Gotham JDs, Jump on Amtrack & Head to Promised Land

Even before there was a lawyer glut, even before there were associate Reductions-in-Force [RIFs], and even when the Democrats weren't in power there were plenty of JDs heading into all branches of public relations, ranging from positioning to actual lobbying.  Because of their ability to decode legislation, regulation and litigation, they were perceived to create value and were treated better than us non-lawyers.

Currently, they can write their ticket in an environment which is both Democrat-controlled [think H.R. 11 passed last Friday] and crisis-driven [think bankruptcies, CEOs getting the ax, scandals].  For example, in AD AGE, Senior Vice President of Levick Strategic Communications in D.C. Gene Grabowski noted:

• Business is up, and
• About 85% of the workload involves financial, litigation, issues-management and crisis matters.

In that same AD AGE article Public Affairs firm Waggener Edstrom says that it "is actively recruiting talent for its D.C. offices."

Yes, D.C. Forget Gotham - as if you need to be told that after all the RIFs happening there in law. On the public affairs bulletin board Odwyerpr.com, Kevin McCauley posts this headline on his blog: "Listen to the Air Hissing from New York's Punctured PR Balloon."

The field of public relations itself is doing just fine.  According to projections from Veronis Suhler Stevenson 2008 Communications Industry Forecast, the industry will grow at a compound annual rate of about 10% through 1212.  If the Democrats carry out their reform promises, that could exceed 10% and last forever as the next batch to take over the White House and Congress undoes all that litigation and regulation.  But the action is in D.C. Not that communications experts will starve in Gotham but they will be in location where most things are proceeding in a downward trajectory.

So, in order to jump on the Amtrack and head to the Promised Land, what does a JD do?  Here are some tips about making the transition from legal eagle to communications pro:

• Start an online site such as a blog for analyzing issues from a public affairs perspective.  To get the arms around what public affairs is, google the term.  The more expertise one has about digital communications the more marketable one is public relations.  Clients want digital because it's low-cost, high-reach, and just-in-time.

• Volunteer to assist with public relations for local politicians, small businesses, and nonprofits.  What that means is applying instincts about how to position a person, issue, product, service, brandname, or cause in a positive manner and then put the message out there so that it resonates.

• Request an internship, paid or unpaid, at a public relations agency.  That's an opportunity to observe how the business operates, do some hands-on tasks, and not have too much responsibility or accountability.

• Apply directly to public relations agencies for a mid-level job.  That entails redoing the resume and cover letter to reflect knowledge of and experience in public relations.  Remember, doing a brief is all about positioning and packaging arguments.  Trial law is all about presentation expertise.  Dealing with clients is all about being a type of account executive.  Need assistance with reinventing oneself on paper?  I refer career-changers to Mint Resumes.  It's operated by Silicon Valley Marketing Pro Marsha Keeffer who was born to be reborn.

• Set up a solo public relations practice.  Recruit starter clients from current network.

What to read?  Here's to start:

• "Get Slightly Famous" by Steven Van Yoder
• "Blue Ocean Strategy" by W. Chan Kim and Renee Mauborgne
• "The Cluetrain Manifesto" by Rick Levine, et al.
• "Convergence Culture: Where Old and New Media Collide" by Henry Jenkins
• "The Political Brain" by Drew Westen
• "Made to Stick" by Chip and Dan Heath.

But the best learning comes from observing who's screwing up and who's not.  Figure out why.  Then apply that to client work.

Comments

[Liz]

Thanks! This is an awesome post. You're really good at seeing unusual angles to a situation - that's rare in the legal-related world.