Last week I presented to 150+ law professors on the topic of Public Engagement.
My core message was if you are a law professor (or lawyer or even law student) to start creating public facing content!
You have something to add to the conversation.
Here’s a Playbook for How:
1. Find Your Purpose and Audience
What do you know about that can help others? Who asks you for advice?
If you are already creating content or have relevant experiences you should already know who your avatar audience is and how you can help.
+ Repurpose what you already have!
2. Start Posting Before You are Ready.
It’s easy to let the imposter syndrome set in and say either (a) I don’t know enough or (b) I don’t know how to create this content.
But the only way to learn is to start. The first 50 won’t be great, so get them out of the way FAST.
3. Learn from Your Audience.
Once you start putting content out in the world you’ll start getting feedback on what resonates and you can refine and learn from others in your niche.
If others create content in your area, that is great. It means there is an audience and community
4. The Audience on the Internet is Basically Unlimited.
When you start any creative online project (Twitter, Podcast) it will take time for people to discover you. That’s great! It gives you time to figure it out. Just find your tiny niche then follow others and join the convo.
5. Make it Relational.
Creating content from your computer shouldn’t be a one-way post and then disappear approach.
Interact in whatever way you can with your audience and other creators. Join a conversation. And then get to know others interested in what you are. It’s amazing!
6. Focus on Leading Indicators Not Lagging Indicators.
Don’t start with analytics goals of how many people like a post or subscribe to a YouTube channel. You can’t control that. Instead set a goal you can control.
My example: 50 podcast episodes in year one made me continue!
7. Focus on Moments Not Monuments.
Creating in public is not about perfection. A book I read recently talked about articles as “moments not monuments.” That is even more true in public content creation.
Be part of the conversation. You have something to add to the moment!
8. Don’t Focus on Software or Gear.
I started a podcast that now has 200K downloads with a relatively cheap microphone and free software. I LOVE technology and finding the best thing for a project but don’t let it get in the way of starting. You can always scale up.
9. Dream Big.
Start with the question: what transformation can I assist with if I had three years, unlimited time, and unlimited followers. Then scale down accordingly.
You’ll gain an audience (dare I say fans) over time but you don’t need them there to start creating!
10. Be Authentically You.
Unlike a law review article or a legal brief you can and should bring your whole self to public content creation (if you want). People are following YOU not just your content.
Plus it’s more fun to talk about what matters to you and why!
11. Find Your True Followers and True Friends.
If you put content out your followers will find it eventually. People notice. Don’t focus on total followers, focus on engaged fans.
Then make friendships with folks you find connection with. Pocket friends are real friends.
12. Don’t Worry About Saying the Same Thing Twice.
Public content has value beyond the virality cycle. Keep posting the same kinds of things or even reposting. Audiences evolve and they won’t have seen it or need reminding! Plus the depth will grow over time as you create!
13. Embrace a Spirit of Play.
The joy of public content creation is that it’s relatively low stakes. You won’t be judged at the end of you career based on one tweet or podcast episode. So take solace in it and enjoy it.
14. Try One Public Facing Project or Platform at a Time.
Especially now it feels like you need to do it all which is a recipe for failure. Focus on one creative project or network at a time. When ready bring followers with you.
For me: Twitter → Podcast → Coming Soon 👀
15. Just Start.
The internet age is a unique moment that we can share for free, asynchronously, and at scale.
Start by listening but as soon as possible add your voice. We need you and want you in the conversation.
PLUS I have learned you gain so much more than you give!
16. Last But Not Least: Just Share.
If you don’t bring your expertise and creative spirit to the world no one will find it. So get comfortable sharing and encouraging folks to join you on your journey.
Here’s mine:
I am:
• a husband & dad
• #legalwriting professor @GeorgetownLaw
• host of the #HowILawyer podcast where I interview lawyers about what they do, why they do it, and how they do it well
• committed to making the legal profession more diverse, more open, and stronger.
If you want to hear more you can follow me here, over on LI, or at howilawyer.Substack.com or wherever you listen to podcasts (just search How I Lawyer)
I hope you’ll join me and create some public content soon!