Get insight into how editors think with The Legal Writers Bureau‘s award-winning journalists: Kris Fischer, former editor in chief of the New York Law Journal; Anthony Paonita, former editor in chief of Corporate Counsel; and David Brown, who formerly led ALM Media‘s entire editorial team as the company’s editor in chief. Kris, Anthony and David will share tips and strategies about how lawyers and legal marketers can create long-form articles, thought leadership pieces, blogs and alerts, white papers, and marketing copy that can trigger coverage.

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How to Make Your Content
Appealing to the Media:
A Webinar For Lawyers and Legal Marketers
March 16, 2017
The Legal Writers Bureau Presents
Copyright 2017 Legal Writers Bureau

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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.

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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.

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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.

5. 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.
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Copyright 2017 Legal Writers Bureau

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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.

7. 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.
Copyright 2017 Legal Writers Bureau

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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.)

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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).

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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.

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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.

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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.

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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.

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Q&A

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Thank You!
For more information visit
The Legal Writers Bureau & Good2bSocial
https://good2bsocial.com/legal-writers-bureau/
https://good2bsocial.com/