BigLaw - Lobbying/Public Affairs as Growth Niche

Last June Sonnenschein Nath & Rosenthal created a six-person practice that now accounts for 49 percent of the law firm's revenue.  That practice is essentially a mashup of lobbying and less hands-on types of public affairs. And Carrie Levine, who reports on this development in LEGAL TIMES, says that law firms are pulling in more revenue growth in this line of business than non-legal firms.  Those non-legal enterprises include traditional public-affairs and public-relations agencies and what ex-pols like Trent Lott calls their "strategic communications" boutique.

Clearly, this is good news for BigLaw and smaller players which are facing a chilly economy and budget-consciousness clients in 2008.  So, how can a law firm do a startup in these influence services? 

Essentially, it's simply a matter of analysis, then positioning and packaging. 

The analysis is of the experience gathered in, say, lead paint public nuisance and personal injury, of the legislative and regulatory processes in that industry.  Of course, a key factor is the insider knowledge of what kinds of arguments and incentives make the leaders in the loop receptive. 

The positioning has to do with presenting your service as unique in terms of X, Y & Z.  For instance, your firm might have extreme expertise and federal/state contacts in the regulation of food.  You also won favorable changes in regulations for the snack industry.

The packaging is how you organize, label and price your service.  Are you solvent enough to risk just selling a premium brand of lobbying?  Do you want to get involved in the white-paper and media parts of influence?  Do you want to provide proprietary research activities? 

Most of these issues can be resolved with running a pilot program.  Ask prospects or current clients if they would be interested in using your new services at a very reasonable fee.  Just trying to convince them will provide you with plenty of insights on what you should be pitching, how, and at what price.

If the Democrats return the the White House in 2009, the demand for that whole continuum of services we call "lobbying" should continue to grow.