One of the most powerful marketing tools that an attorney possesses is knowledge of the law. However, showcasing this ability is easier said than done. That’s because of the principle that showing is more effective than telling. In other words, you can tell your audience how knowledgeable, experienced or savvy you are when it comes to matters of the law, but that will do little to convince them that what you say is true. Showing that you possess this knowledge carries significantly more weight.
So how do you express your experience? The answer is through bylined articles.
Bylined articles are writing opportunities that established publications give to outside contributors. Many types of publications offer bylined article opportunities, from newspapers and general business magazines to niche trade publications. The benefits of bylined articles are many, including:
- An opportunity to showcase thought leadership
- A chance to build credibility for yourself before a specific audience
- Greater control of the content and context of your words than a media interview
- Greater depth and substance than media interview quotes
- Greater credibility than owned content, such as a blog
Want to learn more about bylined articles? Check out this article by Jaffe’s Bethany S. Early on creating byline success with a PR playbook or this article by Stephanie Holtzman about the benefits of bylined articles and blogging.
How Can Jaffe Help You with Bylined Articles?
Jaffe’s full-service team of professionals can help you with your law firm’s bylined articles every step of the way. Our strategists can help you develop newsworthy topics that will resonate deeply with your audiences, while our public relations professionals can identify and coordinate with target outlets for publishing opportunities. Our content team can work with you to edit your original article to enhance its appeal to your readership. If time is a factor, we can even collaborate with your attorneys to ghostwrite an authored piece on their behalf. Once an article publishes, we track down the website link and information pertaining to reprint rights so you can showcase your authored content on other channels, including your law firm’s website.