Why editorial calendars are a must for AEC PR in 2023

January 31, 2023

Sometimes working with the media can be like trying to predict all the change orders an owner will have on a project before construction even gets started.

“If only reporters and editors would just tell us what they’re covering next.”

How often does this thought run through your head as an architecture, engineering and construction (AEC) PR professional or marketer? Weekly? Daily? Hourly? Does it haunt your dreams? Your nightmares? Do you wake up in a cold sweat each morning, worried you missed getting your subject matter experts (SMEs) into the next Big Story? 

Okay, maybe I’m being a bit dramatic, but if you’ve thought this before, you are not alone. Most of us spend way too much time obsessed with what’s going to catch the media’s attention. Some days I wish I had some kind of crystal ball that could help me peer into the future and see the stories to be written that need my clients as sources. 

And then I remember that, while there isn’t a Magic 8 Ball to read your client’s mind and anticipate every change order request (yet!), there is a similar tool for media outlets, and I can access it anytime I want. It’s the humble editorial calendar (also known as an edcal, if you’re into lingo). What’s that, you ask? Well, it’s only the best way to predict some of what a target media outlet will cover in the next 12 months. If this is news to you — or if it’s a reminder of a tool you once used but have forgotten while pursuing shiny new whizbangs — have I got a blog post for you.

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Why editorial calendars are a legal PR crystal ball for 2023

December 22, 2022

“If only reporters and editors would just tell us what they’re covering next.”

How often does this thought run through your head as a legal PR professional or marketer? Weekly? Daily? Hourly? Does it haunt your dreams? Your nightmares? Do you wake up in a cold sweat each morning worried you missed getting your sources into the next Big Story? 

If so, you are not alone. Most of us spend way too much time obsessed with what’s going to catch the media’s attention. Some days I wish I had some kind of crystal ball that could help me peer into the future and see the stories to be written that need my clients as sources. 

And then I remember there is such a crystal ball, and I can access it anytime I want. It’s the humble editorial calendar (also known as an edcal). What’s that, you ask? Well, it’s only the best way to predict some of what a target media outlet will cover in the coming 12 months. If this is news to you — or it’s a reminder of a tool you once used but have forgotten while pursuing shiny new whizbangs — have I got a blog post for you.

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A legal tech professional’s guide to the media you must know: The bloggers and media outlets

September 30, 2022
Securing coverage in trusted media outlets will help build your case before notoriously selective lawyers and other legal tech purchasers.

It has never been a better time to be in legal technology. As the billable-hour model confronts continual client backlash, law firms and in-house counsel are more eager than ever to streamline their work with the right technology. Law firm partners are also seeking new ways to leverage technology to expedite discovery work, create compelling trial presentations and maximize profits.

Through legal transformation, the process of leveraging technology, outsourcing and other tools to “transform” the way legal tasks are done, companies and law firms have been able to realize cost savings across the board by automating traditionally manual processes — all while helping counsel both outside and in-house focus their legal acumen on more pressing, high-risk matters.

It does not matter if you’re an eDiscovery company, contract lifecycle management (CLM) provider, e-sign processor, or Web 3.0 application developer; there is space for your company to grow and compete in a rapidly growing niche that already sports several multibillion-dollar unicorns. However, companies and startups entering the legal field will find that the very lawyers they are targeting care about the same selling points: each company’s reputation and ability to create value. 

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Law360: Law firm submissions 101

July 25, 2022

There are more legal rankings and award opportunities than degrees on our summer thermostats.

And while some are legitimate recognitions for your law firm and attorneys, many are money grabs that give way more of an “aWaRdS” vibe — they aren’t worth your time and truly don’t serve to provide a distinction.

Now, we don’t want to come across as too negative. There are many legal awards we highly recommend for clients (Chambers, The Legal 500, Super Lawyers and The Best Lawyers are some of our favorites).  

Today we are exploring Law360 awards and rankings, and why we think they are worth the non-billable hours for your firm.

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Architecture public relations: 6 publications every architectural firm should target to showcase projects, expertise

June 28, 2022

When prestigious architectural publications showcase an architecture firm’s work, it gives that firm an invaluable stamp of approval that can play a key role in business development. 

While these publications are read by other architects — and not necessarily by clients — the coverage in these publications acts like a coveted referral from a trusted expert. It sends the message that your firm does quality work. 

While coverage in publications that clients read — like your local business journal or trade magazines such as Building Construction + Design, Medical Construction & Design and Hospitality Design (depending on your industry focus) — is also important, the strategy is different. These publications, while helping to establish your firm on your clients’ radar and demonstrate expertise in their industry, don’t provide the same cachet as publications like Architectural Record or Metropolis

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The Legal 500: Law firm submissions 101

April 4, 2022

We love legal rankings. It’s true.

We love a lot of normal loveable things, like dogs and books and hot coffee. But we may be unique in our affinity for keeping tabs on the best legal rankings in the game and sharing that information with our clients. 

In the past, we’ve chatted in depth about Chambers and Partners, Best Lawyers and Super Lawyers

Today’s star is The Legal 500.

Warm up your coffee ’cause here we go!
(Note: We refreshed this blog post in November 2023 to reflect new insights from The Legal 500 and common questions they hear.)

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Super Lawyers: Law firm submissions 101

March 2, 2022

After a brief hiatus to cover all things LinkedIn company pages, we’re returning our focus to our “law firms submissions 101” series, where we review everything you need to know about the top legal rankings and awards programs. 

When we last left our heroes, we had just learned all about Chambers and the nitty-gritty details covering the lengthy submission process, as well as the ins and outs of Best Lawyers.

This month we are investigating (dramatic drum roll pleaseeeee) Super Lawyers!

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5 ways to get more media coverage for your firm in 2022

November 16, 2021
5 Ways To Get More Media Coverage For Your Firm In 2022

If your 2022 goals include increasing awareness of your law firm, becoming a well-known attorney in your practice area, or better promoting your firm’s expertise and accomplishments, media relations must be a central part of your marketing strategy. 

However, securing media coverage isn’t as simple as putting out a press release. It takes a focused, dedicated effort and a deep understanding of how the media works. Here are five ways to get more media coverage for your law firm in 2022:

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11 ways attorneys can improve their chances of securing speaking engagements

September 13, 2021
11 ways attorneys can improve their chances of securing speaking engagements

Several years ago, I set out to become an industry speaker to promote Reputation Ink’s law firm public relations services to prospective clients. I’ve now spoken to many professional organizations at the local, regional and national levels and can attribute those speaking engagements to winning several new accounts.

Securing speaking engagements may be one of the most effective ways for attorneys to showcase their knowledge and get in front of prospective clients. However, the higher-profile speaking engagements are competitive and are often monopolized by just a few of the top professionals in any given industry. That’s why you must work hard to stand out.

Here are the lessons I’ve learned in my own process of securing speaking opportunities that any lawyer can use to book their own gigs.

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What to do when there’s no news: 7 proactive PR tips for law firms

September 4, 2020

What to do when there's no news

We always tell our law firm clients that it’s important to have sustained legal PR efforts. Media relations isn’t something you can do in fits and starts and expect consistent results. It’s hard to stay top of mind with journalists if they don’t hear from you that often. You must come to them fairly regularly with quality story ideas so they remember you’re out there.

But what if there’s nothing going on that’s worth pitching? It’s not like big litigation victories or massive M&A deals happen on demand. There are lulls in the practice of law — and that’s when savvy lawyers have to get proactive with their PR efforts.  

Here are some ways to keep the pitch hopper full when there’s no breaking news to trumpet. 

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