That means that anyone can post their opinion-editorial (op-ed) without the approval of any kind of editor. Pulse's potential reach can be as huge as what goes with having an op-ed in The Wall Street Journal or The New York Times. Also that reach can be expanded by clicking on, after posting, the Facebook, Twitter and Google+ buttons on that site.
In addition, lawyers can repurpose the link from publishing on Pulse. You can include it in your Media Center on your website, on your own blog, as an pitch to have something similar published in other kinds of third-party media, and as a FYI to clients and prospects.
The rub is that if the op-ed doesn't resonate, your brand could take a hit. That's because the numbers are posted for traffic, likes and comments. Therefore, you need to do this right. Here are 4tips.
Be topical. That means totally in the now. Not three days ago.
On August 2, 2015, the world is not focused on Hulk Hogan's lawsuits against Gawker. It is preoccupied with legal issues Hillary Clinton and members of her team such as Human Abedin are facing or could face. It's already too late to discuss the legalities associated with Cecil the Lion's death. That is not unless you're a brandname such as David Boies or a journalist at Abovehthelaw.com such as Joe Patrice who already has a large following.
Clues to what's at the top of mind are what are in headlines in established and social media such as Twitter.
Yes, you must jump on opportunity.
Find an out-of-the-box angle. All the better if it represents a contrarian point of view. Almost 50 percent of the addresses which are most effective at TED Talks take issue with conventional thinking.
The angle is everything. The establishment and social media have already reported on the facts and various interpretations. You have to go beyond all that.
What would be examples? If the usual issue is to question the power of U.S. News & World Report in ranking law schools, you hammer the positives associated with that. If the supposed experts are pushing lawyers to have a blog, you argue why the ROI can be low.
Create provocative headlines. Shocking ones are the grabbers. This is no place for old-line reserve. Human beings are now conditioned to see the world and start to make sense of it through headlines. We take in developments through headlines.
A non-grabber is: "Hillary Clinton Faces New Legal Problems"
The grabber is: "Hillary Clinton's Campaign - 4 Tips For Survival"
Format as how-to. This is the era of Do It Yourself (DIY). To speed up results, save money, and feel competent, folks embrace DYI. Therefore, your op-ed shouldn't be just commentary. It should have concrete tips for accomplishing whatever.
A middle-school student has just committed suicide because of alleged bullying. Your op-ed focuses on schools/parents and possible charges of negligent supervision in bullying. Then go on to discuss 5 ways they can legally protect themselves.
Do your Pulse right. And you have a good start in earning the kind of attention which attracts new business, reassures clients they have the right lawyer and increases influence. The latter could generate interviews with other media. If a Pulse piece doesn't resonate, do an autopsy on these 4 must-dos.
Had the expiration date expired on the topic?
Was your take stale?
Was the headline too safe?
Were there useful takeways?