Attorneys and business leaders know that the legal landscape is constantly evolving, but how are the decision-makers at the highest level truly navigating this change? The recent Legal Marketing Association (LMA) Miami chapter meeting, featuring a Managing Partner Summit, offered an invaluable look behind the curtain. 

The panel consisted of managing partners from large national full-service law firms with Miami offices as well as two boutiques focused on bankruptcy-creditors rights and commercial litigation. 

Moderated by Law360’s Florida Editor, Carolina Bolado, this panel was a rare chance to hear from the decision-makers setting firm priorities, budgets and strategy.  

Panelists included: 

• Brett Amron, Founder and Managing Partner, Bast Amron 

• Beatriz Azcuy, Managing Partner, Sidley Austin’s Miami office  

• Jorge L. Piedra, Managing Partner, Kozyak Tropin & Throckmorton 

• Francisco A. Rodriguez, Managing Partner, Reed Smith’s Miami office  

This event wasn’t just about networking; it was a candid discussion on the core business and marketing strategies that are defining success in the modern legal market.   

 Key Themes from the Summit 

The conversation among the four managing partners revealed a consensus on several critical issues: 

With Florida growing so rapidly in population, business relocations and new business formation, there is plenty of potential to grow businesses. It was interesting that all four panelists had no plans to open additional offices in the state, but instead, were focusing on organic growth. 

“We used to rely on receiving inbound referrals from New York law firms, but now many of them have established a Miami presence,” said Rodriguez. “Now we must have a new business development strategy of our own.” 

• Most area law firms have capable, talented lawyers. This market requires firms to distinguish themselves from the pack. Consensus: Money is important, but firm culture can be a difference-maker in attracting and retaining the best associates and lateral hires. 

“We believe in organic growth through opportunity,” said Piedra. “We place a lot of importance on our summer clerkship program, where law students can experience our firm culture and people.” 

“I’m a Miami girl; it is very important for our firm to blend our Miami culture with those of the overall firm,” said Azcuy. “One way we distinguish ourselves in this market is by encouraging our attorneys to get involved in community and business organizations.” 

“We have to be honest and transparent with our summer associates,” said Amron. “For those summer associates we like, we offer them a job at the beginning of their third year in law school.” 

• Community outreach and new business development must be a priority for partners and associates alike. 

“We have to invest in the community to show our commitment to the South Florida market,” said Azcuy. “It’s a slow process to generate new relationships. We’re in it for the long game, but sometimes we have to push our attorneys out of their comfort zones to achieve buy-in.” 

“We’re embedded in the fabric of the community,” said Rodriguez. “From Art Basil to handling pro bono cases to teaching at the FIU College of Law, we want to be a part of the fabric of this community.” 

“Telling attorneys what they must get involved in is a failed strategy,” said Amron, whose firm hosts its Annual Business Advantage Forum, which includes high-level panels that tackle current business and legal topics of importance to the business community. “We invest in the attorneys who want to get out there to build a book of business.”

Several of the managing partners explained that their firms have provisions to credit attorney marketing hours against their budgets. 

As experienced Florida law firm marketing and PR experts here at BoardroomPR, we can attest to the conversations we have had with younger associates over the years on the ability to achieve work-life balance and have the time to meet billable hour expectations and spend time out of the office getting involved in the community.   

• The last topic that was thoroughly and passionately discussed was the role AI is or will be playing in the practice of law. It was unanimous, each managing partner was in the process of developing AI policies, testing various tools and training their attorneys. Some of the comments included: 

We need to provide our clients with an AI 101 course. They need to know the risks. Clients are developing their own AI policies. Newer associates appear to be actively using AI.

About the Legal Marketing Association: BoardroomPR has been committed to being a leader in law firm PR and marketing for more than three decades and invites you to attend an upcoming meeting at the Miami, Orlando and Tampa Steering Committees, where our legal PR pros have been founding members, as well as current and past Co-Chairs and Chairs. If you are interested, please contact Michelle Griffith (Tampa and Orlando) or Don Silver, Daniel Benjamin or Jen Clarin (South Florida). 

Donald Silver

Chief Operating Officer