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'Media & Communication:' We Wrote This Article to Share with You
We've all been there. We've all witnessed our lawyers waste valuable time and resources nuancing an article, a blog, a newsletter or a presentation only to have it distributed on a wing and a prayer, hoping people will see it … will intrinsically know the effort that went into it … will be instantly inspired to take action through the thought leadership contained within.
That euphoria of releasing the finished product is quickly tampered by a shockingly familiar bout of sadness when posts don't get a lot of likes, snaps don't get a lot of love, tweets don't get a lot of retweets, the phone doesn't ring off the hook, and inboxes stay disappointingly manageable.
But there is a solution that's easy and worthwhile: Develop content with a purpose in mind (i.e., know what you are going to do with it) versus simply creating content for its own sake. Retweets and shares are fine, but they shouldn't be the end goal of a lawyer's effort. Instead, creating content should be about enabling the lawyer to feel comfortable and easily engage with clients.
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