By Geri L. Dreiling, Esq.

Where does the line between lawyer advertising and free speech exist? A recent misconduct charge leveled by the Virginia State Bar against a criminal lawyer who used his blog to highlight his cases is shining a spotlight on the question.

As reported by the Washington Post, Richmond criminal defense attorney Horace Hunter writes the blog, “This week in Richmond criminal defense.” In it, he discusses local and national cases including some of his own. The Virginia State Bar, in what seems to be the first misconduct charge of its kind in the state, claims he ran afoul of the professional rules by not including an advertising disclaimer.

Hunter disagrees, arguing that the blog is news and commentary. The case is set for hearing on Oct. 18 – and it has attracted the interest of social media law and First Amendment experts.

Rodney Smolla, a First Amendment scholar and former dean of Washington and Lee University filed a brief on Hunter’s behalf. He told the Washington Post:

“I don’t think the mere fact that a lawyer has been involved in a case means everything a lawyer says about it is an advertisement for future clients. Lawyers talk about their own cases all the time, in public settings, publications … and members of the public are able to take that speech for what it’s worth.”

In Missouri, the professional rules also require a variety of advertising disclaimers. Informal advisory opinions have required or recommended advertising disclaimers on wide variety of communications including:

• Brochures that contain verdict and settlement information. (Opinion Number 970155)
• Newsletters that highlight general legislative and case law developments. (Opinion Number 960217, 950250)
• Materials provided during an informational seminar that include an attorney's name and address. (Opinion Number 960209)

In late June, the American Bar Association’s Commission on Ethics released an initial draft proposal on lawyers’ use of technology in client development. The report did not recommend any new restrictions but did acknowledge that lawyers could use more guidance on how to use the tools in a way that is consistent with the profession’s values.

In the first comment to Rule 7.2 on advertising, the committee stated:

“To assist the public in obtaining and learning about legal services, lawyers should be allowed to make known their services not only through reputation but also through organized information campaigns in the form of advertising….The interest  in expanding public information about legal services ought to prevail over tradition.”

As the Internet and role of social media has expanded, the media is no longer the primary gatekeeper of information. Companies, activists, politicians and, yes, even lawyers increasingly rely on user-generated content to inform the public, educate consumers and disseminate marketing messages. Whether this means clashes involving free speech rights and lawyer advertising rules will also increase remains to be seen.

For more commentary on the Virginia State Bar charges, see:

• “Court avoids deciding whether lawyer’s blog must carry disclaimer,” First Amendment Center
• “Washington Post creates needless scare about lawyer blogs being outlawed by state bars,” Real Lawyers Have Blogs
• “First Amendment Challenge to Restriction on Lawyer’s Blog Likely to Flounder – And Bring Other Blogs Down with It,” MyShingle.com

Want the latest legal news? Subscribe to Legal Media Matters for highlights of important legal decisions and emerging law firm marketing trends, follow us on Twitter or visit our Facebook page.

Have an iPad? Check out Lawyer Tech Review's recent blog post "Using iAnnotate to Review Court Decisions on Your iPad."

]]> http://legalmediamatters.com/law-blogs-advertising-or-free-speech/feed/ 0 http://legalmediamatters.com/how-to-reach-non-english-speakers-in-your-community/ http://legalmediamatters.com/how-to-reach-non-english-speakers-in-your-community/#comments Tue, 20 Sep 2011 12:30:48 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=2483 Consider multilingual legal marketing and outreach

By Noble McIntyre, Esq.

In this guest post, Oklahoma City lawyer Noble McIntyre makes a case for reaching out to clients who speak different languages. At Legal Media Matters, we couldn’t agree more. We provide Spanish translation services for law firm websites and publish Lawyer Tech Review, an apps, gadget and software review site for lawyers and abogados in both English and Spanish.

- Geri L. Dreiling, Esq.

When it comes to lawyer marketing, are you ignoring part of your community? If you're not considering the non-English speaking members of your community, you may be missing out on an opportunity help people who may need it most. People who don't speak English are often taken advantage of or discriminated against. They are more likely to have their rights violated, and they may not pursue the issue out of fear, or simply because they think the language barrier would make things too complicated.

Take the time to reach out to—and help—the non-English speakers in your community.

Know Your Community's Demographics

According to Census 2000, approximately 18 percent of Americans speak a language other than English at home. This is a substantial portion of the population and Census 2010 will no doubt show an increase in that number. Some speak English “very well,” while others speak it “less than very well.” Even those who speak it well are sometimes simply more comfortable speaking their native language.

Finding out about your community's demographics is a simple matter of consulting the U.S. Census Bureau statistics. You can also conduct a little research to find out just how much of your community's population speaks another language. But if you've lived in your community for any length of time, you will have a feel for the other languages that are spoken in your area.

Hire Bilingual Staff

If your city has a good-sized population that speaks a language other than English, it shouldn’t be difficult for you to hire staff members who speak both languages and who also have all the necessary skills to work in a law firm. If you can’t find someone who meets all these requirements, consider hiring a contract translator to assist with cases involving non-English-speaking clients.

It's not just about getting one more client through the door. It's about making your clients feel at ease. Many people seek legal help because they've been injured in some way. Anyone who has been injured or lost a loved one in an accident may already be fearful and traumatized. Having someone available, whether a staff member or a translator, who can speak to them in their own language, goes a long way toward making them feel more comfortable. It increases their level of confidence in your abilities and makes representation easier.

Market Your Services in Other Languages

Consider including legal marketing in languages other than English. Translate Web pages and emphasize the fact that your firm is able to communicate in the language.

If you use advertising methods such as newspaper or magazine ads, or television commercials, consider creating at least one of each in a language other than English. If you're reaching out to a relatively small portion of the population, keep the ad general in focus so you can run it for a longer period of time than you could if it mentioned a current event, like a product recall. This will allow you to reach that demographic while still making a good return on your advertising investment.

Get Involved with Cultural Organizations

Communities with non-English-speaking members often have cultural organizations that cater to the group. It may be a Chamber of Commerce or a simple recreational club where members of the group can meet for entertainment and social events. There may also be churches in your community that cater to the non-English-speaking population.

Make a point of reaching out to these organizations. Get to know their leaders. But remember it's not enough just to make a phone call or pass on a business card. Meet in person and attend functions. If you don't speak the language ask a staff member to accompany you who does. These steps go a long way to show your firm is not only able but is eager to help.

Above all, follow through as this goes a long way towards building trust. Make sure you're offering your non-English-speaking clients the same amount and quality of attention and effort all your other clients receive. You'll not only reap the business benefits of it, you'll know you've helped those who really need it.

Noble McIntyre is the senior partner and owner of McIntyre Law, an Oklahoma personal injury law firm that focuses on helping victims of Oklahoma car crashes.

Want the latest legal news? Subscribe to Legal Media Matters for highlights of important legal decisions and emerging law firm marketing trends, follow us on Twitter or visit our Facebook page.

Do you want to make your practice more productive? Visit Lawyer Tech Review for ideas on how to use software, apps and gadgets in your law firm.

]]> http://legalmediamatters.com/how-to-reach-non-english-speakers-in-your-community/feed/ 0 http://legalmediamatters.com/legal-content-writing-ideas/ http://legalmediamatters.com/legal-content-writing-ideas/#comments Tue, 18 Jan 2011 17:13:00 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=2083 3 tips for legal newsletter and blog content

By Geri L. Dreiling, Esq.

When I was a young associate, one of my job duties was writing the newsletter for the firm where I worked. Writing it wasn’t the biggest challenge. Coming up with topics our clients would find useful was the problem.

Back then, the newsletters were print versions sent by way of regular mail. Today law firms not only use the traditional newsletter but are also turning to e-newsletters and subscriber-based blogs as forms of law firm marketing.

Although the newsletter format has expanded, the fundamental problem of creating content remains. As a professional legal content writer, here are three of my tips to help you come up with content writing ideas for your law firm marketing newsletters.

1. Write answers to questions your clients ask.

Though it may seem fundamental, one of the best ways to create content is to first consider the questions your clients commonly ask. The initial client meeting can be a goldmine of content ideas. What are the concerns most clients raise? Are there basic legal fundamentals you often need to cover with the client during the initial client meeting?

Enlist the help of your receptionist, secretary and paralegal. These are typically the staff members who most often interact directly with your clients, whether it is on the phone, through e-mail or even as the initial contact through the firm’s website. Questions may range from substantive legal inquiries to queries about procedural matters involving a particular stage of litigation or the next step in the legal process.

Analyze your website’s analytics program. Your law firm’s website should have a program such as Google Analytics that provides not only traffic data but also search engine queries that are leading people to your firm. Those queries are often the questions to which prospective clients are seeking answers. Consider using a query as the starting point for your content.

2. Introduce your staff through your content writing.

While working as a legal journalist, I profiled a nationally known criminal defense lawyer. Although the article was published long ago, I can still remember a tip he gave me that explained how he managed his practice and kept his clients satisfied. The key, he said, was his legal secretary.

During the initial client meeting, he candidly explained to his clients that he was a trial lawyer, not a desk lawyer. That meant that he spent most of his day in court, not in his office, and if they called his office looking for him, it was likely that he would not be in. But, he explained, his legal secretary was a vital part of the representation team. Speaking to her was like speaking to him. He took it even further, formally introducing his secretary to the new client.

Most trial lawyers have a similar team approach in which the law firm staff plays a vital role in client communication. Why not take the opportunity in your newsletter to introduce the people in your firm to whom clients will be speaking on a regular basis?

3. Write content that contains practical courthouse tips.

It is easy to forget that many people live their entire lives without setting foot inside a courthouse. When someone does need to go to court, the experience may be a source of real anxiety. Where is the courthouse located? Where does one park? How much will it cost to park? How long does it take to get through the metal detector lines? How long will court last?

Just as it’s a good idea to know the latest rules regarding carry-ons and liquids before you go to the airport, having some idea of how to navigate the courthouse goes a long way toward reducing anxiety.

With the use of these three tips, you should be able to generate more than enough content ideas for your legal newsletter or blog. If finding the time to write the articles is still scarce, though, consider hiring a professional legal content writer. At Legal Media Matters, our professional writers are lawyers and journalists who provide quality content for your law firm’s marketing needs.

Contact Legal Media Matters for more information.

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.




]]> http://legalmediamatters.com/legal-content-writing-ideas/feed/ 1 http://legalmediamatters.com/twitter-tips-for-businesses-4-quick-start-twitter-tips/ http://legalmediamatters.com/twitter-tips-for-businesses-4-quick-start-twitter-tips/#comments Wed, 15 Dec 2010 10:30:39 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1978 Twitter’s direct impact on search engine rankings could draw more businesses, lawyers and law firms to social media

By Geri L. Dreiling, Esq.

Last week a friend who runs a trial consulting business sent me an e-mail, looking for tips to help him get started on Twitter. His first question: “What the *@*@* does the # mean?”

If you’re new to Twitter, you’ve probably seen the # sign and wondered the same thing — or, if you haven’t yet ventured onto Twitter but you’re considering adding it to your law firm's 2011 to-do list, you soon will.

You’ll likely be in good company: Google and Bing recently revealed that links shared through Facebook and Twitter have a direct impact on search engine rankings, meaning more business, lawyer and law firm tweets.

In a Dec. 1 interview with Danny Sullivan, editor in chief of Search Engine Land, representatives of Google and Bing discussed the impact of Facebook and Twitter. Sullivan writes:

“Both Google and Bing tell me that who you are as a person on Twitter can impact how well a page does in regular web search. Authoritative people on Twitter lend their authority to pages they tweet.”

Even as experts seek to get a better handle on the algorithms used by Google and Bing, the takeaway is this:  If search engine rankings are important to you, don’t dismiss Twitter.

I’ve compiled four tips to help you quick start your tweets (including the answer to my friend’s question).

1.  Selecting people to follow.

Social media is about relationships. When choosing whom to follow, consider your interests and objectives. Think of it as an opportunity to learn from others and to be a resource. It shouldn’t be a stream of 140-character commercials.

As a publicist and content writer, I like to follow reporters, lawyers, law firms, tech consultants, photographers, business consultants, media outlets, prominent bloggers and other public relations professionals. Because I’m based in St. Louis, I’m particularly interested in local news, writers and businesses.

2.  Monitor the ratio of the number of people you follow to the number of your followers.

Very few of us can establish 1,000 instant friendships — and in the real world, if we were to approach every stranger in a room and ask him or her to be our best friend, we’d come across as desperate, needy or fake.

Similarly, when you are building Twitter connections, don’t follow 3,000 people in the hopes that 1,000 will follow you back. It comes across as less than authentic or spammy.

TFF Ratio breaks down the ratio of the number of people you are following to the number of your followers:

• If your ratio is less than 1, you are following more people than are following you. This is the least desirable position, although when you’re starting out it’s almost inevitable, unless you’re a celebrity. The trick is to not let the ratio get too low.
• A ratio of 1 means that you are listening and being listened to. As TFF Ratio notes, some experts see this as the ideal.
• A ratio of 2 or higher typically indicates a thought leader.
• A ratio of 10 or higher usually means that you’re a celebrity.

3.  Use your tweets to share information and build relationships; minimize broadcasts.

Have you ever been at a cocktail party and found yourself trapped in a conversation with someone who only wants to  talk about himself? Your new “friend” doesn’t seem to realize that you’ve tuned out and are plotting your escape.

That same is true when it comes to tweeting. If all of your tweets are self-promotional, followers will either stop listening or simply click the Unfollow button. To help prevent this problem, try an 80/20 approach, in which only 20 percent of your tweets are self-promotional. Followers do expect some promotional tweets, just as a good party guest expects to hear some information about his or her conversation partner. Just don’t overdo it.

4.  Use # hashtags.

Words preceded by pound signs are called hashtags. Hashtags are useful when you’re searching Twitter for information, and they provide an easy way to sort information by topic. Hashtags.org is a great resource for looking up hashtags.

Some of the popular hashtags for lawyers: #law, #court, #legal, #marriage, #divorce, #personal, #injury, #dwi, #legalnews, #lawnews.

These are just four quick tips to help you get started. For tips on getting retweeted, read “Retweet Tips for Lawyers.”

Already on Twitter? Let me know what tips you’d add to this list.

Still have questions about Twitter? At Legal Media Matters we can provide consulting advice to help you figure out how Twitter might fit into your public relations strategy. We can also help you get your account up and running and even design a custom Twitter background. You can reach us by filling out our contact form, emailing geri@legalmediamatters.com or calling 314.520.3897.

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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]]> http://legalmediamatters.com/twitter-tips-for-businesses-4-quick-start-twitter-tips/feed/ 0 http://legalmediamatters.com/best-fonts-for-law-firm-logos-ideas/ http://legalmediamatters.com/best-fonts-for-law-firm-logos-ideas/#comments Wed, 01 Dec 2010 20:22:57 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1948 Best basic design ideas and font tips for law firm logos

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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]]> http://legalmediamatters.com/best-fonts-for-law-firm-logos-ideas/feed/ 1 http://legalmediamatters.com/retweet-tips-for-lawyers/ http://legalmediamatters.com/retweet-tips-for-lawyers/#comments Thu, 07 Oct 2010 19:41:21 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1812 An excellent social media Twitter guide for attorneys

By Geri L. Dreiling, Esq.

When I was a kid growing up in Kansas, I think I was constantly asking for something: “Can I have a cookie?” “Can I go ride bikes with my friends?” “Can I have the keys to the car?”

My mother’s responses were predictable: First she pointed out that she had not heard the “magic word,” and then she corrected my grammar: “May I please have a cookie?” Before any answer was given, the question would have to be rephrased. Now it’s my turn to refine my own children’s requests.

But it turns out that mothers are onto something.

According to social media marketing guru Dan Zarrella, the word “please” appears not once but twice in the top 20 most repeated words and phrases on Twitter. “Please” by itself ranked third, and “Please retweet” came in at No. 11.

Zarrella collected more than 40 million retweets over a nine-month period beginning in December 2008. The result of his work is the guide “Science of Retweets.” (You may download the free guide by visiting http://danzarrella.com/.)

Retweet Killers

In addition to parsing the data to come up with the 20 most retweetable words and phrases, Zarrella also identifies 20 retweet killers. No. 1? “Game.” No. 3? “Haha.” He notes that “ing” verbs and slang don’t make for strong retweet fodder.

When to Retweet

If you think that the day and time of your tweets don’t matter, think again. Using Eastern Standard Time as the benchmark, Zarrella explains that although tweeting is done more often during business hours, retweets are more frequent between 3 p.m. and midnight. Mondays and Fridays are also both high retweet days, with Friday the better of the two.

Links and URL Shorteners

To link or not to link? That’s another question Zarrella answers in the guide. Most retweets do indeed include a link. Because of the limited space, most links are shortened. The shortener that proved the most popular was bit.ly.

This is just a small sampling of the insights contained in the 22-page PDF guide. Lawyers and law firms who are new to Twitter or are looking for tips to make their content more contagious should give it a look.

Of course, it isn’t going to guarantee you’ll always get your retweeting way. After all, no matter how many “pleases” I sprinkled into the request “May I invite the entire senior class over to the house for a party on Friday night while you’re out of town?” I wasn’t going to hear a yes. But at least I knew enough to at least try it with a “please.”

What do you find leads to retweet success? Send me an email or comment on this post. I'd love to know. And to find out more about our services and our rates, fill out our online contact form or e-mail 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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]]> http://legalmediamatters.com/retweet-tips-for-lawyers/feed/ 1 http://legalmediamatters.com/information-for-lawyers-ideas-for-journalists-week-of-sept-17/ http://legalmediamatters.com/information-for-lawyers-ideas-for-journalists-week-of-sept-17/#comments Sat, 18 Sep 2010 02:51:41 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1740 Our roundup of legal news links, legal PR client news and story ideas

By Geri L. Dreiling, Esq.

The ABA Journal’s announcement that it is accepting nominations for its Blawg 100 has the blawgosphere buzzing. The Blawg 100 highlights the best 100 legal blogs on the Internet, and many a law blogger would like to make it onto the list.

The Journal is accepting Friend of the Blawg briefs of 500 words or less. For the record, the Legal Media Matters blog has logged 86 posts since we rolled out our new website in January of this year; an average of 2.3 posts per week — but who’s counting?

The deadline for nominations is Oct. 1. Of course we’d be delighted if you’d give Legal Media Matters a quick nod.

LMM Client News

The BrickHouse Law Group created online buzz when partner Pete Salsich III was featured on the #140 Characters Conference site. Salsich attended the #140ConfRoadTrip MeetUp in St. Louis and explained how his firm is embracing social media and reinventing the law firm model. On Sept. 15, BrickHouse announced that veteran business lawyer David Groce has joined the firm.


Notable Links

At 103, a Judge Has One Caveat: No Lengthy Trials

Appointed by President John F. Kennedy, Wichita, Kan., Judge Wesley E. Brown is the oldest practicing federal judge in the country. At 103, the U.S. District Court judge no longer accepts cases with lengthy trials, explaining to New York Times reporter A.G. Sulzberger, “At this age, I’m not even buying green bananas.”

4 Ways to Use Twitter to Support Your Blog

At Problogger, Georgina Laidlaw describes four less conventional ways to leverage Twitter for your blog. Among her suggestions:  Invite followers to contribute blog ideas, tweet interesting comment responses and create a Twitter conversation around an event.

Blog Post Editing: 5 Steps to Take Before You Hit Publish

Get in the Hot Spot’s Annabel Candy starts her blog post by noting that a good editor is worth her weight in gold.  As any regular Legal Media Matters reader knows, I couldn’t agree more. Our copy editor, Kerry Bailey, plays a key role in all our communications. Don’t have a copy editor? Follow Candy’s helpful tips on avoiding the easy-to-miss errors that can trip up even the best writer.

Ideas for Journalists

Law Firms That Are Thriving in the Midst of a Recession

It is no secret that lawyers and law firms have been hit hard by the recession. Big law firms are thinning their ranks and law school graduates are turning to housecleaning as a plan B after being unable to find work. But what about the firms that were formed at the height of the recession and are thriving? As I noted above, The BrickHouse Law Group, founded in 2009, is not only surviving but also adding attorneys. What are firms like BrickHouse doing right? What are they doing that’s different?

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.



]]> http://legalmediamatters.com/information-for-lawyers-ideas-for-journalists-week-of-sept-17/feed/ 2 http://legalmediamatters.com/legal-blogs-speaking-engagements-as-blawg-fodder/ http://legalmediamatters.com/legal-blogs-speaking-engagements-as-blawg-fodder/#comments Thu, 16 Sep 2010 14:42:31 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1723 Your public speaking engagements and presentations are a blog content goldmine

By Geri L. Dreiling, Esq.

One recent morning I met two lawyers for coffee. They had established an innovative law firm that embraced Facebook, Twitter, LinkedIn and blogging. The struggle, they had found, was keeping up with their legal social media marketing efforts – especially the blog.

It wasn’t that they lacked ideas; they had a host of topic ideas. The real issue? Time. As their business expanded and demand for their services increased over the summer months, the blog stalled.

At the same time, the lawyers had been guest speakers for a number of business, creative and social networking groups. Additional speaking engagements had already been scheduled well into the fall.

In addition to urging them to scale back on the length and breadth of the blog entries — aiming for tightly focused 500-word pieces rather than wide-ranging entries of several thousand words — I suggested using their public speaking engagements as blogging fodder.

Here are just a few ways make the most of your speaking engagements when it comes to legal marketing and social media outreach.

1. Use a section of your outline to write a short blog entry.

Accustomed to extemporaneous speaking, most lawyers rely on outlines or note cards for speaking engagements. Even though the presentation may not be in paragraph form, the basic structure is already present.

Focus on one idea, one section or even one subsection of the topic. Sit down at your desk and set aside 30 minutes to expand on, in written form, the subject you’ve already been discussing with your audience. You can even begin with a vignette drawn from your presentation – perhaps someone in the audience related a story on this very topic.

Because it is a topic you already know, and because you’re beginning with a narrow focus, you’ll be surprised at how quickly you can fill up the screen with 500 words. Set the entry aside and edit it the next day.

2. If you have a PowerPoint presentation, turn it into a YouTube video.

Another option, though it takes slightly longer, involves PowerPoint. If you use PowerPoint as part of your speaking engagement, you can turn your presentations into YouTube videos similar to the one we produced.




For more on how to turn your PowerPoint presentation into a YouTube video, watch this helpful YouTube video.

3. Address audience questions and use the occasion to increase traffic.

Audience questions are another legal blog content mother lode. Each question can form the basis of a blog entry. Unanswered questions can be taken up on the blog and audience members encouraged to e-mail questions.

The process serves two purposes. First, it enables you to prepare a blog entry. Second, attendees will be more likely to visit your blog, thus boosting your site’s traffic.

These are just a few ways to use speaking engagements as blog content fodder. What are your favorite ways to turn a guest-speaking gig into content?

Do you like the Legal Media Matters blog? Do you find our content useful? If so, let the ABA Journal know. The ABA Journal is compiling a list of the 100 best legal blawgs and they want advice on which ones to include. I would be pleased as punch if you would fill out this form by Oct. 1 to cast your vote for the Legal Media Matters blog.

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]]> http://legalmediamatters.com/legal-blogs-speaking-engagements-as-blawg-fodder/feed/ 0 http://legalmediamatters.com/law-firm-marketing-use-a-theme-to-solidify-your-image/ http://legalmediamatters.com/law-firm-marketing-use-a-theme-to-solidify-your-image/#comments Fri, 20 Aug 2010 18:42:02 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1616 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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]]> http://legalmediamatters.com/law-firm-marketing-use-a-theme-to-solidify-your-image/feed/ 4 http://legalmediamatters.com/legal-pr-5-tips-for-a-successful-media-interview/ http://legalmediamatters.com/legal-pr-5-tips-for-a-successful-media-interview/#comments Thu, 12 Aug 2010 19:13:00 +0000 Geri L. Dreiling http://legalmediamatters.com/?p=1593 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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