“Few things can have greater impact on your personal brand and your organization’s [firm’s] brand recognition than developing and sharing your expertise with the world.” – Keith Farrazzi, author of Never Eat Alone
I could not agree more. In fact, creating a public relations campaign of articles targeted for newspapers and legal journals is Asset #7 in the Atticus list of 21 Marketing Assets every successful attorney must develop. Of course, before you can write the articles, you must create the expertise.
And that’s the good news! Most attorneys already have the expertise. They just need to start writing about it. The future of the business of law will belong to those attorneys who can move beyond “commodity law” to “niche law.” One great way to create and grow your niche is to develop a killer public relations campaign that includes articles on the very subjects you know best!
Read more about Keith Farrazzi’s ideas for branding yourself at fastcompany.com.