Client alerts are a staple of law firm marketing that can also serve as a powerful PR tool. These short news pieces inform clients of recent developments in the law and provide analysis on how these changes will impact their business. A client alert is a valuable piece of content, but its usefulness doesn't have to end with the initial email to clients, publication on the firm’s website or distribution via social media.
These alerts can support a firm's broader PR goals, such as building brand awareness, securing media coverage, or attracting new clients. By repurposing them, you can extend their reach, demonstrate expertise, and engage with a wider audience.
Submitting Legal Alerts to Third-Party Publications
One way to repurpose the client alert is to have it republished in a legal, trade or business magazine.
In order to better create an alert that will appeal to third-party publications, the piece should focus on practical advice and avoid legalese. It should go beyond just explaining the legal change but provide concrete, actionable advice on what clients should do in response. Don’t waste time with lots of background information and remember to put your conclusion upfront where the reader can see it before they dive in.
A client alert is often better suited for publication by a legal outlet, especially if it’s heavy on the law and would be better understood by legal professionals. If the goal is to have it republished in a trade publication, then it should specify how a particular industry will be impacted by the recent development in the law. For large firms, legal alerts are often being distributed to large mailing lists with a broad audience that spans many industries. This may restrict the author’s ability to provide content focused on just one industry. However, when possible, consider making minor revisions to the alert after it has been distributed to clients to tailor it for a specific industry.
Very few business magazines publish third-party content. Some business journals may publish third-party content, but it will depend on the local market. Also, the lead time to get the article published in business journals may be several weeks or even months from when the article is submitted so evergreen topics may be a better fit.
A client alert can also be sent to journalists offering the attorney who wrote the piece as a source on the topic. I recently had a publication pull quotes from a client alert to use for a story on the topic.
Topic Relevancy and Timeliness of Client Alerts
Often times, the alerts have a short shelf life, especially if they’re on a topic where the law is quickly or constantly changing. For instance, currently, there are almost daily developments regarding tariffs so a client alert that comes out today may be out of date a week later. It may be easy enough to update the alert but if the scope of the developments is extensive, then it may make more sense to draft a completely new alert. Since most publications are online, an article can typically be posted soon after it has been accepted.
Remember, it’s likely many law firms are sending out client alerts on the same topic, so it’s important to make your alert stand out. Consider approaching the topic from a different angle or write about the non-obvious implications. Finally, apply the topic to your firm’s strengths or specializations.
In the past, many online publications, required that the article be exclusive to them. This included the article not being published on the firm’s website. However, many of these publications are in constant need of content so they have relaxed their requirements.
A client alert allows firms to stay in touch with clients, demonstrate thought leadership, and build trust. By focusing on timely and relevant information, using clear language, and highlighting the implications for clients' businesses, these alerts can elevate a firm's image and strengthen relationships.