We invite you to read our weekly Public Reputation tips which integrate various marketing disciplines including media relations, marketing strategy, creative focus and web/technology/2.0. Please send us your comments or questions and join our conversation.
Public Reputation Tip of the Week
Last week, a New York Times reporter took umbrage at being spammed by press releases sent out via media databases. I read the piece and agree with him. He was being sent releases that had nothing to do with his beat. Quite frankly, I get really angry when I hear about PR people doing this. It makes us all look bad, and the job of getting good information to reporters that much harder.
It also does a disservice to our internal and external clients. We are their representatives with the media, and what we do reflects directly on them. If we are careless, thoughtless and generally tone-deaf in how we pitch the media, we shouldn’t be doing it. Period. If you can’t handle doing this job correctly, become an astronaut. I don’t care. Just don’t work in PR.
OK, venting done. Time for some practical insights.
Media databases are a wonderful tool, but they are no substitute for common sense, elbow grease and legwork. Here are a few tips for getting the most out of these tools so they help your relationships with reporters, not destroy them.
- Trust, but verify. A media database is only as good as the information it holds. Some services are better than others at updating files. It’s best to check what you turn up in a search against Google searches for reporter names. If it looks like they’re a fit, great. If not, go fish.
- When you send a mass distribution, a unicorn dies. And you’ll also probably get your email address flagged as spam by countless of reporters who don’t have any interest in what you’re sending. Please, please, please, don’t use mass distributions. Just don’t.
- The personal touch. Whatever happened to one-on-one media relationships? I might be showing my age, but I remember when we reached out individually to each and every reporter we wanted to contact. Sure, maybe some of the pitch was canned, but we tried to switch up the intro and (*gasp*) address them by name! If everyone else is sending mass distributions, you’ll stand out if you’ve taken the time to personalize.
- Getting to Carnegie Hall. You’ve heard the old saw about how you get to Carnegie Hall? Practice, practice, practice. Well, the mantra for law firm PR people should be research, research, research. If you’re pitching a specific story, why not take 10 minutes to do some Google searching and find out the reporters who’ve been writing on it? Then go to the media database and find their info. Then pitch. Is that so hard? I bet you’ll receive many more responses than if you just did a mass blast – and you won’t harm future media relationships.
- Send corrections to the database. If you find incorrect information in the database you’re using, take the time to notify the service and ask to have it corrected. You’ll not only avoid pitching to the wrong reporter again, you will help the rest of the users be more accurate and focused in their pitching. It takes a village, people.
These are just a few suggestions for using media databases properly and in a way that builds relationships with reporters rather than harm them. We’re all in this together, folks. Everyone needs to do their part.
What are some of your tips for getting the most out of your media database and rules for contacting reporters? Leave a comment or contact me at firstname.lastname@example.org.
The Request for Proposal (RFP) continues to be a popular tool for businesses in selecting legal counsel. In fact, statistics released late last year indicate that the use of RFPs again is on the rise, with larger firms claiming an average of nearly 200 RFP responses last year. There also has been a rise in the number of consultants and online applications available to help companies that are issuing RFPs.
A law firm RFP response is a time-consuming process, with firms of all sizes reporting that they devote an average of 25 non-billable hours to each RFP and as many as 50 hours to RFPs aimed at reducing the number of outside firms on which a company relies.
There currently are no indications that this trend will reverse in 2014, making it timely to review the 10 best practices for responding to RFPs.
- Verify that you want and can take on the work. Responding to an RFP is a time-consuming process. Most companies consider a firm’s response to an RFP an agreement that the firm is in a position to handle the work if selected as approved counsel. Before responding, confirm that you have no conflicts and that the experience and resources required to handle the work are available.
- Read the RFP carefully and completely, including ancillary documents, such as Outside Counsel Guidelines. It is not uncommon for the RFP documents to stipulate a cap on billing rates, require use of a specific billing system or require “most favored nation” status among your clients. Make certain you are aware of and comfortable with all of the requirements before submitting a response.
- Conduct your research. What do you know about the company? Can you determine what internal changes or goals are driving the RFP? Who do you know within the company? Who do your colleagues know? Check for inside contacts via your firm’s contact management and billing systems, and your LinkedIn connections and those of your colleagues.
- Select the team. Once it has been determined that you are interested in responding to the RFP, select your teams. Decide on the team members you will list in the RFP as those who will provide the services to the client. From that team, select a subset as your “pursuit team,” who will assume responsibility for responding to the RFP and handling any subsequent interviews or communication with the company.
- Read the RFP documents. Again. With the team in place, reread the RFP with an eye toward how to best align the team members’ experience and other attributes with the RFP and the company’s values and goals.
- Develop your strategy. Working with the pursuit team, set your strategy for responding to the RFP. How will you highlight your strengths? How will you address any weaknesses? What value does your team bring to the client that other firms will not? What differentiates your firm?
- Write, collate, read and repeat. Armed with an outline or template of the RFP requirements, start assembling content, determine what editing is needed and assign a pursuit team member to draft any new content. Follow the format requested or that of the RFP itself: Use the same section and paragraph numbering, titles and subtitles, and other format specifics. If you are pulling information from past RFP responses or marketing documents, do so only because it is relevant, not because it sounds good.
- Cross-reference. Cross-reference each piece of your proposal with the Scope of Work and any format requirements listed in the RFP. Give the reviewers of the responses no reason to exclude you from the next round of reviews. Ensure that all mandatory forms are completed and in the correct format.
- Conduct a final review. Ask someone who has not been working close to the RFP response to act as proofreader and check your proposal against the RFP requirements and instructions.
- 10.Submit your response on time and in the format requested. It goes without saying that you must submit your response before the stated deadline. Confirm the format in which responses are to be submitted (hard copy, electronic, email, online) and the number of copies required. If possible, submit your response early, which gives the client a feel for what they can expect in working with you.
Are you anticipating submitting an RFP response? Contact me for assistance or guidance at email@example.com.
Recently my colleague Keith Ecker and I took on a huge law firm video project for a client. The project consisted of seven videos, which showcased client and attorney successes while integrating the story of the law firm’s positioning strategy and its brand core values.
The process we used to create the videos worked beautifully, so much so that we realized the only way other law firms will find success with the use of videos as a storytelling tool is to follow these steps.
Determine the goal
It is important to understand what your law firm or attorneys are looking to achieve when it comes to using video.
Are the videos for recruiting, to be used as a case study, to showcase an attorney for media purposes, or as a means to introduce the firm or attorney to new clients and new audiences?
Determining the goal will help in defining the creative direction and the type of content/stories the videos will communicate.
Apply a strategy
The strategy will guide the creation of the videos, and it will define the message, the creative direction and how the videos will be shared. When developing the strategy, determine not only what the messages are but also how they will be filmed and presented.
Considerations to take when creating your law firm video strategy include:
- Is the firm’s strategy to showcase a client or attorneys, or both?
- Are we shooting on location or at the firm?
- What is the expectation regarding the filming process, e.g., use of a studio, a professional video team or “man on the street” style created with a hand-held digital camera?
There is no right or wrong answer. The important part is to know all the options and weigh them against the goal so you can move forward with the best practices in mind.
Scripting the story
Always, always, always have an outline regarding the messaging. Scripting the video involves more than writing the content and putting it up for the attorney to read on a teleprompter. Scripting the story outlines the message and how it will best be articulated for it to resonate with the viewer. In some cases, it gives the attorney or talking head specific information, and in others, it sets up the progression of the story but allows the attorney to tell the story from his or her own perspective.
Use title cards in addition to the video footage. Scripting will allow you to pull out statistics and other supportive information, and show them in a graphic or written format throughout the video, adding credibility and additional supporting content outside of what the attorney is saying.
A video of your attorney sitting at his or her desk isn’t going to cut through the clutter and hold the attention of the viewer. Use a talented video editor to add animation to your firm’s brand identity; set up a style guide for fonts, colors and title cards; and add supporting graphics, photos and video b-roll.
Also, get out of the office and film on location if possible.
Finally, create branded transitions, and add music to fill the silence, eliminate dead air and keep the pace.
Keep the end-use top of mind
Be sure to discuss how the videos will be shared and housed. Saving the videos for different uses will affect the quality of the finished piece. If you want to share them on social media, you can either save the files for mobile use, which will reduce the quality but make them easy to share, or save your video at the highest resolution possible and upload it to a cloud site – or, better yet, the firm’s YouTube channel – and just share the link.
We applied all of these strategies to our process, and the end result met the goals and produced seven terrific stories about our client.
For more information about how to use video in your law firm marketing initiatives, please contact Terry M. Isner at firstname.lastname@example.org or follow me on twitter @sharingtmi.
Did you know Google is much more than just a search engine? If you said “no,” you’re not alone. A lot of law firm marketing professionals don’t realize the many valuable tools the company provides.
With Google’s stock price recently hitting an all-time record high of $1,000 a share, I thought it appropriate to take a closer look at the technology giant. Since its humble beginnings in 1995, the company has catapulted itself to the top of the digital food chain. Not only is Google the most-used search engine, it also has created a host of highly valuable online tools that can support law firm marketing initiatives. And many of them are free.
Here are some of my favorites that I frequently recommend to my law firm clients.
Google Analytics – I consider this a must-have for all law firms. It’s your gateway to a wealth of data, e.g., tracking website visitor traffic and comparing historical metrics to current performance. Google recently updated their reports to include demographic and interest data for your website visitors. Your website developer can easily configure the tracking code on your website.
Google Analytics Solutions Gallery (a tool to complement Google Analytics) – Google Analytics customizations can be time-consuming to build. The Solutions Gallery offers pre-made custom dashboards, advanced segments and reports for Google Analytics. It’s easy to search for relevant dashboards, segments and reports, and then apply them to your analytics profiles.
Webmaster Tools – Similar to Google Analytics, Webmaster Tools helps you understand how Google sees your website. Submit sitemaps, find broken links, diagnose crawl errors and see which words people are using to find your site in searches. Once you set up your Webmaster Tools account, you’ll get a few different methods of activating Webmaster Tools on your website – it’s easy for your website developer to enable.
Google+ – More than just a social sharing site, Google’s social media platform is integrated into Google’s search engine results pages (SERPs), making it another must-have for attorneys and law firms. Establish authorship through your individual Google+ profile, and control the information that appears with your firm name in the SERPs.
Structured Data Testing Tool – Check to see if your recent blog post will show your headshot and Google+ information in the SERPs. Just plug in your blog’s URL and the Structured Data Testing Tool will show you how it will appear.
Google Maps – Google’s interactive maps help people get directions to your office, compare modes of transportation, suggest the quickest way home, and recommend nearby restaurants and services. Maps can be embedded directly into your website so people can find your office locations easily.
Google Trends – Thinking about writing a blog or article? Use Google Trends to research trending topics. Compare search terms over time or by state, or explore trending searches by categories. This tool also works in multiple languages.
Google Public Data – If you’re writing an article, Google Public Data is an amazing research tool. Use it to explore public datasets shared by domestic and international entities such as the U.S. Census Bureau, World Economic Forum and International Monetary Fund. Data can be filtered and compared over time or by geographic areas. Embed codes allow you to include graphs and charts right in your article.
AdWords Keyword Planner – Even though this is a tool intended for paid advertisers, it offers insight into which words people are using to search the Internet. If you’re writing a blog, article, web page or any content that you want search engines to index, use the keyword planner to research phrases to include in your text.
Google Page Speed Insights – With 3.1 seconds to impress, your website’s speed is becoming increasingly important. Just plug in a web address for a summary of suggestions to speed up your web page. These actionable recommendations are divided into mobile and desktop, and include an overall grade out of 100.
Google Images – Enter the image URL to see if other websites are using your images without attribution. This can be a good link-building tactic if you can get websites to attribute your visual content with a link back to your website.
One final piece of advice: Some of these free Google tools require you to log in with a Gmail address. I recommend creating one administrative Gmail account for your firm, i.e., LawFirmName@gmail.com. Use this email as the master log-in for your Google Tools. Administrative access can be granted to other email addresses from that master account. This way, your tools will not be tied to an individual’s email account, making it easier to manage if that person leaves the firm.
Google and other online companies offer numerous online tools to enhance your law firm marketing initiatives. If you have any favorites not included here, please share in the comments below. For a less-public forum, feel free to email me directly at email@example.com or connect with me on Google+.
The world is a dirty place. Visit any major city, and you’ll bear witness to air pollution, noise pollution, light pollution, water pollution and just about any other kind of pollution you can fathom. But one type of pollution that still goes unnoticed, despite its incredible pervasiveness, is content pollution.
As an expert in legal content marketing, I firmly believe that content is the key to a successful law firm Internet marketing and PR program. But that doesn’t mean I think all content is created equal or that more content equals a more-robust program. I’m a conservationist at heart, and I believe in the economy of words and that concision aids clarity. In other words, it’s better to speak when you have something to say than to prattle on in the hopes that you’ll eventually stumble upon a nugget of wisdom.
Yet, all too often, I see content marketers confusing the concepts of volume and quality. What we end up with, then, is a virtual landfill of crappy content, which makes it that much harder for the good stuff to get seen.
Because legal content marketing is already a time-consuming task, let’s take a load off ourselves by shifting our focus away from quantity. Instead, let’s focus on the quality of our content by producing text, videos, images and other media that actually entertain, inform and inspire our audience. Let’s stop the content pollution.
If you want to help keep the world free of content clutter but don’ t want to sacrifice the enormous benefits of a legal content marketing program, incorporate these tips into your law firm content marketing efforts.
- Know your audience: Your audience cares much less about you than about themselves, so stop making your content about you. Understand what motivates your audience, and cater to that.
- Entertain: If you’re asking people to invest time into your content, the least you can do is make it worthwhile. Don’t be afraid to use humor or drama to make your message that much more interesting to read. Bonus: Being entertaining helps make you memorable.
- Inform: The worst reaction you can get from your audience is a collective “So what?” Write about current events, give your opinion on trending issues or add insight to popular topics. Anything you can do to educate your audience will help show your value.
- Inspire: Getting people to read a piece of content is one thing, but provoking your audience to take action is something else altogether. Great content can turn your efforts into real-world results. For example, charities often find ways to tell emotionally powerful stories of their constituents as a way to inspire viewers to donate.
- Engage: What’s more interesting, a lecture or a group discussion? Most people would probably agree that the latter keeps their attention longer. Think about ways you can interweave the comments and feedback of your audience into your content. Hosting guest blogs and curating third-party and social media content can be a great way to turn your one-way channel into a two-way street.
So let’s think green when it comes to what we put on the Internet, and refrain from information dumping. Only you, fellow legal marketers, can help prevent content pollution.
As a law firm media professional, there have been too many times when I am thrilled to see an article get published, only to feel my heart sink when I notice an error requiring a correction. Reporters are human and sometimes make mistakes. Recently, The Communicator, a newspaper in Clay, W.Va., forgot a letter that changed a word in an article’s headline to something inappropriate. They issued a correction and apology, but the error generated a lot of attention. Most journalists could relate.
While most errors aren’t quite so drastic, requesting corrections from reporters is part of the day-to-day job for law firm media professionals. Following these tips will help make those requests smoother and maintain a positive relationship with the reporter.
- Ask, don’t demand. Reporters are more than happy to make a correction if they have made a mistake. Obvious mistakes include misspellings, incorrect dates, etc. Recently, a reporter forgot the ampersand in the firm’s name, and he was more than happy to fix it. For another client, the reporter inverted the date, and she was quite embarrassed that the article had gone to print with the error.
- Some corrections take time. If a reporter made a factual error, alert her right away. Sending emails over a weekend is fine—almost everyone checks in before Monday morning. However, realize that the reporter will have to run the change up the chain of command and the editor will ultimately have to approve the correction.
- Off-message is not necessarily incorrect. Sometimes reporters mention facts that the firm would rather not bring to light, but that does not make them wrong. As law firm media professionals, it is our job to help prepare attorneys for interviews by providing them with key messages and coaching them on how to answer difficult questions. If a reporter digs something up that is true but unsavory, it is unlikely to be changed.
- Off-focus is also not incorrect. After coordinating an interview for a lateral hire, my colleague was surprised to discover that the resulting article focused more on the work the attorney did at his previous firm, instead of why he made a change and what he will be working on now. But the article was factually correct. While it was frustrating, nothing could be done.
Finally, remember to always be respectful and professional. You have worked hard to develop good working relationships with reporters, so you want to make sure that you make requests that don’t jeopardize their future coverage of your news.
Feel free to get in touch with me if you would like more insights on how to develop and maintain good relationships with reporters. You can reach me by email at firstname.lastname@example.org.
Public Reputation Management Tip for October 30, 2013
Apparently not everyone is reading our “Tips of the Week,” or a certain partner at Reed Smith might have taken heed of the suggestions my colleague Kevin Aschenbrenner recently provided on how to avoid embarrassing yourself and your firm on social media.
Instead, this partner evidently didn’t think through the significance of entering into a public Twitter debate with SCOTUSblog that resulted in him using foul language and demonstrating unprofessional behavior. Several media outlets then picked up on this heated and embarrassing exchange, no doubt causing him and the firm further humiliation.
This firm responded that posting offensive commentary is against its law firm social media policy, which is something we would expect most firms these days to create as an important first step in their social media activity.
Law firms and lawyers engaging in social media certainly need to be guided by a policy that demonstrates the firm’s values and provides parameters for online behavior. However, is just having a policy enough?
There are several other important tactics for law firms engaging in social media to consider.
Educating: Any member of the firm, whether administrative staff or senior partner, should undergo a series of social media trainings that delivers not only a comprehensive review of the law firm’s social media policy, but also an understanding of how the most popular platforms are to be used.
Before the Internet, stories about inappropriate behavior by lawyers were usually reserved for water cooler and telephone gossip that generally stayed within the boundaries of the local community. Containment was much easier to manage. However, stories shared by social media are global, instant and shareable.
Nearly everyone these days is using social media, from the receptionist posting family and friends’ photos on Instagram to the administrative assistant updating several partners’ LinkedIn profiles to the associate connecting with alumni via Facebook. Does everyone know how to properly use those platforms?
For example, just because an attorney decides not to use the law firm’s name with his or her profile, a level of professionalism is nonetheless expected of a lawyer who is communicating online, no matter what the site. The line between professional and online personal lives can be blurred, and it’s important to emphasize that restraint during controversial discussions is always the best course of action, no matter whether online or on the golf course.
Monitoring: Without a doubt, it can be tricky to keep up with the online activity of every individual at a law firm, and no one wants a Big Brother environment. But each firm should dictate how social media monitoring occurs, if indeed monitoring happens at all, and ensure that everyone knows about it.
It is in the firm’s best interest to understand its online public reputation and the related activity of its staff and lawyers. Does an associate have a pattern of sending tweets in a manner that is unpredictable and may cause problems if not nipped in the bud? Has a partner crossed an ethical line by “friending” a local judge on Facebook or connecting with him on LinkedIn?
Enforcing consequences: So the damage is done and the firm’s name has been dragged in the mud, along with the offender who didn’t think or care about the law firm’s social media policy. Now what?
How each firm handles the individual violation is up to the firm, whether it is as severe as a firing or as weak as a slap on the wrist. The important thing is to explain the potential consequences in the social media policy and provide frequent reminders throughout the firm so enforcement of violations is expected and understood by all.
It’s serious business to damage a public reputation, and it can be done with far fewer than 140 characters – the Reed Smith partner only needed 19 letters! The implications will be long-lasting, so what is your firm going to do about it?
Communicating: People are human, after all, and mistakes will be made. A breach of online etiquette by a partner or firm staff member can easily happen, usually from poor judgment in the heat of the moment. Having a communications plan in place to respond and react to damaging diatribes makes good PR sense for law firms. A law firm crisis communication plan should now include a social media section with a strategy for overcoming negative news.
Social media is here to stay, and it’s time that firms implement these critical measures beyond having a law firm social media policy. If you’ve witnessed a social media gaffe, share your examples in the comments (respect privacy, please!) and how they were handled well – or not!
For further insights about effective implementation of a law firm social media policy and strategy, contact Vivian Hood at email@example.com, and download a copy of our law firm social media policy template.
Public Reputation Management Tip for October 23, 2013
As the media continues to evolve in this electronic age, newsrooms are shrinking or disappearing, the role of journalists is changing, and opportunities for publishing news online are proliferating. The type of information getting published – especially online – also is changing. A decade ago, the chances of getting a law firm press release published verbatim were almost nil. Today, with news and aggregate websites in abundance, wire services publishing on the Web, and more non-journalism-trained editors deciding what gets published, the tables have turned for the press release as a PR tool.
A press release is no longer a vehicle just for informing journalists (who, in the past, mostly cherry-picked the facts they needed from a press release to incorporate into their own stories). In many cases today, a press release is the complete story that your audience will see. That makes the stakes higher than ever before. With that in mind, consider these tips on key ingredients and useful elements to include when writing a law firm press release.
- Include an attention-grabbing headline.
- Include the most “newsworthy” information in the first two to three paragraphs – your audience may not read beyond that.
- Emphasize what’s different about you, your firm or whatever news you’re communicating. Reporters love “firsts” and precedent-setting developments (if they are legit).
- Insert web links to your law firm’s site and blogs, attorney biographies, and related external web pages. (Even if publishers use “nofollow” links that don’t pass link juice, you will still point readers to your firm’s website where they can further engage with your content.)
- If there’s a related video, link to that also or embed it into the press release. YouTube and Vimeo players make it easy to copy embed codes.
- For releases about attorneys, add links to their social media platforms (e.g., LinkedIn, Google+ and Twitter).
- Provide an email address and phone number for someone knowledgeable and responsive as a media contact.
- Employ useful content. Great storytelling is what sells a release, and these add-ons and themes will help get reporters and editors invested in your news:
- Provide statistics, if applicable, to add timeliness and credibility to your story.
- Add local angles. For example, if a law firm has multiple offices, consider customizing releases for each office with a different market (city) dateline. In each release, quote a local attorney/office head on firmwide stories. Consider other ways to localize your release to interest journalists in each city where you want coverage.
- Try to pivot from a current event or story in the news. For example, for a press release about a new law firm office, juxtapose it against a recent story about a downturn in new business openings in the community.
- Relate your news to current or emerging trends in the legal industry. Reporters often are interested in piggybacking on top of what’s on the cutting edge.
- Analyze the impact of the news or development that your release covers. Don’t just report the news about you or your firm – explain how it may affect clients, the business community, other lawyers and law firms, and other key constituents.
- Include at least one good quote from an attorney source or the subject of the release. This adds “color,” personalizes the information, and breaks up the routine facts of “who, what, when, where and how.”
Don’t be intimidated by having to produce the perfect law firm press release every time out. By including as many key elements as possible, and hitting upon a couple of attention-grabbing content themes, you’re likely to have success in getting published and positively building the public reputations of yourself and your law firm.
Need other suggestions on how to write a press release that will get published and deliver the news you want to share? Contact me at firstname.lastname@example.org. Also, if you’re interested in receiving tips like this every week in your inbox, sign up for Jaffe PR’s weekly Newsstand.
Public Reputation Tip of the Week, October 16, 2013
We’ve all been there. You’re stressed or it’s late or it’s just been one of those very, very bad days. Your Twitter account is open on your desktop. You decide nothing would make you feel better than to rant. You craft an angry 140 characters and hit send.
Two minutes later, you realize what you’ve done. A yawning pit of regret opens up in your stomach. You hurriedly delete the tweet, but, in all likelihood, it’s been seen – and maybe retweeted – by clients, colleagues, friends, prospects, the whole wide world.
Unfortunately, there is no giant eraser in cyberspace, though a first-of-its-kind law in California attempts to allow minors to delete their cyber mistakes. For the rest of us, we’re all our own social media managers, and the buck stops with us.
Here are some tips to help avoid social media regret.
- Read your firm’s social media policy. Most law firms now have social media policies incorporated into employee handbooks. (If yours doesn’t, do your whole firm a favor and ask for one to be implemented. We have a great sample policy.) This should be your first step in making sure all your social media activity – including anything that’s strictly personal – shows your firm in a positive light. At the very least, you’ll know what’s permitted by your firm.
- Know your ethics. Along with understanding your law firm social media policy, you should also be very familiar with your state and local bar association social media ethics rules, as well as those from the American Bar Association. The last thing you need is for a random tweet to lead to an ethics investigation.
- Be wary of certain topics. As with polite dinner conversation, there are certain topics that you might want to avoid on social media. These include politics, religion, and anything that might make someone blush profusely. Of course, Twitter and other platforms have become battlegrounds for various political perspectives, and it is hard not to be drawn into a debate in the heat of the moment. This can have very serious consequences, however, your personal brand as an attorney.
- What would your mother think? We all have a little voice in our heads, often parental in nature, that lets us know when we might be making a bad choice. When posting to social media, listen to that voice. It’s probably right.
- Understand your social media voice. When we post a tweet or a status update we often view what we’re writing as a one-off. In fact, people may read through several pages of your tweets to get a sense of who you are on social media. This is why it’s important to understand your social media voice as a whole. Read through some of your past tweets. Are you ranting all the time? Are you snarky? Do you take a particular position over and over? Are you offensive or a bully? If you sense this in your own tweets, others will too.
- Consciously choose your social media persona. Buddhists and people who practice mindfulness or meditation often say that we can choose how we respond to certain situations, and whether or not our emotions carry us away. This is a good philosophy for social media. You can choose your social media persona and how you come across. Every tweet, status update or blog post should have a conscious choice behind it.
These are just some ways to ensure your social media activity is truly putting your best foot forward – rather than in your mouth.
Was a firm attorney recently recognized for his outstanding community service? Or was a partner honored by a section of the bar? Don’t be shy! An award can do much more than collect dust. Awards and accolades are excellent tools for building the public reputation of attorneys and their firms. Here are five tips for capitalizing on lawyer rankings and recognitions.
- Get the word out! Issue a press release to local publications with the news. Be sure to include some information on why the attorney received the honor and the type of work that stood out. The press release can be where you develop key messages that can be reused in other marketing activities.
- If possible, take out an ad in the event’s program. This is a great way to reach the attendees and associate the firm with the attorney’s good work. Be sure to include a sentence recognizing why the attorney is being honored.
- Don’t forget the law firm’s website! You will want to post the announcement and update the attorney’s bio. Treat the announcement like a landing page, since this page will be shared via email campaigns and social media. Be sure to include internal links to other relevant pages on the firm’s website.
- Send an e-blast to the firm’s clients and close friends, letting them know about the award. Knowing that your attorney has won an award will earn her respect from her clients and keep her top-of-mind. Include links to the firm’s website pointing to relevant content – the award announcement and the attorney’s bio.
- Social media, anyone? Be sure to congratulate the attorney on the firm’s social media channels. Encourage the attorney to post on his personal accounts as well. Don’t forget to link back to the award announcement or the attorney’s bio on the firm’s website.
Following these tips will help you further showcase the great work that your attorneys are doing.
If you have questions about how to get started, contact me at email@example.com. If you’re interested in more opportunities for industry awards and accolades, just download Jaffe PR’s 2013 Legal Rankings and Publications Report.
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