Legal Research

"Strategic Media Placement"

This post was written by Jordan Furlong: "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 significance of blogs, Twitter and other new platforms.

Nonetheless, law firms (like other corporate entities) still strive for just a mention of the firm or its lawyers in a "major newspaper" or "national magazine." I spent ten years editing an actual "National magazine" at the Canadian Bar Association, and I was struck by how much lawyers and law firms wanted to appear in its pages. PR agencies would constantly propose lawyers as interview subjects, and large national firms would ask for PDFs of an article featuring their lawyers to post on their websites. They clearly perceived some value or prestige arising from a mention in the magazine -- even more so, I'm sure, in the Globe & Mail or National Post. But is the perception accurate? I'm not sure enough law firms ask themselves this..."

Continue reading this interesting post and reach the active links by clicking on the author's name.

Source: Law Firm Web Strategy, 13 July 2010. Copyright © 2007 - 2010 Stem Legal Web Enterprises Inc. Reproduced with permission of the author.

Full post as published by Stark County Law Library Blawg on July 19, 2010 (boomark / email).