Expand Your Clients’ View of Your Firm

BakerHostetler excels at communicating with clients through practice-specific blogs, e-alerts and special reports. But they also wanted a way to expand how clients viewed the firm.

Enter the BakerHostetler Annual Report. Each year, the firm gathers its key achievements into a short but compelling look back over the year. By showcasing matters from various groups, the firm has the opportunity to demonstrate the scope of its capabilities in a storytelling fashion. If you are considering an annual report, keep these tips in mind:

1. Start early

It’s never too soon to start collecting information. Create a standard form to collect not only the basic data of a matter, but what makes it compelling. Remember the best matters tell a story. Collect the data quarterly while cases are fresh on a legal team’s mind. Start drafting content and design in the fall so you can publish as fast as possible after January 1.

2. Recruit key stakeholders

The strongest annual reports have attitude, including a powerful, well-crafted message from the firm’s chairperson or other leaders. Provide trends and a point of view on what is happening with key business developments and how they tie to your firm’s work.

3. Set priorities

While it may be tempting to include everything the firm has done over the year, resist. This is a place for highlights, not laundry lists. Quality, not quantity, needs to overrule politics.

4. Relate to the reader

Your annual report is part of a dialogue between you and your clients or prospects. For it to be worth the time to read, it has to be interesting. And, most important, it has to hit on business and legal issues your clients worry about. Use engaging, memorable design and edgy storytelling to make it something to look forward to, not dread.


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