Law.com Subscribers SAVE 30%

Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.

Marketing the Law FirmKickerFeaturesTopicsLaw Firm ManagementSectionsNewsLJN Newsletters

Media & Communications Corner: Legal Brand Journalism

By Jay M. Jaffe

Legal Brand Journalism' is the mechanism that allows thought leadership to happen. With the proliferation of social media and digital tools, an emerging trend ' not a fad ' finds companies and law firms eager to communicate directly with their audiences. Legal Brand Journalism is a solution that meets this need and promises to revolutionize law firm marketing and business development.

In a nutshell, the concept involves rethinking how to use media strategically across specific digital and traditional platforms to support your brand. More specifically, it requires law firm marketers and attorneys to step outside of their comfort zones and take every available tactic they've either been using or have considered using ' publishing articles, blogging, creating videos, hosting webinars and podcasting, among other tactics ' and elevating these efforts to the next level. It means creating and adopting a strategy that revolves around consistent content creation and curation, and proactively distributing and publishing it yourself. It also means freeing yourself from traditional publishing scenarios.

This premium content is locked for Entertainment Law & Finance subscribers only

  • Stay current on the latest information, rulings, regulations, and trends
  • Includes practical, must-have information on copyrights, royalties, AI, and more
  • Tap into expert guidance from top entertainment lawyers and experts

For enterprise-wide or corporate acess, please contact Customer Service at [email protected] or 877-256-2473

Read These Next
Bankruptcy Sales: Finding a Diamond In the Rough Image

There is no efficient market for the sale of bankruptcy assets. Inefficient markets yield a transactional drag, potentially dampening the ability of debtors and trustees to maximize value for creditors. This article identifies ways in which investors may more easily discover bankruptcy asset sales.

Judge Rules Shaquille O'Neal Will Face Securities Lawsuit for Promotion, Sale of NFTs Image

A federal district court in Miami, FL, has ruled that former National Basketball Association star Shaquille O'Neal will have to face a lawsuit over his promotion of unregistered securities in the form of cryptocurrency tokens and that he was a "seller" of these unregistered securities.

Why So Many Great Lawyers Stink at Business Development and What Law Firms Are Doing About It Image

Why is it that those who are best skilled at advocating for others are ill-equipped at advocating for their own skills and what to do about it?

Blockchain Domains: New Developments for Brand Owners Image

Blockchain domain names offer decentralized alternatives to traditional DNS-based domain names, promising enhanced security, privacy and censorship resistance. However, these benefits come with significant challenges, particularly for brand owners seeking to protect their trademarks in these new digital spaces.

Coverage Issues Stemming from Dry Cleaner Contamination Suits Image

In recent years, there has been a growing number of dry cleaners claiming to be "organic," "green," or "eco-friendly." While that may be true with respect to some, many dry cleaners continue to use a cleaning method involving the use of a solvent called perchloroethylene, commonly known as perc. And, there seems to be an increasing number of lawsuits stemming from environmental problems associated with historic dry cleaning operations utilizing this chemical.