Profiting With Public Relations

Targeted Networking: Joining Organizations

A very good way to meeting prospective clients is through actively becoming involved in organizations and trade groups. The key is to pick quality organizations. Depending on your purpose whether to build strategic alliances or increase your visibility, they are full of opportunities. A note of caution what ever the reason of you attending it will take time to build solid relationships. Plan to invest the time.

 Lawyers make the mistake of joining/attending events with out giving much thought to the organization and its members. Take some time and review the organization that you are thinking of participating in. If its the 'right' organization at least 30% of its members are potential clients. A test to know if its the right organization aligned with your goals is to ask your best clients which organizations/groups they participate in.   Chances are you will run into like minded people.

Networking In A Turbulent Economy

With a weakening economy and  a restructuring of the country’s financial institutions, it is no surprise many of us our worried about our investment portfolios. Most of us have already seen our savings dwindle by 20-30%, whether it be in savings or prices of our homes. Every day it seems there is some financial institution on the brink of disaster. I wonder if U.S., Secretary Treasury Paulson has had a weekend off this last month or so, what his emotional or physical state must be. The conversations that must be occurring in the early hours of the morning.

There is a lot to be concerned about, but worrying about circumstances that you have NO control over is not going to help. This is where I find that very English attitude of "getting on with it," "doing the task at hand" comes in really handy and helps you focus on the things that you can do immediately.

Look at your business and implement some of the action items on your list. Up the ante with your networking efforts, which will become even more important for your business.

Networking is about building communities of like minded people, those who share your individual and your business interests and activities -- people who will ultimately add value by becoming a customer, or acting as a resource or referral.

When attending events, make a strong, positive first impression by asking questions and listening. (Introverts are so good at this) Highlight what the two of you have in common and relevant contacts you may share/introduce him/her to.

Increasing your networking efforts could mean just meeting more people at an event rather than attending MORE functions.

Try attending industry functions that you normally don't go to, especially those with fund-raisers, politicians, journalists and pr folks, these people are connected and they know other people.

Always remember it takes time to get to know, like and trust people. Don't expect immediate gains.

Finally, make your hard work pay. Do plan to keep in touch with your contact over time.  Try sending relevant blogs, articles or news their way. Add new contacts to your online social network like LinkedIn.  This will help develop lasting relationships.

Will Volunteering Help Grow Your Law Practice?

A frequent question asked by attorneys and young associates is whether  non- compensated volunteer work for non-profits and other trade associations will pay off?

Volunteering almost always pays off in the long run. The problem is that most of us expect immediate gratification and become disillusioned when we don't see the results.

When in reality, it should be considered as an investment: after all it takes  several years to obtain professional credentials. If you invest the time, particularly if its a cause you are interested in, you will be amazed at the doors that will open and the opportunities that will arise from such a small investment of your time.

Volunteering can provide a convenient way to develop a new skill or sharpen old ones. One of the first things they taught us at broadcast journalism school was to volunteer at the local cable television station.

Volunteering gives you the opportunity to work with other talented folks, make new friends, broaden your social circles, and enhance your professional network with  valuable colleagues.  In short, volunteering is one of the best investments any attorney can make and should be part of all business development plans.

Action Items:

1. Are you interested in working for non-profits or trade associations
2. Compile a list of these organizations.
3. Assess of how much time time you're willing to spend each month.

Attorneys Say Networking Most Effective Way To Find Employment

The old adage of the more things change the more they remain the same holds true. In a recent survey by Robert Half Legal, 48% of attorneys interviewed stated that networking is the most effective way to find work in the legal field. "In a tight-knit legal community, knowing the right person is often the most effective way to discover the best opportunities. Attorneys can use professional networking sites, in addition to traditional networking activites, to meet new people and uncover new job leads,"said Charles Volkert, executive director of Robert Half Legal.

The results were broken down as follows:

• Networking/friend or peer referral 48% 
• Staffing or placement firm 16% 
• Internship 13% 
• Law school recruiting programme 8%

The survey was conducted by an independant research firm for Robert Half Legal included responses from 300 attorneys.

Although all professionals intellectually understand the importance of networking, having a plan and implementing it is entirely another matter, particularly with competing demands on time. To ensure success of any networking endeavours, at its very basic means not only being clear on your networking purposes and goals but incorporating some form of online networking. 

Networking Tips For Working A Room

A couple of weeks ago, I attended an evening programme focused on career development at Association City Bar of New York.The programme was aimed mostly at recent law graduates and associates.

All four panelists provided some concrete strategies and tips. However, what really surprised me was  how hungry these graduates and associates were for information on networking. After the panelist finished a further 45 minutes was spent on questions. The questions ranged from: which form of resume  works best to how to strike up a conversation with strangers when networking.

Here are a couple of pointers, particularly if you starting your networking endeavours:

• Think carefully about who will be attending this event, Whom do you want meet? Do you know anybody who could make that introduction?
• Have business cards with you.
• Make sure you have some topics to talk about. Read through a couple of daily newspapers, so that you can discuss  current affairs.
• Be punctual, arrive early.
• Avoid eating excessively or drinking.
• Don't sit, you want to make some connections. 

To find out more how networking can help your law practice, email at pmahli @suncommunicationsgroup.com or visit The Sun Communication Group.
 

 

Teleclass: Offline and Online Networking

How often do you hear the term, "it's all about networking!" Most of us  know its importance in our legal practices, but how many of us actually do it. There is a huge disconnect, between the knowing and applying. I can already hear the excuses rear their ugly heads: I'm not the networking type, don't have the time, I've never got anything from it and my personal favourite - it takes far too much time.

Like it or not, networking is an indispensable part of all business, whether
you are an attorney with a small practice, a law student seeking a job or an
associate in a large firm.

The key to make any networking successful is to find out what works for YOU!
Consider do you prefer online networking? Are you the type that prefers to break bread and meet people? Do you fail to follow up after making great
connections? How do you keep in touch?

In today's fast paced technological environment we need to combine BOTH online and offline marketing.

Samantha Cardwell-Ward, attorney and trainer of Ward & Associates and I
will be giving a tele-class on Thursday June 26th at 5pm EST on this very subject.

Samantha will be discussing the online networking component and I will be
conducting the offline networking section.

Here’s a sampling of what you will learn:

• Following up with your contacts online: How often?  What should you say?  Should you call or e-mail?

• Hidden dangers of social networking online.  The 3 things you should know.

• How to network effectively, so that it fits in with your schedule.

• Maximizing your networking.

• How to keep your networking relationships active.

We guarantee that all attendees will walk away with at least THREE tactics  they can apply immediately to their practice.

To find out more, either email me or register directly at Ward & Associates.

Attorney Misconceptions In Networking (Part Two)

Many attorneys use the opportunistic or, as it is commonly referred to, the hit-and-miss approach to networking. Typically, attorneys attend an event , strike up a conversation , talk about themselves , and exchange business cards. They usually attend these events wit h the mind - set of collecting business cards, without really paying any attention to having two or three engaging conversations.

This type of random networking will produce clients every so often. However, it is based on the fact that the person you are speaking to requires legal services. Usually when opportunities do occur , their impact on your practice is marginal.

One of the other problems with this type of networking is that while business cards may have been exchanged, if services are not needed, the cards are discarded.

Strategic networking is more focused and tends to position attorneys at seminars, conferences and trade shows where potential clients are likely to assemble. With this type of networking , it ’ s common for attorney s to join and actively participate in associations or clubs and attend breakfast lectures and luncheons where they will pass out business cards.

Depending on the overall marketing plan, giving presentations and sponsoring a function may be part of the law firm’s overall strategy . This type of networking produces better and consistent results than the random acts of networking, although once again it is dependent on the needs of the individuals from the organizations you are involved in.

"Leverage networking” is what Keith Ferrazzi calls networking with the connectors and super connectors. Never Eat Alone: And Other Secrets to Success, One Relationship at a Time These are individuals who are well connected and whose jobs entail considerable contact with people, such as fund - raisers , journalists, public relations professionals, lobbyists, conference organizers , etc.

In leveraged networking, the attorney cultivates continuing relationships with people who are constantly in contact with large numbers of people in the attorney ’ s target group. The relationships are carefully chosen and continually maintained to assure that the contact will refer a client if the opportunity arises.

An example of this type of relationship is a transactional business attorney who has a continuing relationship with an accountant and financial planner. This is a mutually beneficial relationship since the attorney can occasionally refer clients to the accountant and financial planner , and vice versa.

On a practical level, there are several levels to get started, depending on your comfort level. Since networking has to be long-term endeavor, becoming involved in an area where your interests lie. Serving on a board, for example, will not only help build your network but will also build your confidence. Most nonprofit boards and community-based organizations are seeking volunteer-based general counsels. The boards in turn have the opportunity to get to know you and the quality of your work without your peddling your services.

Key to all networking activities is listening and asking open-ended, engaging questions -- those that require more than yes or no answers and open up a dialogue.

The objective is to find out more about these people. What do they do? Why are they attending this particular event? What are their concerns, interests and hobbies? A good gauge when meeting someone is to listen at the very minimum 50 percent, although some would say 80 percent of the time. Body language indicates whether you are actively listening and interested in what the other individual has to say, and not looking across the room to see who else has appeared.

Ultimately, all of us want to know that we are cared for. Stephen R. Covey says, when networking, “Seek first to understand and then be understood.” Seven Habits of Highly Effective People, Stephen Covey

An area in which almost everybody falls short is the follow up. It is after the initial meeting that relationships begin to develop. All the listening, well-crafted marketing messages and best first impressions go down the drain if there is no follow up. Following up within 24 hours demonstrates enthusiasm, interest and initiative, and more importantly, the groundwork has been laid for a face-to-face meeting to explore whether it’s a relationship worth taking to the next level.

Rather than resist networking, attorneys need to take stock of the skill set they already have and apply it. Like most things there is no magic formula; the truth lies in discovering what that magical formula is for you. To find out how we can work together email me.

On May 2nd I will be talking talking about building your networth at the Paralegal Conference in New York, held by Estrin Legal Ed.

Networking Misconceptions Held By Attorneys (Part 1)

For many attorneys, the word “networking” conjures up trepidation and concern about their own inadequacies about not being able to “schmooze,” coupled with misconceptions ranging from not having enough time and not having “star” power, to networking being a waste of time that robs them of valuable billable hours. So it’s no surprise that networking often ranks on the lower rungs of business development activities.

By holding these misconceptions to be true, attorneys are really doing themselves a disservice. The truth is that informal networks are at the heart of our lives: it’s how we find jobs, find the right business coach, get our children into the right universities, and even find our spouses.

Similarly, business-related networks provide us with an array of benefits, often overlapping into our personal lives: they help us create strategic partnerships, foster professional development, and as an added benefit, many lifelong friendships are formed along the way. Networks increase our value, as we are more able to help others with their needs.

Networking gurus such as Keith Ferrazzi, the author of Never Eat Alone, will tell you that professional services marketing is about building relationships and, quite simply, that these relationships develop through contact. To borrow a phrase from the real estate industry, networking is really all about contact, contact and more contact.

According to Webster’s New World Dictionary, third edition, “a network is a group, system of interconnected or cooperating circles.” The Penguin English Dictionary, third edition, describes networking as a “group of persons, sharing an aim, interest, etc., and frequently communicating with or helping each other.”

The problem lies in the fact that attorneys, by nature, are more attuned to viewing networking as a transactional relationship. Networking, though, is rarely transactional; 99 percent of the time networking is relational. Attorneys have to make that intellectual shift for their networking efforts to be successful. Fortunately, the same skill set required for being an attorney -- being organized, focused, and applying yourself -- is required for networking.

Mistakenly, many young attorneys look at “star” attorneys at their firms and try to emulate their style. However, since networking is essentially building relationships with other human beings, it takes longer for inauthentic attorneys to build trust and commitment, as people are able to detect sincerity.

Equally problematic in today’s fast-paced technological world is a natural tendency toward immediate gratification, particularly if attorneys are just beginning to network. Having realistic expectations at the outset will reduce frustration and disappointment. Building good networks takes time and patience, very much like gardening. After plants are planted, they must be cultivated and nurtured.

Gardeners are forced to take a step back after planting and feeding. Similarly, when networking, it’s imperative to take a step back rather than pushing, and just allow relationships and opportunities to develop. Quick fixes don’t work. Generally, it takes at least six to eight impressions for people to remember and begin to trust a new person.

Part two of this article which originally appeared last September in The New Jersey Law Journal will be appear tomorrow. On the other hand, if you want to read the article in its entirety, please visit The Sun Communication Group.

If you want to learn more about networking, how to make all your networking efforts productive and  effective,  do check  my audio series, "How to Grow Your Law Practice on a Shoestring Budget," specifically session #2, Networking  or email me  to find out how I can help you.

Tidbit: Resources for Firms Wanting to Expand Overseas

In recent years, top global law firms have been ramping up their practices in emerging markets, particularly in Dubai, China and India. For medium sized law firms, also wanting a piece of the global pie organizations such as,  International Lawyers Network, and AFLA International Globlal Network, are extremely resourceful.

Growth opportunities abroad  are not limited to large global bemoths, granted at first glance they do tend have several advantages in place: they have global networks, infrastructure in place and big budgets.

For small law firms aspiring to do business abroad, a big resource is the American Bar Association. The ABA has several divisions, the International Division and General Practice, Small Firm Division. The latter has a list serve Solosez, with well over 3000+ members and growing! While most of the members of Solosez listserv are American,  many are from United Kingdom, Mexico, Germany and Australia. Listservs and conferences at bar associations  provide ernormous opportunities to network and conduct some due diligence when considering doing business.

To find out more about Solosez, read this article by Keith B. Mclennan, partner of Miller, Turetsky Rule & McLennan.  Of course the other good starting point is becoming involved with  the foreign chambers of commerce in your neck of the woods.

8 Ways to Improve your Legal Practice in an Economic Downturn.

    The last couple of months has seen increasing focus and coverage on the state of the American economy. According to economists, the economy is in a far worse state than originally anticipated; which in turn has led to the current administration working fast and furiously, putting together an economic stimulus package.

    Understandably, there is a lot of talk about doom and gloom. A popular topic of discussion in business circles is  how to keep your businesses growing in slow times.  For example, should business owners, spend more on advertising, blogging, attending trade shows etc. Or should they review current marketing plans.

    To be candid, all of these lead generation methods have their advantages, but, there are other actions attorneys can take, in their  legal practice, that are more likely to produce more bang for your buck when things are slow.

Here are some areas to review in your legal practice:

1. How frequently do you reach out to your professional networks? How well do you maintain your extended networks?

2. Harvard Business School research found that a 5% increase in customer loyalty can lead to 40% to 90% increases in the lifetime value of that customer relationship. You need to earn your customer's loyalty. What are you doing to improve your client systems?

3. Are you perceived as the expert in your niche? If not, what concrete actions steps are you taking? Do you know where to begin to start building your expert status?

4. Review your strategic plans. Slow times are a great time to review your plans and see if you are still on track.

5. Are you taking opportunities of collaborating with strategic partners and authoring articles for local papers and trade journals. If so, how  are you leveraging them?

6. Are the systems in your legal practice operating efficiently like a well oiled machinery? If not, what area needs improvement? Your marketing? Public Relations? Managing clients? Are you still searching for a systems that WORKS for you?

7. Is the press calling to quote you?  When was the last time a reporter called you?

8. Do prospects get to see and hear you up close and personal. How often and where are you speaking?

    Reviewing all these different areas of your law practice, and discovering where weaknesses lie are far more  likely to be  productive and dollar cost effective, instead of trying new marketing strategies and hoping they will work.

     Allison C. Shields of Legal Ease Consulting  and I will be giving an 8 part teleseminar  How to Grow Your Law Practice on a Shoe String Budget discussing all these areas in considerable detail. To take advantage of the early bird offer please register at: How to Grow Your Legal Practice on a Shoe String Budget.