By Vicki Voisin, Special to CPN
Marketing is crucial to law firm success. Knowing this, firms advertise utilizing multiple media resources and spend hundreds, if not thousands, of dollars annually on these marketing efforts.
These same firms may be overlooking important low-cost, even no-cost, marketing resources sitting at desks down the hall – paralegals.
While paralegals cannot solicit clients for the firm, they can and do attract clients when they interact with people within the community and across the country. They participate in community events, know community and political leaders and have a myriad of friends and relatives. Each of these connections will most likely need legal services at some point.
How can paralegals be incorporated into the marketing plan? Here are some ideas that may be worth suggesting to the attorneys you work for. Of course, always gauge whether these suggestions would be appropriate for your firm and well-received by your employer.
• Introductions: It costs nothing to introduce the paralegal to new clients and other attorneys visiting the office. It is always helpful for people to be able to put a face with a name so they know with whom they are working.
• Letterhead: If the design and layout of the firm’s letterhead permits the listing of staff members, suggest including paralegals. The only caution is that the paralegal’s status must be clearly indicated. It is also ethical to include any professional certifications the paralegal has earned so long as the information is not fraudulent or misleading.
• Business cards: Suggest that business cards be provided to paralegals. Remember, the paralegal’s non-lawyer status must be clear and any certifications the paralegal has earned should be included. Of course, the cards may not be used in a deceptive manner.
• Website: Mention the idea of including the names of the firm’s paralegals on the firm’s website. This should include a brief bio and professional pictures. Visitors to the firm’s website are not only interested in the attorneys, but the qualifications of the support staff as well.
• Civic involvement: Discuss the possibility of allowing paralegals time off to participate in community events such as United Way, golf scrambles, school functions, etc. This gives paralegals an opportunity to become acquainted with people in the area – people who may admire and respect the work of the paralegal and decide to use the law firm.
• Publications and podcasts: Suggest that paralegals write articles for legal publications and participate in publicly broadcasted events. Usually the firm will be mentioned at least once in these articles or podcasts, and the name may be seen or heard by thousands. Mention these events on the firm’s website.
• Tributes: Any celebration is worthy of a news release, particularly when a paralegal is celebrating a milestone with the firm or, perhaps, has obtained a certification designation. Suggest issuing a news release when any staff member is elected to an office or honored by their professional association.
• Paralegal Day. Does your state celebrate Paralegal Day? If so, be sure everyone in the firm is aware. Don’t be offended if no one initiates a celebration. Instead, you can create a celebration by bringing in a cake or doughnuts or perhaps organizing a potluck or pizza for lunch.
• Attend appropriate meetings and events. If it is appropriate, suggest that paralegals attend bar association meetings and other community events such as the Chamber of Commerce Business After Hours. These are excellent opportunities to get acquainted both with members of the general public and also colleagues at other law firms.
• Send a follow-up welcome letter. David Swanner, attorney and blogger at http://sctriallaw.com, recommends that a welcome letter be sent by the paralegal to the new client. This would be done after the formal engagement letter has been forwarded. Swanner suggested the following language:
“As the paralegal assigned to assist Mr. Swanner in the handling of your case, I would like to take this opportunity to let you know that I am available at any time should you have questions concerning your case. I wanted to introduce myself and let you know that we will work very hard on your case. If you ever have any questions or problems concerning your case, please let me know so I can help you.”
• Education and industry events. Discuss membership in paralegal associations with your employer. Stress the importance of attending association events and taking an active role in their governance. Again, the firm name is in front of thousands of folks. Further, paralegals may become acquainted with colleagues in another state whose attorney needs the services of a local attorney.
• Blogging and social media. The law firm blog and social media sites do not have to be reserved just for lawyers, especially when paralegals can be the best cheerleaders the firm has. Paralegals usually understand the client’s needs and concerns and are also aware of important news and events that might interest clients. This will provide paralegals with the opportunity to build their online personalities and enable current and prospective clients to bond with them, as well as the firm.
While attorneys should determine the content and style of the firm’s social media involvement, paralegals can write much of the content. Of course, the employer must supervise these communications and also be certain the paralegals understand what they can and cannot say in public.
The practices suggested here will work for any size firm. With the public’s growing awareness of the abilities of paralegals and the important role they play in their cases, it is time for firms to go beyond viewing the value of paralegals only in terms of dollars and billable hours. Firms should also consider their significance in the firm’s marketing plan and utilize them in this capacity as soon as possible. There is no need to miss this important, valuable marketing opportunity. Don’t hesitate to tell your attorneys about it!
Editor’s note: Vicki Voisin has worked as a paralegal for more than 20 years and is known by many as “The Paralegal Mentor.” She is a nationally recognized author and speaker on issues related to the paralegal profession. Voisin spotlights resources, ethics issues, organizational tips and other areas of continuing education to help paralegals and others reach their full potential. She also publishes a weekly e-newsletter called Paralegal Strategies. She has served as chair of the Paralegal/Legal Assistant Section of the State Bar of Michigan and is a past president of the National Association of Legal Assistants. Visit www.paralegalmentor.com for more information.
