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Posted By Henry Lake, President, The Professional Education Group,
Friday, August 27, 2021
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“Our supreme court will allow credit by online learning through the end of the year, so we’re not doing in-person programs until after January 1.” This comment has bothered me since it was proclaimed by a CLE professional in early July—before the Delta variant was much of a thing. You might think, “well, that’s an obvious path to follow.” Allow me to dispute, disagree, and rant a bit about the folly of this mindset. From a marketing point of view, this is suicidal thinking.
What is the reason given for the delay in returning people to an in-person setting? It’s not health related, nor even pedagogical in any sense. It is because credit will be allowed for the alternative virtual presentations. It is because of credit.
What are you selling? It’s the primary question we must ask ourselves every day. In the issue at hand, since the reason is that credit is allowed otherwise, then the thing they are selling is credit. Without thought to whether there is a hunger in the marketplace for some human contact (at a safe distance), the decision was made to “stay virtual.” For the umpteenth time, allow me to point out that selling credit is a fool’s mission. Credit has no intrinsic value. To sell credit is to commoditize CLE. In other words, there is no difference between a $1 hour of credit and a $100 hour of credit—in the end, no matter what the cost, the customer ends up with an hour of credit. If THAT’s what you’re selling, then, you are selling a thing that your competition can give away for free—and they do.
Now, did my friend probably mean that they had decided to take the prudent steps to delay in-person programming due to health concerns? Quite likely. But that’s not what they said, so that’s not what was foremost in their mind. And that is the caution I issue here. Do not ever let credit be a consideration in your mission. It should, of course, be a given.
What, then, should be forefront in our daily thoughts about CLE?
- Professional improvement and advancement
- Value—you get more out than you put in
- Collegiality among peers
- Access (to subject-matter experts, judges, whoever)
Everyone in your organization should have this same mindset every day. Indeed, make sure that everyone in your organization understands that CLE is the acronym for continuing legal education and not some twisted moniker for credit (as in “I got my CLEs”).
I picked up my dogeared copy of Harry Beckwith’s Selling the Invisible: A Field Guide to Modern Marketing (get it if you don’t have it; read it again if you do) to see if Harry had anything to say on the issue and found a neat little chapter. Harry and his partner were working on copy for an ad campaign and getting nowhere. On their third day of the stalemate with the page, their creative director made the comment, “If it’s this hard to write the ad, the product is flawed.” Try it yourself. Write an ad for your service. Write a six-to-twelve word headline for that ad. If it takes you three days, rethink your service. Try it. Make it an office-wide exercise. I hope you’ll be pleasantly surprised, because if you’re not, then you’ve got lots of work ahead of you! Please note that a long-ago CLE boss of mine was IN LOVE with his theme “Get the Best for Less.” Having worked at K-Mart as a youth, I just hung my head. Do better than that.
“So, Mr. Smartypants,” you rightly observe, “what should we do?” I humbly (as IF) offer the following thoughts.
Be there.
You may not be able to personally attend every event your organization produces, but somebody should. And that somebody should have the authority, the knowledge, and the backbone to immediately dispatch any problem that occurs. Give them a number if you must (you can spend up to $1,000 to make a problem go away). That person should also have the presence to greet people when they arrive and to be accessible throughout the day. Someone should embody your organization and make your guests feel welcomed and catered to—every time.
Be consistent.
Dealing with governing boards and committees has never been my strong suit, but if you are in that position, your best tactic every time a new chair comes in would be to make sure that they know that your primary job is to provide continuity through the years. Yes, the chair’s personal “most important thing” might be an important topic like diversity training, or mental health training, or some trendy theme, but they need to know that your job is to make sure that the brand is the same this year as last and it will be so next year. It would help if you had that headline from the office exercise at this point. The chair’s ideas are welcome and will be acted upon given available resources, but they cannot change the core being of your shop. It will make your job easier to set those ground rules up front.
Be collaborative.
Recognize the contributions of your staff and your peers. Give credit freely to others. It costs you nothing and gains you much. If you’re in a leadership role, remember to ask for input—and ALWAYS start with the junior member of the group, or the person in the weakest position. They may have a great idea or see a flaw with some plan, but if the group’s leaders speak first, that junior team member’s reaction will likely be “they know more than me, I should just keep my mouth shut,” and you’ll miss that great idea.
I have veered widely from my original point, which is the following. Everything you do is marketing, even if it’s providing a colleague with your reasoning for doing something. Advertising is obvious, but picking program topics and plugging them into a calendar is marketing, how you answer the phone (and ANSWERING the phone) is marketing, responding to people is marketing. Internal memos are marketing, particularly if they motivate staff to carry out the mission. And everybody needs to know the mission!
Now, my last suggestion is a reading assignment—and one that I intend to pursue myself. Read, or re-read, the aforementioned Selling the Invisible and also David Ogilvy’s Confessions of an Advertising Man. What you will find in those pages will serve you far beyond your next project.
Henry Lake is President of The Professional Education Group. Prior to his run at P.E.G.®, he served as both Media Director and as Program Director for the South Carolina Bar CLE Division. Henry has served on the ACLEA Executive Committee and was Chair of the Santa Barbara Mid-Year Meeting – you’ll have to look up the year, he’s forgotten. Yes, at that meeting, Henry was responsible for Bodine Belasco, Comedy Magician and for the introduction of the Three Meat Closing Event Buffet. It was his high-water mark.
Tags:
CLE
in-person programs
online training
pandemic
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Posted By Ruta Stropus, Professional Development and CLE Manager, Katten ,
Friday, August 14, 2020
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(submitted on behalf of ACLEA’s In-House SIG)
My law firm went remote on March 16, 2020, due to COVID-19. We were told to go into the office, gather all necessary items, and not to return until further notice. It was a surreal feeling going into the office on that Monday and experiencing the typically bustling city of Chicago. It felt more like a ghost town than a city. The rest of the week went by like a blur—cancelling live programs, wrestling with technology, and hoping for the best.
In the weeks to come, we all wrestled with changes in our personal and home lives. When it began to dawn on us that remote work was here to stay (at least for the foreseeable future), it was time to think about online, rather than live training.
My law firm has used webinars mainly for external client-facing programs. Internally, most of our training programs were still live in one office and video-conferenced to others. Pivoting to live, on-line programs was challenging, and here are my lessons learned.
- Not all remote learning platforms are the same. WebEx (meetings or events), Zoom, GoToMeeting, and all the rest each have their pros and cons. My firm had used WebEx as a platform for external programs, so we began to use WebEx for internal offerings. But what I had to learn is that even with one product, there were different functionalities, depending on whether one opted to use WebEx meetings or events. And I also had to immerse myself in those differences. I don’t speak I.T. fluently, so this definitely took some time. But it was time well spent because, ultimately, I needed to teach my speakers about the differences, so they too could choose the right approach.
- Some attorney-speakers are not comfortable with change. Not all of our partners and senior associates were comfortable presenting online. Of course, comfort of a live classroom was always something we handled (how many people to expect, classroom set up, speaker needs, flipcharts, small group breakout rooms, and the like), but now we had to think about the speaker’s lighting in his or her room, the sound, the connection and bandwidth capabilities, sharing a screen, using chat features, muting/unmuting, and the rest. I created an FAQ for presenting on-line for our speakers on these and other issues and coordinated with I.T. to make sure the speakers had time for a quick dress rehearsal. I also volunteered to be a “producer” for all internal programs, so that I could not only take care of all CLE related tasks (reminding folks to send in verification forms, noting the CLE program code, etc.), but could also handle monitoring the chat, helping with technical issues, and more.
- Interactivity can be achieved on-line, but it’s different. Most of our live programs, despite my attempts at incorporating interactivity, still remained lecture based. Pivoting to an on-line format hasn’t changed delivery style. If anything, some speakers are more reluctant to try to incorporate interactive components while learning a new format for presenting. But when exposed to a presentation by Steve Hughes on how to make programs more engaging, I did see incremental change. Perhaps not putting folks into small groups to discuss an issue, but at least trying something like posing a question and asking the audience to respond in the chat feature, using polling, or asking for a quick yes/no. And, for smaller programs, asking the audience to display video, so that the speaker could make eye contact and foster a discussion.
- Lessons learned. As always, ACLEA members were a great resource. Knowing that I could reach out to those who had more experience was extremely beneficial. Second, being willing and able to learn details about the resources we had and their advantages/disadvantages was key. While I.T. is outstanding, sometimes you need to get your hands dirty. Immersing myself in the platforms and learning the interactive tools was key to teaching others. Finally, patience. Not all speakers were willing, ready, or able to adapt. Some feared that their expertise in the subject matter would be undermined by their inability to handle technology. My job was not to dismiss that fear, but to acknowledge that the technology was a bit cumbersome and did take a bit of practice. That said, it was also my job to teach the basics and take care of the rest—everything from reading CLE codes to muting/unmuting to posting polling questions. I do feel that during this time, I have forged new relationships with partner-speakers who might just be willing, over time, to try something new!
Tags:
dista
learning platforms
online training
remote learning
remote work
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Posted By ACLEA,
Thursday, October 10, 2019
Updated: Wednesday, October 9, 2019
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ACLEA is pleased to introduce our new online learning platform to help enhance your professional development!
Whether you are in a leadership role, a program planner, a legal publications editor or handle marketing or technology support for your CLE organization, there’s online content to help you navigate the CLE world.
The new Resource Library will include conference videos, session handouts and webinars coming soon.
Videos Include:
- ACLEA CLE Boot Camp
- Building effective relationships at work
- Getting the greatest bang for your marketing buck
- Growing your social media presence
- How and why to use Style Guides
- Member Engagement
- Practical tips on handling the most sensitive program topics
- Repurposing old content for new audiences
- Strategies for implementing diversity into your content
- Tech tools to enhance a live or online CLE presentation
And the best part — most of the content is available to ACLEA members free of charge.
Start investing in your professional development today!
- Go to https://aclea.ce21.com
- Sign in as a Member using your ACLEA username and password
- Once signed in, select the Membership tab
- From there you select Enter Group
- Once in the Group expand the Resources and/or Category + on the right sidebar to apply the filters and search for resources that interest you. You can also perform a keyword search by title in the search bar on the top of the screen.
This is a great way for you to catch up on what you missed.
Tags:
LMS
online training
resources
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Posted By H. Lalla Shishkevish, Associate Director, The Institute of Continuing Legal Education,
Tuesday, September 17, 2019
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Using Technology in Innovative Ways to Build and Develop Effective Online Learning
How can CLE providers give lawyers new tools for serving clients more effectively and efficiently? Innovative on-line training can help.
ACLEA recognized The Institute of Continuing Legal Education (“ICLE”) for its work in this area with the 2019 Award of Professional Excellence in Technology for Custody, Parenting Time, and Support through Judgment and Postjudgment Custody, Parenting Time, and Support Online Training.
ICLE turned to some important adult learning principles to create its online training:
- Effective adult learning involves absorbing and understanding new information and then applying it appropriately.
- Lawyers should be able to access the right training tools at the time they are thinking about that new client problem or drafting a new document.
- Adult learners should be able to choose where, when, and how they learn.
- Learning and training should be available in short, focused segments because this is what busy lives demand and it aligns better with how brains absorb and retain information.
- The best CLE engages the learner’s experience and expertise in the learning activity, giving lawyers an opportunity to use and build on what they already know when doing training.
- Effective CLE should use relevant stories and examples to teach new skills because more parts of the brain are engaged and learners understand and remember better when they hear a story.
To create such online training, ICLE combined new and existing technological vehicles in novel ways: Custody, Parenting Time, and Support through Judgment and Postjudgment Custody, Parenting Time, and Support Online Training allows family lawyers to master and improve their custody-related skills at their own pace, across all devices, whenever and wherever they want. ICLE combined a variety of technologies deliver carefully planned lessons with an activity tailored for each skill: short video demonstrations, videos with expert commentary, forms, charts, checklists, a decision-making branching scenario, and interactive exercises that allow lawyers to test their proficiency.
A learning management system (LMS) provides structure for the online training, tracks the lawyer’s progress, and allows easy navigation on any device. Choosing an LMS that integrates well with iMIS, ICLE’s customer relations management system, enables lawyers to use a single sign-in to access all of their ICLE resources. It also lets ICLE track each lawyer’s progress. The LMS provides a range of effective options for creating “Apply Your Knowledge” exercises that are a critical component of online skills training. Specialized branching scenario software that is mobile friendly and imports easily to the LMS adds additional interactivity. In the branching scenario, lawyers interact with a client, make decisions, and see the immediate impact on the client. Our existing resource database has tools that allow ICLE to manage, monitor, and update the forms, checklists and other resources we developed for the online training. We wove all of these pieces together with some custom coding developed in-house to provide a seamless user experience.
Some of the features that make this online training effective for adult learning and help lawyers develop new skills include:
- Structured lessons based on learning objectives and customer needs.
- A realistic case scenario with an evolving story line that begins with parents divorcing and moving across state and follows the same parents as they grapple with further typical custody and support issues. Professional actors played the client roles to make the demonstrations more realistic, absorbing and memorable.
- Simulated engagement with the hypothetical clients through a client file that builds realistically as the case develops. The client file has pleadings and memos with facts gathered from the clients to illustrate how an experienced practitioner would handle the case. Video demonstrations show attorneys gathering information, preparing client testimony, examining witnesses, and interacting with judges. A decision-making branching scenario allows lawyers to respond to videos of client questions and reactions.
- Tools that facilitate efficiency. Lawyers can maximize the efficient handling of their own cases by using the charts and checklists created as lesson resources.
- Practical insight into case strategy. Along with fact-specific pleadings drafted by experts, annotated trial briefs and witness outlines with expert commentary explain drafting decisions and providing practice pointers.
- Mock hearing demonstrations. Video demonstrations show lawyers giving opening and closing statements, examining witnesses, admitting evidence, making objections, and interacting with referees and judges. Lawyers tell us that they value seeing lawyers in action and how judges and referees respond.
- Exercises to cement skill-development. Each lesson concludes with exercises that use different fact scenarios that let lawyers compare their analysis or response with that of an expert. After responding to targeted instructions (e.g., “identify two things you would change” or “three issues you would raise with the client”), lawyers immediately compare their responses to written expert feedback that provides both a concise answer and a more detailed explanation. Lawyers using ICLE’s online training tell us this exercise and feedback part of the program is one of the most valuable aspects of their experience.
Tags:
Award of Professional Excellence in Technology
awards
ICLE
online training
tools
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