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Publicity Reprints and Distribution Build Credibility for Law Firms and Attorneys

published January 29, 2013

By Author - LawCrossing
Published By
( 5 votes, average: 3.6 out of 5)
What do you think about this article? Rate it using the stars above and let us know what you think in the comments below.
SUMMARY

Reprints and distribution of good publicity provide an opportunity for attorneys to maximize attention and build credibility. The opportunity for practice development provided by reprints is often overlooked by attorneys.


This chapter discusses

The value of publicity reprints to attorneys and the methods and costs to produce them are discussed in this article.
Reprints are very useful as direct-mail and promotional items, lending credibility and prestige to attorneys and their practice. Publicity such as law review articles or an original article in a bar journal are very useful for referral purposes.

Almost any kind of favorable publicity is suitable for reprinting and distribution. Being published means that the information has value, or else the editor would not have printed it in the first place. Therefore, its distribution to clients and potential clients with the message "You may find this of use" is not as self-serving as it may first appear.

Producing a reprint

Most publications have a reprint policy and welcome requests to have their materials reprinted. However, some publications will not allow reprints under any circumstances, but these publications are rare. Regardless, guidelines should be followed closely to avoid any violation of copyrights. Some magazines provide their own reprint service (such as Reader's Digest and others) where they will compose a reprint in booklet form and print any quantity desired. The magazine will usually reprint the cover of the issue containing the article, plus the pages exactly as they appeared originally. This means that if there was an advertisement on the page, it will be included in the reprint. In some cases, specific arrangements can be made to have the reprint designed and laid out without unrelated materials.

Most publications will have some sort of written permission form, along with stipulations on how credit is to be given. The request for credit is usually satisfied with the words "reprinted with permission from the (date) issue of (name of publication)." If the material was not copyrighted by the publication (and usually it was not), then the attorney can simply add the copyright mark to make it so.

Most publications do not have their own reprint service. For those that do, the cost of reprints obtained from the original publisher will often be at least $1.00 each and usually more, depending on the number of pages and photos. The quality is usually excellent, however, since original materials are used.

Another method of obtaining reprints is to copy the article and photos as they appeared in the publication. The quality is usually not as good (since this is second-generation material), but it is satisfactory for an article that is all textual material. For a reprint that involves black-and-white photography, every effort should be made to obtain the original photos from the publication. In the case of color, it is mandatory, although it is possible to reproduce black-and-white or color photos that have been printed in a magazine or newspaper, the results are rarely satisfactory.

Redesigning the original layout

Once the materials have been obtained, the attorney can have the printer or a graphic designer reassemble the materials as they appeared in the publication. Invariably, there is a need to "cut and paste" so that the materials will fit into a desired format. Many articles run from a leading page on to several not-always-contiguous pages. For instance, if an attorney's article was published on six pages in a trade journal, it can probably be laid out onto three -inch by 11-inch pages. These pages can then be easily reprinted onto an 11-inch by 17-inch page, folded in half, providing a cover page and plenty of room for the original material.

It is entirely within moral or ethical bounds to rearrange the news story for reprinting onto a few pages so that it is easier to read. However, it is not acceptable to change the headlines or text in any way so as to change significantly the meaning or impact of the original material. It is allowable for the attorney to include his or her name and address on the reprints, usually on the back page.

The desired quality of the final product will determine how it should be printed. A nearby printer who specializes in speedy service and photocopying is usually satisfactory for reprints with black-and-white text and/or photography. If color photos are involved, then a higher-quality commercial printer will be required. It is generally a good idea to spend a few extra dollars on better quality paper, such as a glossy stock.

It is also very important that the paper be opaque so that, when printed on both sides with heavy black ink, none of the text can be seen through. In most circumstances, this means using at least a 24-pound text stock or a 60- pound cover stock. Printers are familiar with these terms.

published January 29, 2013

By Author - LawCrossing
( 5 votes, average: 3.6 out of 5)
What do you think about this article? Rate it using the stars above and let us know what you think in the comments below.