Jay M. Jaffe recently sat down with a focus group of legal PR and marketing professionals to explore the evolving field of Legal Brand Journalism™. Following the discussion, we decided to put together a commentary on some of the frequently asked questions the group raised.
Here's how it all started.
We hear a lot today about brand journalism. How would you define it for the work you do in the legal marketplace?
First you have to understand that Legal Brand Journalism™ isn’t some fad or trend or new way of referring to traditional PR or media relations. It is the natural progression of the market forces that are rapidly evolving all around us:
• The declining size of the traditional news media. The combination of the changing economy and evolving technology has drastically cut the number of stories that traditional news organizations are producing that used to cover your law firm, your profession, your practice area and the legal marketplace.
• The increased amount of legal and legal business content available in general.
• The ability, because of technology, for everyone to become a producer and consumer of news.
• The increased production of compelling content by your growing list of competitors.
As a result, the marketplace had to discover a new way of telling unique stories. I like to say that Legal Brand Journalism makes thought leadership happen.