New York's highest court, the Court of Appeals, threw a lifeline to abused and neglected children with a powerful ruling that streamlines the adoption process and makes it easier to terminate parental rights in the most severe cases.

A look at <i>Bates v. Perez</i>, Nos. 2-02-0488, 2-02-0526, 2-02-0597, Ill.App.Ct., July 9, 2003.

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Key cases of interest to you and your practice.

This month's questions:<p>Q: Like many law firms, to create access to new prospects we host seminars on a variety of topics. How can we differentiate our offerings in a virtual sea of seminars?<br>Q: How can we maximize the effectiveness of these investments?

In law firms, it can be difficult ' sometimes impossible ' to get actionable feedback from responsible partners or administrative management on how well a marketing professional is doing his or her job. While nice, I'm not talking about the "attagirl"s or "you go boy"s that might come from many of lawyers and co-workers as support and encouragement or intermittent salary hikes. I'm referring to a regular, systematic process that lets you know whether your assignments and objectives are being achieved as the firm expects.

As a futurist to what law firms need to be thinking about, I am always excited about "out of the box" methodologies that can impact the marriage of technology, research and marketing. Over the last few years, as IT and marketing departments have played a more prominent role in law firms, IT departments have rolled out software programs to assist marketing with the capturing of basic client relationship information for mailings, law alerts, programs and the like while at the same time working in tandem with the library to upgrade their legal research tools. Happily, with the advent of solution-based client intelligence/relationship management products, a new method of delivering all of this information can now be aggregated in one interface.

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Domestic and international corporations have long used slogans and tag lines as tools to differentiate themselves from their competitors. Think of Avis' "We try harder," Michelin's "Because so much is riding on your tires," and "Thank goodness for Kleenex." Consider as well Coca-Cola and McDonald's.<BR>Decades of research ' and corporate bottom lines ' support branding as a tool to help sell consumer goods. Can law firms use this technique, too?

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Tear the roof off most any major law firm and what do you see? Massive amounts of unfocused marketing energy. From this 30,000 foot, leaders-eye view, responsible stewards of their firms should ask, "how do we harness this energy, how do we concentrate it to achieve our overall goals (assuming we have any), and how do we converge the activities of our individual lawyers, the practice groups, disparate offices, and departments in order to unleash the potential that we know exists?