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Headline Attractions: Effective Titles For Your Law Firm’s Content

Posted by Jordan Furlong on

In its January 19, 2013 edition, The Economist ran a short item about Dell Computers’ plans to buy back its publicly listed shares and take the company private again. The article itself was unremarkable; the headline was genius. The title of the story was: “Ctrl-Shift-Dell.” To combine a computer company’s strategic decision to reinvent its corporate structure with… more »

Using new media to access old media

Posted by Jordan Furlong on

I’ve written a new feature article for CBA PracticeLink, the Canadian Bar Association’s online practice magazine: “How to use old media to access new media.” The article, as you might infer from the title, suggests that the old world of newspapers and radio and the new world of social media and online content are not two solitudes. They can… more »

How to fix your law firm’s Media page

Posted by Jordan Furlong on

I have kind of a standing recommendation for organizations regarding their websites: every few months, review your site, identify the 10% least relevant pages (based on page visits, links, lack of currency, etc.), delete those pages on the spot, and see if anyone notices. No one has yet had the gumption to take me up on that, but I’m inclined… more »

Stop the press: news releases and rote communication

Posted by Jordan Furlong on

After my recent swipes at case law updates and voice mail, you might think I’m just spending my time beating up on the weakest members of the lawyer communication fraternity. If so, today’s entry on news releases likely will confirm that line of thought. But what I’m really trying to do is isolate and attack a pernicious habit within… more »

Strategic media placement

Posted by Jordan Furlong on

We’ve heard endlessly (more than once from me) about the imminent death of newspapers, the collapse of a once-great industry and business model, etc. and the correspondent rise in the power of social media. No one will dispute that news organizations are having a very difficult time adjusting to the post-internet economy, and I’ve written here about the increasing… more »

When the reporter calls

Posted by Jordan Furlong on

My newest law practice column has been published in The Lawyers Weekly, and this month’s topic has a media focus: how a lawyer can give a good interview without putting herself at risk. It was the result of twin streams of thought I’ve had lately: one, that many lawyer interviews are remarkably bland and produce eye-glazing copy in print,… more »

Interview with the Editor (Part 5 of 5)

Posted by Jordan Furlong on

Today marks the final entry in a series of excerpts from a Q-and-A session on how law firm marketers and PR professionals can get the most from members of the legal media. My thanks again to Paramjit Mahli for conducting this interview. We wrap up with advice for the new PR professional. Q. Say a new PR person was starting more »

Interview with the Editor (Part 4 of 5)

Posted by Jordan Furlong on

Continuing excerpts from a Q-and-A session on the intersection between legal marketing & PR and the legal media. Today’s conversation centers on law firm size and cross-border issues. Q. Did you only work with and quote BigLaw lawyers, or did you also talk with lawyers from smaller and mid-size firms? Did you speak just with Canadian firms, or were you more »

Interview with the Editor (Part 3 of 5)

Posted by Jordan Furlong on

More from a recent Q-and-A session about how to deal editors and reporters in the legal media. The Wednesday entry is on what law firm websites do and don’t get right from a media perspective. Q. Are there any specific items on the media pages of law firm websites that you and your editorial team preferred? There are very few… more »

Interview with the Editor (Part 2 of 5)

Posted by Jordan Furlong on

All this week, I’m reproducing parts of a Q-and-A session with SCG Legal PR Network founder Paramjit Mahli about my former career in legal journalism and what legal marketers could learn from it. Today’s exchange: the phone pitch. Q. What made you open and receptive to a telephone pitch? How did you prefer to be approached? Telephone pitches are risky,… more »

Interview with the Editor (Part 1 of 5)

Posted by Jordan Furlong on

Late last year, I had the pleasure of speaking with Paramjit Mahli, founder of the SCG Legal PR Network in New York City, about my experiences in legal journalism over the past dozen years. Our discussions led to an Q-and-A interview about how law firm communications and legal PR professionals should and should not interact with members of the… more »

Lawyers, journalists and trust

Posted by Jordan Furlong on

As polling samples go, 43 respondents to a survey is not exactly what you’d call statistically significant. So the fact that 43 journalists who cover legal issues gave lawyers poor marks when it comes to explaining the litigation process doesn’t prove a great deal. But as Bob Ambrogi at Legal Blog Watch accurately notes, the thrust of the report “rings… more »