Advocacy positions LMA at the forefront of the industry and LMA members at the forefront of their firms. 

Through its advocacy initiative, LMA is dedicated to elevating the profession of legal marketing within the industry. Our efforts help firm management understand and appreciate the impact legal marketers can have on the business of law.

LMA Advocacy is also about joining forces to drive industry change on important issues like diversity and inclusion and ethics and legal marketing. This initiative enables legal marketers to lead conversations about the Next Big Thing within their firms to help solidify our voice at the table of law firm leadership.


Through LMA's Advocacy Initiative, we are raising the profile of thousands of professionals in the legal marketing industry, and addressing issues of importance to members. In order to do this, however, we need your help. We are looking to you to "spot" stories that could be used for media pitches, blog posts, Strategies articles and more.

Check out our Story Spotters Guidelines for more information and submit story ideas by contacting us with "Advocacy" as the subject of your email.

2018 Advocacy Initiative Recap

2018 has been a landmark year for the Legal Marketing Association and the thousands of marketing and business development professionals we support. We have long prided ourselves as being “the authority of legal marketing” – helping to connect, educate and celebrate legal marketing and business development professionals nationwide. This year, we stepped up our efforts to be their voice as well.

Through this focused effort we are advocating on behalf of legal marketers and promoting positive change in the legal industry on issues of important to our members, including ethics and legal marketing, professional advocacy, diversity and inclusion, and meaningful innovation.

This initiative is being guided by a new Advocacy Advisory Council (AAC), a group of experienced LMA leaders who provide recommendations to the board of directors, volunteers and staff. The AAC and the staff Advocacy Director also oversee two working groups, one for Ethics and Legal Marketing and one for Professional Advocacy, and coordinate with the Diversity & Inclusion Committee. LMA has also engaged a strategic communications agency to help us craft our messaging and garner visibility specifically for this initiative.

As a result of these efforts, in 2018 LMA was mentioned in 21 articles in 13 prominent legal industry trade outlets, resulting in approximately 8.6 million impressions. We placed op-eds written by our members and senior leaders in American Legal Media publications, including The American Lawyer and The Daily Business Review. On our owned channels, we continue to publish native content to JD Supra, LMA’s Strategies blog and magazine, and our social media channels – all resulting in an additional 4 million impressions.