This module helps you to develop a data-driven PR & Communications strategy with two forms of valuable editorial guidance:
- A report of your most popular topics with your current media readers; and
- Writing ideas from our editors, based on trends they identify from site-wide JD Supra reader data and other sources.
Notes and next steps
Use your Popular report to act upon those specific topics that media readers are telling you interest them right now.
- Produce more content around any popular topic of strategic importance to your firm. (For example, if you recently launched a cryptocurrency practice and media readers have meaningfully engaged with the one article you firm published on the subject, consider a Q&A with your lead crypto attorney, or encourage the group to write timely analysis of recent crypto developments in the news. Your evidence shows media are paying attention to the work.)
- Use this information, augmented with other readership data, to pitch reporters directly. Busy reporters and editors appreciate insights you can provide as they make sense of the news landscape with any information they can muster. (For example, you may see media members actively engaged in cybersecurity content, but do they know how this connects with recent vulnerabilities exposed by work from home policies? Your data can help deepen relationships with media members who don't have access to the same data-driven insights. Connect the dots!)
Use the Editorial Guidance to develop a content calendar based on timely, data-driven evidence of what readers want to know right now.
- Writing ideas and trend alerts are published by JD Supra monthly, covering 14 subjects/practice areas. Subscribe to any/all categories of strategic importance to your communications efforts.
- Use your account dashboard to access latest writing ideas – or subscribe to receive latest guidance by email, as it is published by editors. (Check your Subscriptions, available in your Account drop down menu, to confirm you are signed up to receive writing ideas by email.)
- In addition to identifying a key topic of interest among readers right now, editors also provide suggestions for editorial framing for each trend. Any of your authors who know they should be writing (about, for example, latest IP matters, or insurance, or tax law, etc.), but don't have any ideas of how to focus and frame their next piece will find this guidance invaluable.
- Either share this guidance internally when working with specific authors – or encourage authors to sign up to receive their own writing ideas by email as well (every author on JD Supra can log in for their own analytics, editorial support, and other resources).
- Many writing ideas/trend alerts include links to examples of how the media is currently covering the topic. Follow these links to understand how the public conversation is unfolding around an important issue – and use this framing as a departure into your firm's own unique, valuable insight and analysis.
- In other words: don't break the news, explain why the news matters to your clients and prospective clients. (These writing ideas help you and your authors do exactly that, with data-driven trend alerts, suggestions for editorial framing, and links to examples of current coverage.)