This document provides guidance for bar association presidents on writing op-eds, letters to the editor, and president's columns. It discusses the importance of timing for op-eds and understanding the news cycle. For president's columns, it recommends focusing on assisting members, raising awareness of the association's brand, and notifying members of events. The document also suggests gathering ideas from conversations with members and events. It encourages presidents to ask readers for feedback and include calls to action in their writing.

1. Presented by the ABA Standing Committee on Bar
Activities and Services and the Division for Bar
Services
Ink on the Page
Op-Eds & Presidents’ Messages
Tim Eigo
State Bar of Arizona

2. Our roadmap
Op-eds and letters to the editor
Defining your challenge
The Big Kahuna: The President’s column
Engagement: Ideas and suggestions

3. Moving the dial from …

4. Op-Eds and letters to the editor
Timing matters
The news cycle is not your cycle
News could overtake your op-ed or letter
Hat tip:
Rick
DeBruhl, State Bar
of Arizona
Did I mention that timing matters?

5. The day
after
tomorrow
… may be
too late.

6. Presidents’ Columns: Why o why?
Assisting members in their law practice
Association brand awareness
Event notification/Event follow-up
Oh, yeah: Correcting misimpressions/lies;
Apologizing; Congratulating; Showing mom

7. It all begins with THE READER in
mind.

8. Your job …

9. A bar
leader’s
multiple
challenges
=

10. Competing deadlines = difficult
… so you need a plan

11. No plan … ?

12. Reader research
The human
brain consuming
poor
Presidents’
columns:
The human brain
consuming
irresistible
Presidents’
columns:

14. Interesting events
Take note …
Member conversations
Movies/plays/events that resonate with the
profession
A fellow lawyer said something (about
the bar) that made you smile/wince.

15. A great
event may
have great
visuals. Pick
them
up, save
them, share
them.

16. Hat tip:
Brad Carr,
Alabama State Bar
Images matter
Does anyone here have a
… cellphone?

17. But where are all the good ideas?

18. Consider your (kitchen) cabinet.

19. So, I
crowdsourced
many
people, asking
…

20. I asked: What doesn’t work?

21. … writers who never ask themselves
a basic question …

22. … writers who have one good idea
and repeat it multiple times …

23. … writers who use “I” too much and
focus on themselves …

24. … writers who patronize, talk down
to, or preach …

26. We’ve all read essays by smart
people, scratched our heads, and said:
Practice tip: Don’t be that guy.

27. So:
What
else
helps us
achieve
stellar
content?

28. Some kitchen cabinet ideas
Write about ways for
readers to become
better lawyers. And tell
members’ stories.

29. If your bar association
produced a great
program or speaker, use
that presentation as the
core message.
Some kitchen cabinet ideas

30. Invite reader response to
columns, and always invite
emails. Include one or two of
the most interesting responses
as a post-script to the next
column.
Some kitchen cabinet ideas

31. Whenever possible, include a call
to action, and provide a next
step.
Some kitchen cabinet ideas

32. Steal from great feature articles;
why not “7 Things You Don’t
Understand About Your Dues.”
Some kitchen cabinet ideas

33. Humor always works—
and if it doesn’t, the effort
is appreciated.
Some kitchen cabinet ideas

34. We know images and
punchy titles draw
people in; Presidents
should use them more.
… some examples …
Some kitchen cabinet ideas

39. Reveal something of yourself—
related to law practice, but not
necessarily directly related. (Who
gives a damn about the new rules
about arbitration?)
Some kitchen cabinet ideas

40. Hat tip:
Dan Wise,
New Hampshire Bar
Connecting matters

41. Finally, size matters …

42. A Modest Proposal:

43. Your homework (or mission) …
We know that the legal
profession is changing, so
consider how your
President’s message
should change along with it.
Like you, your column is looked
to as an industry leader.

44. Your goal …
less this …
… more this

45. Kitchen cabinet reassurance

46. If you can: move and engage
members, lead the association, and make
your practice and bar thrive …

47. Questions

48. Tim Eigo
arizona.attorney@azbar.org
Phone: 602.340.7310
Facebook:
http://www.facebook.com/ArizonaAttorneyMagazine
Twitter: @azatty
Blog: www.azatty.wordpress.com
Tumblr: http://itsadrylaw.tumblr.com/
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