I relate to in-house counsel. Not because I’m a lawyer, but because we are both cost-centers to our respective organizations. We are both beholden to the shareholders and partners of our companies and firms. We are trusted servants of a budget with no apparent revenue stream. We both provide necessary services. Yet, in a down economy, our cost-centers are immediately looked to for further belt-tightening. Any savings, or costs, within our departments directly impact the bottom line.

We also support the livelihood of our vendors, consultants and service providers outside our firms. Many of whom become the first casualty of our budget tightening.

Sometimes, however, I wonder if my vendors and consultants get this. Several have come to me with new (and more expensive) “solutions” to problems I really don’t have … or problems I don’t need to concern myself with this year or in 2010 either.

I have a feeling that corporate counsel and their litigators are experiencing a similar schism.

Litigators across the nation were waiting breathlessly for a wave of litigation that normally follows a recession. Unfortunately, litigators are realizing something all Americans are these days: this is not your father’s recession or your grandfather’s Great Depression.

In The National Law Journal Karen Sloan writes about the dynamic between litigators and corporate counsel in, For litigators, a different kind of recession.

A year ago, as the economy began its freefall, corporate law departments were preparing for an all-out assault by plaintiffs. Some 34% of in-house counsel polled as part of Fulbright & Jaworski’s annual Litigation Trends Survey said they expected to face more suits against their companies in the coming 12 months — a significantly higher percentage than in the previous year. That result made sense: Recessions usually breed litigation.

The early numbers for this recession are showing something quite different. Litigation, a number of recent surveys show, isn’t really all that more active than it was before the recession.

Corporate counsel are more concerned today with containing costs, avoiding litigation and settling matters than previously anticipated.

A survey of general counsel by Altman Weil in late 2008 found that 75% of general counsel had their budgets cut in 2009. The average decrease was 11.5%. “It’s not down 2 or 3%. It’s double digits,” said Susan Hackett, senior vice president and general counsel for the Association of Corporate Counsel. “They can’t afford litigation. There’s a real sense of, ‘Make this go away quickly and quietly.’ “

Hackett has observed a greater reluctance by companies to initiate litigation or defend themselves in court. Instead, they are “looking to apply the least expensive Band-Aid” to their legal problems. “I’m seeing a greater focus on saying, ‘We will try to make you whole somehow. What can we do? What do you want?’ Sometimes money isn’t the ultimate goal,” Hackett said.

Hackett’s point was echoed by Peter Sloane, a litigation partner at Cahill Gordon & Reindel in New York: “I see clients who are much more focused on the cost-benefit analysis before starting litigation. There’s a much greater emphasis on thinking outside the box in approaching legal disputes.”

This can actually be good news for many lawyers and the RELATIONSHIP they have with their clients.

First of all, put down that pre-bill and call your clients. Sit down, face-to-face and for free, and discuss with your clients how the recession is impacting their companies, their legal departments. What are your clients’ strategies to protecting their personal jobs, as well as insulating their companies? How can you, as their legal counsel, partner with them on alternative solutions to litigation? How can you become part of the solution rather than a line item that can be vetoed during the 2010 budgeting process?

You might not see a new matter this year, but you will gain a deepened relationship that will be rewarded once the economy, and litigation, picks up.

In the legal world, we hear from GCs time and again that, with all things being equal, they hire lawyers they know, like and trust.

Social networking isn’t about “selling” a product or a service; it is about expanding our networks and connecting with people with similar or like interests. It’s about becoming known, liked and trusted by those in a position to hire or refer us business.

Kevin O’Keefe
was amongst my first follows on Twitter. As we learned by using the tool, I would “listen” in as Kevin would Tweet baseball games. I got to know Kevin, like Kevin and trust Kevin through Twitter and other social media and networking tools.

While a lot of people were still questioning Twitter, we spent time over coffee, over the phone, texting about how social networking could impact client development for lawyers.

One thing became extremely apparent early on: Twitter was extremely powerful (and quick) in identifying a broad network of people with whom we could network and develop relationships. We just had to figure out how to convert these relationships into new business. Turns out, it isn’t that complicated.

Kevin writes about it brilliantly in Baseball and client development for lawyers.

But so many lawyers and legal professionals try to force the issue of networking through the Internet for practice and client development. They’re off chasing instant connections with people who they think may be the perfect client. Worse yet, they’re doing it by broadcasting stuff of little value to their target audience via email newsletters, websites, and ill written blogs. Often touting their own virtues.

Craig started following me on the net in large part because of my interest in baseball. Not only did I get an invite to speak at that seminar for Northwest corporate leaders, but Lane Powell is likely to become a client of LexBlog‘s (knock on wood).

I love baseball and all the history that comes with it. You love other stuff. It doesn’t matter what it is. Start following and networking with others with similar interests. Just because you’re a lawyer doesn’t mean you have to network through the Internet with the law being the overriding theme. You can relax and have some fun while doing client development.

I personally Tweet on issues I find interesting to me. Monday through Friday, 9:00 to 5:00 it’s usually about the business of law, with a big dose of my personality. “Twitter After Hours” can be about anything (Girl Scouts, music, traffic, movies) and where my personal connections deepen.

Oh, and Go Dodgers!!

Back from vacation, $1500 in cash lighter and 4 lbs heavier. In the meantime, my Google Reader registered more than 1000 posts. Here are a few highlights (in no particular order):

In this blog you will find marketing and business development advice primarily from my perspective. I’ll have some guest bloggers with alternative voices, but the main voice here is mine.

I am always happy when I run across a new voice to share with all of you. I very much enjoyed reading this article Commentary: Tough Love for New Associates by Jason Braun, originally posted in Texas Lawyer.

When I became a lawyer, a partner gave me what I now realize was great advice: “Don’t think like an associate,” she told me. “Think like a partner.” I wisely nodded my head. “Of course,” I solemnly replied, hoping she would not notice my confusion.

Truth be told, I really did not understand her advice. But over time, I learned that the basic premise behind the advice is to put the client first and let the partner be your guide.

Jason has great, and simple, advice for his peers. Here’s a taste of what he has to offer … read the whole article for the details:

Partners are Associates First Clients (wow, they’re my clients, too!)

New lawyers should act as though they owe a fiduciary duty to their firm and its
partners, whether or not the law recognizes one. Those who act on this belief
will respond to situations appropriately.

Follow the Leader

Some associates complain ad nauseam about partners who criticize their appearance or yell at them. They whine about the long hours the partners demand and are indignant that partners refuse to listen to their ideas regarding a case.

Don’t be one of those associates.

Make Your Own Rain

In firms, those who make the rain also make the rules. Associates who want to
make their own rules should become rainmakers themselves. The legal industry is
a service industry, and lawyers must constantly market and sell their services.

Cheerleaders Can Be Tough

This is the touchy-feely category that many associates do not believe has a place in the stern and serious world of law. A new lawyer can be a hard-as-nails associate, fighting aggressively with opposing counsel, and still be a great morale builder.

Everyone works better when morale and spirits are high. Not surprisingly, partners want morale to be up at the firm. Many associates, however, are entirely self-absorbed and pay constant attention to how they are feeling after having two bad days in a row. Get over it.

The firm is better served when associates focus on building the morale of others.

I’m reading with interest Nadine Slavitt’s article Overcome Insecurity and Bring in More Business. Most likely because I see myself in many aspects of the article. I know how to dress the part and do my job:

My guess is that for many lawyers, dressing the part is not too difficult — a suit, some nice shoes, a good haircut, and you’re basically there. And, because of the hoops through which people must jump in order to become lawyers in the first place, many have mastered a good work ethic and already strive to become the best lawyers they can be.

When I was in sales (for a very short time), I too experienced that “networking and bringing in business can be painfully difficult for many lawyers, both young and old.”

Nadine opines that the insecurity we feel around networking and business development is not rooted in lack of confidence in our accomplishments, but that we question our use of social skills and networking capabilities in bringing in new business. I tend to agree with this.
The article is short and only offers two roots to the problem and quick solutions, while I am certain there are many, many more:
Negative Internal Dialogue – you have to ignore those nagging voices that keep you from reaching out your hand when networking opportunities arise:

Many lawyers have told me that they are not comfortable marketing themselves. They say things like, “I won’t know anyone at the networking events,” “They’ll think I’m pushy,” “I feel like a used car salesman,” “I’ll look stupid,” “They already have a lawyer,” and “I’m just not good at this.”

Lack of Experience

Many lawyers experience difficultly admitting that they lack experience and feel insecure in developing business. After years of attending law school, practicing law, advising clients and building a reputation in a highly regarded and competitive profession, it can be uncomfortable to admit that we have very little experience networking and developing business.

I find that the lack of experience networking is the key issue. Striking up a conversation with a stranger is intimidating for anyone. It takes practice and skill. I have a few recommendations that will allow you to “test the waters” of networking:

  • Take an Improv class. You will learn to become comfortable in conversation, how to listen to the person you are interacting with, how to add to the conversation.
  • Register for an interactive seminar or class such as a cooking class, wine tasting, golf lessons, etc. Go alone. Start chatting to the person next to you. Ask questions about them, and listen. Once again, these seminars are about getting you comfortable with striking up conversations.
  • Have an official role. I like being on a committee or board. I also volunteer at many events. It gives me a role at business and social networking events, and provides “cover” for why I am extending my hand. If you don’t have an official role, assign yourself one, such as “host.”
  • Play the host at the next reception. At any social event you will find the loners and wall flowers if you look for them. Make it your mission to introduce yourself to those individuals. Wave them over and include them in your conversations. Try and make them feel at ease and comfortable, and you will find yourself at ease and comfortable.
  • Have something to say. In addition to your elevator speech, have something to say of value or of interest. If you are attending an industry conference, what recent legal issues or pending legislation might affect the attendees? What recent press stories are dominating the industry? If you are attending the conference out of town, read the local paper so that you are well informed on current, and LOCAL, events.

When it comes to networking and business development, I think it is the rare person to whom the skills come naturally. However, these are skills that we can all learn over time. It takes working against our instincts to run back to our hotel room and check our email, rather than attend the reception. It takes overcoming our fears and walking up to a small group and introducing ourselves. It takes confidence to stick out our hand and make someone else feel comfortable in an awkward situation.

Why am I writing in the first-person, plural? Because my natural instinct is to avoid social interactions. My natural instinct is to head back to my room, rather than the cocktail reception. My natural instinct is to observe, rather than engage. Over the years, I have had to overcome my “natural” instincts and become a mingler, to become socially comfortable, to be at ease when I am networking.

Enjoy. I’ll be traveling all day, making my way from hot and sunny California to hot and muggy Virginia for the Virginia Bar Association’s Summer Meeting (pdf) where I will be speaking on … wait for it … social networking for lawyers!!

[youtube=http://www.youtube.com/watch?v=2Z1aZ7Gs46A&color1=0xb1b1b1&color2=0xcfcfcf&feature=player_embedded&fs=1]

One thing I have noticed with most law firms is that they suffer from a case of “WW____D” (“What Would “fill in the blank with your favorite AmLaw 50 firm” Do).

When Gunderson increased associate salaries to $145,000 in 2000, I remember my boutique law firm waiting around to see what “so-and-so” decided to do (we ended up matching the $145,000).

The same thing happened when Simpson Thacher raised first year salaries to $160,000 in 2007. It was all over for the California firms when Quinn Emmanuel opened up their wallets to match.

When White & Case openly laid off attorneys in November 2008, it quickly provided cover for other firms to follow suit. And, boy, did they ever. So much so that Law Shucks was set up to just track law firm layoffs.

And there have been so many deferrals of first year associates of late; it’s just old news when the latest firm joins the fray.

But now we’re starting to see a new law firm “wave:” cancellations of summer programs and on-campus interviews (OCI).

Morgan Lewis, which announced its decision last week, was quickly joined by other firms over the past few days, including Ballard Spahr, Thompson Hine and Squire Sanders, “Above the Law” reported. Orrick Herrington & Sutcliffe has said that it would delay its on-campus interviewing until early next year in order to first see how many offers it gives to the 2009 summer class. Orrick said it would make some of those offers good for 2012. And now Weil Gotshal & Manges has followed suit, offering incentives for current summers to take a 2012 start date, according to reports from The Legal Intelligencer’s sister publication, the “Am Law Daily” blog.

Changing or canceling summer programs is a growing trend law school leaders have said they hoped wouldn’t catch on.

So riddle me this, if this wave continues, and we get to the point where there are few, if any, summer programs, how will the future’s “youngest and brightest” new lawyers find a job at a top-notch law firm? Let alone pick up the “on the job” skills that they don’t teach you in law school?

I will go back to law firm internship programs being a well-rounded solution. Okay, a young associate will ONLY make $100,000 per year upon graduation, but even here in Los Angeles that’s enough for a really nice apartment in Marina del Rey, student loan payments, and the monthly lease on a BMW 3-series.

In return, the young associate will gain on-the-job training, partner mentorship, client face-time, the ability to “sit in” on depositions and trials, heightened job satisfaction and much, much more.

I am no PR expert, but I’ve been known to play one next to the water cooler.

In today’s age of viral social media, and our very own legal version of TMZ, can a law firm keep the lid on bad news? Have e-mail leaks about layoffs prompted law firms to set a new PR course?
At a prior firm, it became apparent, after a couple leaks, that any and all memos to the board, memos to staff, etc. had to be written with full awareness that they could, and most likely would, be leaked. Traps were set, and people got caught, but the news always got out.
And while a firm can lock down Internet access from the office desktop, the ability to check personal e-mail accounts and the means to fire-up your personal laptop using the firm’s Wi-Fi, those steps will not stop the leaking of documents, and might encourage more of it.
Speaking only from personal experience, I have found that the leakers of internal information are usually disgruntled employees who feel that the firm has wronged them, or their friends, in some personal way. Leaking sensitive information is their way of exacting control and revenge, all at the same time.
So, is transparency between the firm’s leadership and the staff the answer? Transparency between the firm and the media? According to the Levick Strategic Communications, the answer is yes:

Realistically, employers can’t expect to release information internally and keep it out of the news, says Dallas Lawrence of Levick Strategic Communications. He recommends that employers plan to release the same message to employees and the media simultaneously.

While transparency will never be a panacea, I have seen it quickly put out the gossip fires in the hallways. When employees are personally informed, by management, about changes to the firm’s dynamic — whether it is as drastic as firm wide layoffs, or as seemingly benign as changes to the firm’s holiday schedule — they are brought into the firm’s inner circle, and not on the outside looking in … wondering.

In this circumstance, I agree with Levick: law firms need to take control over their public image, their reputations and their news. A firm cannot sit back and allow Above the Law, Law Shucks or any other site to dictate their message. Some might call it “spin,” but I call it good PR. Get in front of the story and lead it.

I really enjoyed 50 Web Resources for the Suddenly Solo Lawyer by Jim Calloway and Allison C. Shields. But one thing lacking in the article were marketing, business development and sales resources for the legal professional.

I’ve asked some of my esteemed readers (Jayne Navarre, Nancy Myrland and Greg Lambert) for their must have blogs, resources and Websites. If we’ve missed your favorites, please share in the comments section.

BOOKMARKS WE CANT LIVE WITHOUT

SOCIAL NETWORKING
You should know by now how to find Twitter, LinkedIn, and Facebook, but here are some third party applications and other social networking applications that we can’t live without.

  • FriendFeed – share online content with your network
  • Legal OnRamp – a collaboration system for in-house counsel and invited outside lawyers and third party service providers.
  • LexTweet – lawyers and legal professionals who Tweet
  • Martindale Connected – a professional networking and online community for lawyers and legal professionals.
  • Ning – create your own social network
  • Seesmic – manage both Twitter and Facebook
  • Tweetdeck – manage your Twitter streams on your desktop, iPhone
  • YouTube – create and upload your own videos and stream onto your website

BLOGGING PLATFORMS

  • Blogger – free blogging software
  • LexBlog – legal blog developers and consultants
  • Typepad – free blogging software
  • WordPress – free blogging software

LEGAL MARKETING BLOGS (Twitter follow)

LEGAL NEWS BLOGS/WEBSITES

GENERAL MARKETING, PR, BUSINESS DEVELOPMENT, SOCIAL NETWORTING

PROFESSIONAL ASSOCIATIONS

BLOG/CONTENT SYNDICATORS

RANKINGS
Love them or hate them, here’s how to find them