As a PR specialising in the legal sector, a large element of my role involves finding opportunities for clients to write articles for favoured publications. For many, the ultimate goal is a piece in the law pages of The Times or an influential trade title such as Estates Gazette or Personnel Today.
Competition for space in these publications is always fierce. As a result, opportunities sometimes arise in lesser-known titles with relatively modest circulation figures. At this point, clients will occasionally ask: “Why bother?”
Given that fee-earning work should always take priority, it is a fair question. There will be occasions when the time required to produce an article outweighs the likely benefits. However, if the commitment is manageable, there are compelling reasons to say yes.
The first is credibility. An article that has been commissioned, edited and published by an independent publication will almost always carry more weight than a piece that appears solely on a firm’s own website. Readers recognise that a third-party publication has exercised editorial judgement. That endorsement, however informal, adds authority to the author’s views.
The second is reach. While a publication’s circulation remains important, it is no longer the only measure of impact. A good article can be shared through the publication’s website, newsletters and social media channels, exposing the author to audiences far beyond its core readership. In many cases, the readership generated online will significantly exceed the number of print subscribers.
Published content also has a long shelf life. Most publications permit contributors to share or repurpose their articles, subject to certain conditions. This means a single article can be promoted through LinkedIn, featured on a firm’s website, included in client updates and circulated to key contacts. One piece of content can therefore generate value across multiple channels.
There is also a broader reputational benefit. Every article contributes to an individual’s profile as a recognised expert in their field. In a crowded legal market, clients are increasingly looking for advisers who demonstrate insight and a clear understanding of the issues affecting their sector. Regular contributions to respected publications help reinforce those credentials.
Perhaps most importantly, a published article can create opportunities that were never anticipated at the outset. Journalists often look to published commentary when searching for experts to quote. Potential clients may come across an article months after publication. Occasionally, a piece in a niche publication will attract the attention of a larger title and lead to further media opportunities.
For these reasons, the value of an article should not be judged solely by the circulation of the publication in which it appears. While securing coverage in a leading national title remains the ideal, even a relatively obscure publication can provide credibility, visibility and opportunities that extend far beyond its immediate audience.
In short, a published article is rarely just an article. Done well, it can become a powerful tool for building reputation, strengthening relationships and opening doors to future opportunities.
Recent posts:
What journalists really want from law firm pitches
When project-based PR makes more sense than a retainer
Two’s company: how guest blogging can grow your law firm’s audience