At Legal Media Matters, we design logos for our clients. Our objective is to give them a distinctive image that reflects the firm’s taste and preferences. To help lawyers who are looking for ideas, I’ve asked our designer, Enrique Serrano, to share some tips and examples to help you create the best logo for your firm.

Geri L. Dreiling, Esq.

Think of a law firm – one that wins large awards and conveys a professional image. What comes to mind? Chances are, the logo of the law firm is what you pictured.

As I explained in “Law Firm Logos: The Image Sends the Message,” a law firm’s logo is important. You don't have to be familiar with complex branding theories to realize that the best attorney image comes with the best legal logo.

But what makes the best law firm logo? Every profession has its own target market, symbols, design influences, rules and preferences. In this two-part series I’ll share essential tips and ideas that will help you create the best law firm logo that will represent your image.

A classic or a modern law firm logo?

Law firms are usually conservative in their branding. Law is a serious profession built on tradition and experience. Classic logo styles that emphasize trust and professionalism work well.

But that doesn’t mean you should avoid modern law firm logos altogether. A modern logo can be distinctive in this highly competitive market. It may be the preferred style for an innovative firm with a younger client base or for a firm that represents trendier or technology sector companies.

Best approaches to designing the brand of your legal firm

Most law firms bear the names of the lawyers or partners in the firm. If that is the case for your firm, your legal logo could be focused on your name or on your firm's name.

Another approach to logo development is focusing on a specific practice area. A patent law firm might want to adopt a logo that looks more technology oriented. A firm that handles mediation might want a logo that emphasizes conciliation or win-win negotiation. Such an image can be very effective on your website, a quick way to convey your practice area niche to visitors.

I also think it advisable to include a tagline in your law firm logo that makes perfectly clear the nature of your business. A name such as XYZ Associates, accompanied by a legal symbol and the phrase “attorneys at law” or “personal injury lawyers” is the best way to communicate this clearly. When it comes to Web visitors, the fewer the questions about your firm and the more quickly visitors understand what your firm is about, the better the odds that you will land new clients.

Best font ideas for law firm logos

Most legal logo designs are intended to convey a classic, trustworthy, professional feeling. The best typefaces for this approach are classic serif styles. Roman typefaces, in small caps or all caps, work well to convey a sense of trust and strength.

Although most law firm logos are designed with classic serif typefaces, a slightly more modern typographic design can also work. One way to create a modern law firm logo is to use a simple, clean sans serif typeface. Something bold would be appropriate, but steer clear of anything over the top, because agile styles with thin clean lines are still preferred.

Other favored fonts include italics, which lend a distinctive and dynamic appeal. Even some elegant script, classic and almost calligraphic fonts could work. The best law firm logos always avoid fonts that are too casual or fancy, however.

If you decide to include a tagline or just a clarification about your main practice, it's a good idea to use smaller type, because it is a secondary element for your logo. Italics make a tagline feel more personal. I also suggest using a different font than the one your main law firm name appears in. This will keep a clear distinction between the firm’s name and the accompanying tagline.

Conclusions about law firm logo fonts and basic design

Remember that the best law firm logo enhances a firm’s image. Your logo should convey an image of trustworthiness in a distinctive way. In part two, I will discuss the best symbols and best colors to use in your law firm’s logo.

To ensure that you don’t miss out on these useful tips, subscribe to our regular e-mails or RSS feeds. You can also find Legal Media Matters on Facebook or follow us on Twitter.

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How a coherent visual communication strategy bolsters law firm branding efforts

By Geri L. Dreiling Esq.

When young lawyers prepare for trial, they are urged to develop a theme. The theme is introduced during voir dire and returned to again and again throughout the trial and hammered home during the closing.

When it comes to marketing, law firms should take a similar approach: Adopt a theme and use it as the basis for all of the firm’s promotional items.  Most marketing professionals dub this “branding” — a process that involves the use of a coherent visual communication strategy.

I once heard a consultant explain branding to a nonprofit agency director in this manner: “If I were to scatter all of your promotional materials on a table, would you be able to tell they all came from the same place without picking them up and reading them?”

If not, your communication efforts may lack coherence. Here are some areas to focus on as you work to present a unified PR and marketing strategy for your law firm.

1. Law Firm Logo

In the article “Law Firm Logos: The Image Sends the Message,” our logo designer, Enrique Serrano, explains why your legal marketing efforts should start with a logo and how to go about incorporating a logo into your branding efforts.

Most lawyers, when they hear the word “logo,” conjure up images of scales of justice or gavels. Though these remain popular icons with which to symbolize a firm, some lawyers are opting for unique designs that incorporate acronyms for the firm’s name or more abstract concepts.

Even a firm that isn’t interested in a logo chooses a particular font in which to present the firm’s name, and the firm may even use a color other than black for the firm name. The point is that even if your firm has decided it isn’t a “logo-type” firm, it has still adopted a designated text format that should be used to present the firm name.

2. Letterhead, Business Cards, Faxes

Do your letterhead, business card and fax cover sheet match? Do they all contain your logo — whether it’s the color version or black-and-white? Or do you find that when you lay your firm’s stationary, business cards and fax cover sheets on the conference room table, it appears that three different firms supplied them?

3. Legal Marketing Materials

Continuing with the conference room example, if you set your law firm’s flier, brochure and newsletters down on the table, do they communicate well-thought-out firm identity, or are they a hodgepodge of items?

Though visually erratic marketing materials may have their place, few clients enjoy seeing them at the law firm. An incoherent image may send a message of a chaotic practice. On the other hand, a uniform image reinforces the message that the firm is polished and professional.

4. Online Legal Marketing

Say your firm’s logo and stationary are green and white. Is the firm’s website theme red and blue? Is your firm’s electronic newsletter turquoise and brown? Does your firm have a Twitter account? Have you customized the page to reflect your communication theme?

Make sure that when you hand a business card to a prospective client, that person will receive a coherent visual message when he or she goes online to research your firm. At Legal Media Matters, our logo and colors carry over onto our Twitter page (@legalmediamtrs), and you can even see a copy of the back side of our business card on our customized Twitter background.

Legal Media Matters Twitter background

Coming up with a theme may take some time, but it is time well spent. At Legal Media Matters, we provide logo, letterhead, business card, website and Twitter page designs aimed at reinforcing your visual communication strategy. For more information, contact us by filling out our online contact form or email geri@legalmediamatters.com.

To ensure that you don’t miss out on this valuable information, subscribe to our regular e-mails or RSS feeds. You can also find Legal Media Matters on Facebook or follow us on Twitter.

At Legal Media Matters, we provide legal public relations, law firm marketing and attorney website content writing services.

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As with everything else in life, preparation is paramount

By Geri L. Dreiling, Esq.

Noted lawyer Louis Nizer once said, “Preparation is the be-all of good trial work.” The same can be said for giving a good media interview.

Unlike just showing up and hoping for the best, preparing ahead of time will help you put your best foot forward. Here are five tips to help you prepare for your moment in the spotlight.

1. Find out the topic of the interview ahead of time.

If the interview is for service, or “how-to,” journalism, the reporter will let you know at the outset the topic of the story. For example, an estate planning lawyer may be asked to provide comments for an article on how to decide whether a will or a trust is appropriate.

2. Research the reporter’s previous stories.

Read up on the reporter before you sit down for an interview. If he or she is known for investigative pieces and you didn’t get much detail about the interview topic, you may want to consider contacting a public relations professional before the interview. A publicist has the background and expertise needed to determine whether the story is likely to be a negative piece and can advise you on how to proceed.

3. Anticipate the questions you will be asked.

Well before a lawyer ever picks a jury, the attorney will analyze the case in the best — and worst — possible light. Doing so helps the lawyer anticipate the opposing side’s strategy and develop an appropriate response.

When it comes to a media interview, reviewing all of the possible questions that could be asked is vital. Having an experienced publicist pose as a devil’s advocate can be an indispensable aid.

4. Formulate succinct answers and determine a set of three or four points you want to communicate.

Although sound bites are abhorred, they are useful. A quick, memorable statement will stand out in the reporter’s mind and make writing the article easier. A long, rambling answer can take up valuable print space.

If the interview is with a radio or television reporter — who is preparing a segment that is, on average, just 90 seconds long — you have to be able to get right to the heart of the matter.

5. Don’t ask to review the article before it is published.

Most journalists understand that a free and independent press plays a crucial role in a democracy. They take their responsibilities as the so-called fourth estate seriously. Just as a lawyer would never ask a judge to review a ruling before it is handed down or an employee would never ask to prescreen an employment evaluation before it is delivered, an interview subject should not ask to review an article before it is published.

However, you should offer your e-mail address and cell number in case the reporter has any follow-up questions or needs to clarify your comments.

To ensure that you don’t miss out on this valuable information, subscribe to our regular e-mails or RSS feeds. You can also find Legal Media Matters on Facebook or follow us on Twitter.

At Legal Media Matters, we provide legal public relations, law firm marketing and attorney website content writing services.

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Jeffrey Gitomer

To attract and sign good clients, put Jeffrey Gitomer’s sales principles to work

By Geri L. Dreiling, Esq.

OK, I’ll admit it. I enjoy reading business and sales books.

I think too many lawyers dismiss business sales books based on the chicken-or-the-egg debate over whether the law is a profession or a business. But lawyers exchange their advice, skill and training to clients for a fee, whether it is hourly, flat fee or contingency based — and, in an era of escalating competition in which prospective legal clients are willing to shop around, many lawyers struggle with the question of whether cut fees or justify a higher rate based on value.

Of course, lawyers aren’t alone.

Last week, I had the privilege of serving as a guest panelist for a St. Louis Women in the Media networking event on the topic of the freelance market. One of the topics of discussion was how to set a reasonable fee when freelance writers are increasingly viewed as a fungible commodity. Once again, the notion of value — being a reliable writer known for providing quality, timely copy — was discussed as justification for charging and receiving a higher rate.

During the panel discussion, I enthusiastically recommended Jeffrey Gitomer’s Little Red Book of Selling: 12.5 Principles of Sales Greatness. It is a valuable resource for lawyers as well as freelance writers.

I bought this slim, easy-to-read book packed with tips last winter. I’ve read it more than once and even gave it as a birthday gift to my web programmer and designer. (I have no problem admitting two things in this post:  I am a practical, nerdy gift-giver and I am recommending this book, using my Amazon affiliate link.)

In the Little Red Book, Gitomer sets forth 12.5 tips (yes -- .5) to make sales forever, stressing the importance of relationship- and friendship-building in the process. Although you’ll find helpful nuggets in all 12.5 tips, I want to highlight three principles lawyers will find especially useful in their legal marketing efforts.

1. Establish your personal brand

In the legal world, reputation is paramount. Law firm partners take young associates aside and discuss the importance of upholding the firm’s reputation. Most also stress the need to establish a personal reputation among other lawyers and in the courthouse as a person you can trust, one whose word can be taken at face value.

This is part of personal branding — but, as Gitomer writes, it also involves getting the community to have confidence in you, establishing yourself as an expert and separating yourself from the competition.

And it means building your image. Gitomer recommends getting the best business card money can buy. “When you give out your card, if someone doesn’t look at it and say, ‘Nice card,’ get it redone.”

We take that seriously at Legal Media Matters. Our logos are designed to get our clients noticed. When I hand out a Legal Media Matters business card, it always receives a second look and a positive comment.

2.  It’s about value, not price

Understanding what your clients want and need is an important part of providing value. In the legal realm, clients hire lawyers to fix problems or prevent them in the first place.

In the freelance panel discussion last week, the representative of a communications firm stressed the need for reliable, quality freelancers. If the freelancer doesn’t perform, the firm faces the prospect of an unhappy client. Therefore firms are willing to pay higher fees to freelancers with good reputations.

Gitomer offers several examples of ways to give value first, such as writing articles and giving handouts; how to become known as a person of value; and how to change “lowest price” conversations to ones about value.

3.  Networking

Anyone who has ever attending a law practice management or legal marketing seminar has been told to network, network, network. Getting together with other lawyers helps build and strengthen referral networks, still a major source of new business for lawyers. Attorneys are also advised to volunteer and speak.

Gitomer has rounded up 21.5 best places to network and he gives tips for success. Even if you’re an introvert like me, you’ll find the suggestions are worthwhile. I’ve put several into practice (not the karaoke suggestion, though) and made some great business connections, cultivated referral sources and even reconnected with old law school friends with whom I had chance encounters at conferences.

These are just a few of the tips, easily adapted to law firm marketing, contained in a book that’s well worth reading.

Do you have a favorite business book you consult for your law practice? If so, let me know what it is and why you recommend it.

And if you need help with creating or redesigning your law firm logo, preparing guest articles or putting together attractive handouts, contact Legal Media Matters.

To ensure that you don’t miss out on this valuable information, subscribe to our regular e-mails or RSS feeds. You can also find Legal Media Matters on Facebook or follow us on Twitter.

At Legal Media Matters, we provide legal public relations, law firm marketing and attorney website content writing services.

Our weekly roundup of legal news links, legal PR client news and story ideas

By Geri L. Dreiling, Esq.

Awareness. Engagement. Conversion. When you’re adopting a social media strategy for your legal practice, measure your effort with these three goals in mind, advises writer Brian R. Hook in the article “Climbing the B2B Business Ladder.”

I use the same yardstick to evaluate my own online marketing and social media outreach.

In January, the new Legal Media Matters site was launched. Over the course of five months the number of unique monthly visitors has more than doubled. We’ve received feedback and comments on a variety of articles. Our article providing photo shoot tips generated the greatest number of comments.

Our network on LinkedIn has expanded as well. Not only has our social media outreach on the business sight brought in new legal PR and law firm website writing clients, but it has also resulted in great conversations with people such as Nils Montan, an IP lawyer who owns IPAlly.com and lawandsocialnetworking.com.

Initially a skeptic, I have a newfound respect for Twitter. I joined, tweeted for a few weeks and then ignored the site. Eventually I gave it a second chance and put more effort into it. I’m glad I did. I have thoroughly enjoyed my interactions and learned a lot from a variety of people, from @richardrusseth, a lawyer in Colorado and general counsel for a private company, to @MaxDolotov, a law practitioner in Ukraine, and @dfscot, a lawyer in Scotland.

Through the Legal Media Matters Facebook page I’ve been able to share interesting legal news items and tips with people I know and individuals I hope to get to know better in the future.

So, to our friends, followers, subscribers, readers and commenters:  Thank you!

I would also like to thank Kerry Bailey, a tireless copy editor who helps me dot my i’s and cross my t’s in my posts and in the writing work we perform for our clients. Enrique Serrano, a programmer and designer, helps me keep my site running with style, provides technical insights and conducts important keyword research on behalf of our clients.

We’re heading into a three-day holiday weekend in the United States. With Memorial Day just around the corner, I’d like to issue a final thank-you, this one to our service men and women.

I will not be posting an entry on Monday but will resume Wednesday. In the meantime, you can still find me on Twitter. (@legalmediamtrs)

LMM Client News

Consumer attorney John Campbell, of St. Louis-based The Simon Law Firm, was recently highlighted in Missouri Lawyers Media. Campbell appeared before the Missouri Supreme Court and argued that class action waivers contained in arbitration agreements are unenforceable. The case is Beverly Brewer v. Missouri Title Loans Inc.

St. Louis divorce lawyer and mediator Marta J. Papa is offering her 40-hour divorce mediation training course June 23-27. The training includes demonstrations, lectures, role-playing and coaching. I’m delighted to be a guest speaker during the training session in which I’ll discuss ways to market your mediation practice.

Notable Links for Lawyers

Victims Allege Man Posing as Attorney

A fugitive felon who is supposed to be serving a 10-year sentence for stealing sets up shop in downtown St. Louis as a bankruptcy legal representative. Fox 2 investigative reporter Chris Hayes confronts Richard O’Donnell, the man posing as attorney who opened up Bankruptcy n’ More, whose clients allege he took their money and provided less than nothing.

Do You Comply with the FTC’s Red Flag Rule?

On June 1, the federal government’s so-called Red Flag Rule that requires businesses to spot red flags to prevent identity theft, goes into effect. In this Inc. article, Courtney Rubin notes that small businesses, including law firms, may be subject to the law.

Majority of Adults Now Google Themselves

More online users are taking online reputation management seriously, according to a study from the Pew Internet & American Life Project. Mashable’s Jennifer Van Grove notes that young adults are becoming more aware of the information they post online and how it can affect their careers. As the article, “Do You Google Yourself,” explains, lawyers also need to monitor their virtual images.

Make Marketing a Habit

On Slaw.ca, Allison C. Shields reminds lawyers that marketing is a marathon, not a sprint, and offers five excellent marketing habits lawyers should consider establishing.  For more PR and marketing ideas, read “Is Your Marketing Resolve Slipping?”

Climbing the B2B Business Ladder

To survive and thrive, all businesses will eventually need to adopt a social media strategy, Brian R. Hook writes for E-Commerce Times. Hook explains the options available to businesses and discusses the three ways to measure efforts:  awareness, engagement and conversion.

Twitter Guide for Writers

Want to get the most from Twitter? Don’t be obsessed with the number of followers you accumulate, advises writer and cartoonist Debbie Ridpath Ohi, also known as Inkygirl. Instead, use it as a place to network and a source of support and encouragement. Although the tips are aimed at writers, the advice holds true for lawyers as well.

The Most Ridiculous News Typos Ever

If you’ve been reading my blog posts regularly, you know that I preach the gospel of a good copy edit. The reason? To avoid embarrassing mistakes like the ones the ones highlighted on the Huffington Post. (The menu item “honey mustard chicken diapers” is thoroughly unappetizing, and that’s just one of the tamer typos.) Want to ensure that your website doesn’t contain similar gaffes? Read “Editing Web Content for Law Firms.”

Story Ideas for Business, Consumer and Law

Reporters, Writers and Bloggers

Moral Turpitude Clauses

The latest issue of The Civil Litigator highlights a jury verdict for a football coach and social studies teacher at a Catholic high school in Iowa. When the teacher remarried without getting his first marriage annulled, he was fired for violating the moral turpitude clause in his contract. The teacher sued for breach of contract, and a jury awarded him more than $600,000.

How common are moral turpitude clauses? Can schools and businesses enforce them? If so, how can they do it without exposing themselves to liability?

Fireworks and the Fourth of July

We’re heading into the first U.S. holiday of the summer, and the second major American holiday, the Fourth of July, is just around the corner. That means we’ll soon be hearing the whistle of fireworks and the pop of firecrackers in our neighborhoods — even when they’re technically illegal.

A few possible story ideas:  If you set off fireworks and they end up damaging your neighbor’s property, are you liable? Does it make a difference from a liability standpoint if you shot them off legally or illegally? Are laws banning fireworks enforced? If you need legal experts to talk about these issues, don’t hesitate to contact me.

Have any links to suggest? Give them a mention in our comments section. And if you have any recommendations for next week, feel free to e-mail them to me. geri@legalmediamatters.com

Have a safe Memorial Day weekend!

To ensure that you don’t miss out on this valuable information, subscribe to our regular e-mails or RSS feeds. You can also find Legal Media Matters on Facebook or follow us on Twitter.

At Legal Media Matters, we provide legal public relations, law firm marketing and attorney website content writing services.

The Office

By Geri L. Dreiling, Esq.

The notion of helping others is what attracts many to law school, and that desire to give back to the community continues even after graduation.

For lawyers, making a difference can mean many different things: representing clients on a pro bono basis, raising money for a local nonprofit group, establishing a grant award for community programs or recognizing a group that provides a valuable service.

Although the primary purpose of these gestures is to help others, community outreach is one of the most positive ways to raise the profile of your law firm in the community and educate the public about your practice.

The importance of community outreach is something that many corporations have long recognized. Most business have an individual — sometimes even a whole department — whose sole focus is to review grant applications and provide funds that help support charities and nonprofits.

Even smaller companies view community support as a component of good corporate citizenship. Anyone who has ever been to a Little League game has seen the names of local insurance agencies and sporting goods stores who have sponsored teams. Many school programs include the names of local business sponsors who helped contribute to the events’ success.

Of course, there’s a right way and wrong way to go about community outreach. The Office’s Michael Scott didn’t get it quite right when he pushed to have Boy Scouts attend a gambling fundraiser, on a school night, catered by Hooters.

Most law firms, unlike Michael, are able to successfully incorporate community outreach into their practices. Here are three examples of Legal Media Matters clients that get it right.

1.  Russell I. Alexander Charitable Giving Fund

Canadian family lawyer Russell Alexander, based in Brooklin, Ontario, established a $5,000 annual grant for nonprofits that serve greater Durham and Kawartha Lakes.

The fund helps not-for-profit agencies that promote community development, arts and culture, sports, education or health and human services. In 2009, Covenant House of Toronto received the grant. The law firm is accepting applications for its 2010 grant.

As Alexander explained in a recent press release, the giving fund allows the firm to help the community in a meaningful way.

2. Project XOXO

Responding to the sluggish economy and increased strain on public services, several St. Louis law firms joined forces in 2010 to raise money for various local charities by launching Project XOXO.

Established to coincide with Valentine’s Day, Project XOXO managed to raise more than $60,000 for St. Louis-area nonprofits.

3.  Conflict Resolution Month

For St. Louis family law attorney and mediator Marta J. Papa, resolving conflict in a peaceful manner is a key part of her practice. Therefore, for October’s Conflict Resolution Month, Papa’s law firm took a three-pronged approach.

With the help of Beth Lewandowski, another of the firm’s lawyers, Papa was able to get a proclamation from St. Louis Mayor Francis Slay noting the significance of Conflict Resolution Month. Papa also presented a plaque to Forsyth School in recognition of its program that teaches children how to resolve their conflicts in a peaceful manner. Finally, Papa shared with KSDK (Channel 5) anchor Jennifer Blome tips on how viewers can resolve conflict at home and at work in a positive fashion.

At Legal Media Matters, we believe in supporting the community, too.

After chronicling the struggle of one family from Sierra Leone for St. Louis Magazine, I became interested in the plight of immigrants and war refugees who have resettled in St. Louis. That’s one reason that I am involved with the St. Louis Center for Survivors of Torture and War Trauma.

Has your firm reached out to the community? If so, what organizations do you support, and how does your firm make a meaningful difference?

If you're looking for more law firm marketing, legal public relations or content writing tips, subscribe to the Legal Media Matters email alerts: Get articles via e-mail

The path from obscurity to media spotlight requires an investment of time and effort

By Geri L. Dreiling, Esq.

Perhaps one of the most envied gigs among lawyers is that of legal commentator. It allows an attorney to get his or her name in the press as an independent observer while avoiding messy client confidentiality and pretrial publicity issues, and it also feels safe: The likelihood that the resulting press will be negative is generally low.

But moving from the wish to be viewed as a legal expert to actually getting quoted in the media is difficult. As in most situations in business and in life, you need to build a relationship first.

Drawing on my experience as a legal and investigative reporter for a variety of local and national trade and general circulation publications, I have assembled five tips for building and maintaining a relationship with members of the media.

1. Focus on local reporters.

All news is local, so the saying goes. Before trying to land an appearance on CNN or in The Wall Street Journal, start with your local newspaper and the legal trade publications that cover your geographic area.  Not only is it easier to build a relationship with local reporters, but the audience will also be more closely aligned with your prospective client base.

And remember, reporters move — a lot. Today’s local journalist could be tomorrow’s national correspondent. Even if a reporter remains with a local media outlet, he or she may still freelance for national publications. No matter where the story is appearing, a journalist, especially one working on deadline, is likely to turn to tried-and-true experts.

2. Get the reporter’s attention in a professional, respectful way.

Have you read an article lately that you liked, that was informative or that touched on your practice area? Most media outlets now include the reporter’s e-mail contact information, so send a quick note introducing yourself and letting the reporter know that you liked the piece and why.

Of course, you can also pick up the phone and call the journalist. It is a good way to quickly establish a rapport, but remember to spend at least 70 percent of the conversation focusing on the piece and the reporter rather than on you and your credentials. If you do choose to make a phone call, follow up with a short e-mail to ensure that the reporter has your contact information.

3.  Submit guest articles for publications.

Instead of waiting for a reporter to put you in print, be proactive and submit your own work for publication. Most trade newspapers and magazines are searching for guest articles, generally consisting of around 1,000 words written in approachable newspaper format rather than a footnote-laden law review opus.

Legal reporters, whether they work for mainstream media outlets or trade publications, spend a lot of time looking for story ideas. Guest articles often inspire an idea that a reporter will then pitch at his or her editorial meeting. If the story gets the green light, the reporter already has one quotable source identified: the author of the guest article.

For more information on how to get guest articles published, read our three-part series “Use Guest Articles to Promote Your Practice.”

3. Leverage the Internet to highlight your legal expertise.

Show me a reporter trying to find a qualified legal expert and I’ll show you reporter using Google or another search engine.

As a journalist, when I needed an expert — especially one in a highly specialized field — I researched the Internet. I was looking for guest articles, websites and blogs devoted to the niche topic in question. The lawyers who wrote those articles, hosted those websites and wrote for those blogs were the ones who were likely to receive calls from me looking for quotes.

4. Return a reporter’s phone call or e-mail immediately.

I cannot stress this enough. As someone who made the shift from courtroom to newsroom, I can assure you that time moves differently in the two professions.

Among lawyers, a policy of returning phone calls within 24 hours is considered highly responsive, with good reason. The practice of law is demanding indeed. A trial lawyer spends a lot of time away from his or her office and in courtrooms and conference rooms.

In the space of 24 hours, though, a daily reporter has likely researched, interviewed and written one story and is well on the way to finishing a second or even a third piece. By the time you get around to calling back, the piece the reporter called you for has already been published.

A lawyer who comes through in a pinch by calling back or returning an e-mail right away — and who employs staffers who go the extra mile to help reporter and lawyer connect — is a prized source. Even a response indicating that you aren’t available for an interview at that moment is appreciated.

5. Keep in touch.

Just as the legal practice involves constant movement to the next case, so, too, do reporters move on to the next story. But that doesn’t mean you should let your name be forgotten, especially if you’ve only worked with a reporter on one piece.

Once again, when you read an article the reporter has written that you like, send a note. If the reporter wins a journalism award, extend your congratulations. When you hear or read of something that might make for an interesting story — even if it doesn’t involve you — pass the nugget along.

If you’re a reporter, do you have any other suggestions to add? Perhaps you’re a lawyer who’s found success in becoming a notable quotable — how did you make the transition?

A quick side note for all those who use the AP Stylebook as the style guide for their press releases, websites and blogs: Henceforth, “Web site” will be “website.” For more updates and information, check out the AP Stylebook’s website.

If you're looking for more law firm marketing, legal public relations or content writing tips, subscribe to the Legal Media Matters email alerts: Get articles via e-mail

Strong legal marketing and branding begins with the logo

By Geri L. Dreiling, Esq.

In legal marketing and efforts to brand your law firm, the logo is the linchpin. The law firm logo – its color, shape and style, combined with the ideas of the best fonts for law firm logos -- is the base on which every other piece of legal marketing should be built. It influences the design, look and feel of the firm’s stationery, business cards, website, blog, newsletters and brochures.

Consider some of the law firms you deal with on a regular basis. When you receive an envelope or fax, do you instantly recognize the sender with just a glance at the logo before ever reading a word on the page?

For this week’s article I’ve asked Enrique Serrano, Legal Media Matters’ logo designer and programmer, to share his insights on why a strong logo design is important and how to go about obtaining one that fits your firm. Serrano has helped businesses and firms worldwide develop unique logos as part of their overall branding strategies.

Here are Serrano’s four reasons for beginning your legal marketing efforts with a law firm logo design and four ways to come up a great design.

Why should your legal marketing efforts start with a logo?

1. It distinguishes you at a glance.

The legal marketplace is highly competitive. A logo is one visual shortcut on which people rely when trying to decide who is trustworthy. A good law firm logo conveys trust, expertise and excellence and reinforces the notion that your firm is the one needed to handle a legal matter.

2. It helps you be remembered.

Lawyers strive to communicate useful ideas and provide the best counsel and representation to their clients. You want the client to remember the law firm that the attorney is working for. A memorable law firm logo is a reminder of the lawyer’s connection to the firm.

3. It sends a message about your company.

A good law firm logo combines symbolism and psychology in a way that quickly telegraphs a message about your firm’s services. When a potential client sees it, you hope that it conveys your values and the reasons that your firm is the best choice for representation.

4. It defines your communication strategy.

The power of a cohesive and coherent communication strategy cannot be overlooked. It brands your firm as reliable.  Once you have a law firm logo that summarizes important information about your firm, incorporate it in all of your other marketing pieces. In so doing, you’ll build a memorable corporate identity and reassure your clients that the same consistent quality and effort goes into everything you do.

How do you achieve those legal marketing objectives?

1. Distinguish yourself with a unique law firm logo.

Your company is unique, and your logo should be unique, too. Avoid confusing images, recycled graphics and obvious approaches. A brand-new law firm logo, tailored to your specific needs, will set you apart from your competition.

2. Get a memorable law firm logo, one that’s clean and simple.

Your logo is more than an illustration; it‘s an easy-to-remember design that embodies a specific concept. It should be simple and clean, reduced to just the most necessary elements. Include your company name in an easy-to-read way as part of the design.

3. Use colors and shapes in your law firm logo to convey something meaningful.

A logo is more than just an appealing image. Through the use of carefully selected colors and shapes, a law firm logo conveys your values in subtle ways.

4. Follow a branding strategy inspired by your logo.

Your law firm logo should be a powerful source of inspiration for your legal marketing efforts. You need to use that image in your different communication elements, such as your business cards, stationery and website. Include the ideas, colors and symbols of your logo as part of your communication.

Does your law firm have a logo? If so, do you incorporate it into all of your legal marketing efforts?

And if you need a law firm logo, contact Legal Media Matters to learn how we can help you craft the perfect image for your firm.

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Three No-Cost Ways to Promote Your Law Firm’s Website and Legal Blog

By Geri L. Dreiling, Esq.

“If you build it, he will come.” That memorable line spurs Ray Kinsella to build a baseball field in the middle of a cornfield in the now-classic film Field of Dreams.

But building the field is only the beginning. Kinsella, played by Kevin Costner, then must drive halfway across the country to retrieve one of the film’s main characters, writer Terence Mann, and another ballplayer, Archibald “Moonlight” Graham, and bring them back to the field of dreams.

“If you build it, clients will come,” is often the marketing philosophy lawyers adopt when they discuss law firm websites or legal blogs. Attorney websites and blawgs are indeed important first steps in any legal marketing effort. Like the baseball field in the film, websites and blogs are ultimate destinations to which you hope to attract traffic.

But once you build an online presence, you still need to reach out to prospective clients to get them to come.

Here are three free ways in which you can extend a virtual hand and invite people into your space.

1. Find a legal blog or LinkedIn Group that covers your practice area outside your geographic location.

Whether you’re a traffic lawyer, an attorney who handles DUIs or a divorce lawyer, you have colleagues in other states who are writing about their practices. Find a blawg that you think is well done and that has a writing style or approach that resonates with you. Subscribe to it and, when you read a post that you find compelling, leave a comment. You could discuss why you liked the post, explain how the law in your jurisdiction differs or add to the discussion.

By reaching out to attorneys in other jurisdiction, you can start setting building blocks for a referral relationship.

And because people with legal problems use the Internet to find the answers to their questions, they’re not always going to limit their searches by location. In leaving a comment and noting your geographic location in the text, you might attract a new client who has also found his or her way to that blog during the information-gathering process. If the blog allows you to provide a link back to your own blog or website, it will be easy for the prospective client to get to you with just a click.

2. Find a blog or LinkedIn group that complements your practice and leave a comment.

Who are the outside experts you routinely turn to when working on a case? If you’re a criminal defense lawyer, it might be DNA experts. Personal injury attorneys often work with forensic economists. Whatever your practice area, there are typically groups of professionals outside the legal profession to whom you turn for information, advice and even testimony.

Find out where they gather on the Internet. It might be a blog. It could be a LinkedIn Group. Follow the discussions and, when you read a post to which you have something relevant to add, write a comment.

As in the first suggestion, consistent efforts to reach out and share your expertise can go a long way toward building profitable relationships, strengthening your referral network and leading people back to your own website or blog.

3. Interact with a blog or LinkedIn Group that is not related to your practice but is centered on your geographic area.

Clients want a lawyer who is not only an expert but also someone they like. Why not try connecting with people in a different way — as a business owner, a parent balancing work and family, a community volunteer or a school alumnus?

Any lawyer who has attended a nonlegal function knows that it doesn’t take long for people to find out that you’re a lawyer, and soon the legal questions are coming fast and furious. The same holds true for the Internet. Visit places where there aren’t many lawyers and you’ll soon be labeled as “the lawyer” of the group.

Consistent, Steady Legal Marketing Outreach

Make it your goal of completing one step a week, and within a few months you’ll see results. It will not only drive traffic to your website or blog but also help you forge new relationships and, ultimately, expand both your client base and the paths leading to your virtual door.

As Mann tells Kinsella in Field of Dreams: “Ray, people will come, Ray. They'll come to Iowa for reasons they can't even fathom. They'll turn up your driveway not knowing for sure why they're doing it.”

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Finally, I can’t conclude a post that touches on baseball without mentioning that Opening Day is almost here. Go Cards!

Geri L. Dreiling, Esq.

I hate having my picture taken, and the thought of sitting for a headshot fills me with dread. I know I’m not alone – many of my clients feel the same way

But cutting corners when it comes to your photo is a mistake. Your image is an integral part of your brand, and a picture is indeed worth a thousand words. The images on a page capture a reader’s attention first, whether the page is on the Internet, in a print medium or part of a law firm newsletter.

For this reason the “Let’s just get a camera — we can line everyone up against the wall and click” method is not the best option for your legal marketing needs. The result of the amateur approach often lies somewhere between a mug shot and the annual school photo.

This week I’ve asked Jennifer Silverberg, an award-winning photographer whose work has appeared in the Wall Street Journal, Elle magazine, the Riverfront Times and numerous other publications during her 15-year professional career, to share her tips on how to make your shoot a successful one.

Here are four of Silverberg’s recommendations:

1. Identify your preferred photography style.
2. Research photographers to find the right fit for you.
3. Review the photographer’s portfolio.
4. Have a pre-shoot meeting to finalize the details.

1. Identify your preferred photography style.

Should your photo be formal or casual? Do you prefer a newsy/editorial feel or the portrait style? Perhaps you want several types of photos that can be used in different contexts as part of your overall legal marketing strategy. These are questions that should be explored before, not after, a shoot.

“The type of photo a lawyer chooses will depend on a variety of factors,” says Silverberg. “It will depend on how they see themselves and how they want their clients to see them. It is important to think about your audience.”

A lawyer who represents corporations may prefer photos that are more formal. A lawyer who represents labor interests may be drawn to a rolled-up-sleeves photo that conveys a sense of accessibility. An attorney who represents tech startups may want an image that is more cutting-edge.

For this post, the St. Louis law firm Carey, Danis & Lowe has graciously agreed to allow us to demonstrate the different photography styles by using some of the photos taken of the firm’s lawyers. The copyrighted images were taken by Silverberg as part of a Legal Media Matters project and may not be reproduced without permission.

This photo is an example of a formal portrait:

This image depicts a more relaxed portrait style:

This image and the photo featured at the beginning of this blog post are editorial-style photos:

2. Research photographers to find the right fit for you.

Taking the time at the beginning to find a photographer whose style appeals to you will go a long way toward ensuring that you’re happy with the final product.

“You’re investing in your image,” says Silverberg. “Photographers have different styles, so it’s important to select one who matches your tastes. When styles and tastes don’t match, it can create a frustrating situation for both the photographer and the client.”

For someone looking for a photographer, Silverberg says, several options are available:

• American Society of Media Photographers – The trade association’s website has a search function that helps you track down respected industry professionals.
• Google search – Try searching for photographers by pairing your geographic location with such search criteria as “portrait photographer,” “editorial photographer” or “corporate photographer.”

3. Review the photographer’s portfolio and Photoshop work.

When reviewing a portfolio, Silverberg recommends asking, “Am I drawn to these images?”

If so, you may have found your fit. If not, ask to see more work or continue your search.

It is also important to ask about processing. For every hour a photographer spends on a shoot, he or she often spends at least that much time, if not much more, polishing the image in Photoshop.Photoshop can erase the dark circles left from late nights preparing for trial, exchange a cloudy day for a sunny one, and get rid of unsightly computer cords and exit signs.

“You want a polished image, but it shouldn’t be overprocessed,” Silverberg advises. “You want it to be an authentic image and not a glamour shot.”

Follow our affiliate link to learn more about Adobe Photoshop Elements 8.

4. Set up a preshoot meeting.

A meeting before the sessions helps in two ways, notes Silverberg: “It gives me an opportunity to have a conversation with the creative team to go over the images and the feel the team aims to convey,” she says.

If the shoot will be done in the firm, a preshoot meeting also gives the photographer a sense of the layout and lighting, which in turn will dictate the type of equipment he or she brings.

Your Image as a Legal Marketing Investment

A photo shoot with a professional is an investment of time and money that adds value to your legal marketing effort. No matter how polished your content is, if your images are amateurish the overall impact of your legal marketing efforts will be diminished.

To see more of Silverberg’s food, portrait and editorial photography, visit her website and blog.

Now it’s your turn. Whether you’re a lawyer, photographer or legal marketing consultant, do you have any tips to help make a photo shoot a success?

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