The Law Society Achieves Internal Integration

n an important step toward modernizing the legal profession, the UK's Law Society separated into three separate bodies: the Solicitors Regulatory Authority (SRA), the Legal Complaints Service (LCS) and the Law Society (LS), responsible for regulation, complaints handling and representation of the legal community.

Peppercom created an internal communications plan for the Head of Public Affairs, Director of Communications and other parts of the Corporate Affairs Team, including the Web Team and the Branding Team, to enable cultural and operational change through consistent, targeted internal communications. The aim was to embed the new representative culture through an integrated approach to brand communications on an ongoing basis at the Law Society. In order for the Law Society to connect and resonate with its staff, Peppercom launched a stealthy, targeted internal communications campaign.

The overall objective, as for all of the Law Society's communications work, was to demonstrate that the society is a single entity dedicated to "Supporting Solicitors." It was essential that all staff shared the same objective to present a single, integrated set of services to its members.

Peppercom knew it was essential to begin internal outreach using a multi-channeled strategy, including internal staff surveys, regular staff meetings to ensure that knowledge and information was fed down as well as up and use of the company intranet. To encourage employees to embrace the changes and to create a feeling of stability within the Law Society, Peppercom guided communications staff in how to set the proper tone and substantiate its strategy.