Driving Marketing Change At Law Firms – A Test of Leadership

Although it is never easy to challenge the status quo or achieve fundamental change within an organization – especially at a law firm. Yet change is a fundamental component to success. How does a firm steeped in culture and tradition address these questions? Very carefully. Especially if it is driven by a law firm marketing partner.

Driving change can bring about profound personal and professional rewards. It requires developing a strong vision of the firms identity. I call the process firm sculpting – creating your firms ideal image.

The goal of course is to find that new image and make it powerful – one that will greatly increase client satisfaction and propel the firm’s success. This of course takes true leadership – and that’s the rub.

True leaders have the capacity to articulate a vision and inspire others to pursue it with them. True leaders come from a place of honesty–with willingness to see what actually is and discover what could be through community effort. They bring with them a confidence that gives others the courage to strive for even the loftiest goals.

Your firm’s potential for change lies in the hands of such a true leader. Without a strong individual with the skill to push for change by enlisting rather than alienating others, your firm may make important improvements, but it is unlikely to reach its full potential.

The all-important first step in initiating change is to find such a leader within your ranks. Once you are committed to seeing things change, look around and ask yourself who will lead. (The answer may be as close as your own reflection in a mirror.)

Once the leader is chosen, whether he’s the partner with the most power and seniority in the firm or a more junior partner who is eager and willing to support the process, his or her first step is to identify and enlist the other key players in your firm.

Forming Your Inner Team (the Key Partners)

The next step is to identify the principal members of the team–the inner circle. Most of the time, the inner circle will be composed of key partners and, in some firms, top-level administrators. Without them on board, the probability of creating profound change at the root level is seriously diminished. Bring them on board as soon as possible.
But before the firm does this, it must address a very serious issue. It must know whether the core power base–the inner circle–includes what is referred to as a “Toxic Partner.” Like a drop of poison in a carafe, a single “Toxic” can be fatal to even the most brilliant and ambitious of plans.

Finding Your Firm’s Vision – The Heart of Legal Marketing

Once the leader and the inner circle have been identified and any Toxics have been dealt with, the next step is for your leader to set up a series of meetings to determine what the firm’s values and challenges are and then begin to articulate a vision for the firm’s future. Ideally, a facilitator will be brought in at this point to help keep things on track.
Uncovering your firm’s values is no easier than confronting its challenges. Your firm’s values must inspire the partners if there is any hope of inspiring the firm itself and its clients. When the members of the inner circle envision the firm, they should identify which values move and inspire them. These inspired values must appeal to them at a visceral level, not just sound good. Left to their own devices, many partners (and professional marketers) come up with meaningless phrases like “We live to serve.” Your firm’s inspired values must be held to a higher standard than this.
The values must be concrete and measurable; the first measure is whether they elicit a positive emotional reaction that motivates action. You’ll know when the values defined by the inner circle are powerful enough–endorphins will kick in, enthusiasm will rise and it will inspire people to take action.

Drafting Your Firm’s Master Charter (and Creating Derivative Charters)

The inspiration and commitment achieved during the first seminal meetings will soon be evidenced in the creation of your firm’s master charter. As will be discussed in much more detail in later chapters, it is the inspired values and principles found in the master charter that will guide what we call -derivative charters–charters that belong to your key departments, practice groups and committees.

The master charter must be anchored in the leadership’s inspired values. It is the first evidence of what has been a dynamic, proactive process. The master charter must be real, not contrived. It must be rooted in the leadership’s intentions for the firm and the principles on which the firm will be governed from now on.

The master charter will become the focal point of the firm’s identity. It is the document that articulates the inspired values and priorities of the firm. It will not be drafted in a day–creating it takes introspection, analysis, debate and thoughtful examination. But when it is finished, it is the equivalent of a constitution for your firm. If it is done with excellence, it will both guide and inspire every member of your firm to actions that are congruent with the firm’s identity.

Once a powerful firm culture is in place, the master charter’s norms and values will keep the firm on the path to following its inspired values and will discourage individual or group conduct that is inconsistent with those values.

Once the master charter is completed, many law firms falter. The leadership becomes excited about the new charter and circulates it among the other members of the firm. A few memos go out touting the power of vision and describing the bright future that lies ahead. A few of the more ambitious partners try to rally the troops around the cause, but soon the inspiration begins to pale and the charter fades into the background, with no more appeal than the firm’s letterhead and logo.

Resculpting is for naught unless the people below the leadership level believe that the vision is relevant to their lives. I can’t emphasize this enough: The relevance cannot be illusory; it must be as real to them as their weekly paycheck. So your next step must be to give them both the responsibility and the authority to put changes into action.
In order to do this, I recommend that the firm’s charter be a jumping-off point from which each major department creates its own charter and plan of action within the vision that the leadership has delineated. These derivative charters and the strategic action plans will give the members of the firm a personal stake in their future.

The facilitator, with the support of top leadership, must ensure that each of the firm’s major departments, practice groups and committees is given time and support in crafting these all-important documents. Otherwise the subordinates will perpetually feel that this is the leadership’s vision, not theirs. Giving them the opportunity to participate is the only way to make the vision relevant, and it will also make them accountable for the results.

The challenge lies in getting the inspiration and enthusiasm evoked by the creation of the new vision to truly motivate everyone–all the way down to the people on the lowest rungs of the firm’s ladder. The solution is to empower everyone. Skipping this step will undermine all of the firm’s efforts.

In the end, every member of the firm should be enrolled in the change process. Every member of the firm who comes into contact with clients, vendors, other firms’ attorneys, or anyone else should reflect the firm’s inspired values and identity. Every form of marketing, advertising and promotion should be inseparably integrated with the people who make up the firm.

Bringing the Rest on Board (and Creating Strategic Action Plans)

This last step in reinventing the firm happens once the master charter and derivative chapters are written. To allow everyone in the firm to take part–to take ownership–in the changes the firm is making, the leaders of each of the firm’s major departments, committees and practice groups, in conjunction with each of their respective team members, will construct detailed action plans that identify specific goals, specify time lines and names of people accountable for bringing the goals to fruition. These strategic action plans should be developed for each of the major departments in the firm.
Strategic action plans are developed only after the firm’s charter and the derivative charters have been carved out by the leadership. These charters are the basis for the strategic action plans, which are tangible instructions for making decisions and taking action.

Strategic action plans can be thought of as logical extensions of the firm’s values and beliefs. They are, by nature, imbued with the firm’s culture. They can take on enormous momentum, capable of pushing the firm forward to new heights and performance levels.

Strategic action plans bridge the gap between the firm’s words and its deeds. They provide specific task-driven objectives against which the firm’s leadership, including the managers, can test assumptions and gauge the firm’s departmental performance.

The single most important characteristic of strategic action plans is that they are task-specific–they describe purposes, time lines and responsibilities for the tasks the firm performs. These plans, as well as the specific goals they are intended to achieve, must in the end be measured against both the derivative and master charters.

Although it is never easy to challenge the status quo or achieve fundamental change within an organization, the personal and professional rewards are boundless. Moving away from a firm’s preconceived notions frees it from existing limitations. The vision that emerges from the process of sculpting your firm allows your firm to create a new identity that will greatly increase client satisfaction and propel the firm’s success.

Things to Consider When Hiring a Family Law Lawyer

A family law lawyer specializes in matters relating to issues that surround the family. These can include marriage, divorce, child support, spousal alimony, guardianship, adoption, domestic violence and child abuse.

Choosing a family law lawyer is an important decision, especially when dealing with child abuse and domestic violence. These legal issues are highly-charged events that require attorneys who are well-versed in domestic relations law and child advocacy.

Divorce can also be an emotionally-volatile arena that requires lawyers who can help both parties work through their differences while obtaining a fair settlement. When children are involved it is important to work with attorneys who will fight for the rights of minor children to ensure adequate child support is provided.

Issues related to family law often require clients to work closely with their chosen lawyer. It is best to determine what qualities you prefer before interviewing attorneys. Do you prefer a male or female lawyer? Do you require an aggressive attorney or one who remains calm? Do you need a lawyer with years of experience of would a recent law school graduate suffice?

It can be helpful to create a list of questions, concerns, and the desired outcome. Organize all records pertaining to the legal issue. For example, divorce lawyers will require financial records, real estate deeds, automobile titles, current and previous years’ tax returns, and information surrounding minor children.

It can be beneficial to interview three or more attorneys to determine which is best suited for your needs. Most law firms offer gratis meet-and-greet consultations while others assess a minimal fee. When arranging appointments inquire about initial consultation fees and what documents should be brought to the meeting.

During the meeting it is important to determine cost estimates. Family law lawyers normally require clients to provide an upfront retainer. This typically ranges between 25- and 50-percent of expected costs.

Legal fees are usually assessed at an hourly rate, but some cases are charged as a flat fee. Cases requiring extensive research and court appearances are typically billed hourly. Cases involving minimal work, such as a legal name change, are billed at a flat rate.

Law firms also assess backend fees to cover the cost of phone consultations, court filing fees, copying and faxing documents, and postage fees. Some attorneys deduct these costs from the retainer, while others remit monthly invoices.

The majority of family law lawyers require payment at the time services are rendered. However, some will allow clients to develop a payment plan. It is important to determine payment schedules to ensure you can comply. When payment plans are allowed, it is smart to obtain the plan in writing so that all parties understand payment amounts and due dates.

Individuals who require services from a family law lawyer, but cannot afford legal fees may qualify for pro bono services. Much depends on earned income and circumstances surrounding the case.

If possible, obtain family law lawyer referrals from family or friends. This can minimize time spent searching for or consulting with attorneys. Those unable to obtain referrals can utilize the Internet or telephone directories to locate law firms.

Another source for locating reputable attorneys is the American Bar Association website at abanet.org. The ABA does not offer recommendations, but instead publish a list of nationwide family law lawyers who are in good standing with the organization.

Megan’s Law – It’s Only Half The Battle

Spend some time in any PTA meeting, Mommy & Me group, or even a playdate with friends and it isn’t long before the conversation turns into a worried discussion about Megan’s Law and the sex offender information that parents can now readily access with just a few clicks of their computer mouse.

Parents everywhere are feverishly checking these websites, sometimes weekly or even daily, to see if a registered sex offender resides nearby. Unfortunately, there are a few flaws in this perceived “safety net” that well-intentioned parents should know.

Don’t get me wrong, I am a HUGE proponent of Megan’s Law and the information it provides. I strongly believe that once a sex offender has been released back into the community, the public has the absolute right to know their whereabouts.

But… focusing solely on this component of child safety can do a serious disservice to our kids, IF we stop there.

A Basic Overview of Megan’s Law

Megan’s Law is a federal law, signed on May 17, 1996 by President Bill Clinton. It is named for 7 year old Megan Nicole Kanka of Hamilton Township, New Jersey, who tragically, was sexually abused and killed in 1994 by a twice-convicted pedophile who lived across the street from her home. Unaware of his presence and criminal history, Megan’s parents, Maureen and Richard Kanka, were devastated and outraged. They established the Megan Nicole Kanka Foundation and lobbied government officials to create a law which would require all 50 states to release information regarding the presence of convicted sex offenders in our communities. In it’s most basic terms, the law mandates that the public has the right to know the whereabouts of convicted sex offenders once they have been released, and that all 50 states must make this information available to the public.

Many states have created a dedicated Megan’s Law website, to which the public can log onto through their own personal computer and research the data pertinent to their town or local community.

There are several ways you can check the Megan’s Law sex offender register in your state. In my home state of California, the website is meganslaw.ca.gov. To access the information in your state, you can visit familywatchdog.us. This website provides a free national sex offender registry link and also contains excellent safety information. You may also check your state’s Attorney General’s website, your State Police website, or visit megannicolekankafoundation.org.

Only Part of the Solution…

While Megan’s Law is an excellent awareness tool and provides vital information to the public, parents must remember that it can only do so much.

To begin with, a sex offender register is not a perfect system. In some instances, registered offenders may or may not actually be living where they are listed. Depending on which state you live in, you may even have some registered offenders whose whereabouts are not made public due to an exclusionary clause in the law. For example, some offenders fall into the “undisclosed category” – which means they areregistered with the state, but their information is not accessible on the website. According to the California Dept. of Justice, approximately 25% of registered offenders are excluded from public disclosure by law, depending on the type of crime that person has been convicted of.

More importantly, parents must remember that there are plenty of sex offenders out there who simply haven’t been caught, and therefore, are not listed on any register. As a result, we need to protect our kids from those who may be “flying under the radar” as it were.

What’s A Parent To Do?

Be a PRO-ACTIVE parent rather than a REACTIVE one. A PRO-ACTIVE parent can beat a sex offender at their own game. By now, many parents are somewhat familiar with the real statistic that 90% of child sexual abuse happens by someone the child knows, not by a stranger. Since that’s the real issue, it’s time we started looking at prevention education in a way actually protects our children.

Kids need to be taught how to recognize and defend their personal boundaries with adults they interact with. They need to understand what is appropriate and inappropriate behavior from a grown up (or even an older child), and what to do if they get a red flag or “uh-oh” feeling from someone’s improper actions.

In plain English, kids need to know what to do if “Coach Smith” tries to touch a private part of their body, or if a babysitter or relative wants to play a physical “touching game” that just feels weird or “yucky”. These are much more common scenarios than the stranger who may or may not be living down the street.

Megan’s Law is a good start in protecting our kids. Yet, it’s still only half the battle. With smart prevention education in conjunction with Megan’s Law, we can offer each other a real solution to keeping our children safe.

10 Prevention Tips for Parents

1. Don’t equate stranger with danger. Teach your child how to recognize a potentially dangerous action or situation instead. (“Thumbs up or thumbs down!”)

2. Be involved in your child’s activities. As a “visible parent”, you’ll have a better opportunity to observe how other adults interact with your child.

3. Screen caregivers and babysitters carefully. Always check references – no matter who they come recommended by.

4. Pay attention to clues and cues in other adults’ behavior around your child. A predator’s grooming tricks can be very subtle at first. For example, is there someone who continually tries to arrange “alone time” with your child, often working very hard to create the opportunity by using flattery or suggesting outings that don’t include you?

5. Listen to your child, especially if they consistently don’t want to be around a particular person, such as a babysitter, relative, or family friend. They may be sensing “a red flag” that you are unaware of.

6. Let children decide for themselves how they want to express affection. Do not force them to a hug or kiss another person if they don’t want to.

7. Spend quality time with your children. Kids who are starved for affection or attention can be vulnerable targets for a child molester or predator.

8. Be alert to anyone who insists on being physical with your child (hugging, kissing, tickling, wrestling, touching) especially when the child seems uneasy or has asked them to stop.

9. Let children know they have the right to say NO to any unwanted touches or physical attention. It’s okay to say NO even to a grownup or a bigger kid, and then immediately tell a grownup they trust (like mom or dad) as soon as they can.

10. Review and practice basic safety skills with your children often. Children need to hear the information more than just once to really understand.

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