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Care and feeding of your network: with all the pressures new attorneys face, it's easy to put networking on the back burner. Follow these guidelines and reap the benefits of building networks and marketing yourself early in your career.

Article Excerpt
If you're fresh out of law school, you probably feel you have enough on your plate. As a new attorney, you have to become an expert in your field, satisfy the needs of partners and clients, and begin balancing the demands of work and life. With all these pressures, it's hard to face the seemingly daunting tasks of promoting your services and building up business.

Usually, senior attorneys and partners assume the responsibility of making rain by bringing in clients and cases, while the associates assist in handling the legal work generated by these cases. But don't put off doing a little rainmaking of your own. The earlier you start networking and the more consistent your effort, the greater the payoff will be and the more likely you'll enjoy the practice into the future.

Pointless glad-handing, cold-calling, and flinging out business cards willy-nilly is neither marketing nor a way to build a network. Successful marketing efforts communicate to others who you are professionally. And effective networking through direct, face-to-face contact fosters relationships that may lead to future business either directly or indirectly.

You don't need to be a seasoned attorney to succeed at both. You simply have to be good at what you do, sincere with your contacts, and excited about your work. Most of all, you must be very persistent.

Building blocks

Relationships, whether in your social or professional life, are based on trust, giving, and gratitude, and they can take years to cultivate. So start early and don't wait until you are an "expert" to network and market yourself. Establishing the following habits during the "honeymoon" period of your professional development will help you build confidence and discipline--hallmarks of any successful lawyer.

Become active in legal organizations. There are many reasons--including professional development, camaraderie, and opportunities to keep current with tort "reformers'" efforts to undermine the civil justice system--to become active in local and national trial lawyer organizations. Don't wait for an invitation. Simply approach someone in the organization's leadership and express interest. Most organizations are thrilled to have volunteers.

Join a practice section that exposes you to a variety of lawyers. A few possibilities include law practice management, technology, litigation, or sole and small practitioners. Then, don't just be a "potted plant"; serve in a role that helps the organization, gives you an opportunity to mingle, and highlights your efforts. You can

* plan, organize, and even cochair events.

* moderate a panel or introduce the keynote speaker.

* assist in researching and writing an article...

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