What do general counsel want? Panelists tackle the perennial question.

• Author: Raasch, Janet Ellen

The success of lawyers practicing at law firms depends largely on the choices made by general counsel inside a wide range of client companies. As a result, outside counsel devote a lot of energy to trying to read the minds of their in-house counterparts.

Who makes the decision to buy outside legal services? What makes general counsel choose one lawyer or firm over another? When do general counsel turn to outside counsel? Where is the best place to meet general counsel? Why do general counsel "fire" outside counsel? How do you nurture a productive relationship with general counsel? [ILLUSTRATION OMITTED]

Outside counsel and marketing professionals from Denver law firms got useful answers to these and other questions from a panel of general counsel held May 11 at Primebar Restaurant. The program was hosted by the Rocky Mountain Chapter of the Legal Marketing Association (www.legalmarketing.org/rockymountain).

Panelists came from a variety of industries and included Rebecca Askew, general counsel at Circuit Media (www.circuitmedia.com), David Fine, city attorney at City of Denver (www.denvergov.org), Elliot Miller, director of legal affairs at Pendum LLC (www.pendum.com) and Lisa Scalpone, general counsel at WildBlue Communications (www.wildblue.com). the program was moderated by Jean Robertson, general counsel at Video Professor, Inc. (www.videoprofessor.com).

Who Makes the Decision to Buy outside Legal Services?

"For routine matters, I generally select outside counsel myself," said Scalpone. "For more important or complicated matters, I will discuss my selection with my CEO. But contact by outside counsel should definitely come through me."

Most companies maintain a list of lawyers and law firms that have been vetted for particular kinds of legal work. Some lawyers get on that list because they know the CEO or some other senior executive, who has recommended them. Others get on the list because they have met and impressed the company's general counsel.

"At the City, we have a 'stable' of approved lawyers and law firms in various specialty areas," said Fine. "For a routine matter, our nearly 100 lawyers can choose for themselves the outside counsel they want to work with. For a major matter, I expect to weigh in on that decision."

What Makes General Counsel Choose one Lawyer or Firm over Another?

Demonstrated skill in a particular practice area and an existing relationship are important factors when general counsel select one lawyer or law...