Most
of
you
probably
already
know
that
digital
PR
is
just
a
digital
approach
to
public
relations.
Maybe
it’s
just
because
digital
technology
has
been
developing
so
quickly
it
always
feels
like
it’s
“new,”
decades
after
we
all
started
using
digital
tools
as
part
of
our
everyday
workflows,
but
I
think
the
“public
relations”
part
is
the
piece
of
digital
PR
that
many
attorneys
are
inclined
to
take
for
granted
as
they
plan
their
digital
marketing
strategies.
Thinking
about
who
your
“public”
is
and
what
it
means
to
develop
and
manage
your
law
firm’s
relations
with
those
people
sets
you
up
to
make
better,
more
informed
and
targeted
choices
in
choosing
guest
posting
opportunities
and
integrating
them
into
your
digital
PR.
What
Digital
PR
Is
and
Is
Not
(for
Law
Firms)
Digital
PR
is
obviously
related
to
digital
marketing.
A
desire
to
grow
your
law
firm
as
a
business
by
reaching
more
people
so
that
you
can
sign
more
clients
is
probably
the
driving
motivation
behind
your
law
firm’s
PR
strategy.
However,
public
relations
has
to
mean
something
more
than
the
sales-centric
approach
to
communications
many
people
associate
with
marketing
(that
isn’t
a
great
way
to
think
about
marketing,
either,
but
we
can
save
that
conversation
for
another
day).
PR
has
to
cover
a
lot
of
activity,
like
building
a
history
of
thought
leadership,
that
creates
a
presence
people
(a.k.a,
potential
clients)
can
find,
recognize,
and
appreciate,
when
they
are
ready.
Effective
digital
PR
means
showing
up
online
in
ways
that
demonstrate
your
value,
instead
of
selling
your
services.
There
is
a
fine
distinction
that
is
easy
to
miss
here.
It’s
the
difference
between
making
an
attractive
offer
and
becoming
someone
whose
offer
is
attractive.
Any
offer
you
make
is
going
to
be
more
persuasive
if
the
person
considering
it
has
already
come
to
regard
you
as
someone
worth
listening
to.
Why
Guest
Posting?
Guest
posting
is
obviously
not
the
only
way
to
establish
that
sense
of
connection
online,
but
it
can
be
one
of
the
most
effective
(it
also
typically
costs
nothing,
which
sets
guest
posting
up
to
achieve
an
exceptionally
high
ROI).
Guest
posting
gives
you
the
chance
to
not
only
“show
off”
(demonstrate
your
value),
but
to
do
so
in
front
of
people
(public
relations)
you
were
not
reaching
through
your
own
established
networks
and
channels.
With
assistance
from
your
digital
marketing
team
(yes,
PR
and
marketing
go
hand-in-hand),
you
can
also
take
advantage
of
guest
posting
opportunities
to
generate
high-quality
backlinks,
which
are
absolutely
golden
for
your
law
firm
website’s
SEO
(search
engine
optimization).
In
other
words,
a
well-placed
guest
post
can:
-
Reach
a
“new”
(to
you)
audience -
With
content
that
showcases
your
legal
expertise -
In
a
way
that
makes
it
easier
for
even
more
potential
clients
to
find
you
We
love
to
see
it!
Making
the
Most
of
Guest
Posting
for
Digital
PR:
Choosing
a
Website
To
get
the
greatest
benefit
from
guest
posting
as
a
lynchpin
of
your
digital
PR
strategy,
you
will
need
to
start
by
getting
permission,
or
better
yet
an
invitation,
to
create
a
guest
post
for
someone
else’s
website,
and
you
will
need
that
website
to
have
an
authoritative
reputation,
both
with
people
who
could
reasonably
become
your
clients
and
with
search
engines.
The
typical
content
of
this
website
should
be
relevant
to
your
practice
area
and
client
base.
“Relevant”
here
might
be
defined
in
terms
of
topic:
An
estate
planning
attorney
might
write
a
guest
post
for
a
digital
magazine
aimed
at
seniors,
or
a
divorce
lawyer
might
write
a
guest
post
for
a
parenting
website
addressing
when
to
seek
child
custody
modifications.
You
could
also
think
of
relevance
geographically:
A
new
local
rule
or
a
change
to
state
law
might
be
of
interest
to
readers
of
a
website
focused
on
local
or
community
news,
for
instance.
Either
way,
the
goal
is
to
choose
a
website
that
has
some
consistent,
logical
interest
value
for
the
people
who
would
be
most
likely
to
hire
your
law
firm,
and
to
also
make
sure
that
this
website
is
one
those
same
people
will
trust
and
that
search
engines
will
recognize
as
an
authoritative
source
of
information
to
return
in
their
results
pages.
Making
the
Most
of
Guest
Posting
for
Digital
PR:
Picking
a
Topic
Part
of
choosing
a
topic
is
always
going
to
be
collaboration
with
the
party
owning
or
managing
the
website
where
your
guest
post
is
going
to
be
published.
Some
of
the
back-and-forth
involved
in
this
kind
of
development
is
likely
to
be
about
what
the
website
needs
to
offer
their
visitors
in
relation
to
what
you
would
like
to
offer
to
showcase
your
expertise.
If
your
goals
are
actually
opposed,
then
this
particular
collaboration
may
just
not
be
a
good
fit;
what
happens
more
often
is
that
you
and
the
website
manager
or
publisher
are
likely
to
be
thinking
about
topics
and
approaches
from
different
angles.
For
best
results,
start
with
a
general
topic
and
aim
to
get
a
sense
of
how
much
the
website’s
regular
audience
already
knows
about
that
topic.
Then
“narrow
down”
by
identifying
an
aspect
of
that
topic
that:
-
The
website’s
audience
likely
will
not
be
familiar
with -
You
can
write
about
from
a
basis
of
professional
authority -
Is
not
exhaustively
explained
by
many
of
your
competitors
A
narrowly
defined
topic
to
which
you
can
bring
a
depth
of
expertise
not
readily
found
elsewhere
is
guest
posting
gold.
Making
the
Most
of
Guest
Posting
for
Digital
PR:
Writing
for
Readers
The
way
you
go
about
crafting
the
actual
test
of
your
guest
post
will
depend
on
the
length
of
the
post,
the
nature
of
the
website
and
audience,
and
your
own
comfort
level
with
writing
outside
the
context
of
legal
briefs
and
pleadings.
If
you
generally
enjoy
writing
and
appreciate
the
chance
to
explain
concepts
important
to
your
practice
area
for
the
benefit
of
an
audience
not
yet
familiar
with
them,
then
have
at
it!
If
writing
a
guest
post
feels
less
like
an
interesting
change
of
pace
and
more
like
getting
a
root
canal,
then
you
may
want
to
take
a
different
approach.
Strategies
for
Drafting
the
Guest
Post
One
option
is
to
work
with
a
“ghostwriter”:
Give
this
person
your
key
points
to
make,
and
some
idea
of
the
style
in
which
you
would
like
to
make
them,
and
then
add
your
own
touches
to
the
completed
draft,
as
needed.
This
approach
can
be
especially
useful
if
the
website
for
which
you
are
writing
has
strict
style
and
formatting
requirements
of
its
own,
since
people
who
are
used
to
balancing
these
kinds
of
very
specific
guidelines
with
clarity
and
the
authorial
voice
and
tone
of
the
person
for
whom
they
are
preparing
their
text
have
usually
developed
a
skill
base
that
enables
them
to
tackle
this
type
of
challenge
with
finesse.
Obviously
these
days
many
people
also
write
with
the
assistance
of
AI
tools,
rather
than
human
writers;
AI
writing
assistance
can
be
a
good
option
for
attorneys
who
enjoy
writing
overall
and
are
drafting
their
articles
for
a
website
that
gives
guest
bloggers
“free
rein”
in
creating
their
content.
On
the
other
hand,
if
the
idea
of
writing
1,000
works
for
an
unfamiliar
audience
makes
you
wince,
or
the
website
that
will
publish
your
guest
post
has
a
detailed
style
guide,
an
experienced
writer
who
can
take
the
points
you
wish
to
convey
and
compose
them
into
an
article
with
the
tone
and
panache
you
want
to
achieve,
while
meeting
the
style
sheet
requirements
of
the
host
site,
may
actually
save
you
more
time
and
create
a
product
that
better
fits
your
needs.
Your
digital
marketing
agency
may
be
able
to
recommend
someone,
or
they
may
even
have
a
writer
with
the
right
kind
of
experience
already
on
their
staff.
Centering
the
Goal
Regardless
of
the
method
(or
methods)
you
use
to
achieve
it,
the
goal
is
always
to
create
an
article
for
your
guest
post
that
is
clear,
thorough,
authoritative,
and
conscious
of
its
audience.
Considering
the
age
and
interests
of
the
host
website’s
typical
audience,
as
well
as
their
likely
familiarity
with
the
concepts
your
guest
post
will
discuss,
can
make
the
difference
between
a
byline
that
does
nothing
for
your
bottom
line
and
a
guest
post
that
contributes
meaningfully
to
your
law
firm’s
digital
PR.
Making
the
Most
of
Guest
Posts:
Seizing
the
Moment
for
Self-Promotion
You
will
want
to
set
your
guest
post
up
to
integrate
with
the
rest
of
your
digital
PR
strategy
in
two
ways.
The
first
way
is
encapsulated
in
the
attorney
bio
you
provide
to
the
content
manager
or
other
contact
person
behind
the
website
that
will
be
hosting
your
article.
Take
the
time
to
review
your
bio
on
your
law
firm’s
website
and
your
own
LinkedIn
page,
update
these
as
needed,
and
then
make
sure
that
the
bio
you
send
is
current
and
in
alignment
with
these
two
other
places
where
individuals
who
read
the
blog
post
can
find
biographical
information
about
you.
If
the
content
management
team
at
the
host
website
allows,
you
may
also
want
to
incorporate
a
link
to
your
(own)
website
bio,
and
perhaps
to
a
relevant
blog
post
on
your
law
firm
website.
Once
the
guest
post
is
“live”
on
the
host
site,
the
second
stage
of
self-promotion
activates.
Here
you
want
to
promote
the
guest
post
widely
across
all
of
your
own
digital
surfaces:
your
law
firm
website,
of
course,
but
also
your
LinkedIn,
your
law
firm’s
social
media
accounts,
and
any
newsletters
your
law
firm
sends.
To
get
even
more
benefit
from
the
guest
post,
make
it
a
point
to
have
your
digital
marketing
team
add
the
page
on
the
host
website
to
the
“Same
as”
property
associated
with
your
“Person”
tag
in
your
website’s
schema
markup.
This
small
adjustment
helps
to
confirm
for
search
engines
the
breadth
of
your
reach
and
cement
your
association
with
authoritative
content
across
the
web.
Next
Steps
The
backlinks
and
impression
of
authority
created
by
a
single
guest
post
can
be
valuable.
However,
one
of
the
characteristics
of
digital
PR
is
that
each
element
deployed
to
enhance
your
online
presence
is
more
effective
when
it
is
integrated
within
a
cohesive
strategy.
To
truly
capitalize
on
the
opportunity
a
guest
post
affords,
work
with
your
digital
marketing
team
to
“connect
the
dots”
by
ensuring
you
showcase
your
authority
on
closely
related
topics
across
multiple
digital
surfaces:
podcasts,
webinars,
and
of
course
your
own
law
firm
blog.
This
kind
of
integration
has
a
cumulative
effect,
building
an
authoritative
presence
that
is
more
than
the
sum
of
its
parts.
Guest
posting
and
digital
PR
are
not
one-time
tactics.
They
are
long-term
investments
in
your
law
firm’s
credibility,
visibility,
and
authority.
By
consistently
contributing
valuable
insights
to
reputable
publications,
building
relationships
within
your
community
and
industry,
and
amplifying
those
efforts
across
your
own
digital
channels,
you
can
strengthen
both
your
brand
and
your
search
presence
over
time.
Whether
you
manage
these
initiatives
internally
or
partner
with
an
experienced
legal
marketing
agency,
a
strategic
approach
to
guest
posting
and
digital
PR
can
help
position
your
firm
as
a
trusted
authority
while
creating
lasting
opportunities
to
attract
and
convert
new
clients.
Annette
Choti,
Esq.,
has
over
two
decades
of
legal
experience
and
is
the
Founder
&
CEO
of Law
Quill,
a
concierge
legal
marketing
agency
for
law
firms.
Annette
authored
the
bestselling
book
Click
Magnet:
The
Ultimate
Guide
To
Digital
Marketing
For
Law
Firms,
hosts
the
popular
Legal
Marketing
Lounge
podcast,
and
founded
Click
Magnet
Academy
where
she
teaches
professionals
to
leverage
the
powerful
LinkedIn
platform.
As
a
sought
after
speaker
for
Bar
Associations,
Legal
Associations,
and
Marketing
Conferences,
Annette
provides
legal
marketing
insight
along
with
an
entertaining
twist.
Annette
used
to
do
theatre
and
professional
comedy,
which
is
not
so
different
from
the
legal
field
if
we
are
all
being
honest.
Annette
can
be
found
on LinkedIn or
directly
through
email
at
A[email protected]