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Crossing borders.

As the horse latitudes of July encircle our days, readers of Strategies might be forgiven if their thoughts are fixed on vacation time, beach houses and fireworks. A summer ago found legal industry professionals still grappling with attenuated staff just as post-crisis litigation and restructuring work was piling up. One of the signature lessons of the financial crisis--the ineluctability of global interconnectedness--has since come to redefine our collective sense of borders. Let us give credit to Cold-War punditry where it's due. Communism may have turned out to be a dead letter, but the maligned domino effect is alive and well, as evidenced by the subprime mortgage disaster.

The idea that the world is indeed flat, at least in certain respects, was the impetus for coming up with a theme of "Crossing Borders" for this issue--but not only in the recent sense of financial calamity. During my career I've wrestled with the vexation of setting out to propagate marketing messages outside the comparatively homey confines of the U.S. market (both at a law firm and an investment bank). Yet over the last decade, and certainly enough times since then, I've come to see we're still a long way from untangling that Gordian Knot. As such, this has served to inspire the two authors in this issue who tackle the challenges of implementing marketing and communications programs in overseas markets.

Eschewing the parochialism of a one-size-fits-all approach to achieving a winning international marketing strategy, industry veterans Juliana Garcia and Marisa Mendez argue that penetrating foreign markets is more chess than checkers. Paul Jaffa's "Avoiding Babel" looks at the same issue from a PR perspective. Closer to home, so to speak, Robert Algeri forecasts how the next-generation law firm website can be expected to look. Russ Korins issues a hearty endorsement of the importance of cultivating business development skills in associates, Elizabeth Lampert places social media in the larger context of traditional PR, and yours truly holds forth on 10 key ingredients that go into hiring the right PR firm. And of course, as always, there's Ask the Authorities, Marketers on the Move, events to keep track of, as well as Strategies' point-counterpoint.

It's summertime, and while the livin' may not be as easy as we'd all like to think it once was, there's no denying that we've all learned some lessons since last summer. That's reason enough to dig our heels in the sand and enjoy a brief, sun dappled respite from our labors.
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Title Annotation:About This Issue
Author:Hickey, Brian
Publication:Strategies: The Journal of Legal Marketing
Date:Jul 1, 2010
Words:413
Previous Article:Summer lovin'.
Next Article:One size does not fit all: creating and implementing a winning international marketing strategy.

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