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Podcast Episode 163: How Attorneys Can Raise Their Profiles Through Industry Associations and Events

by Guy Alvarez • May 19th, 2022 • Uncategorized | Podcast

In this episode of the Legal Marketing 2.0 Podcast, Guy is joined by Michael Janovici to discuss how attorneys can raise their profiles through industry associations and events. ​​Michael is the Client Relations Director in the Los Angeles office of Kimball, Tirey & St. John – a California-based real estate law firm with a concentration on landlord-tenant law.  Michael has close to 15 years of experience in professional services marketing and business development.  During his time at Kimball, Tirey & St. John, he helped attorneys (as well as himself) raise their profiles through association involvement.

1. How does a lawyer’s participation in an association, either by joining a committee or by volunteering, help a lawyer get noticed?

I think it can help them in several ways because first of all, I think most associations if they really want to continue to be successful, they want to be welcoming. Most people when they join an association, are hopefully going to feel welcomed and invited. Usually, when people are in an association they’re happy that attorneys want to get involved. And usually, the reason for that is because of their knowledge and how they can be of service to the other members. And when they’re getting involved with associations, they’re also where prospective members or prospective clients are also potentially, going to be. I think it’s just really a win, win as far as wanting to get involved. I think the most important thing is to communicate with the association and ask where their needs are and what they’re looking for, as far as their members.

2. Have you found that associations can be beneficial to personal growth?

I know I’ve benefited greatly, both personally, as well as professionally, in the work I do with the clients I work with because clients know when you sign up to be at an event. They know I’m going to be there, I do PR for my firm. And I think just again having that presence there, knowing that you know Katie is somebody from this firm, Katie is there, I think, is always appreciated. I think one of the great reasons to be part of an association and to be active is, if you ever find yourself, maybe between jobs, and you’re looking for a job you want to be able to go back to your network and certainly, there’s probably no better network then being involved in an association

3. Is there something else that a lawyer should consider when trying to find the right association to build or to become a member or volunteer of?

I think number one if it’s an attorney or if it’s at a firm that has marketing and business development departments certainly talking internally with those resources that you have that also have some knowledge. But I think one thing that’s also worked well for me, although I’m not an attorney, but I do attend events and have been involved with associations, is that I ask our clients and even prospective clients, about the associations that they’re typically involved with and have been involved with. Because if they’re a member of this association there’s probably a reason for it, and I mean usually you can get some pretty good feedback from clients about their experience. So I think, to answer your question, I think you want to definitely reach out to your internal resources that you have at your firm but then also talk to your external resources which are usually your existing clients and maybe prospective clients.


Overall, lawyers should look for more opportunities to raise their profile through associations and the events that coincide with being a part of them. Whether you’re an extrovert, introvert, or ambivert, there is a place for you when getting involved with associations.

You can find Michael here.

Check out our newest ebook The Law Firm Guide to Podcasting here.


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