• James J. Alfini, Dean and President, South Texas College of Law - Houston
• Professor Olga L. Moya, Director of CLE, South Texas College of Law - Houston
  

9:00 a.m. (includes a morning break)
THE SCIENCE OF PERSUASION
7 MCLE hours; 1.5 Ethics Hour

PRESENTATION PRINCIPLES THAT INFLUENCE JURORS
Seven psychological principles which apply to every persuasive presentation: the power of storytelling; applying the availability principle; framing your presentation; sequencing the evidence; achieving empathy; utilizing the confirmation principle and belief perseverance.

CAUSATION PRINCIPLES USED BY JURORS
Tap into principles used by jurors in attributing causation: proving norms, standards and protocols; understanding the fundamental attribution error; using purposive attribution; reactive attribution: the plaintiff's friend; recognizing defensive attribution, self-serving attribution, egocentric attribution and the hindsight bias.

JUROR SHORTCUTS IN DECISION-MAKING
Learn how to tap into numerous heuristics and social influences used by jurors in the decision-making process such as trait association, rationalization, reference points, reciprocity, acceptability, similarities, conformity and analgesia, among others.

12:00 noon
LUNCH PRESENTATION (Emilie Slohm Room)

ACHIEVING WIN-WIN IN SETTLEMENT
Settlement negotiation principles; powerful presentations at mediation; the significance of documentation; insurance company pressure points; demonstration of portions of a DVD settlement brochure and demand letter.

1:30 p.m. (includes an afternoon break)
THE SCIENCE OF PERSUASION (continued)

UNDERSTANDING AND COPING WITH JURY BIAS
Learn the major biases which jurors bring to the courthouse; the roles that these biases play in the dynamics of both individual and group decision-making; discuss proven methods of coping with tort reform schemas used by jurors; practice using the trial story and the power of choice to cope with bias.

TECHNIQUES THAT POSITIVELY INFLUENCE THE DECISION-MAKERS
Learn to communicate directly with both the decision-making and the ratifying parts of the brain: the conscious mind appeal (logic); the unconscious mind appeal (emotion); creating, adapting, and anchoring themes; structuring and communicating power themes, and developing themes into your trial story. Learn the power of scientific reasons and techniques of using rhetorical devices to persuade.

THE TRILOGY OF PERSUASION
Using presentation and causation principles and communication techniques to achieve consistency and repetition of the trial story during voir dire examination, opening statement and summation.

9:00 a.m. (includes a morning break)
THE ACTORS' INTERACTIVE WORKSHOP
7 MCLE hours; 1 Ethics Hour

EFFECTIVE STORYTELLING THROUGHOUT TRIAL
Actors, attorneys and trial consultants will interact with you in creating the story of your case by utilizing such tools as the ten word telegram, themes, viewpoints, parallel structure, and thematic reversal. Learn to persuasively deliver present tense presentations and anchor your trial story while conveying your messages verbally, non-verbally, vocally and visually.

PRODUCING AND DIRECTING TRIALS
Learn theatrical techniques from professional actors: physical use of the courtroom; areas of influence; controlling triangles of focus during witness questioning; the power of non-verbal communication and movement in the courtroom.

12:00 noon
LUNCH PRESENTATION (Emilie Slohm Room)

EVALUATING, PROVING AND ARGUING DAMAGES
The segmental approach to evaluation and proof of damages; plus techniques for arguing damages and persuading jurors to focus on evidence of damages in the jury room.

1:30 p.m. (includes an afternoon break)
THE ACTORS' INTERACTIVE WORKSHOP (continued)

ADVANCE COMMUNICATION TECHNIQUES
Apply advance communication skills to your presentation including neurolinguistic programming, active listening, mirroring and pacing while improving skills in learning styles and information processing.

VISUAL PERSUASION
Powerful use of demonstrative evidence in mediation and litigation.

WITNESS PREPARATION AND EXAMINATION
The art of preparing both expert and lay witnesses for testimony, regular or videotaped; qualifying and trouble shooting an expert; techniques for improving direct and cross examination of witnesses.

9:00 a.m. (includes a morning break)
ALL ABOUT FOCUS GROUPS
3.5 MCLE hours; 0.5 Ethics Hour

OVERVIEW OF FOCUS GROUPS
An introduction to the effective use of focus groups in litigation; the distinctions between concept, structured and split focus groups and mini-trials; plus instructions on how to organize and conduct your own groups.

LIVE FOCUS GROUPS
Demonstrations of concept and structured focus groups in an actual case. Lessons learned: debriefing and discussion.

RETROSPECTIVE DISCUSSION
Your remaining questions about focus groups are answered by this highly experienced faculty which has conducted thousands of focus groups in various types of litigation.

THE FIRST THING WE DO: LET'S KILL ALL THE LAWYERS
Shakespeare's Tribute to the Legal Profession.