Leveraging Your Reputation: Create a promotional calendar

Tom Ciesielka is president of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at The Chicago Bar Association CLE programs. Reach him at tc@tcpr.net.

You probably have a calendar on your computer and phone that reminds you of work you have to complete and appointments you have to keep, but do you have one that reminds you to post on your website, Twitter or elsewhere online and offline? Promoting yourself should become part of your routine and a calendar will help to keep you organized and consistently productive. Take a moment today to plan out a writing and posting schedule.

First, think about where you want to promote yourself. You might not want to expose yourself in too many platforms, and that’s okay. You can choose a few outlets, such as your blog, newsletter and LinkedIn, which is a more professional environment than some other social media. Then decide how often you will post something in those places, commit to the dates and be sure to meet those deadlines. If you’re feeling overwhelmed due to other obligations that you have, then assign someone in your office the task of making sure that the content will be created on those dates that you have chosen. You can also set up a schedule with other attorneys so that you’re not the only one who is creating content for your firm.

If your publicity plan includes writing articles, e-books and white papers, then put those on your calendar too, because you might get so busy that you’ll forget to do them. It sounds like an obvious suggestion, but I’ve seen attorneys focus so much on their work that anything outside of those billable hours falls away. Even if you’re not writing something but simply want to post pictures or videos of presentations that you do, put that on the calendar, too. Basically, anything you create should go on that calendar.

Whether you create something weekly, monthly or semiannually, it is important to be consistent, because when you regularly share content, it will keep you on top of people’s minds, which will help you get more exposure and get new clients. You will also remind current clients that you are an expert and are there to continue helping them with their cases and concerns. It’s a discipline that should not be ignored, and once you establish it, you will see your reputation grow.


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