Lawyers seeking to establish authority and draw referrals frequently pursue speaking roles at continuing legal education events. Success in this area requires a clear strategy. Bruce Richard, who manages program selection at MCLE New England, explains that opportunities exist for those who approach them correctly.
How to pitch a CLE program
MCLE New England presented around 360 programs last year. Richard notes that the organization actively seeks new topics. If a lawyer proposes an idea that hasn’t been explored before, it will likely receive consideration.
“The simplest method is to email me,” Richard stated. His address is [email protected]. He also advised attorneys outside the region to contact their local CLE providers. “Many organizations need content and welcome submissions.”
Victoria Santoro, co-founder of Santoro & Gray and former president of the Massachusetts Bar Association, recommends starting with bar associations. “These groups rely on volunteers. They need people willing to contribute.”
Santoro began her involvement with the small-firm section council. After spending a year learning the process, she took on tasks, formed relationships, and was eventually invited to speak. “Someone at the Bar Association will ask you to participate,” she said. That initial step often leads to more visibility, with other bar groups, CLE providers, and even podcasts extending invitations.
She also developed a personal brand early by launching a blog called “The Limber Lawyer” at a time when few attorneys blogged. “I shared thoughts on law and life,” she explained. The blog opened doors to writing opportunities, speaking roles, and conference invitations, including trips to Las Vegas. The difficulty, she noted, was converting that attention into local referrals.
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From blog to podium
Santoro’s journey reflects broader changes in legal marketing. Fifteen years ago, personal branding was uncommon in the field. Now, it’s widespread, though the setting is more competitive. “The approach worked because it was genuine,” she said. “But long-term success requires choosing activities you enjoy.”
For attorneys who haven’t secured speaking opportunities, Santoro suggests starting modestly. Join bar association committees. Attend events. “You don’t need to dominate conversations,” she said. “Consistent effort and quality work create opportunities.”
Richard echoed this view. “We value new perspectives,” he said. “If you have insights to share, we’re interested.”
Santoro’s term as bar president overlapped with her firm’s launch, a demanding period that tested her time management. “You push through that year,” she recalled. The experience strengthened her belief in the benefits of bar involvement, not just for speaking roles but for overall professional development.
When asked about her ideal snow globe, Santoro offered an unexpected answer. Instead of snow, she described an underwater scene with an octopus, a clownfish, and sand resembling a “beach globe.” She acknowledged it wasn’t a traditional snow globe.
Her response, like her approach to speaking engagements, stood out for its creativity.
