Never Let a Good Crisis Go to Waste

The current war in Ukraine is an excellent example. For obvious, and horrifying, reasons, Russia’s invasion of Ukraine is something everyone is preoccupied with right now. That includes clients of law firms, many of whom are probably wondering what they can or should do about it.

A great response was created by the law firm of Mayer Brown. This is a firm that gets it. Right on the home page, a link entitled “Ukraine Crisis” has been added to the menu options. It leads to a page dedicated to providing information about the legal impact of the war. This page immediately establishes the firm as a valuable resource for anyone seeking to keep up with what’s going on, and more importantly, helps them figure out what to do about it.

This is brilliant content strategy. The stories within this section address several of the issues created by the war, including immigration issues, the impact of sanctions, cyberattacks and other topics. It’s current, relevant, and comprehensive. And it happened fast — the firm was obviously preparing for this event, and the day Russia crossed the Ukraine border, it went up — maybe earlier.

The page is a rare example, in my experience, of a firm connecting a current event with their role as legal counselors. Too often, analysis like this appears weeks after the event, by which time it’s useless. Mayer Brown did the opposite, creating and sharing content that’s relevant, useful and ongoing. Well done.