystem also means measuring and iterating. Digital platforms offer a wealth of data – from website analytics to social media engagement metrics. How are you studying it? Learn what works and what doesn’t to refine your strategies, improve your content and ensure that your digital presence meets your audience’s needs and expectations.

Creating the future – every day

Success in communications and marketing doesn’t come from chasing trends or making grand resolutions. Big ideas come and go. What matters most for creating the future is to take things one step at a time.

So, as 2025 begins, I have no resolutions to set. Instead, I’ll continue working with my team to build, create and improve. After all, the future isn’t something we should wait for – it’s something we shape. And that work happens not just on 1 January, but every single day.

Allan Schoenberg is the chief communications officer at Vinson & Elkins.

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