After a decade of ongoing publication, in late 2009 a major Australian law firm made the decision to discontinue its annual hard copy review of insolvency and restructuring law.
The head of the practice group at the time asked me to consider what options may be open to them to maintain their presence in the market in lieu of a hard copy annual review.
The practice group was already producing irregular soft copy updates on significant developments, but wanted to keep up a strong brand awareness in the market, by continuously showcasing their depth of experience, and demonstrating their understanding of current developments.
Among the various available options, including a regular email newsletter, my preferred suggestion of a blog became the option favoured by the practice group leader.
Next, I identified the various blogging platforms available to the firm, and the stakeholders within the firm whose collaboration, or approval, was required to set up a blog. I also drafted a plan which set out the resourcing requirements for establishing and maintaining such a blog.
Over the following few months I liaised with the various stakeholders, including the Office of General Counsel, to discuss concerns ranging from costs, to liability, reputational, and resourcing issues, and secured their approval for the project.
Once final approval was granted for establishing the blog, I liaised with the firm’s publications, design, and public relations teams in setting up the blog on the selected blogging platform.
During the final stage of the project I established a project team in accordance with the draft resourcing plan prepared earlier, and developed procedures for:
- identifying relevant topics for the blog, from judicial decisions, to regulatory and other insolvency and restructuring developments;
- preparing the relevant blog articles;
- oversight, quality assurance, and sign-off processes; and
- publication of the finalised blog articles to the blog.
The blog was launched in August of 2010 and ran successfully, with a solid subscriber base and healthy access statistics, until May 2016 when the practice group decided to take a different approach to reach its target audience.