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Client Alerts

Blogging, Blogs, Client Alerts, Content, Journalism

Why Traditional Legal Writing Fails in Content Strategy

Sometimes, lawyers need to write as if they were journalists. Here’s why. Let’s start with the idea that the “inverted pyramid” is the basic structure of any news story. Under this plan, the most fundamental facts, the ones the reader really needs to know, appear in the first paragraph of the story. This is usually the information that corresponds to the “five W’s” of journalism – who, what, when, where and why. Less essential information appears in later paragraphs, roughly in order of its importance. This time-honored structure, which was born in the days of linotype machines, continues to work well in the busy online world, where so much content is out there competing for the reader’s attention. It gives the reader an immediate idea of what the story is about and permits him or her to choose to read further in the article — or to move on to…

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Client Alerts, Content, Writing, Writing Advice

So What? How to Write Client Alerts That Get Read and Get Results

When you are writing or editing a client alert, have you asked yourself, “So what?” That is the first question you should ask according to Peter Darling of the Repechage Group, a consultancy that advises law firms and others on content strategy. Peter was the featured speaker on a Legal Marketing Association Webinar hosted by the PR SIG on November 29. During the webinar, Peter provided detailed advice and examples to help law firms increase the odds that client alerts do not become a wasted effort. Peter shared the first thing he learned in his writing career: before you write something, you need to ask who is the audience and why the content is important to them. More importantly, the author needs to give the reader a reason to care. As a former practice attorney, Peter said lawyers are trained to ignore the key principles of creating great content, largely because they…

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Why Are You Writing That Client Alert? The News Is Old.
July 11, 2013
Client Alerts, Public Relations

Client Alerts in a Perfect World

In a perfect world, PR professionals would be alerted when a lawyer or team of attorneys starts writing a client alert. That’s because many client alert ideas are generated way before the finished product is posted to a website or sent to my inbox. I realize that the attorneys do not often think of us when they see something that is newsworthy or a development in their industry that their clients need to know about. But, I wish they would. If given the heads up, we, as PR professionals, can do more than just try to find a home for an alert that most often is days or weeks old, and posted well after the media has moved on from its coverage. Here are some tips to help your attorneys think of PR before they put fingers to a keyboard: 1. When you hear or read of a development in…

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Client Alerts

Why Are You Writing That Client Alert? The News Is Old.

The Obama administration recently announced a one-year delay of the “shared responsibility payment” penalties and other reporting requirements under the Affordable Care Act (ACA), which generated a lot of news coverage. I read numerous alerts from law firms about the news when it came out on July 3rd, and as well as the following day outlining this major change. Yet, today I got another client alert with the same facts that I have been reading this past week. I am sure the firm’s clients are asking the same question I asked myself; Why bother writing a client alert? The news is old. Chances are, even if a client left for the long holiday break, they may have seen the news since it was widely reported by all major media outlets. By sending out the news seven days later, it shows the client that the firm is not up on current…

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So What? How to Write Client Alerts That Get Read and Get Results
December 1, 2016