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Marketing Tip - Seek out your audience

When it comes to marketing, you want to seek out your audience - those who are in a position to refer you a case.  They could be in house counsel.  They could be outside counsel looking for local counsel or who have a conflict.  They could be HR personnel with employment issues.  Where do you find them? What organizations do they belong to? What are they involved with? Seek out client rich environments, such as national defense organizations, trade associations or chambers of commerce, and join.  But don't simply join.  Get involved.  Start with doing those tasks no one else wants to do - like editing the newsletter, writing an article or marketing an event.  Do the little things, and soon you'll be doing the big things, and meeting and getting to know clients along the way.  Showing your compentence in organizations suggests to others your compentence in handling their matters.  It all starts with seeking your audience.

By: Francisco Ramos Jr

What to Tweet

You may have recently signed up for Twitter and are wondering "What in the world should I tweet?"  Here are some suggestions:

Blog on this website and share a link to your blog post.

Share news stories relevant to your pracrtice area and comment on them.

Share recent cases and opine on their impact.

Retweet another's tweet with your own thoughts on the subject.

Share a link to an article you've written or a presentation you've given.

Share a book or movie review with your thoughts.

Share a press release.

Share motivational quotes. 

Share about your hobby, whether it's golf, jazz or wine.

If you're going to start tweeting, make it part of your routine so that you tweet regularly and build a following. 

By Francisco Ramos

Hosting a Reception

Consider hosting a networking event in the lobby of your office.  Hosting your own event allows you to choose the guests and the dyanmics of the event.  Consider hosting a wine tasting where you invite your clients and potential referral sources to visit your office, have some food and drinks and learn more about you, your firm and your firm's practice areas.  It does not have to be a large event.  An intimate setting where you have 10-20 guests opine on wine and mingle is the perfect size to get to know folks better and learn more about them as they learn more about you and your firm.  Perhaps you turn it into a regular event where your clients or referral sources can try new wines each month and make it a part of their routine.  They will enjoy the night out and you will have an opportunity to stay at the forefront of their minds. 

By: Francisco Ramos Jr

All the Elements Matter

Now and again an appellate decision comes down that doesn’t make any truly new law, but serves as a good reminder why all the elements of claims and defenses are important.  McClatchy v. Coblentz, Patch, Duffy & Bass, LLP from California’s First District Court of Appeal, is one such decision. 

 

California has a “Doe” pleading statute, Code of Civil Procedure § 474, which allows a plaintiff to toll the statute of limitations when it doesn’t know the identity of a defendant.  Doe pleading is just about universal in California; it’s close to malpractice for a plaintiff to fail to name Doe defendants in most tort cases. 

 

A critical requirement of the Doe pleading process is the plaintiff can’t know who the fictitious defendant is and can’t know the facts giving rise to the fictitious defendant’s liability.  Mr. McClatchy, or his attorneys, forgot that and attempted to join the Coblentz firm as a Doe defendant while the action was pending, but after the statute of limitations on claims against the firm had run.  The Court of Appeal concluded McClatchy could not avail himself of the benefits of Doe pleading.  As it explained, there is a distinction between knowing the facts and knowing or believing that a cause of action exists based upon those facts.  The ignorance required by the Doe pleading statute is of the facts; the lack of belief that those known facts support a claim does not entitle the plaintiff to benefit from suing a Doe defendant. 

 

Attorneys often rely on the lack of knowledge of the ultimate conclusion (“X is liable”) instead of the critical fact, knowledge of X’s identity and the X’s acts or omissions.  McClatchy thus serves as a reminder for the attorney, regardless of which side is represented, to analyze fully the case at the outset and not rely upon a procedural safety net which may not be as real as is hoped for.  

Starting Your Own Networking Function

We all receive solications to join networking groups for a monthly breakfast or lunch, where we pay an annual fee for the opportunity to deliver our elevator speech to a roomful of "prospective clients."  The problem is, generally the room is not filled with folks who may become your clients one day.  They're sale people, for the most part, who are much more interested in getting your business than offereing theirs.  The concept, though, a monthly networking meeting, has promise.  My suggestion is to investigate what your law school classmates are doing now.  Find ones in different practice areas, reach out to them and propose a monthly breakfast or lunch to socialize.  Think 6 to 12 attorneys at a local restauarant where you can make a reservation, set aside an hour or two, and talk about your respective practices.  You decide where and when and who attends.  You create, in effect, your own BNI group, with no annual fee, no harassing salespeople, and you start with something in common -your joint experience at the same law school at the same time.  As more folks hear about it and want to join, maybe you start a second meeting time.  It's an opportunity for you to network on your terms. 

By: Francisco Ramos Jr

Marketing Tips -Linkedin

Most of us have Linkedin accounts, but most of us are not particularly active on the site.  What I've found helpful is to took through my contacts who live in Miami, where I live and practice, find attorneys with complimentary practice areas, and ask them to breakfast or lunch.  Sometimes its attorneys I know through voluntary bar associations or cases I've had.  Sometimes, it's attorneys I've never met, but their Linkedin profile suggests to me we have something in common and may make a good networking connection.  My experience has been positive, meeting new people on a one-to-one setting, getting to know each other and laying the foundation for an ongoing business and personal relationship.  Linkedin serves other purposes, but consider using it to ensure, as the book says, to never eat alone. 

By: Francisco Ramos Jr

Loving Networking

In their recent article in the Harvard Business Review titled "Learn to Love Networking," Tiziana Casciaro, Francesca Gino and Maryam Kouchaki state that networking is a necessity.  They cite research where networking not only leads to more business opportunities, it also improves the quality of one's work and job satisfaction.  To change one's attitude toward networking, the authors recommend that we (1) shift our focus from it being a chore to it being an opprotunity for learning and discovery; (2) identify common interests with those we meet, and work on common tasks with them through organizations; (3)  think about what you have to offer to others, including your gratitude; and (4) and find a higher purposes, whether it's supporting your firm or helping your clients.  By changing one's attitude toward networking, one can find it not only palatable, but truly enjoyable. 

By: Francisco Ramos Jr

Evidence of Lack of Insurance Irrelevant

Evidence of Lack of Insurance Irrelevant and Inadmissible in Negligent Hiring Claim

In Perry v. Asphalt & Concrete Services., Inc., No. 27, the Court of Appeals of Maryland was asked to determine whether evidence of insurance (or lack thereof) is admissible to establish a negligent hiring claim. The Court held that evidence of lack of insurance coverage was irrelevant and inadmissible in a negligent hiring claim where that evidence did not establish the proximate cause of the complaining party’s injuries. The Court therefore concluded that the trial court erred in admitting such evidence because it prejudiced the jury’s verdict.

On April 28, 2009, Moran Perry (“Perry”) was struck by a dump truck while crossing an intersection in Frederick, Maryland. The dump truck was driven by William Johnson, II (“Johnson”), and owned by Higher Power Trucking, LLC (“Higher Power”). Asphalt & Concrete Services, Inc. (“ACS”) had hired Higher Power to haul asphalt and stone to a church where ACS was paving a children’s play area. Perry sustained head trauma and rib fractures as a result of the accident. An investigation after the accident revealed that neither Johnson nor Higher Power had liability insurance covering the dump truck. The investigation also revealed that Johnson had a suspended drivers’ license and the registration on the truck had expired. The Court only considered the lack of insurance in its analysis.

In April 2011, Perry filed a complaint in the Circuit Court for Prince George’s County. Perry alleged negligence against Higher Power, Johnson, and ACS. Perry also alleged that ACS was negligent in its hiring and supervision of Higher Power. Perry later sought to dismiss Higher Power as a defendant after learning that Higher Power was simply a trade name under which Johnson was unlawfully operating a dump truck business. ACS filed a motion for summary judgment on the grounds that it did not have an employer-employee relationship with Johnson. The trial court dismissed ACS’ motion for summary judgment. Before trial, ACS filed a motion in limine seeking to exclude evidence that Johnson had a suspended drivers’ license and that the dump truck and Johnson were uninsured at the time of the accident. The trial court reserved ruling on ACS’ motion in limine.

At trial, Perry needed to establish a foundation for an employment relationship between Johnson and ACS before the Court would rule on the admissibility of the evidence of lack of insurance. Perry called Burt Maggio (“Maggio”), the president of ACS, to testify. Over ACS’s objection, Maggio read aloud a message on a fax cover sheet, in which ACS advised Higher Power that it had not yet received a certificate of liability insurance and requested that the materials be sent as soon as possible. Maggio testified that it was ACS’s policy to request that a truck operator provide a certificate of liability insurance. Maggio also testified to the nature of ACS and Higher Power’s relationship. Specifically, Maggio testified that ACS paid Higher Power hourly and that ACS did not dictate any of the specifics of Higher Power’s performance other than where to dump the materials when they arrived on the job site. Maggio also testified that ACS’s employees received a salary, health care benefits, 401(k) participation and paid holidays. Johnson did not receive any of these benefits. Based on this testimony, the trial court determined that there was enough evidence to establish a foundation as to ACS and Johnson’s employment relationship. The trial court subsequently allowed evidence of the lack of insurance to be admitted, over ACS’s objection.

At the conclusion of the case, the trial court denied Perry’s request to strike a jury instruction regarding the requirement of liability insurance. The jury subsequently returned a verdict in favor of Perry on both the negligence and negligent hiring claims. ACS appealed to the Court of Special Appeals, which reversed the judgment in favor of Perry.

The basis of ACS’s appeal was (1) that the trial court admitted Johnson’s lack of insurance in violation of Maryland Rule 5-411, which prohibits the admission of evidence of insurance to prove fault or liability, and (2) the evidence was irrelevant to Johnson’s claim of negligent hiring. Perry argued that the evidence of Johnson’s lack of insurance demonstrated that ACS violated its duty to use reasonable care in hiring Johnson. On appeal, neither party disputed that Johnson’s lack of insurance was irrelevant to the issue of negligence.

The Court of Appeals first examined Maryland Rule 5-411. Under Maryland Rule 5-411, evidence that a person was or was not insured is not admissible to demonstrate whether a person acted negligently. Such evidence may be admissible, however, for the purpose of proving agency, ownership, control, or bias of a witness. Rule 5-411 is designed to prevent undue prejudice that may result when liability insurance is admitted.

Next the Court turned to the elements of a negligent hiring claim. To support such a cause of action, the Court noted, a plaintiff must prove (1) the existence of a duty owed by a defendant to him, (2) a breach of that duty, (3) a legally cognizable causal relationship between breach of duty and the harm suffered and (4) damages. To demonstrate a causal link in the context of negligent hiring, a plaintiff must demonstrate that (1) the failure of an employer to undertake a reasonable inquiry lead to the hiring and (2) the hiring was a proximate cause of plaintiff’s injury.

Initially, the Court determined that ACS breached its duty to Perry when it hired Higher Power/Johnson, because ACS’s failure to verify that Johnson had liability insurance constituted a failure to use reasonable care. The Court ultimately found ACS’s breach of duty to be inconsequential because ACS’s failure to verify whether Johnson had liability insurance was not the proximate cause of Perry’s injuries. Rather, Perry’s injuries were proximately caused by Johnson’s negligent driving and poor driving skills.

The Court then concluded that the trial court erred in requiring Perry to establish a foundation for an employer-employee relationship as a threshold for admitting evidence of lack of insurance.

This was an error because the inquiry in the nature of ACS and Johnson’s relationship did not address the issue of proximate cause. The trial court therefore failed to consider the proper legal standard in admitting the evidence, and as such abused its discretion.

Finally, the Court considered the prejudicial effect of the wrongly admitted evidence. ACS argued that the admission of such evidence prejudiced the jury’s assessment of liability because, in violation of Maryland Rule 5-411, it suggested to the jury that ACS was the only insured defendant. Having previously found evidence of Johnson’s lack of insurance to be irrelevant and immaterial to the claim of negligent hiring, the Court determined that the admission of that evidence probably influenced the jury in its determination of liability. Because the determination of liability was a prime issue in the case and the jury was not instructed to disregard the evidence in reaching its verdict, the Court determined that there was a reasonable probability that the jury considered the irrelevant evidence in finding ACS liable for Perry’s injuries. The Court therefore affirmed the Court of Special Appeals’ decision and remanded the case for a new trial.

Moran Perry v. Asphalt & Concrete Services, Inc., No. 27, (Court of Appeals of Maryland, March 28, 2016), available at: http://www.mdcourts.gov/opinions/coa/2016/27a15.pdf.

Submitted By: Marisa A. Trasatti and Caroline E. Willsey, Semmes, Bowen & Semmes

Marketing Tips - Handwritten Notes

The best investment you can make in your associates is to buy them personalized stationary and ask them to write at least one personal note a week.  It could be to someone they met at a conference or reception.  It could be to a colleague they haven't spoken to in a while.  It could be to congratulate a friend for a new bar position or trial victory.  The idea is that handwritten notes are rarely received and when they are, they make an impact.  An e-mail is not the same.  We get too many e-mails.  Hand written notes are different.  They're personal.  They took time to compose.  They say you thought enough of the person to take out stationary to write a letter and send it to them.  If you want your associates to make peronal connections and build personal relationships, encourage them to get into the habit of writing hand written notes and provide them with the stationary to do so. 

By: Francisco Ramos Jr

Facebook for Lawyers

 I recently attended a talk by Brian Tannebaum, author of the Practice (which you should buy for your associates) who referred to Facebook as the forum for small talk for lawyers.  I have many attorney friends and their personalities came through on their posts.  For example, if you're my friend, you know I brag about my boys (too much), comment on jazz (not enough) and critique movies (usually spot on).  When you see me at an event, you feel like you already know me because we have already had the small talk online, even though we may never had an actual conversation about my interests.  Those self revelations go a long way in bringing us lawyers closer together, building relationships and having the "conversations" that we may only have a few times a year at cocktail receptiions and conferences.  As lawyers, I encourage you to reveal yourself a bit on Facebook and avoid the law firm posts about recent victories and just be the person you are.  Brian also mentioned he never "likes" law firm pages, because they're little more than firm PR, that reveals little about the individuals that form that firm.  If you're looking to monetize Facebook, appreciate it for what it is.  A place to share a little about yourself, have a conversation (always polite and respectful) and share in your friends adventures, triumphs and grief.  It's only through personal relationships that we build ties that may turn into business.  The relationship always comes first though. 

By: Francisco Ramos Jr

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