Promoting a firm after a significant change requires a persistent, carefully honed message.

Changes in management, ownership, or name can provide a valuable opportunity to promote an agency. What's most important is to evaluate the impact, create positive messaging, and then reinforce it broadly and consistently, both internally and externally.

"Treat yourself like any client looking for counsel," says Lisa Throckmorton, SVP of SpeakerBox Communications, which was known as Shea Hedges Group until Elizabeth Shea bought ...