A picture’s worth 1,000 words. A video’s worth even more.

A version of this story first appeared in the Raise the Bar newsletter. To get it in your inbox, sign up for free by clicking here.

By Emily Kelchen | for Raise the Bar

When you think about innovation, Wichita, Kan., probably isn't the first place that comes to mind. But, personal injury lawyer Tyler Patterson plans to change that. Patterson’s embrace of technology-assisted storytelling is helping Patterson Legal Group become the go-to practice for Midwesterners who have suffered serious trauma. Raise the Bar sat down with Patterson to discuss his cutting-edge approach to client advocacy. -Emily Kelchen

You and your firm are becoming well-known for your use of graphics and videos. Why are you moving in this direction?
We live in a world where we are scrolling through social media and attention spans are shrinking, so a well-placed graphic or video is worth more than ten minutes of talking. Whether our audience is an insurance adjuster, opposing counsel or a jury, a photo, a demonstrative or a short video showing the challenges a client faces every day can make an impact in a way that words alone never could. It’s not about flash; it’s about making sure the most important parts of the case resonate.

Is this something you do in-house? 
I'm lucky to have a great team of people to help out with this. Ella Reusser, our marketing director, coordinates with our in-house graphic designer for a lot of projects. We also work with videographer Andrew Kivett of Kivett Social when we want to put together a "Day in the Life" video or a highlight reel of video depositions. 

Our social media accounts are also video-heavy, and Kivett works with us on those too. We actually meet with him about once a week. With a busy schedule, it is easy for social media marketing to fall to the bottom of the to-do list, so having the weekly meeting keeps us on track. Many videos are lighthearted and funny, but we mix in educational videos about our firm, negotiations and the civil justice system in general. 

Does being on video ever make you uncomfortable? 
Absolutely, but it gets so much easier with practice. In the beginning, I overanalyzed every detail on the video, trying to make it perfect. My nerves faded when I focused on the bigger purpose—educating, advocating for my clients and adding a little entertainment along the way. The shift in focus made all the difference, and it’s a lesson I apply beyond videos. Growth happens in discomfort, and I’ve learned to embrace it. Every year, I set a big goal that pushes me out of my comfort zone. This year, some friends talked me into running the Great World Race—seven marathons on all seven continents in one week. We’re running for ICTSOS, a nonprofit dedicated to ending human trafficking. It’s an ambitious challenge, and I'm already feeling nervous and excited. 

Above: A screenshot from Patterson Legal Group's Facebook page where Patterson regularly posts videos.  

Thank you for reading Raise The Bar.

Every Thursday, you'll hear from our team about the most pressing issues facing legal practices today. We'll also try to include some quick-hit reads that touch on interesting cases and precedents being set worldwide. 

Have anything you'd like us to cover? Send an email to raisethebar@mynewsletter.co

Raise the Bar is curated and written by Emily Kelchen and edited by Bianca Prieto.