Working in the legal profession, our proximity to an unlimited supply of lawyers means that friends and family will consistently text or email when they are in need of a “good lawyer.” The internet is flooded with “best of” lists, attorney ratings, and law firms that dedicate a significant portion of their budgets to ensuring they come up at the top of any given Google search.
In the days of yore, the Yellow Pages were a bar association-sponsored lawyer referral service’s main advertising mechanism, but the myriad search methods now available to the general public have meant that lawyer referral services have had to quickly adapt. With necessity driving inspiration, innovation, and invention, bar executives coast to coast are revitalizing their programs and redefining how to lead consumers to their services.
During a panel discussion at the 2017 NABE Annual Meeting in New York, the following panelists shared the methodologies their associations employ to stay relevant in their respective markets: SJ Kalian, deputy executive director and chief operating officer, San Diego County Bar Association; Crista Hogan, executive director, Springfield (Mo.) Metropolitan Bar Association; Clifford Flood, general counsel, State Bar of Michigan; and John F. Phelps, chief executive officer, State Bar of Arizona.