The question.

• Author: Hirsch, Stewart
• Position: ASK THE AUTHORITIES

"I've just missed the LMA Annual Conference in Dallas because my firm would only pay for one attendee each year and there are four of us. How can I be the one next year?"

RESPONSES:

Jeanne Hammerstrom

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Perfect timing. Sit down with any of your department members who did attend in March, get their insights on what educational and networking value it provided to them and create your request around these benefits. I suggest reviewing the content and outlining which types of programs would assist in your professional development and create a plan, with a budget, that specifically outlines your personal interests and the value it will bring to the firm.

If budgets are tight and you really feel you need to attend, perhaps suggest sharing in some of the expenses--maybe pick up the flight or one night hotel cost. Sometimes it's not only your supervisor's decision but that of a managing partner or COO. They may see this as positive indication that you want to attend for all the right reasons.

Finally, some LMA chapters offer scholarships for such events. Check into those as well. Having attended several annual conferences, I understand the value and hope that everyone in our industry gets the opportunity to experience it. So, when you do get the approval, take advantage of all the conference has to offer and communicate that back to your supervisor.

Jeanne Hammerstrom is the chief marketing and recruiting officer for Benesch Friedlander Coplan & Aronoff LLP and immediate past president of the Legal Marketing Association.

Tracey LaLonde

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Firms who pay for a team member to attend will want to know how participation will benefit the firm. So lobbying for attendance next year should begin this year.

One immediate action a savvy marketer could take is to download this year's materials to see what you could have learned and applied to your job had you attended. Also, reach out to a few of the presenters to speak to them directly about their topic. Taking this step now would demonstrate to the firm that you are truly interested in learning and applying that learning to your projects.

Finally, as registration draws near, build your business case for attendance. Look for ways to apply it to your and the team's current projects. For example, if the firm is launching a client feedback program, provide a list of the applicable sessions, other firms you could meet who have done this already and vendors you could meet...