One of the most attractive things about joining the blog foray is that it is easy to do. Whether you can rebuild the hard drive on your laptop or you long for the days of the rotary phone, your IT aptitude is not going to make or break your blog. Rather, it is your personality and the information you have accumulated through years of practicing law that can make your blog interesting and useful to others in your field. Use this starter kit and before you know it you will be writing your first post.

• Notify your firm. While what you say on your blog does not represent your firm (presuming you are not blogging on your firm website), giving your partners a heads up about your endeavor is a prudent move. It may even turn out that your firm helps to promote your blog, especially if you start to earn a good reputation in the blogosphere.

• Select a host for your blog. Websites that serve as a host or “platform” for your blog are aplenty. Many – like Blogger.com and TypePad.com – make the process extremely clear-cut. Some are free, others charge a fee. Do some research and pick the platform that is as simple or comprehensive as you desire.

• Create a catchy name. For better or for worse, more people will pay a visit to “Barely Legal: The Blog” than the “Legal Theory Blog.” A bit of wit can go a long way.

• Stick to what you know. Create a list of topics within your area of expertise that you can write about – giving each your own unique angle -- and monitor legal and business happenings so that your posts are timely and in tune with current events.

• Remember that everything you write is public and permanent. Even if you discontinue your blog, material that you have previously posted will be available in online archives or may have been quoted elsewhere on the Internet.

• Don’t rant, inform. The internet is vast, and its users have nothing but choices. Keeping your posts informative and on topic – while still allowing for provocative subject matter where appropriate – will give your blog a reputation as a worthwhile read.

• Read other blogs. Talent imitates, genius steals. Your next topic idea likely exists for you to find in another blog. Once you find a good topic, make it your own by writing about it from your unique perspective.

• Link away. To blog is to hyperlink to websites galore, to connect yours to thousands of other blogs and to become part of a web of information that is literally endless. Be clever about what you choose to link to -- and the patterns in how you do it -- and you’ll separate yourself from the pack.

Like anything else, the more regularly you make posts to your blog, the better you will get at it. Making posts to your blog on a consistent basis is perhaps the single best way to build a readership. Schedule a regular time to write and commit to it. If you choose, you can add as many bells and whistles as you like, but remember it is the value of your commentary and your unique insights that will (or won’t) garner you the attention that can propel you upward in the search engine rankings.

Tom Stanton is an Account Supervisor in Jaffe’s Public Relations group and can be reached at stantont@jaffeassociates.com or at www.jaffeassociates.com.