The Legal Intelligencer Blog

How to Communicate Effectively Without E-mail

By Neen James
Special to the Legal

Recently, while chatting to one of my clients, he asked, "If my potential prospects are limiting their access to e-mail, how can I reach them?"

I was secretly delighted to hear some people are limiting their access to e-mail (but that is a topic for another blog).

Here are a few ways you can communicate with influence without using e-mail as your primary tool. Each of these will take you no more than 15 minutes. We are all responsible for practice development, and if you want to grow your book of business for the firm, try a few of these ideas.

- Call to invite your contact to a tele-coffee. What is a tele-coffee? You make a coffee, and they make a coffee, and you talk on the telephone … for no more than 15 minutes! I do tele-cocktails on Fridays (love those!).

- Send a hand-written note. No one does this anymore, but precisely because we have so much electronic communication, your contact will appreciate the personal touch.

- Send a magazine subscription. You can do so for usually less than $20, and you could include a note: "I know you don't have time to read all your e-mail but thought you might have a few minutes to enjoy a magazine … would like a chance to connect and share with your what our firm could do for you." The creative approach will win you points!

- Send a postcard with a personalized message on the back. Same idea as the hand-written note, but postcards stand out in people's mail piles. I like to send Aussie postcards with scenes and phrases that make people smile (it helps that I am Australian!). What is memorable about you and your firm that could also be shown on a post card?

- Send a parcel -- everyone loves presents! It could contain a recommended book, journal or sample of your product. Include a note suggesting you get together by phone to chat about the book/journal/sample.  I once sent a jar of peanut butter and jelly to the director of very large cable company with a note "I know you don’t have time for lunch, but maybe a quick PBJ sandwich?" (I don’t even eat PBJ -- that is definitely an American institution -- but I found out that was his favorite sandwich). That package led to many fabulous opportunities, great relationships and a very profitable client.

- Send a LinkedIn request. Okay, so this one does appear in their inbox, but people take notice of invitations to connect and often take a moment to read your bio.

- Call and invite them to a networking event. Offer to host them, introduce them to others they would benefit from knowing and connect at the same time -- very productive!

- Text them. No, you don’t have to be up on the latest text talk (e.g. LOL, BRR), but you can quickly and easily ask if they have time tomorrow to chat by phone. Not many people use text wisely for connecting; it is personal, quick and usually gets a response.

- Search social media profiles, and direct message on Twitter or send a Facebook message. These are alternative communication strategies and will appeal to different clients.

- Create a video. Create a 30 second invitation to connect with you (you can do this on your iPad using iMovie, or the camera in your laptop), upload to YouTube and send a link inviting them to coffee (these videos can also be texted). Okay, I admit this is another email; but you have to admit it is a creative one! Note: You might want to also make sure this is approved according to your firm’s social media policy.

Your prospects and current clients do want to hear from you -- you just need to get clever, cut through the clutter, be creative and do this more productively. It only takes 15 minutes -- which strategy will you try first?

Neen James, MBA CSP, is the President/CEO of Neen James Communications, LLC. An international productivity expert and native born Aussie, James delivers engaging keynotes that have educated, and entertained audiences with real-world strategies that apply in all roles, whether at work or in life. She also provides one-on-one consulting and mentoring to women on a variety of business issues and topics. To find out more about James, visit her at www.neenjames.com/bio, e-mail [email protected] or follow her on Twitter @neenjames.

Accepting and Adopting Digital Communication for Lawyers

By Gina F. Rubel
Special to the Legal

Many lawyers still say that they don’t want to "communicate online." They have prospects, clients, referral sources, judges and colleagues online. Even the courts are online. These same people don't like when I say, "It's not about you."  It's about who you're trying to reach, where they are, and how they wish to be communicated with.

I remember when I was a law clerk for the Philadelphia Court of Common Pleas in the early 1990s. The court was instituting the Day Forward/Day Backward programs. There were many naysayers saying, "It's never been done this way," and "It's just going to create another backlog." But the powers of the time knew that something had to be done to reduce inventory -- and that "something" serves as a nationwide model.

Around the same time, e-mail was becoming a viable means of communication. AOL's alert of "You have mail," was something every Gen X'er wanted to hear when she or he got home from work and successfully connected via their telephone modems. But many thought that e-mail would not change the practice of law.

Nearly 20 years later, e-mail has become the primary means of communication by most professionals (although I do know attorneys who do not have e-mail addresses and/or still use AOL as a means of communicating). If you practice law and you use an online e-mail provider as your primary e-mail, it's time to graduate to a more sophisticated and secure platform.

In August 2008, the court, with the help of the Philadelphia Bar Association, successfully implemented an electronic filing system that is now mandatory. This makes it impossible for a law firm practicing or filing cases in the First Judicial District of Pennsylvania not to be connected to the Internet.

So here we are in 2011, and there are still attorneys who say that they don't need to be online.  The fact is that if you want to stay competitive, you need to accept and adopt digital communications into your practice of law. Rather than begrudge these tools, accept them and learn how to use them ethically and effectively.

My friends who have teenagers tell me that the best way to get information from them is to send them a text message. For many law firms, other than word of mouth, a large percentage of their new business leads come from organic online searches, online marketing, public relations and social media.

People looking for particular services, like legal counsel, are going online to find who they can reach out to help them solve particular problems. Even when another attorney refers a prospective new client to a firm, that prospect usually goes online to find out what they can about the firm or lawyer before ever picking up the phone or sending an e-mail.

The bottom line is that it's not about you and how or where you prefer to communicate. It's about meeting your audiences where they prefer to communicate while always keeping in mind the rules of ethics. Just like we adapt to communicate so that we get through our children, we must also adapt to how our colleagues, courts, customers and prospects are getting their information.

Gina F. Rubel is the owner of Furia Rubel Communications Inc., a public relations and marketing agency with a niche in legal communications. A former Philadelphia trial attorney and public relations expert, she is the author of "Everyday Public Relations for Lawyers." Gina and her agency have won numerous awards for legal communications, public relations, media relations, strategic planning, law firm websites, corporate philanthropy and leadership. She maintains a blog at www.ThePRLawyer.com and you can find her on LinkedIn or follow her on Twitter.

Reporter Live-Tweeting Hearing on Fair Share Act

By Amaris Elliott-Engel
Of the Legal Staff

The state Senate Judiciary Committee is slated to hold another hearing on a proposal that would change Pennsylvania's liability regime, and I will be live-Tweeting from it beginning at 12 noon today.

The state House of Representatives voted last month in favor of the Fair Share Act, which would change Pennsylvania's doctrine of joint and several liability so that defendants that are apportioned responsibility for causing a plaintiff's injuries at 60 percent or less would only pay the portion they were found liable for, rather than being on the hook if other liable defendants can't pay their portion of the plaintiff award. If the legislation passes the Senate, it will likely become law.

During his budget address in March, Gov. Tom Corbett, a Republican, said that he would sign legislation abrogating the doctrine of joint and several liability, arguing legal liability scares jobs away and leaves minor players stuck paying the full price of lawsuits.

However, the state Senate is considering an alternative to the Fair Share Act: Senate Bill 500, which is primarily sponsored by state Sen. Stewart Greenleaf, R-Montgomery. That bill would not be as radical a shift as the Fair Share Act. In that legislation, joint liability would be abolished for any defendant whose percentage share of liability is less than the percentage share attributed to the plaintiff. The bill would bar a plaintiff from recovering damages from the defendant in excess of the defendant's percentage share.

Follow me on Twitter at @AmarisTLI as I live-Tweet from the hearing, which is set to start 12 noon today at the Philadelphia Bar Association's building. 

 Amaris Elliott-Engel is a reporter for The Legal. She can be contacted at [email protected]. Follow her on Twitter: @AmarisTLI.

Alumni Connections Key in Associates' Business Development Arsenal

By Kimberly Alford Rice   
Special to the Legal

As a new attorney, you are well directed to spend much of your time honing your substantive legal craft. Your in-depth legal knowledge is, after all, the cost of admission to developing a solid client base.

However, being a sharp lawyer is only part of the equation that makes a successful practice. Savvy lawyers know they must differentiate themselves, but how do you do so in a meaningful way?

Given today's legal landscape, which is rapidly changing and ultra-competitive, associates are need to understand the unique role they can play in helping their firms compete and survive.

One of the ways to do this is by staying connected to their law school classmates. Whether you (or they) pursue a law firm life, choose to develop a solo practice, land an in-house position, or decide to follow an alternative career path, the relationships you developed in law school (and continue to nurture) are one of the keys to your success.

Below are a few ways associates can stay in touch with their law school classmates to foster deeper relationships:

• Get plugged into law school alumni association news and activities. Sign up online for alumni e-newsletters and be proactive in attending events and reaching out to former classmates.

• Leverage the web. Join and be active on your alumni listserv, Facebook and LinkedIn. Search out new connections and find reasons to stay in touch. If you travel for firm business, be proactive in tracking your travels on LinkedIn's TripIt to schedule visits with out-of-town classmates.

• Learn effective networking skills to develop a comfort level for cultivating business relationships in social settings. This is a "must have" skill that is more involved than passing out business cards.

• Set up a Google Analytics account to stay current on select issues and law school classmates. This will provide reason for you to connect with your growing network and to offer help.

• Create a list of former classmates, categorize them by occupation -- (non-competing) law firms, solo practice (who may need some help on a case), or firms larger than yours (which may have conflicts) -- and systematically set up face-to-face time to learn their "pain points" and how you may help them.

Become a resource to them and you will find rewards not only professionally but also personally. Today is not too soon to get started.

Kimberly Alford Rice is principal of KLA Marketing Associates, a business development advisory firm focusing on legal services. As a law marketing authority, she helps law firms and lawyers develop practical business development and marketing strategies that lead directly to new clients and increased revenues. Additionally, she provides career management services to lawyers in transition. She can be contacted at 609-458-0415 or via e-mail at [email protected].

Reporter Live-Tweeting Nutter's Remarks to Lawyers

By Amaris Elliott-Engel
Of the Legal Staff

Philadelphia Mayor Michael Nutter is slated to talk today about the city budget and how it intersects with the Philadelphia legal community. I'll be live-tweeting what the mayor says about court budget cuts, the city's business privilege tax and anything else the mayor brings up at this Chancellor's Forum at the Philadelphia Bar Association.

The forum will be held 12-1 p.m. today. Follow me at @amarisTLI. Join in the conversation with hashtag #nutterforum.

Amaris Elliott-Engel is a reporter for The Legal. She can be contacted at [email protected]. Follow her on Twitter: @AmarisTLI

Measuring a Lawyer's Use of Social Media Marketing

By Gina F. Rubel
Special to the Legal

On the legal marketing and public relations side of social media, the industry is abuzz with trying to determine how to measure the value of engagement. There are a ridiculous number of articles, blogs, conversations and metrics surfacing -- all trying to tell us how to measure the return on investment (ROI) as it relates to an attorney's time spent online networking.

So let's do the math. Attorney A works in the area of business transactions. She writes a blog called BizLawTrends (a fictitious and available URL at the time I drafted this post). The marketing department helps her market the blog. The blog is cross-linked to the firm website and vice versa.

Attorney A blogs about the legal issues facing businesses today. She then shares those posts on Facebook, Twitter, LinkedIn, JD Supra,  Google Reader, etc. There are links added in the firm's electronic newsletter sending traffic to the firm’s blog.

Attorney A receives comments and queries to which she responds. Journalists call for interviews because she appears to be a subject matter expert. Eventually, all this lands two new clients who, when asked how they heard about Attorney A state that they read her blog but have no idea how they got there.

Now, in the first year of the engagements, those two clients are worth $80,000 in billable hours to the firm collectively. How does one go back and measure the ROI? What are all of the touch points and how much time and money was invested to land those two clients? Suffice it to say that we don’t know exactly how they heard about the blog to begin with. Sometimes this can be discerned, sometimes it cannot.

In this scenario, the ROI is virtually impossible to measure, but Attorney A landed two new clients worth substantial revenue in the first year. Those clients then become referral sources because they are so satisfied with the legal services provided. More new clients come in the door. Are you still trying to measure the ROI?

Think of it this way: every time you attend a networking function, do you track every minute of time spent, along with the cost to attend? To some extent you should -- but the question is, do you? Then do you compare that to every person you spoke with and everything that happened as a result of every single conversation? If you answer yes to these questions, you are absolutely in the minority. Again, I'm not saying lawyers shouldn’t track. I'm saying that many don't and many won't.

Ask the following questions. As a result of our social media efforts:
- Are we getting more hits to our website (i.e. where is the traffic coming from)?
- Does our website rank higher (this can be measured)?
- Are the lawyers in our firm being invited to speak at more events?
- Are our lawyers being asked to share their opinions with the media?
- Are others sharing our content via social media (re-Tweeting, sharing, commenting, etc.)?
- Have new relationships formed?
- Do our attorneys’ names come up when typed into a search engine query in places other than our website (I truly hope they come up on your website -- if not, you have even more work to do)?

If your answer to any of these questions is yes, then your firm's time is well spent in social media engagement.

Gina F. Rubel is the owner of Furia Rubel Communications Inc., a public elations nd marketing agency with a niche in legal communications. A former Philadelphia trial attorney and public relations expert, Rubel is the author of "Everyday Public Relations for Lawyers." Rubel and her agency have won numerous awards for legal communications, public relations, media relations, strategic planning, corporate philanthropy and leadership. She maintains a blog at www.ThePRLawyer.com and is a regular contributor to The Legal Intelligencer blog. You can find her on LinkedIn at www.linkedin.com/in/ginafuriarubel or follow her on Twitter at http://twitter.com/ginarubel.  For more information, go to www.FuriaRubel.com.

The Benefits of Twitter for Lawyers: A Strategy for Engagement

 By Gina Rubel
Special to the Legal

There are many benefits of lawyers using Twitter. In fact, I know many lawyers who have met both referral sources and new business contacts using Twitter.

As far as having a plan to engage in Twitter communications, I recommend taking the following approach: Define Purpose > Follow > Listen > Create > Engage. Here’s how:

1. Define your purpose in using Twitter. Identify what you want to accomplish by using Twitter as a vehicle for communication.

2. Follow: Identify the target audiences you want to reach: business and community leaders, referral sources, colleagues, experts, media, prospective clients and other thought leaders. Research those within your target audience who are using Twitter. Search for them by name, company name, topic, hashtag, etc. Start by following those people who are thought leaders in your industry.

3. Listen: Pay attention to what others are saying online. Add each person you follow to a defined list. Keep the lists private. For example, you can have lists for colleagues, legal media, experts, etc. Be careful, however, how you name your lists, as nothing is every truly "private" online. For example, I don’t recommend naming a list "clients" or "referral sources." Consider that T.M.I. (too much information).

4. Create: Create and or share content and information of value, such as breaking news, important news stories, upcoming events, resources, interesting observations, industry trends, articles, blogs posts, valuable website content (articles, practice area information), etc.

5. Engage: Engage in two-way conversation by direct messaging, mentioning others and retweeting information of value to your target audiences.

Twitter is an excellent tool to add to the mix of communication vehicles that you are using to build or reinforce your brand, increase referrals, build community relations, share information and build your network. Other benefits include crisis management, issue advocacy, marketing, public relations, media relations, reputation management and thought leadership. Just be smart about using social media, encourage the implementation of a social media policy in your firm and always be sure to adhere to the rules of ethics proscribed by the states within which you practice law. 

  Gina F. Rubel is the owner of Furia Rubel Communications Inc., a public elations nd marketing agency with a niche in legal communications. A former Philadelphia trial attorney and public relations expert, Rubel is the author of "Everyday Public Relations for Lawyers." Rubel and her agency have won numerous awards for legal communications, public relations, media relations, strategic planning, corporate philanthropy and leadership. She maintains a blog at www.ThePRLawyer.com and is a regular contributor to The Legal Intelligencer blog. You can find her on LinkedIn at www.linkedin.com/in/ginafuriarubel or follow her on Twitter at http://twitter.com/ginarubel.  For more information, go to www.FuriaRubel.com.

Is Networking Non-Negotiable to Build a Healthy Practice?

By Kimberly Alford Rice
Special to the Legal

Do you feel awkward and wrestle with what to say in networking situations? Would you like to avoid them at all cost? You are certainly not alone. Most lawyers (and business people, for that matter) are not fans of targeted networking and often do not feel comfortable with meeting and talking to new people. Consider it one of the occupational hazards of the legal profession, and work to overcome your reticence.

Below are a few tips to overcome "networking negativity."

- To calm some of your networking jitters, assume the role of a host even when you are a guest.(so it's not good old "you" that is fearing rejection). Don't wait for someone to make introductions for you or show you around the room. Behave like a host and do it yourself.

- Give before you receive. Meeting new people at events isn't enough to build your practice. Instead, approach networking with the mindset of "What can I do for you?" Be interested in the people you are talking to and offer advice or assistance whenever possible (even with small things). Although this attitude won't necessarily immediately pay off, in the long run you will develop lasting, solid relationships as well as a reputation for being a go-getter and a sought-after contact.

- Listen actively. You can learn a lot when you actually listen to other people. You learn how to help them, with whom to put them in contact, and if they might be a great networking partner for you. Your mother always told you why you have two ears and one mouth … she was right.

- Avoid "icebreaker block" by developing a few questions in advance that you are comfortable asking strangers and then listen with curiosity to the responses. Often, follow-up questions can spur a natural conversation and keep it interesting.

- Networking has the word "work" in it for a reason. Networking events are pointless endeavors if you don’t actually "work" the room. Before you arrive to an event, make it a goal to meet and talk with a certain number of people (say three to five for your first event). Don't leave the event until you have reached your goal. Be sure to follow up with the contacts you have made to help the relationship continue to grow and develop.

Overcoming your initial shyness and networking regularly will go a long way to building a successful practice. Remember, the viability of your practice relies upon the success of relationships, so get out there and network your way to the top.

Kimberly Alford Rice is principal of KLA Marketing Associates, a business development advisory firm focusing on legal services. Rice helps law firms and lawyers develop practical business development and marketing strategies for bottom line success. Additionally, she provides career management services to lawyers in transition. For more information, find Rice on LinkedIn at
http://www.linkedin.com/in/kimberlyalfordrice or concact her at [email protected].

Tips from Journalists: How to Avoid Being Blacklisted by the Media

By Gina F. Rubel
Special to the Legal
 
During the past 20 years, I have interviewed hundreds of journalists. Without fail, they share the same “pet peeves” and stories of what often leads to additions on their blacklists. Some of the most common offenses include:

· Sending a press release or media pitch that has nothing to do with the reporter’s beat;
· Misspelling the reporter’s name;
· Not returning a call or having a secretary call to say, “We have no comment;”
· Contacting the journalist or producer at the time of their deadlines;
· Thinking your story is newsworthy when indeed, no one really cares;
· Sending gifts with the expectation of media coverage in return;
· Not reading, listening or viewing the media outlet being pitched;
· Being CC’d on an e-mail that goes to every other reporter as opposed to tailoring the story to the individual outlet; and
· Sending faxes (they’re a thing of the past).

I recently reached out to some journalist friends via social media (LinkedIn, Facebook and Twitter) asking, “What are your pet peeves?” Here’s is what they said (anonymously):

“Not giving sufficient heads-up for an event. Please don't call us Friday afternoon and expect us to be there Saturday morning to cover an event you've been planning for months. Give us as much lead time as possible. With smaller staffs and a shrinking news hole, it's difficult to get events covered, especially on a last-minute basis.”

“The desire to share information or complain about someone or something that has wronged you while refusing to share your name or answer questions. We can't help you without knowing who you are and the full scope of your problem. Media outlets use unnamed official sources all the time but we know their identities and have vetted them before they ever make it to publication.”

“Smokers. I just don't understand how in this day and age people continue to smoke! I get especially annoyed when I have to interview a smoker face-to-face during my television program. Blacklist!”

“Asking us to cover confidential settlements or not to share the names of the parties. Why on earth would someone think we could cover a story where they can’t share the specifics? If it’s confidential, don’t try to capitalize on it through media relations.”

Although more focused on product pitches, for an interesting blog about the do’s and don’ts of media pitching, check out David Pogue’s “Perfect PR pitches: NYT tech columnist picks his favorites” post for Ragan Public Relations.

So with all of this, do you have something to add?

Gina F. Rubel is the owner of Furia Rubel Communications Inc., a public relations and marketing agency with a niche in legal communications. She maintains a blog at www.ThePRLawyer.com, is a regular contributor to The Legal Intelligencer’s blog and blogs for The Huffington Post (http://www.huffingtonpost.com/gina-furia-rubel). You can find her on LinkedIn at www.linkedin.com/in/ginafuriarubel or follow her on Twitter at http://twitter.com/ginarubel. For more information, go to www.FuriaRubel.com or e-mail [email protected].

The Legal Is on Twitter, and You Should Be Too

By Jaime L. Bochet
Of the Legal Staff

Confession: I have finally broken down and joined Twitter.

I have been on Facebook for years. I use it, like many do, to keep track of friends and family, see what everyone’s kids are up to and otherwise virtually socialize. (It is called the social network after all.) I know some professionals have had great success using it to promote their businesses, and as a professional entity, The Legal Intelligencer has its own profile on Facebook. (Which I highly recommend you “like”!) And while I know that what I post there is discoverable by my employer, I don’t have a formal “professional” presence there as an editor for The Legal Intelligencer. 

I also have a Linked-In profile, which I see as an online resume, useful for keeping track of professional contacts’ movements from firm to firm, but not much else. Again, others have made it work for them professionally, but I haven’t really paid much attention to it other than to read the updates that come to my in-box occasionally.

But I never really understood Twitter, until now. I realized recently that I was looking at it through the same lens as Facebook. But for me, and for anyone interested in “professional-social networking,” Twitter’s true value is as a professional tool.

It’s especially so for those of us in the news industry. It dawned on me that Twitter is great for sharing up-to-the-minute information, breaking news and upcoming projects to keep your “followers” informed. That’s why The Legal has its own Twitter account, @TheLegalIntel. It’s a win for us, because we can deliver instant updates through a medium created just for that, rather than cluttering up your e-mail inbox.

It’s a win for you, too, because all the links to stories that get tweeted are free content -- so for anyone who doesn’t have their own subscription to the paper, Twitter is the perfect way for you to get your Legal news!
So in the interest of trying to connect more with our audience by sharing information about my own projects, the special supplements and magazines, I’m now tweeting as @JaimeBochetTLI. I hope that you’ll follow both me and @TheLegalIntell!

But tell me, readers -- have you seen the Twitter light, or are choosing to stay in the dark?