Fire up your pictures

Tom Ciesielka is President of TC Public Relations (www.tcpr.net). Tom has more than 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 is on the Public Affairs Committee of the Chicago Bar Association, where he has spoken at CLE programs. Reach him at tc@tcpr.net

I’ve been saying for a while that one way to promote yourself is through photos, and I was reminded of their importance when I saw a fire. Actually, I didn’t see a real fire where I live or work, but I’ve been following the story about a big fire in Bridgeport. Even though we hear about fires throughout Chicago, we might not pay much attention to them, unless they’re part of a case that an attorney is working on or if there is a lot of drama surrounding them.

Since that fire in Bridgeport was in an abandoned building, it didn’t seem like a big deal, but then I saw photos of it popping up on Facebook and other social media. What got people’s attention was the aftermath of the fire. The firemen spent hours in frigid temperatures fighting the blaze, and the water they used ended up freezing so that the building looked beautiful.

At first, stunning photos were posted on the Chicago Tribune website. Then the social news site BuzzFeed posted “amazing photos of [the] beautifully icy aftermath” that were taken by photographers from various media services. After that, news websites around the world posted photos, including the Wall Street Journal. Who would’ve thought that a fire in an area of the city that isn’t visited by many people would become worldwide news?

I often talk about the speed of modern media, and how attorneys have to be ready to respond because the news cycle happens in hours and even minutes. When you have a serious case that is getting a lot of publicity, you might feel pressure to act responsibly so that you don’t get negative press. However, in other parts of your life, such speed could work in your favor. Even if you simply see a really beautiful bird on your vacation, take a picture and post in on your website and in other social media. You don’t need the fancy cameras that professional photographers have; you can just use your phone. After all, you never know where your photo might end up and what attention it can get to help your reputation.

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