Last week I wrote about re-using press releases to ensure you get your money's worth from each one. In this post I'm explaining how to do the same for blog posts.
So, once you've written a post that's not only valuable but interesting, and audience appropriate - what next? Well first of all, you need to promote it. So do the obvious and share it on Twitter, post a link to it on your LinkedIn profile and add it to your firm's and your individual Google+ page (assuming you use this for professional purposes).
After you're shared the content across a variety of platforms, think about how you can re-use it. The obvious starting point is your firm's newsletter.
Depending upon the size of your blog audience, you could think about re-writing the piece. If you decide to do this - consider whether you can make it more relevant to a particular set of clients. If you send out a variety of different newsletters, even more reason to focus the content for that particular group.
If you have just the one newsletter, and the content is relevant to a large proportion of its readership, turn it into a 'top tips' piece or similar.
Also consider whether the content might be of interest as a guest blog. Popular bloggers are often open to content from different writers to help lighten the load of writing fresh, insightful content, but also because they want to add value to their readership by posting new perspectives and handy information.
Think about the blogs that you read, and whether there might be room for some of your writing. If there is a cross-over between their content and likely audience, and your target audience, then get in touch.
Before you make your approach though, just mentally sense-check your proposal. Ensure that your pitch shows that you understand the blog you want to write for. Many bloggers write out of a passion for their subject and poorly thought-out, irrelevant pitches are not only ineffective, but may cause offence.
By Victoria Moffatt.
LexRex provides specialist PR and communications consultancy to law firms across the UK. Headed by ex-lawyer Victoria Moffatt, we understand both the law and the art of communications.
LexRex now offers a range of different writing training courses, including the popular 'Exciting Writing for Lawyers' and 'Clear Writing for Junior Lawyers' workshops. If you would like further information about these new products or our other services, please drop us a line via email: info@lexrexcommunications.com or tweet us: @LexRexComms or@vicmoffatt
Monday 22 July 2013
Monday 15 July 2013
Re-using Law Firm Content Part 1: Press Releases
This week's post is a guide for lawyers on making the most of and re-using press release content. In later posts I'll cover articles and blogs.
But first, a moment of reminiscence... Back in the day when I was a practising solicitor, I had a ring-binder full of precedent documents. This included sample particulars of claims, defences, grievance letters and letters of advice. To save time I would turn to this folder at least once a week, and either use the content as guidance or as a refresher, or even; in straight-forward repeat matters such as residential landlord and tenant claims, reuse the copy verbatim.
Now I'm sure I'm not the only person with a sneaky ring binder. Although these days it would probably be a file on my desktop. But why is my precedent folder relevant to this blog?
Well, it's the concept of re-using and recycling that's relevant here.
When I speak to lawyers about their PR and online marketing strategies (if indeed they have such a thing), one of the complaints I hear over and over again is that they simply don't have the time to create as much content as they would like.
Now, I 'get' this, but there are ways to make it easier upon yourself - you just need to learn to recycle. If you have some great news - big deal, new partner announcements, year-end results etc. you will most probably issue a press release. That in itself is probably at least half a day's work for somebody.
Now - what else do you do with that copy once you've issued the release? Nothing? More fool you.
If your news is covered anywhere, you've probably got the basics right and you should stick a copy of the release in your firm's version of my ring binder. You can then use this as inspiration next time you have something to say.
In addition, after you've given your target media the chance to use or discard your press release, reword it slightly and publish it on your website.
Then - share it on LinkedIn and think about putting it on your Google+ page.
Consider tweeting a few links (over time) to the announcement on your website or any online coverage and whilst you're at it, retweet any tweets covering your news issued by any of your target media*, or any indeed other friendly tweets that mention your firm in this context.
Finally, you can re-use the copy all over again when you create your next client newsletter.
Honestly... that's quite a list of things you can do with a 500 word press release...
*You do follow your target publications and the relevant journalists on Twitter - don't you?
By Victoria Moffatt
But first, a moment of reminiscence... Back in the day when I was a practising solicitor, I had a ring-binder full of precedent documents. This included sample particulars of claims, defences, grievance letters and letters of advice. To save time I would turn to this folder at least once a week, and either use the content as guidance or as a refresher, or even; in straight-forward repeat matters such as residential landlord and tenant claims, reuse the copy verbatim.
Now I'm sure I'm not the only person with a sneaky ring binder. Although these days it would probably be a file on my desktop. But why is my precedent folder relevant to this blog?
Well, it's the concept of re-using and recycling that's relevant here.
When I speak to lawyers about their PR and online marketing strategies (if indeed they have such a thing), one of the complaints I hear over and over again is that they simply don't have the time to create as much content as they would like.
Now, I 'get' this, but there are ways to make it easier upon yourself - you just need to learn to recycle. If you have some great news - big deal, new partner announcements, year-end results etc. you will most probably issue a press release. That in itself is probably at least half a day's work for somebody.
Now - what else do you do with that copy once you've issued the release? Nothing? More fool you.
If your news is covered anywhere, you've probably got the basics right and you should stick a copy of the release in your firm's version of my ring binder. You can then use this as inspiration next time you have something to say.
In addition, after you've given your target media the chance to use or discard your press release, reword it slightly and publish it on your website.
Then - share it on LinkedIn and think about putting it on your Google+ page.
Consider tweeting a few links (over time) to the announcement on your website or any online coverage and whilst you're at it, retweet any tweets covering your news issued by any of your target media*, or any indeed other friendly tweets that mention your firm in this context.
Finally, you can re-use the copy all over again when you create your next client newsletter.
Honestly... that's quite a list of things you can do with a 500 word press release...
*You do follow your target publications and the relevant journalists on Twitter - don't you?
By Victoria Moffatt
Monday 1 July 2013
Lawyers: 5 Tips for Effective Writing
Writing... It's a topic I've covered before, and if you're interested, check out my posts on writing a law blog and writing clearly. Today though, I want to cover writing techniques at a more granular level.
My experience is that writing is an act of constant editing. The hardest bit is typically getting something on paper, but once that first draft is written, it is then simply a matter of chopping and changing the content until you're happy.
Tip 1: just do it
I think a lot of people do 'just do it' and then press publish or send. Please don't do this. Check your writing carefully and at the very least, run a spelling and grammar check. But don't rely solely upon this, as it will only highlight incorrectly spelt words, not those used incorrectly - for example 'any' rather than 'and'.
I edit all copy ruthlessly and endlessly. I'm also obsessed with brevity and clarity. I read a great post on LinkedIn this week about cutting irrelevant words from writing and announcements. The article is spot on and you can check it out here.
Tip 2: edit edit edit
Sometimes, I really struggle to get something down - often when I'm tired, or if I've already written a lot of content that day. When floundering I try to move onto something less demanding for an hour or so.
Tip 3: write when you are fresh and full of beans
My pet hate is the use of the same word or phrase over and over again. If you've used 'professional' once, try not to rely upon it again. The same goes for specialist, expert, unique, valuable etc. It's lazy writing and there's usually no excuse for it. Thesaurus.com is a handy resource, as is the Microsoft synonyms tool. You can also use the 'find' function if you fear you've over-used a particular word. Sometimes repetition cannot be helped - but even just being conscious of avoiding it will probably make you a better writer.
Tip 4: don't overuse favourite words or phrases
I like to keep my sentences really short. That's because I think they are easy to read. In addition, short sentences enable me to keep to the point, and hopefully encourage my reader to continue.
Punctuation is a little bit like breathing. (Takes a breath) Insert commas and full stops at natural pause-points and you won't go far wrong. (Takes a breath).
If you write really long sentences without making use of punctuation marks your reader will find it difficult to understand where one idea ends and the next begins, they will also hate you for being unclear and for not giving them permission to stop and breathe.
If I'm honest, even writing that sentence was a struggle, and reading it back makes my eyes start crossing. Hopefully you understand my point.
Tip 5: keep sentences short and make use of punctuation marks
The above 5 ideas are just the points that I use to guide my writing, so let me know if you think I've missed anything fundamental.
By Victoria Moffatt
LexRex provides specialist PR and communications consultancy to law firms across the UK. Headed by ex-lawyer Victoria Moffatt, we understand both the law and the art of communications.
LexRex now offers a range of different writing training courses, including the popular 'Exciting Writing for Lawyers' and 'Clear Writing for Junior Lawyers' workshops. If you would like further information about these new products or our other services, please drop us a line via email: info@lexrexcommunications.com or tweet us: @LexRexComms or @vicmoffatt
My experience is that writing is an act of constant editing. The hardest bit is typically getting something on paper, but once that first draft is written, it is then simply a matter of chopping and changing the content until you're happy.
Tip 1: just do it
I think a lot of people do 'just do it' and then press publish or send. Please don't do this. Check your writing carefully and at the very least, run a spelling and grammar check. But don't rely solely upon this, as it will only highlight incorrectly spelt words, not those used incorrectly - for example 'any' rather than 'and'.
I edit all copy ruthlessly and endlessly. I'm also obsessed with brevity and clarity. I read a great post on LinkedIn this week about cutting irrelevant words from writing and announcements. The article is spot on and you can check it out here.
Tip 2: edit edit edit
Sometimes, I really struggle to get something down - often when I'm tired, or if I've already written a lot of content that day. When floundering I try to move onto something less demanding for an hour or so.
Tip 3: write when you are fresh and full of beans
My pet hate is the use of the same word or phrase over and over again. If you've used 'professional' once, try not to rely upon it again. The same goes for specialist, expert, unique, valuable etc. It's lazy writing and there's usually no excuse for it. Thesaurus.com is a handy resource, as is the Microsoft synonyms tool. You can also use the 'find' function if you fear you've over-used a particular word. Sometimes repetition cannot be helped - but even just being conscious of avoiding it will probably make you a better writer.
Tip 4: don't overuse favourite words or phrases
I like to keep my sentences really short. That's because I think they are easy to read. In addition, short sentences enable me to keep to the point, and hopefully encourage my reader to continue.
Punctuation is a little bit like breathing. (Takes a breath) Insert commas and full stops at natural pause-points and you won't go far wrong. (Takes a breath).
If you write really long sentences without making use of punctuation marks your reader will find it difficult to understand where one idea ends and the next begins, they will also hate you for being unclear and for not giving them permission to stop and breathe.
If I'm honest, even writing that sentence was a struggle, and reading it back makes my eyes start crossing. Hopefully you understand my point.
Tip 5: keep sentences short and make use of punctuation marks
The above 5 ideas are just the points that I use to guide my writing, so let me know if you think I've missed anything fundamental.
By Victoria Moffatt
LexRex provides specialist PR and communications consultancy to law firms across the UK. Headed by ex-lawyer Victoria Moffatt, we understand both the law and the art of communications.
LexRex now offers a range of different writing training courses, including the popular 'Exciting Writing for Lawyers' and 'Clear Writing for Junior Lawyers' workshops. If you would like further information about these new products or our other services, please drop us a line via email: info@lexrexcommunications.com or tweet us: @LexRexComms or @vicmoffatt
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