Category

Journalism

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…

Read more
Related posts
Developing Law Firm Content like a Hollywood Script
June 25, 2018
Writing is Not a Content Strategy
April 24, 2018
Holding Law Firms Hostage with Sponsored Content
April 10, 2017
Data, Journalism

Why the Media Loves Data

  The old adage, “What gets measured gets done,” has never been more true than it is today. We live in a digital world in which nearly everything can be and is being measured, so there are now data-filled reports on everything. How many media mergers are on the horizon? What are the financial metrics for law firms in 2017? How did small and midsize law firms survive the big law salary hikes? There are surveys and reports for those things, and, it seems, for everything else. And the media seems to love writing about them. In fact, a whole new branch of journalism called data-driven journalism has sprung up in the past few years, as journalists have learned to use the powerful tools of the internet to come up with stories that would have been impossible to research and write as recently as 10 years ago. Data-driven journalism has been defined as…

Read more
Related posts
Content, Content Marketing, Journalism

Holding Law Firms Hostage with Sponsored Content

Plenty of legal publications like to write profiles of in-house corporate general counsels. Editors and publishers know their readers are interested in finding out what it’s like to guide the legal function of a major company like Google or General Motors. And GC’s of smaller companies are interesting because of the diverse nature of their work and they often have interesting and unusual backgrounds and experiences. For corporate PR professionals these outlets can be excellent opportunities to showcase their top in-house talent. However, some publications have emerged that appear to be unbiased news outlets but function more as “sponsored content” or “custom publishing.” That means they are essentially advertising material just as a company would produce a glossy brochure highlighting a new product or service. Vanguard magazine, recently founded by TrueLine Publishing Co. appeals to its clients with the tagline “Your Story, Here.” On its blog, it describes itself as being “dedicated exclusively to the…

Read more
Related posts
Developing Law Firm Content like a Hollywood Script
June 25, 2018
Why Traditional Legal Writing Fails in Content Strategy
June 15, 2018
Writing is Not a Content Strategy
April 24, 2018
Journalism, Media Relations, Public Relations

Making the Transition from Media Hack to Law Firm Stooge

We see the notices almost daily about a reporter leaving the news business and moving to the (more lucrative) in-house communications positions. Just last week it happened again as a senior legal affairs reporter is leaving the San Jose Mercury News to join leading global law firm Orrick. It’s a good get for the PR team at Orrick, because after all, who would know better how to work with a lawyer and sniff out a story than an experienced journalist. But leaving a career as a journalist to join a firm is much more than just a change in job, it has to include a change in mindset. As the Internet has made reporters’ lives more stressful more and more are choosing what appear to be the greener pastures of PR. It’s a transition I successfully navigated nearly 16 years ago, and requires some thought and reflection. Here are a few…

Read more
Related posts
Target media outlets that target your clients
October 4, 2016
When to Politely Decline a Media Request
August 11, 2016
Facts are boring. Stories are Compelling.
February 22, 2016