How to Make Your Content Appealing to the Media: A Webinar for Lawyers and Legal Marketers

Copyright 2017 Legal Writers Bureau

How to Make Your Content Appealing to the Media:

A Webinar For Lawyers and Legal Marketers

March 16, 2017

The Legal Writers Bureau Presents



Speakers

David L. Brown is editor in chief of the Legal Writers Bureau and chief content officer of Good2bSocial. He works closely with clients to create high-quality digital content and provides editorial guidance for the Good2bSocial team. Prior to joining Good2bSocial, he was the vice president and editor in chief at ALM Media, where he directed digital and print content across the company’s network of legal media brands. He has also served as editor in chief of The National Law Jour-nal and editor in chief of Legal Times in Washington D.C.

Kris Fischer is the former editor in chief of the New York Law Journal, where she broadened the coverage of the legal community in New York to include all state and federal courts and court administration, large and small firms, in house counsel, public interest organizations, government agencies and law schools. Prior to joining the Law Journal, Kris was acting managing editor of the weekly New Jersey Law Journal, and senior editor of Manhattan Lawyer and senior editor of The Amer-ican Lawyer magazine.


Speakers

Moderated by:

Guy Alvarez is founder and Chief Engagement Officer of Good2bSocial which helps legal-industry companies and law firms of all sizes understand and leverage the power of content marketing, digital marketing and social media. Starting out as a lawyer, and over his 25-year career, Guy’s deep expertise spanning the fields of law, technology, and marketing, has enabled him to emerge as a leading voice in the application of digital and social technologies for business.

Anthony Paonita is a longtime writer and editor of legal affairs and business. Until recently, he was an editor at ALM Media, serving as editor in chief of the award-winning legal/business trade publication and website Corporate Counsel, as well as a senior editor at The American Lawyer. Previously he was an editor at The National Law Journal, where he was senior editor and editorial writer.


Submitting an Article

Do your homework about the publication

Know the audience you want to reach

Make a clear pitch – know what you want to say with this article.

What Editors Are Looking For

It varies by publication and audience.

A fresh perspective can be even more important than timeliness.

Editors need to fill space or meet the needs of an editorial calendar.

31



Hot Topics for Legal News Editors

Impact analysis of a major court decision or new regulation.

Uncovering something unseen – an obscure decision or regulation that’s having an unexpected impact.

Legal business topics – money, partnerships, etc.

Inside baseball tips – what to know about a particular court, type of client, etc.

Writing Tips

This isn’t a legal brief – ease up on the legalese.

Clearly state your point near the beginning of the piece.

Pay attention to the ‘voice’ of the publication. Some like a scholarly tone; others want a journalistic style.

You will be edited. Get over it.



Common Pitching Mistakes

Picking the wrong editor (or publication) to pitch.

Sending a generic pitch clearly intended for mass distribution.

Pitching an article that’s already been written.

Silly errors can undermine your credibility. (Misidentifying the editor, misspellings, etc.)


Tips for Building Relationships

Try to have a real conversation — on the phone, over coffee — to brainstorm ideas (but be sensitive about time/deadlines).

Use social media to reach out.

Make the editor’s life easier. (Pitch articles that will meet edit calendar needs, offer a web-friendly series.)

Serve as an ambassador to your firm or to people associated with your area of expertise (judges, lawyers, academics).


Difficult Writers

Difficult can mean hard to edit – or unresponsive (which can be worse).

Understand that this is a collaboration.

As newsrooms shrink, staffs will look for easier relationships.

This is an area where PR/Marketing people can play a strong role.


Difficult Editors

Remain responsive and consistent. Remember, it’s their ink (or pixels).

Understand the dynamics of the newsroom (deadlines, shrinking staffs, etc.)

Follow the rules. Deadline, article length, etc. matter.


Why Develop a Relationship

You’ll have a better understanding of the publication and its needs.

You can become a go-to person for editors.

On sensitive stories, you have an ear in the newsroom.


Most Effective Relationships

Reach out consistently and have something to offer.

Serve as a sounding board for ideas – not just your own.

Understand that reporters will still ask tough questions.


Q&A


Thank You!

For more information visit The Legal Writers Bureau & Good2bSocial

https://good2bsocial.com/legal-writers-bureau/

https://good2bsocial.com/

https://good2bsocial.com/legal-writers-bureau/

https://good2bsocial.com/