The question.

• Author: Hirsch, Stewart
• Position: Ask the Authorities

In order to have diverse points of view for this month's question, we have reached both within and outside LMA and the legal profession.

THE QUESTION

I asked the managing partner of my small firm for her direction and expectations. I was told that's my job. I thought I was supposed to get guidance based on the firm's strategy. What do I do?

RESPONSES:

Bob Bassett, Esq.

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Based on the feedback you received, I suggest you prepare a draft of the marketing strategy to be considered by the managing partner If you do not already know, ask and learn about:

* The firm's history: What type of clients does this firm typically represent? What community and charitable activities does the firm participate in? What non-work activities do the firm's lawyers enjoy?

* The firm's clients: Do the firm's clients fit a particular industry? Do the firm's clients live in a particular geographic industry?

* The firm's past marketing efforts: What marketing activities has the firm previously engaged in? What marketing activities exist in the community?

* The firm's people: What are the strengths and talents of the firm's people, both professional staff and administrative staff? Are their talents diverse?

* The firm's geographical reach: Does the firm practice only locally? Can the firm represent clients regionally or nationally?

* The firm's competitors: What does the competition do for marketing? What type of marketing efforts work in that locale?

After gathering relevant information, present a draft strategy for consideration, modification and approval. Once you get that approval, draft a plan, get approval and implement Your initiative and effort will be appreciated.

Bob Bassett, a partner at Williams Venker & Sanders, serves on its management and business development committees. He has 26 years of litigation experience in both private practice and as in-house counsel.

Ellen Katkin

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Even if the managing partner tells you it's your job to develop the marketing plan without any direction or sharing her expectations, you can be sure that she has very specific expectations. She probably also has a vision of the direction she wants the firm to take She has likely not taken the time to articulate it either and is hoping that your marketing plan will resolve that for her. Do not to fall into that trap. You may be a marketing expert, but you're not a mind reader. You can bet that she will be looking for a plan that is in tune...