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Read media relations articles by David M. Freedman
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Getting an article published under
your byline, in a respected publication that is read by your clients and
referral sources, “is a logical first step in marketing,” says Ford
Harding in his excellent book Rain Making.* Lawyers who are just
beginning to market their services “need to build their stature, develop
name recognition, and flesh out a resume. Articles do all of these things.”
In this handbook, the third one in The GET GOOD PRESS Series for Lawyers,
the authors walk you through all the steps you need to take to choose
topics, compose creditable articles and op-ed pieces, and place them in the
print and/or online media that you target—though not necessarily in that
order. Often the most effective way to go about it is to get an article
published (that is, get assurance that the publication is interested in your
topic and believes you are qualified to write about it) before you write it.
The authors also give you tips on writing letters to the editor, which is a
vastly underrated and extremely cost-effective way to get media exposure and
demonstrate your value as a source of valuable information and good advice.
If you don’t have the time or the skill to write publishable articles, this
handbook will show you how to collaborate with a coauthor, freelance editor,
or ghostwriter to help you get a compelling story out of your head and onto
the page. You’ll also learn the most effective ways to leverage your
published articles for maximum exposure by posting them to your website,
distributing reprints, using them as the basis for a speaking engagement or
seminar, etc.
“Under Your Byline” is written by two successful media relations
professionals who also have decades of journalism experience. The authors
have won prestigious awards for legal journalism and for public relations
work that they did for law firms—including helping lawyers get articles
published under their bylines.
* Ford Harding, Rain Making: A Professional’s Guide to
Attracting
New Clients, Adams Media, Avon MA, 1994, page 24.
Table of Contents
Introduction
Part A: The seven steps >
1. Define your target audience (consistent with your marketing strategy).
2. Identify publicatons for which to write articles.
3. Select topics that are appropriate for your selected publications.
- An interpretation or explanation of a law or a legal trend, and how to exploit it or comply
with it
- How to avoid or manage disputes in certain situations
- How to deal with regulatory or law enforcement agencies
- How to navigate the judicial system or communicate with courthouse personnel
- How to get along with lawyers (written in self-deprecating style, of course)
- More topics
4. Conduct research, focus and organize the article, and create an outline.
5. Query editors and get the assignment (or at least some assurance).
6. Compose the article (or collaborate with a coauthor or ghostwriter).
7. Submit the article and work with the editor through the editing process.
Part B: Writing op-ed pieces and
columns
Part C: Writing letters to the editor
Part D: Leverage your bylined works for maximum exposure
About the authors, acknowledgements
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TESTIMONIALS
"The GET GOOD PRESS handbooks offer up-to-the-minute best practices on
various aspects of PR and dealing with the press, as well as illuminating
examples and immediately employable strategies and tips. They are
comprehensive, easy to read, and no-nonsense.”
— Sydney Iglitzen, Public Relations Manager, Brinks Hofer Gilson & Lione,
Chicago; and Public Relations Committee Chair, Legal Marketing
Association-Chicago
* * * *
"These are extraordinarily well written and
designed booklets that can truly aid practicing attorneys in developing a
media presence."
— Michael Steinberg, attorney in solo practice and NASD arbitrator,
Glencoe, Illinois
* * * *
"I found your books invaluable. I learned
so much. They really tell you how to get it done."
— Audra Callanan, Director of Marketing, Hamilton Brook Smith & Reynolds,
Concord, Massachusetts
* * * *
"The GET GOOD PRESS Series for Lawyers is
blessedly practical and impressively market-wise. David Freedman and Paula
Levis Suita understand full well why lawyers have such a pressing need to
master the dos and don’ts of public communications, and they provide a
real arsenal of best practices that will directly benefit both legal
practitioners and their clients. Bravo!"
— Richard S. Levick, Esq., President & CEO, Levick Strategic
Communications, LLC, Washington, DC
* * * *
“Any lawyer who wants to learn how to work
the media to get clients should read Freedman and Suita’s extremely
practical handbooks.”
—Joey Asher, Esq., author of Selling and Communication Skills for
Lawyers, Atlanta.
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