When your expertise is publicized in articles and books or on radio or television, it does not look like advertising, it does not feel like advertising, but, delightfully, it works like advertising. Publicity is, in fact, the best promotional avenue after networking. Even better – it is usually inexpensive or even free.

Legal Periodicals

Many legal newspapers, magazines, and journals will accept articles from non-attorneys on a subject that will benefit their readers. Appearing in publications as a writer confers credibility and authority upon the author.

By submitting your article for a publication section that focuses on a particular area of law, you can specifically target your potential clients. Call the publishing office and request a calendar of special sections to be published on particular topics so you can volunteer to write a pertinent article.

Whether writing for the main body of a periodical or a special section, find the name of the editor in the publication's masthead (staff list), or call to obtain the information. Contact the editor and offer an article of interest to his readers.

Gaining acceptance of your article is a separate transaction from advertising in the same publication. An ethical publication separates journalism from advertising. Your article should be accepted or rejected on its own merit, and not be influenced by the fact that you might be an advertiser.

Trade Journals

Writing for your industry accomplishes several things. Being published engenders instant respect from your peers, who know how challenging it is to write anything of substance. Also, whether or not litigation consulting is the focus of your article, you can communicate to your peers directly or indirectly that you do forensic work, and thereby develop referral sources. If an attorney consults trade journals to find experts, you will stand out.

A caution from the publishing world: Show respect for the editor. On occasion people have not gotten the cooperation they wanted from their industry publications because of failing to treat the publishing staff with the professional respect they might have shown The Wall Street Journal staff, for example. Consider that the editor at the trade publication might have been hired away from TWSJ.

Books and Papers

Writing books and papers, especially those for peer review, elevates your professional status and lends credibility to your resume. Your profession may even require that you have peer-reviewed, published works. Another reason for writing is that attorneys search the Internet for publications pertaining to the subjects of their cases in order to find related, qualified expert witnesses. Being a published author can create additional publicity in the form of media interviews, book signings, and book reviews. While writing requires a tremendous effort, the benefits of being published definitely make the effort worthwhile.

Consumer (Public) Publications

Reporters and editors seek out experts to comment on current news items. They maintain a large card file of people who can provide a "sound bite" spontaneously for print or air.

To meet journalists, call your local newspaper and radio and television stations and ask whether they have, e.g., a medical editor. Call and introduce yourself and offer to take him to lunch to get acquainted and determine whether you could ever be of service.

Sometimes this works, sometimes not. Even one successful contact could provide valuable public exposure and enhance your credibility as an expert in your field.

Viewpoints Pages, Letters to Editors, Book Reviews, National Advice Columns

Remember that these reach the general consumer rather than targeting the legal community, and therefore do not merit as much of your effort as do legal publications. They are, however, free forums and, in many cases, widely read. Remember to identify yourself and list your contact information on any writing you submit for publication.

Caution  Do not submit your writing to a publication you have not read. Look over the entire publication, not just your portion of interest. Get a sense of the publication and its readers.

Trade or Professional Meetings

Presenting yourself and your ideas before a professional group can raise your professional stature in the same way as writing. If your topic is not related to litigation, include in your remarks that you engage in litigation support as a part of your profession. You never know who in your audience can become a prospective client or a referral source.

Expert Witness Conferences

Offer to speak at conferences of experts on a topic of general interest to all experts or on a topic in your field. The better known and respected you become by your peers, the more chances you have of being referred by a person you might not have even met personally.

Attorney CLE Classes

Ask attorneys what information from experts would help them with their cases, and prepare a presentation. Ask your local and state bar associations for their policy on non-attorney speakers for Continuing Legal Education and approval procedures for your presentation. For their speaking policy, you may be referred to the chairperson of your industry related attorney section.

Alternately, if you obtain permission to speak to a group of attorneys at a firm that specializes in your area of expertise, they may apply for the CLE accreditation. Even so, you will want to already be familiar with the CLE requirement forms so that your presentation will be in the proper format to facilitate accreditation.

If you are not furnished a list of attendees, create a reason to collect their business cards, e.g., to send a copy of your presentation or an article you mention in your presentation.

Public (Community) Events

Legal affairs are one of the so-called "sexy subjects." Most people find the legal world fascinating. Clubs, lodges, and associations are continually recruiting speakers. Volunteer to speak, and ask if they would like to hear about your experience with lawyers and the courts (the parts you can share).

If you happen to speak on a non-legal topic, mention that part or all of your work is litigation-related. Thoroughly identify yourself and list your contact information on your handouts at a speaking event. Have plenty of your business cards on hand as well.

When presenting at community events, speak in layman's language and be entertaining. Remember that no one is as interested in your subject as you are. And practice. Appearing effortless takes a lot of effort!

Caution  All of your writing and speaking is discoverable and can be cussed and discussed with you in deposition and in court. Be careful. Be consistent. Investigate, verify, and cross-examine your facts. Proofread, proofread, and proofread again.

-- Excerpted with permission from The Expert Witness Marketing Book by Rosalie Hamilton  http://www.expertcommunications.com