Even the most confident rainmakers can be thrown off their games in this Darwinian environment in the legal sector. Therefore, they become vulnerable to advice about how to develop new business. That advice might be downright counter-productive.
For example, marketing types might hammer the need for the rainmakers to become more visible in the media about litigation and transactional activities. Yet, those rainmakers have functioned profitably as behind the scene power brokers. They are the old-line kingmakers who many outside the loop don't even know exist.
Their presence in the media could actually erode their power. They build and reinforce that power in confidential lunches, on the golf course, phone calls with movers and shakers, small private parties and six minutes of their time spent with their clients' sons and daughters who need internships and recommendations for elite schools.
The reality of media is that the players are fickle. Depending on the current need for clickbait, the tone and content can turn ugly. This isn't new. The volatility is simply more common. From the get-go, there are been power brokers who paid public relations firms to keep them out of the media.
Before rainmakers cave to experimenting with any or more media coverage, they should consult with a trusted public relations counselor about the risk/reward scenarios.