Content, Content Marketing, Data, Public Relations, Research, Website Content

Developing Law Firm Content like a Hollywood Script

“Law is a talent business, like Hollywood,” said Brian Kiefer, Director of Communications at Seyfarth Shaw LLP, speaking at a webinar June 19 sponsored by the Legal Marketing Association’s Public Relations Shared Interest Group (SIG). In the webinar, titled “Building Blockbuster Content into a Thought Leadership Franchise,” Kiefer focused on Seyfarth Shaw’s annual Workplace Class Action Report, now in its 15th year, that has become indispensable for class action defense lawyers. Kiefer continued the analogy to the entertainment industry throughout the webinar. “There are so many parallels between what we do as marketing and PR people to bring content into the marketplace and what Hollywood does,” he said. “Our first step is to align talent with content, like casting a film. It’s important to cast the right lead. The lawyer who is to be the face of the franchise can either be a highly experienced attorney or a relative unknown…

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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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Content, Content Marketing, Writing, Writing Advice

Writing is Not a Content Strategy

If “content is king,” content marketing is the king’s highway. Content marketing has been defined as a strategic marketing approach that is focused on creating and distributing valuable, relevant and consistent content to attract and retain a targeted audience and ultimately to drive new and renewed business. Typical formats for content marketing include blogs, newsletters, webinars, client alerts, videos, and many others. Although in a law firm these materials will usually appear under the byline of an attorney, the firm’s PR team will normally have a role in planning the firm’s content strategy. And although content marketing started in the corporate world, law firms have been adopting content strategies in the past few years – and they have quickly become an important part of the law firm communicator’s toolbox. As a Huffington Post article reported in 2016, Which industry is absolutely crushing content marketing? Bet you’ll be surprised to learn…

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Events, Media Relations, Media Strategy, Public Relations, Public Relations Strategy

You’re Invited to Promote This

At the Legal Marketing Association conference in New Orleans in early April, the PR Pre Conference hosted a panel, “You’re Invited to Promote This.” The discussion centered on how law firms can generate their own PR from events they host or produce. Moderated by Elizabeth Lampert, president of Elizabeth Lampert PR, Carrie Brunelle from Baretz + Brunelle; Royal Simpkins, director of branding and communication at Bryan Cave LLP; and Anne Gallagher, director of global communications at Jenner & Block LLP shared their experiences with event PR. The speakers pointed out that just like most PR matters, this type of promotion is far from an exact science. A firm can spend a good deal of money and time promoting an event or a theme and can gain a commitment from a reporter – but the reporter might fail to show up or to pursue the lead because of factors that are out…

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