Public Relations...Or, Relating with the Public

My undergraduate education is in communication. Specifically, organizational communication. I studied communication at a mid-sized university, before heading off to law school.

The thing I particularly enjoyed about the communication studies discipline, was the range of classes available to students. My first thought when I embarked in the field was to become a reporter, or some other press-related individual. I liked the "gumshoe" work of a reporter, strung together with the fast-paced, changing world. Eventually, I decided that I wanted to work in the messed-up world of business, and evaluate the different sub-levels of businesses and other organizations - hence, organizational communication (I'm not sure why I didn't choose psychology, because a lot of O.C. is about analyzing people and their behaviors.)

During my education I had a variety of opportunities to examine media interactions, and learned to appreciate the power of the media. That's why this post by The Nutmeg Lawyer, Adrian Baron, really worked.

The post discusses the importance of working with the media, and how the media can really boost your law practice. Adrian Baron talks about his experience in the world of criminal law, and how using the media has increased his revenue and client base. Adrian give concise advice regarding some fundamental steps to help work with the media.

I learned early that too many people, and far too many lawyers, are afraid of the media, and using the media in their law practice. I see it as a natural tendency for us to shy away from anything we can't acutely manage or control. However, you must recognize that there are times and places when you want to use the media to your advantage, and certainly bad coverage (where you're involved with a "bad" client) is better for your firm than no coverage. Always recognize and appreciate opportunities to market your firm.

Part of growing and building your practice is becoming recognized as a legal "expert" on a particular topic. The more people can recognize you as the lawyer, hence Adrian's "heroin lawyer", the greater success you'll have in bringing in clients. I attest to the truthfulness of this mantra. Like Adrian, I've had several similar good and bad experiences with media relations.

When you're given an opportunity to become a legal "expert" by the media, seize it. You're never going to have an easier time striking publicity for yourself.

Google Apps

Google continues (in my opinion) to dominate the market with its extensive offering of products and services. Regardless of your feelings about operating systems (iOS v. MS), you must agree that Google has the best cloud services, hands down.

Six months ago I transferred all of my email/contacts/calendaring services to Google Apps, and I paid the premium price to upgrade my accounts to the business edition. I'm not looking back!

If you're not familiar with the Google Apps product, your law firm should be. The product provides a clean and simple cloud interface for handling a variety of daily things like calendaring, email, and contacts. More importantly, as long as you have internet access, you can connect to everything through the online resource.

For those of you who love the interface with Outlook (I am one), the paid version ($50/year per user) offers a simple sync to Outlook program that you can use to transfer your Outlook information between your computer and your Google account.

Here's some of the huge benefits I find with using my Apps account:

1. Easy integration/access to email, calendar, and contacts from my laptop, desktop, or smartphone;
2. Seamless sync between Outlook and Google on any computer (I currently sync my home, laptop, and office computers with my Google account);
3. Easily share calendar and contacts with employees;
4. High-quality technical support and hassle-free maintenance (I get the same quality as MS Exchange, without maintaining an Exchange server)

I would always recommend the paid version if you're intending to use Google Apps for business purposes. I believe, and would probably win any challenge, that paying for cloud services, as opposed to using freebies, entitles you to some privacy protections that might not be otherwise. Google Apps provides all users, especially small businesses, with the big business IT resources. 

Be Careful What You Write

It has been too long since I posted something on this site. I didn't forget about it, I just made a little more emphasis on my other site. I promise to make a more concerted effort at blogging here too.

The ABA Journal has an interesting story about the dangers of social media. The article appears hell-bent on making everyone fearful of using social media to tell a story or advertise one's business. In fact, I think there might be a strong goal by the big-law bandits of the ABA to minimize the use of social media among lawyers.

Basically, the Journal's article talks about the plight of one Sean Conway, a Florida lawyer, who happens to be involved in attorney disciplinary proceedings because of his blogging/use of social media. Mr. Conway's problems arise because he's a) in Florida, and b) he's advertising/using social media of some comments he made about a Florida circuit court judge on a blog discussing Broward County legal topics.

I think Conway's problem is the fact he used this public sphere to berate a political/judicial figure. Fortunately when blogging, there are some established (common sense) rules. Conway states his actions were deliberate and intentional.

If you're using your blog to convey information, then convey information. There are more judicious (and safer) ways for you to get your political message through.

Going Silent

Sorry about the somewhat silent actions on the site. I promise that postings will resume soon.

As is usually the case for a solo, I have been dealing with the technicalness of running a law practice, raising a family, and trying to stay sane.

One of the best aspects of being solo is flexibility. However, flexibility often comes at a corresponding price - didn't Newton say something about "equal and opposites?" In my case, the opposite reaction has been and increasing number of demanding cases from clients. This is beneficial, but again, very demanding.

Here's a couple of articles to explore:

1. The 3 Phases of "Becoming Paperless"

2. Corporate Counsel Survey: The Best Law Firms REALLY Focus on Clients

3. 9 Tips For Balancing Family With A Solo Law Practice - I've been practicing more of this one.

Again With the Management Software

I don't know a lot about other practice management programs, since I'm relatively satisfied with PracticeMaster from Tabs3.

However, I'm grateful to have the software because of its robust ability to control finite aspects of my law practice. I've already extolled the virtues of practice management software, and would encourage you to implement some program into your law practice.

Here's some of the benefits I find with my software:

1. Ability to integrate with calendaring & email programs (Outlook)

2. Ability to docket and schedule tasks, chores and meetings for cases

3. Ability to control and manage cases and case flow

4. Ability to manage massive amounts of information

I was talking to a colleague today about PM, and I showed him some of the benefits. He was impressed by the grand options PM gives.

If you're not using a practice management system, it's time to invest.

Check this Out

One of the great things about blogging is being able to help others out with meaningful links, this includes other bloggers.

Recently, I came across a blog called Student 2 Solo. The blog is published by a young (time, not age) attorney named Joseph Brown. I've never met Joseph, nor have I received compensation to talk about him.

What I have received, is an enjoyable, albeit small, number of blog posts, about starting and running a solo law practice. I would suggest you add his blog to your reader.

Kudos to Joseph for his work, and I wish him success in the virtual and real worlds.

Why Don't Law Schools Care About Solos?

The Legal Skills Prof Blog has two (here and here) great stories updating the world on programs that two law schools are implementing/have implemented to help students and new grads wishing to enter solo practice. These are great projects, and should receive tremendous support from alumni and the schools.

My first question then after reading about these programs, is why don't more schools have these types of programs for their students. After all, by some estimates, 26 percent of lawyers are either employed in solo or small firm practice. That's a pretty significant number of the graduating class that's working alone or in another small firm (i.e. 1 in 4 gradutates).

So, why don't schools do more?

First, I know believe schools cater to BigLaw. All Most of the professors and law school deans "practiced" in BigLaw firms. There's the "cultivate" BigLaw lawyers mentality that is permeating through the law schools. Law schools like their alumnae pedigree to read like a "who's who" of law firms, rather than a smattering of "Law offices of John Doe, esq."

Second, many, if not all, older lawyers believe that you cannot or should not, start your own law firm straight out of law school. "With so many 'pitfalls' to cause you problems" they'll tell you, "you must gain experience at a firm." The simple truth is, lawyering isn't rocket science with traumatic consequences for minor miscalculations. The problem is, many young lawyers, especially those entering solo/small firm practice, have to juggle business management and legal management requirements without substantial training in either field. 

Note too, the first and second reasons also contain the often thought, but rarely quoted reason of, "why would anybody really want to open their own law firm?"

Third, there's rarely faculty in the law school who have access/knowledge to supervise/mentor graduates in these particular programs. That means that you must dedicate funds to the solo/small firm incubator projects, and not to faculty salaries or the new law school wing. Unfortunately, too many graduates leave their schools lacking fundamental skills that will make them effective attorneys (e.g. what a Complaint looks like, and how to file it in District Court). When schools attempt to "teach" legal practice skills, they often screw it up.

For instance, in my third year of Tier 3 law school, I took a course designed to introduce students to "legal practice" in a small firm, taught by two professors, one of which is a partner of one of the biggest firms in OKC, and the other is a federal court law clerk. My first thought was "what will these two teach me about solo/small firm practice?" From day 1, I set my expectations low.

The problem with my law school's philosophy was that these individuals would have a pulse on the small firm/solo concerns. Clearly, neither professor did, and that drastically affected the outcome and negated any benefits of the class. Other classmates expressed a similar disappointment.

One counterpoint many schools offer is that they provide legal clinics to help "cultivate" and "enrich" their students' learning. These clinics give students hands-on experience with representing and assisting under-served portions of the community. In truth however, these courses are limited to a minor amount of students.

Fourth, money is the root of all "evil." Unfortunately for many solo/small firms, the amounts their owners and members contribute back to their schools pales in comparison to their BigLaw counterparts (I guess we're too busy providing reasonably priced legal services than exorbitant hourly rates). It's easy to feed the BigLaw beast where the little mouse barely squeaks. Perhaps is solo and small firm attorneys put more pressure on their law schools to provide "incubator" programs, the schools would more reasonably respond.

Fifth, state bar associations often fail to address these similar needs. With so many additional needs of the state bar, addressing particular concerns like these on a single, case-by-case basis is too much. While many bar associations, including Oklahoma, have commendable practice assistance programs, there's still too great of a disconnect between the legal education and actual legal practice.

Solo and small firm practices provide a great resource to communities to help provide individual and low-cost legal representation. It's important to provide these lawyers and firms with the skills and resources necessary to tackle their problems.

Another Reason for Adobe Acrobat

Rick Borstein, the author of Acrobat for Legal Professionals, cements my prior reasoning regarding legal technology.

This post by Rick discusses PDF/A. PDF-whaaa? You say. 

PDF/A, as Rick notes, is the new legal standard for the federal courts, or at least is moving in that direction. Rick notes that, "If you or your firm does any federal work, this new requirement for filing in PDF/A will significantly affect how you create and work with PDF documents."

His blog post does an excellent job of explaining how to start using PDF/A to make sure your documents comply with this requirement.

It's What Distinguishes Us from the Animals

There's a huge flurry of excitement over blogging, internet websites, and social media. For lawyers, this sphere is quickly becoming the new yellow pages. Recently, there has been a great influx of movement toward the internet, and I suspect more lawyers will "get online" with their law firms.

The problem, as I've beaten profusely, with "getting online," is that it's not only about getting there, it's also about being there.

Here's two examples:

Yesterday a new attorney moved into our office. He's leasing a space, and was looking at a senior attorney in one of the other offices (I share my offices with several other attorneys) for advice to get his website in place. The attorney wasn't around, so he asked me to let him know the young guy was looking for him. Actually, the conversation went more like this:

        Attorney:  Where's X? He said he was around later to talk about creating a website.

        Me:  A website? You don't want to talk to X about a website.

     Attorney:  Why? He said his [closely related computer savvy individual] can design a site for like, $300.00.

        Me:  Really? $300? Have you seen X's site?

        Attorney:  No.

        Me:  Look. [Type in the name of extraordinarily long website].

        Attorney:  Oh.

        Me:  Here's my website. [Type in the name of mediocrely long website].

        Attorney:  Wow. That looks good. (I know he's blowing).

     Me:  Here's a secret: the key to visibility on the internet is visibility. You have to have content to encourage the search engines to care. Otherwise, you're just another website.

        Attorney:  Oh.

        Me:  The problem with X's site is that it sucks. There's not any content.

        Attorney:  Yeah, he said his site's pretty ineffective.

        Me:  That's because it's static, it has words on a page, but nothing else. Dynamic content. That's what drives the internet. You want to know about using the internet, you talk to me, not X. You talk to X about BigLaw legal practice and old school legal services. If you're interested, I'll give you the tools to use, and the information needed to get you successful. The problem is, most attorneys don't want to do the second stage: the work.

It was about this time, we were interrupted by Attorney 3, the second example:

           Attorney 3:  Have you seen my website? It's bi-lingual? It's awesome.

           Me:  No. What's the address?

           Attorney 3:  Uh...not sure. Try X.com.

           Me: Nothing.

           Attorney 3:  Maybe it's not published yet.

           Me: What about the one I helped you set up? [Typing in website.com].

           Attorney 3:  Yeah, that one sucks. We don't use it.

           Me:  But it's your name, what's easier than that?

           Attorney 3:  Couldn't figure it out, so we gave up.

           Me:  Oh, that's logical.

         Attorney 3 to Attorney: The key isn't the internet, the key is word-of-mouth. You'll get more clients from word-of-mouth referrals than having a website.

         Me: That's true. However, for some new attorneys, all you have is time and no word-of-mouth referrals. So, if it's me, I'm going to work on developing credibility via the internet.

           Attorney 3: But I don't get any hits from my website, so it's not an effective way to do things.

           Me: Well, I get referrals, but I also get at least 1 client call per day from my internet work. Again, it's not about just having a website, it's about dynamic content. Search engines put you up at the top when your content is relevant and changing.

            Attorney: Yeah, he just showed me that he's 2 and 3 on Google.

         Me: Those are just two examples of my key metrics and their placement. I have other terms that perform equally well. I want people to find me after searching for those terms, so all my work focuses on including those key metrics in my legal work.

            Attorney: But doesn't it take you a long time? How do you come up with stuff to write about?

            Me: On average, 30 minutes...

            Attorney 3: ...that's 30 minutes you'll never get back.

            Me: True. But if done correctly, I just picked up a client who cost me little to nothing to find, but likely will reward me with at least 10 times my investment. Not too shabby. I find stuff to write about by reading blogs or discussing topics that are important to me.

            Attorney 3:  Blogs? I don't have time to read those, I'm doing real lawyer work.

            Me: And that's the reason my website succeeds and yours doesn't. Part of my real lawyer work includes marketing my practice, and establishing my small niches.

             Me to Attorney: You want to learn about websites and internet marketing, talk to me. You want to learn about referrals, talk to Attorney 3. If you're computer savvy, I'll show you how to get your stuff set up in about 2 hours, for cheap. Not savvy, then I know a gal who does this professionally, she can help you.

Internet marketing is the future. If you're not having success with your marketing scheme, you're doing it wrong. You'll likely continue to chase every whim that you deem effective. The problem for most attorneys is patience. Getting sighted by Google and the other engines requires time. Be patient, follow your scheme, and exercise diligence in the work. That's how you develop an effective marketing scheme.

           

Using Adobe Acrobat in Your Practice

I love Adobe Acrobat. I don't know why more law schools don't offer an Adobe Acrobat/technology training class (oh wait, they're not interested in providing practical skills), because of its necessity in everyday work.

I can honestly say that next to PracticeMaster, Acrobat 9 is my most used program.

Many law firms struggle trying to go "paperless." I've been paperless since the opening of my law firm, and haven't missed those opportunities to scramble through reams of paper in search of that elusive document.

Ernie Svenson is the "Acrobat Ace." I'm sure somewhere on his body he as "I [Heart] Acrobat" tattooed. Needless to say, if you're not reading his insights on his PDF for Lawyers blog, you're missing out. 

Ernie first introduced me to many of the subtle nuances of Acrobat, including my all-time favorite, digital signatures.

The add-in is simple, and provides an excellent method for signing a document without ever lifting a pen. I commonly use this stamp when I want to fax (I use internet faxing) or email a document.

My second-favorite Acrobat tool is the redaction function. I've witnessed far too many "old schoolers" mark production documents with black pens or sticky tabs before copying them and redacting the information (or worse, sending the document with the black markout to me - I can still see the information). This is a terribly time consuming process, and more importantly, it's often ineffective.

Acrobat contains a redaction function that allows you to select the offending text and press a simple key. You can change the color (my favorite is "none") to match the paper/background. When printed, the document loses its redacted information.

If you're not using Acrobat, you're missing out on a great tool. If you don't know how to use Acrobat, get a copy and start playing around. There are numerous websites that discuss Acrobat and its features. Acrobat is the standard for lawyers, and therefore, every new attorney should have an intimate grasp on the "how-tos."

P.S. Once again, nobody paid me to endorse these products or Ernie, although I'd gladly accept all cashier's checks or money orders sent to...