Publicity and Credibility Through Writing
When your expertise is publicized in articles and books, it does not look like advertising, it does not feel like advertising, but, delightfully, it works like advertising. Publicity is, in fact, the best promotional avenue after networking. Even better - it is usually free.
Appearing in publications as a writer confers credibility and authority upon the author. Your profession may even demand that you have peer-reviewed, published works. One tangible benefit from writing is that attorneys search the Internet for publications related to the subjects of their cases in order to find related, qualified expert witnesses. Being a published author can create additional publicity in the form of media interviews, book signings, and book reviews. While writing requires a tremendous effort, the benefits of being published definitely make the effort worthwhile.
Many legal newspapers, magazines and journals will accept articles from non-attorneys on a subject that will benefit their readers.
Being published engenders instant respect from your peers, who know how challenging it is to write anything of substance. If an attorney consults trade journals to find experts, you will stand out.
Reporters and editors seek out experts to comment on current news items. They maintain a large card file of people who can provide a "sound bite" spontaneously for print or air. Even one successful contact could provide valuable public exposure and enhance your credibility as an expert in your field.
Opinion Pages, Letters to Editors, Book Reviews
Keep in mind that these reach the general consumer rather than targeting the legal community. They are, however, free forums and, in many cases, widely read.
Note: Remember to identify yourself and list your contact information on any writing you submit for publication.
— Excerpted from The Expert Witness Marketing Book
by Rosalie Hamilton
Rosalie Hamilton, leading authority on expert witness marketing and founder of Expert Communications, provides customized marketing plans and consulting and coaching to individual experts and firms.
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Disclaimer: While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal advice as individual situations will differ and should be discussed with an expert and/or lawyer.For specific technical or legal advice on the information provided and related topics, please contact the author.