How to Pitch Attorney Bylined Articles That Actually Get Placed (and Read)

“Would you like to receive a bylined article on this topic?” 

It’s a sentence I’ve read many times, as it used to land in my inbox almost daily when I was Law.com’s Florida Bureau Chief. Once I got past the reflexive cringe triggered by the word “bylined” (honestly, who even says that in real life?), my next thought was always the same: Will my readers care about this topic?

It never mattered to me how renowned the firm was or whether the writer was a local rainmaker, but rather, did they have something to say? If the pitch didn’t make sense for my readers, it went straight in the trash. (Actually, I’d often work with PR people to workshop the idea and make something happen, but it’s fun pretending to be the ruthless editor sometimes.)

The thing about contributed article pitches is that they often focus on the author instead of the audience. And I get it, especially now that I’m in PR and marketing myself. The whole point of these articles is to get an attorney’s name out there, and often the attorney will overthink, layer on unnecessary details or view the whole thing through the lens of firm leadership. It’s understandable, but it’s also how you bury a story before it has a fighting chance.

Adding insult to injury, many contributed articles are so dense and jargon-laden that they might as well be a court document. And website metrics confirm it: even attorneys won’t slog through that kind of content.

If you want your article to find a home (and actually get read), you need more than familiarity with the subject matter. You need a strategy, clarity and good old-fashioned storytelling.

Here’s how to make that happen.

Start With the Right Idea

I mean, duh, but this is the hardest part. Before you draft a pitch, spend five minutes thinking like the editor you’re emailing. Their job isn’t to showcase lawyers; it’s to keep their audience informed and coming back for more. In most cases, the editor’s main concern is helping their readers solve problems they face.

So, ask the attorney: what do your clients or peers care about right now? What’s stressing them out or getting them excited? What questions do they keep asking you — or what questions should they be asking you? 

Let’s say, for example, that there’s a new environmental rule looming that could affect a manufacturer’s bottom line if they don’t comply. Sure, the attorney could summarize the rule and warn companies about potential fines — but so could ChatGPT. A better article would help readers understand how to implement a compliance strategy in practice, using the attorney’s hands-on experience to illustrate pitfalls and solutions. That kind of tactical insight is what makes a reader pay attention because it helps them take action with confidence.

Focus on the Problem and Hint at Solutions

Your pitch should be a concise distillation of your idea. I know it’s tempting, but don’t overcomplicate things with unnecessary context or the attorney’s origin story. All you need to provide is proof that the attorney can answer the questions their audience has in a way that is clear and useful. Make the editor fall in love with your idea; you can get to the details later.

If the firm doubles down on including irrelevant information, it’s worth pushing back to keep the pitch focused on the reader and the problem at hand. That is your job as a legal marketer.

Whatever problem you’re proposing to address, frame it in a way that immediately shows value. A single sentence should convey what’s at stake for the reader if they don’t act. Then, without turning the pitch into a mini article, hint at how the attorney’s insight will help. Editors want to see that this article will give their readers something actionable, so draw a clear line from problem to solution.

Pitch Strategically

Not every publication is seeking the same thing. What works for a regional business journal won’t be relevant for a national outlet, and vice versa. Spend a few minutes reviewing the publication’s recent articles to get a feel for what they cover, how they cover it and the level of detail their readers expect. By making slight adjustments to your pitch, you’re respecting the editor’s time and making it easier for them to say yes.

Where possible, tie the pitch to something happening right now. Editors are always scanning for stories that feel urgent or relevant, so anchor your idea to a current trend, recent ruling or industry shift. It doesn’t have to be breaking news, as long as there’s a clear line between the story you’re telling and why it matters for the audience today. When you can demonstrate that the attorney is helping readers navigate risks and opportunities, your pitch becomes more compelling.

Lessons From a Journalist’s Inbox

Over the years, I’ve seen hundreds of pitches from PR pros and attorneys. Here’s what separates the ones editors actually read from those they ignore:

The best pitches…

• Lead with the story.
• Tie the idea to a current trend, ruling or industry development.
• Show clear value for the publication’s audience.
• Are short, focused and easy to scan.
• Hint at solutions or insights without turning the pitch into a mini article.

The worst pitches…

• Start with credentials or a long biography.
• Overwhelm the editor with jargon or unnecessary context.
• Ignore the publication’s tone or audience.
• Ramble without a clear takeaway.
• Require work from the editor to figure out why the story matters.

Write With Clarity and Narrative Flow

Great ideas drown in jargon. And while it’s tempting to show off your understanding of every nuance of the law, doing so often buries your point and alienates your reader. Discussing something complex in a simple way is harder to pull off, but it shows that you really know your subject — and, more importantly, that you respect your readers’ time enough to do the heavy lifting for them.

Use plain language and strong, active sentences. Make the very first paragraph your hook: what’s the problem or insight, and why does it matter to your audience?

The Article Is for Prospective Clients, Not Your Firm or Peers

One of the biggest traps attorneys fall into is writing to impress colleagues or showcase the firm’s credentials instead of speaking directly to the people who actually need the information. 

Start by stripping out the legalese, acronyms and other jargon. Every sentence should be instantly understandable to a busy professional — not because they aren’t sophisticated, but because they’re going to be skimming the article between meetings or while grabbing coffee. Ask yourself: would a reader grasp this in under 30 seconds? And furthermore, would they care enough to keep reading?

Use language and examples your reader will recognize. If the article doesn’t help the audience solve a problem, make a decision or see a situation more clearly, it’s not serving them. 

Tell a Story With Your Insights

The most powerful way to make your insights stick is to demonstrate them in action. Use real-world examples or hypotheticals to breathe life into abstract concepts. Show readers how a rule, regulation or strategy actually plays out by describing the challenges that arise, the decisions that need to be made and the outcomes that are possible.

Remember: Your own perspective and experience are what separate your content from anything AI can produce. Quotes, anecdotes or mini case studies can also add context, credibility and a sense of immediacy. Even when you need to generalize for confidentiality, real examples give readers insights they can’t get from a generic summary. 

From analyzing reader metrics as a newsroom managing editor, I learned that headlines with short, simple words that clearly tell readers what the article is about (rather than trying to be clever or punny) get more views. Likewise, stories written in plain, active language, with short paragraphs and straightforward subheadings hold readers’ attention far better than dense, jargon-heavy text or gimmicky headings. 

Clarity Always Wins

Readers don’t have time for jargon, abstract theories or clever turns of phrase that obscure your point. They respond to insights they can quickly grasp and apply to their everyday lives. Think of your reader as a busy professional who needs answers — not as a judge in a courtroom or a firm partner you’re trying to impress — and show editors that you understand that.

By selecting the right topic, framing it in plain, active language and pitching with a clear purpose, your bylined articles will do much more than fill a page. With the right strategy, they can establish thought leaders, build your firm’s credibility and actually reach the audiences you’re trying to influence.