By Aimee Panichella McKinney, chief marketing officer at Dunlap Bennett & Ludwig
Shannon Louk is the director of business development at Flaherty Sensabaugh Bonasso and is based in the firm's South Charleston, West Virginia, office. She is responsible for new business development, firm brand initiatives, fostering strategic relationships, public relations and external communications.
How did you get started in legal marketing? I got my start in legal marketing like so many in the profession – entirely by accident. Before joining my firm, I didn’t know about legal marketing beyond the ads you see on local television or in a phone book. I started my career in resort marketing and later at a full-service agency. A colleague of mine from the ad world recommended me for the director of business development position. Of course, I needed to learn the legal side of the business, but everything else was a relatively seamless transition.
How has LMA positively impacted your career path? Our chief executive officer is the current president of ALA, so he encouraged my membership and participation from day one. I’m thankful to have a supportive firm. LMA was instrumental in getting me up to speed with an industry unknown to me. In addition to the knowledge I’ve gained, the friendships and connectedness have been priceless.
Why have you continued to be an LMA member?I have continued my membership in LMA for the "therapy sessions" with fellow legal marketers and the wealth of knowledge shared. As my career in legal marketing has matured, so have those conversations and the programming I attend. LMA has been a valued resource in each phase of my legal marketing career.
What have you found to be the most beneficial aspects of your LMA membership? The most beneficial aspect of my membership is, without question, the opportunity to connect with others who have a shared experience. It’s always reassuring to get into a room, and regardless of the firm size, you see heads nodding and pens furiously taking notes.
What are a few things that you attribute to your career success? I’ve had good mentors and support all along my career path. Listening to them and paying attention to their work and advice has helped me a great deal. Also, I’ve been fortunate to have a supportive spouse who has shared equally in the responsibilities at home so I could focus on building my career while having a family. Perhaps the most significant things I attribute to success in business or life, in general, are working smart, showing gratitude and being kind.
What recommendations do you have for great business reads? How do you stay up to speed on business trends? I read the typical blogs and publications for legal marketing, including
The Mad Clientist and
Attorney at Work, but I learn the most from current news and events. Then you can dig deeper into areas of significance. One of the things I think is most important is reading for pleasure. I’ve made many connections in talking with people about books or authors that were not business publications. My latest love is
Taste by Stanley Tucci. I cannot recommend it enough, but grab a snack before starting, or you’ll be in the kitchen within a page or two.
What advice would you give to your younger self as it relates to your career? I would tell my younger self not to take anything too seriously and to find balance. Learn from your mistakes and give yourself grace. Be kind to people and lift others up along the way. And the biggest advice – career or otherwise – is that if it’s a little scary, it’s often the right move.
When you aren’t working, what do you enjoy doing?I feel the most alive when I’m outside, so I spend most of my free time biking or snowboarding with my husband and daughter (they’re skiers, but they let me tag along). Our home resort is Snowshoe Mountain – be sure to let me know if you’ll be in the area.