On the Job: Politics As Usual

Of the many skills useful to law firm marketing professionals, the one that we can learn best from our attorneys is the political art. Fact is, even the most adept marketer will find it difficult to develop traction for marketing programs at his or her firm without using a heaping helping of political acumen to build consensus and boost allegiance.

Lawyers, and the organization of law firms generally, are steeped in politics. The ability to find and cultivate centers of power and influence, the skillful argument, the strategic alliance and the art of negotiation are essential parts of the basic tool kit of every successful law practitioner. For marketers, therefore, job effectiveness is highly dependent on understanding these tendencies and tactics.

Ask How Decisions Are Made

When you meet with attorneys, you can start to map out the political landscape with a couple of key questions: “Whose opinion would you seek out if the firm was facing an important decision?” and “Which partners do you think stand to gain the most from marketing's successes?” The first will identify influential opinion leaders and trusted sources within the partner ranks. The second will cite the stakeholders in the programs you implement. The individuals that make both lists are the ones who must become your primary political allies.

The follow up question to both inquiries should be “Why?” This information will give more cultural context to the list of names. Another good way of getting cultural information is to ask for stories about the firm that are passed around and reflect the firm's values and beliefs. “What good things have you heard about the firm, maybe you didn't directly experience but you know for sure is true?” is one way of looking for this data.

Walk the Walk

Persuading someone to your point of view is a complicated process that is eased somewhat by placing your argument in the social context of the people you are trying to convince. Watch how your influential attorneys behave. Does he secure agreements one-on-one before championing a course of action? Is she more comfortable in a formal group meeting or an informal setting?

Adopt a similar vocal tone and body language to the person you are making into an ally while you converse. Ask for guidance before you press your point. The process of developing individual buy-in works the same as getting institutional buy-in. Approach people with a style that matches their own and you're more likely to elicit cooperation.

Realize It's Not About You

Attorneys and law firms are precedent-driven. They are loath to go where others have not gone before. Some institutional and personal resistance to new ideas just comes with the marketing territory. Try not to take it personally.

Develop a “thick skin” and ward off complaints by being passionate about moving you firm's marketing in a positive direction. Learn what outcomes your firm's influential partners will find acceptable and then direct your marketing efforts towards measuring these values. Give each attorney a voice in the development phase, and cultivate alliances with the politically savvy ones to lead the opinions and behavior of others.

Persistence, passion and persuasion are elemental in politics. Negotiation, cooperation and coalition are the processes that facilitate decisive action. Employ these in law firm marketing and you'll improve your chances of being consistently successful.

Of the many skills useful to law firm marketing professionals, the one that we can learn best from our attorneys is the political art. Fact is, even the most adept marketer will find it difficult to develop traction for marketing programs at his or her firm without using a heaping helping of political acumen to build consensus and boost allegiance.

Lawyers, and the organization of law firms generally, are steeped in politics. The ability to find and cultivate centers of power and influence, the skillful argument, the strategic alliance and the art of negotiation are essential parts of the basic tool kit of every successful law practitioner. For marketers, therefore, job effectiveness is highly dependent on understanding these tendencies and tactics.

Ask How Decisions Are Made

When you meet with attorneys, you can start to map out the political landscape with a couple of key questions: “Whose opinion would you seek out if the firm was facing an important decision?” and “Which partners do you think stand to gain the most from marketing's successes?” The first will identify influential opinion leaders and trusted sources within the partner ranks. The second will cite the stakeholders in the programs you implement. The individuals that make both lists are the ones who must become your primary political allies.

The follow up question to both inquiries should be “Why?” This information will give more cultural context to the list of names. Another good way of getting cultural information is to ask for stories about the firm that are passed around and reflect the firm's values and beliefs. “What good things have you heard about the firm, maybe you didn't directly experience but you know for sure is true?” is one way of looking for this data.

Walk the Walk

Persuading someone to your point of view is a complicated process that is eased somewhat by placing your argument in the social context of the people you are trying to convince. Watch how your influential attorneys behave. Does he secure agreements one-on-one before championing a course of action? Is she more comfortable in a formal group meeting or an informal setting?

Adopt a similar vocal tone and body language to the person you are making into an ally while you converse. Ask for guidance before you press your point. The process of developing individual buy-in works the same as getting institutional buy-in. Approach people with a style that matches their own and you're more likely to elicit cooperation.

Realize It's Not About You

Attorneys and law firms are precedent-driven. They are loath to go where others have not gone before. Some institutional and personal resistance to new ideas just comes with the marketing territory. Try not to take it personally.

Develop a “thick skin” and ward off complaints by being passionate about moving you firm's marketing in a positive direction. Learn what outcomes your firm's influential partners will find acceptable and then direct your marketing efforts towards measuring these values. Give each attorney a voice in the development phase, and cultivate alliances with the politically savvy ones to lead the opinions and behavior of others.

Persistence, passion and persuasion are elemental in politics. Negotiation, cooperation and coalition are the processes that facilitate decisive action. Employ these in law firm marketing and you'll improve your chances of being consistently successful.