Lawdragon recently profiled Infinite's Vice President Jennifer King as part of the publication’s "Legal Consultant Limelights" series.

Jennifer spoke with Lawdragon about recent changes in legal communications and PR, critical moves firms may be missing, and the most important avenues for law firms to share their message. A snapshot of the profile is below:

Lawdragon: What do you enjoy about working with lawyers specifically?

Jennifer King: I appreciate that lawyers are some of the smartest and most well-educated people out there. I’ve had the opportunity to know and work with luminaries in the profession, including firm founders, top trial lawyers, former attorneys general and solicitors general, and I continually learn new things from them.

As a former journalist and a lifelong news junkie, I get a thrill each time I see a headline that involves my clients’ work. I love working in a sector that’s so tightly embedded in business and government. And in our current political climate, it comforts me that lawyers – including many of my clients – are actively defending the rule of law.

Lawdragon: You mentioned thoughtful risk earlier. What are some other new or potentially risky ideas that have paid off?

Jennifer King: For the last couple years, I’ve been building out a new product for Infinite, which has been exciting. It’s a web app called Infinite Accolades.

One big component of the bespoke content our writing team does for our clients is award nominations, which can be such a great way for lawyers and firms to credential themselves. Over the years we have built a database of about 1,500 awards that are of interest to lawyers. This product allows our law firm subscribers to view their award calendars in real time, pulling from a database that we maintain for them. It can be a tremendously time-consuming process for law firms to maintain an award calendar. Deadlines change, awards get added, awards disappear, and this gives our clients the confidence to know that their calendar is being managed. They're not going to run the risk of a lawyer coming to them in six months saying, “Why are all of my competitors featured in this award and I didn't even know about it?”

Lawdragon: Why is it important for law firms to receive those awards and those recognitions?

Jennifer King: When a prospective client is making a decision to retain a lawyer, they will almost always review the lawyer's bio. Awards and recognitions are data points that can help elevate a lawyer in the eyes of potential clients. Particularly in bet-the-company cases, a chief legal officer wants to do everything they can to persuade their CEO, board and other stakeholders that a particular lawyer is the safe choice. While no one is getting hired based on awards alone, well-known honors may help move the needle.

Read the full profile, here.