Why a DEI strategy is a competitive advantage for law firms

Mar 11, 2024

The legal industry isn’t known for its trailblazing progress on the diversity, equity and inclusion (DEI) front — but it is improving. Many law firms are integrating DEI strategy into their core business model, and the benefits of this shift are touching nearly every area, from prospecting and marketing to recruitment and talent development.

In this episode, Lee Watts joins us to talk about her new role as Director of Diversity, Equity & Inclusion at Bass, Berry & Sims. She discusses the firm’s strategy and reflects on how DEI influences a firm’s brand, reputation and competitive advantage.

Here’s a glimpse of what you’ll learn

• Who Lee Watts is

• About Bass, Berry & Sims

• How DEI has changed over the years

• DEI’s influence on law firm brand and reputation

• How to be a DEI advocate within your own circle of influence

• The importance of analyzing all business matters through a DEI lens

• The potential impacts of emerging lawsuits targeting firm DEI initiatives

• About Bass, Berry & Sims’ active programs, including its affinity groups and educational partnerships

About our featured guest

Lee Ashby Watts is the Director of Diversity, Equity & Inclusion (DEI) at Bass, Berry & Sims. She works to advance diversity, equity and inclusion and to support the recruitment, retention and advancement of underrepresented lawyers and professionals. Lee has over 20 years of experience in the legal industry, helping law firms, attorneys and legal professionals develop and implement strategic plans.

Lee brings a keen understanding of communications and client service, having worked in legal marketing and business development for most of her career. Prior to joining Bass, Berry & Sims, she led a consulting firm where she coached, trained and consulted with hundreds of leaders. Previously, she served in a variety of roles within law firms, including as the chief marketing officer at global law firm Smith, Gambrell & Russell, LLP for nearly a decade.

Lee is a certified business development coach as well as a frequent facilitator and speaker, addressing personal branding, public speaking, marketing, diversity and inclusion. She sits on the board of the Legal Marketing Association Southeast and the nonprofit organization Kate’s Club. She is also a member of the professional women’s network CHIEF, Alpha Kappa Alpha Sorority Incorporated, Junior League of Atlanta and ColorComm. Lee is an Ohio University graduate and earned her MBA from Georgia State University.

Resources mentioned in this episode

• Check out Bass, Berry & Sims

• Follow Bass, Berry & Sims on X, Facebook and LinkedIn

• Connect with Lee Watts on LinkedIn

• Say hello to Michelle Calcote King on X and LinkedIn

Sponsor for this episode

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. 

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more.

To learn more, visit www.rep-ink.com or email them at [e-mail] today.