Leveraging Your Reputation: Create a share plan

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 Chicago Bar Associations CLE programs. Reach him at tc@tcpr.net.

Some things seem so obvious, they’re not worth mentioning, but we might forget to do those obvious things, so we have to be reminded. One thing to be reminded of is to create a share plan. A share plan is necessary when you’ve done a speaking engagement, written an article, appeared in the media or have done anything else that you want to tell other people about. In order to boost your reputation, it’s important to let people know what you’ve accomplished and to share helpful information along the way.

It’s best to create a plan before you share your expertise publicly through the media, at a conference or in a publication. That way, you won’t feel overwhelmed trying to think of places to share the link, video or whatever you want to show your network. Some attorneys get a publicity-related project done, then quickly forget to follow up by sharing it with others because they’ve moved on to their next task and deadlines are looming. You might also feel like it’s a burden to promote what you’ve done because you’ve put so much work into your article or have spent a lot of time and effort to be prepped for a media appearance, you don’t have the energy to do anything else. However, it’s important to do, and you’ll save yourself time if you think ahead and create a plan before your activity.

For instance, if you have a speaking engagement coming up, take a few minutes to create a share plan. Actually, it can be just a simple list, such as this:

  • Date of speaking engagement: Sept. 5
  • One week before: send out an email to your contact list and mention it on LinkedIn, Facebook, Twitter or other social media you use.
  • A few days before: send a reminder to people who would really be interested in attending.
  • After the speech: send a thank you card or e-mail to the hosts of the conference and offer your services for future opportunities.
  • Enter interested attendees’ contact information in your newsletter and contact list.
  • Upload the slides to Slideshare.com or another sharing site you use, and share the link with people in your social network.
  • Add the Slideshare link or any related link to your e-mail signature.
  • Post any video or audio from the presentation online to YouTube, Vimeo, SoundCloud.com or other media sites you use.
  • Post any photos on Facebook, Twitter, Tumblr, Pinterest, Flickr, Instagram or wherever you share photos online.
  • Update your website and blog with photos and links to your slides, video, audio, etc.
  • Create a bulleted list with important ideas from your presentation and share it as a special “paper” in LinkedIn groups or wherever you want to share your helpful information.

You can modify the above list for other things you do, and add tasks to what I’ve listed. If you have other ideas, let me know. The bottom line is to be organized, and you’ll see your publicity efforts pay off even more.


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