We have entered an unprecedented time with the recent coronavirus outbreak. There’s a lot of uncertainty and as a result, office closures, postponement or cancellations of meetings, events and just about everything else.

Law firms and other business organizations are trying to function in a volatile and rapidly changing environment. So how do you conduct business as usual during the COVID-19 crisis? And is it okay to market your firm and lawyers during this time?

My answer to this is yes, it is okay to market and that you should – but it should be done differently than before the virus.

If you are going to market your firm and your lawyers, showing support and empathy should be at the heart of everything you do. This is not the time to announce the relaunch of your web site, your latest rankings or a new brand.

Your guiding principle should be to show compassion and care to your employees, clients and the greater community and to educate, inform and help others through thought leadership and educational seminars. If these activities lead to enhanced branding and new business by demonstrating your position as an authority in a particular area, then that’s great – but firms that do heavy marketing during a global crisis can be seen as insensitive and out of touch.

It is important to remind your employees and clients that you care about them, you’re here to help them and that it is business as usual at your organization, even if most of your employees are working from home. Companies often struggle with getting this balance right.

In this article, I’ll discuss strategies for marketing your firm during the coronavirus – as well as any crisis – that may arise.