How to Use Your Firm Blog to Connect With Reporters

Have you ever wondered why some attorneys are repeatedly quoted as sources for media outlets while others with the same (or even more impressive!) practice never get interviewed? How did those attorneys connect with reporters for a story?

Attorneys who are interviewed and quoted repeatedly by the media have successfully demonstrated that they are subject-matter experts in their respective practice areas, and that they can explain legal matters in plain English. One way to do this is...

Where do your clients and prospects turn for trusted information on their industry? Which newsletters and trade journals do they receive? What commentary do they read?

We have been surprised to see how many attorneys struggle to answer these questions. Identifying the media diet of prospective clients produces important opportunities, such as:

Building common ground. Knowing which publications your prospects respect creates an opportunity for connection around...

How important are the attorney bios on your firm website?

“Seventy-eight percent of in-house counsel rely on attorney bios when researching and hiring outside counsel.”

Seventy-eight percent! In fact, the only thing they rely on more than bios are personal recommendations. And yet firms continue to take a . . . shall we say unscientific approach to creating this content.

Not all...

Attorneys can demonstrate “thought leadership” in many forms and forums, from interviews to panel discussions to well-crafted posts on social media. When they share insights informed by their experience and understanding of clients’ business challenges, attorneys can build their profile as a leading voice in their industry or practice.

The gold standard for thought leadership is securing an opportunity to publish a bylined article in a prominent and respected industry journal....

Many people avoid dealing with their LinkedIn profile because the work feels like a time suck. While it’s certainly true that you could devote hours per week to this tool, it is not necessary or very effective. We have zeroed in on our top five LinkedIn tips to show how spending just a few minutes per day on some key aspects of the site can really pay off in your efforts to stay connected to your network of colleagues, competitors, clients and prospects.

1) Take advantage of...