Creating personal buzz is about consistent recognition. If your
name and/or law firm is published (digitally or in print) your
credibility is heightened. Even something as simple as your name being
listed as a committee member in a program guide reinforces brand You.
In today's climate where "Content is King", there are myriad ways to
get your name out there.
Getting articles published in trade publications, magazines and
newspapers have long been considered important benchmarks for building
reputations as thought leaders and experts in specific markets for all
businesses. Bar associations' newsletters often have volunteer
editorial positions, whether you'd like to write or edit. These
opportunities will lead to getting to know other lawyers of all
professional levels and from other firms. Used strategically, this can
often provide gateways to jobs in law firms.
Where you can be published:
- Start your own blog dedicated to an area of your expertise
- Get quoted in a news article that requires an expert opinion from your area of law.
- Get listed on the web site and letterhead of a corporate or non-profit board.
- Write and publish articles (not advertorials) for trade
publications, bar newsletters, trade newsletters, local community
papers, and web sites. For newsletters especially, you never know who
the subscribers will forward the articles to.
- Post comments on blogs or news web sites.
- Get listed as a speaker or panelist.
- Collaborate on a project that will be published. This is
especially valuable for those associates who want to build their
rainmaking skills. Do the work and get your byline in a published
article.
Now, granted, getting immediate attention in the press is very possible, but it is dependent on a number of factors, such as timing, area of expertise, what the current news cycle is covering, and availability and accessibility of attorneys. When approached strategically, getting published can help you:
- Increase the law firm's visibility with key constituents.
- Begin building relationships with editors of publications read by your target market.
- Enhance the law firm, attorneys, and associates' reputations.
- Gain exposure to new audiences.
- Build referral relationships with other attorneys.
- Establish your expertise.
- Give prospective clients a way to sample your knowledge.
Undoubtedly, there will always be other competing interests for your time, but understand that, when done well, articles can be leveraged into other marketing activities, such as incorporating them into blog postings and white papers, republishing them in your firm's newsletter, and utilizing pieces of them in speeches or presentations. Rather than just receiving a check from the trade-publication editor, consider your 'payment' an extended byline or resource box.
Next week the focus will be on networking. Looking for inexpensive ways to get public relations for your firm?
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