PR for Law Firms: All You Need to Know in 2025

You’ve built a solid firm, delivered results, and earned your clients’ trust—but it still feels like no one’s noticing.

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Competitors are getting featured in the news, invited to speak, or quoted as experts, and you’re wondering how they’re getting all that attention.

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Chances are, they’re using PR.

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This guide will walk you through what public relations really means for law firms, how it works, and how to use it to position your firm as credible, visible, and worth paying attention to.

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If you’re tired of being overlooked, this is where things start to change.

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What Is PR for Law Firms?

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PR for law firms is the practice of managing and improving how your firm is perceived by the public, media, and potential clients. It focuses on building visibility and trust through earned attention — not paid ads.

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This includes:

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• Publishing press releases for firm updates or case wins
• Contributing thought leadership via blogs, bylined articles, and podcasts
• Participating in legal or industry events
• Securing media coverage in legal and mainstream outlets

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The goal is simple:

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Position your firm as credible, recognizable, and trustworthy — so when someone needs a lawyer, your name already carries weight.

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You can also explore how to manage public perception more deeply with this law firm reputation management guide.

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Benefits of Public Relations for Law Firms

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In a nutshell, public relations helps your firm get seen by the right people, build trust, and attract better clients — not just media mentions, but lasting reputation.

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1. Gain Visibility That Actually Means Something

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Anyone can run ads.

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Not everyone can earn media coverage. PR helps your firm stand out in a saturated legal market by getting your name into trusted publications, podcasts, and professional spaces.

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The result? You stay top-of-mind when people need legal help — even before they search.

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Example

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A law firm that engaged in guest posting on relevant legal blogs and publications experienced a 63% increase in referral traffic and brand visibility.

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This strategic approach positioned the firm as a thought leader and attracted a more targeted audience.

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For further insights into what not to do, review these common law firm management mistakes.

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2. Build Trust Through Credibility, Not Claims

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When your firm is quoted by a reporter, featured in a legal roundup, or invited to speak on a panel, it signals authority.

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That kind of exposure builds trust far faster than a self-promotional campaign ever could. Clients don’t just want a lawyer — they want a lawyer others already trust.

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Example

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A personal injury law firm in California implemented a video marketing strategy focused on educational content.

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Over six months, they found that viewers who watched at least three of their videos were 70% more likely to schedule a consultation compared to those who only visited their website. This approach built credibility and trust with potential clients.

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You can reinforce that trust long-term by understanding the importance of online reviews for law firms.

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3. Protect and Control Your Reputation

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In law, reputation is everything.

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A good PR strategy isn’t just proactive — it’s also your safety net. If your firm is ever involved in a high-profile case, misinterpreted online, or targeted unfairly, PR allows you to shape the story before it shapes you.

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Being ready beats being reactive.

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Example

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A litigation firm engaged Jaffe PR to develop a strategic media outreach plan that would generate widespread coverage of a landmark discrimination case. This proactive PR strategy helped shape public perception and reinforced the firm’s commitment to justice.

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And if you're already dealing with bad press or negative feedback, this **guide on how to respond to negative reviews* is a great place to start.*

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Key Things to Consider When Doing PR for Law Firms

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When you’re new to doing PR on your law firm, here are the things that you should look into so that you can build an effective law firm PR strategy.

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1. Start with Clear, Business-Aligned Objectives

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Before anything else, nail down why you’re doing PR in the first place. Not every campaign needs to dominate headlines — sometimes it’s about repositioning your firm after a merger, launching a new practice area, or signaling credibility in a competitive market.

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The best PR is intentional. It supports business outcomes like expanding your client base, attracting better cases, or improving reputation in high-stakes sectors. Without that clarity, even great media exposure turns into noise.

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PR isn’t a side hustle for your brand — it’s a lever for growth. Treat it like a strategic arm of your overall marketing, not just something you “test out.”

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2. Know Exactly Who You’re Trying to Reach

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PR falls flat when it tries to impress everyone. Focused messaging is far more powerful than wide-angle shouting.

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Think about who actually needs to hear your story. Is it in-house counsel? Business owners in a specific vertical? High-net-worth families? Referral partners? Knowing who you’re targeting dictates how and where you show up.

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It also tells you what to say. A white-collar defense client won’t respond to the same language as a startup founder or accident victim. The more specific your targeting, the sharper your PR strategy becomes.

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You can reinforce your messaging even further by learning how to ask for a review and encouraging clients to speak on your behalf.

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3. Develop Key Messages You Want to Own

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Every firm has a story. Great PR makes sure the right parts are heard — again and again.

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You might be known for aggressive trial wins, or for being the go-to firm for SaaS contracts, or for community-first legal advocacy. Whatever it is, it should be intentional. These core messages should shape your interviews, your thought leadership, even your attorney bios.

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Repetition is a strength when it’s aligned. The firms people remember are the ones who say the same things across all touchpoints — not the ones who change tone with every campaign.

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For more ways to build that narrative across platforms, visit our blog.

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4. Use the Right PR Channels for Your Goals

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PR isn’t about doing everything — it’s about doing the right things.

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Thought leadership in respected outlets builds long-term authority. Local news features can drive immediate recognition. Podcasts allow you to humanize your brand. Speaking engagements put your face to your name.

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What matters is matching the tactic to the intent. Launching a niche service? Look for targeted industry media. Trying to boost visibility before a major expansion? Push into regional coverage and digital press.

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And don’t overlook your owned channels — your blog, social media, and newsletter can all extend the reach of earned media when used correctly.

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Need more control over the narrative? Check out how **reputation marketing* can reinforce what PR starts.*

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5. Monitor Your Reputation and Online Presence

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Your firm’s reputation isn’t static. It’s being shaped constantly — by reviews, mentions, LinkedIn comments, and how others describe your work when you’re not in the room.

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Monitoring your online presence isn’t optional. Set alerts. Track branded search terms. Know how you’re being spoken about — and by who. If something negative appears, address it. If something great pops up, amplify it.

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PR isn’t just about getting good coverage — it’s about controlling the narrative over time. The firms that win are the ones steering, not reacting.

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You’ll also want to be proactive about review management. Learn how to encourage customers to write reviews, and see how often you should ask for feedback to keep your reputation strong.

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6. Be Prepared for a Crisis Before One Hits

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You don’t get to choose when a crisis hits — but you do get to choose how prepared you are.

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Whether it’s a lawsuit, internal controversy, or a client matter that goes public, the worst time to plan your response is in the middle of the fire. You need a point person, a messaging framework, and a protocol for handling press inquiries — all ready to go.

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Handled well, crisis PR reinforces your firm’s leadership and maturity. Handled poorly, it puts cracks in your credibility that are hard to fix.

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If you’re already navigating a crisis, this article on how to deal with bad lawyer reviews might be a helpful companion read.

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7. Track Results and Tie PR Back to ROI

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If your PR reports are just showing media impressions and estimated reach… you’re not getting the full picture.

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PR should tie back to real outcomes. Are people searching for your firm more? Are qualified leads increasing? Are your attorneys being invited to higher-profile conversations?

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Use tools like Google Analytics, Ahrefs, or even a basic CRM to connect the dots. A press feature might not turn into a consultation overnight — but it can warm up a lead, elevate your authority in a pitch, or boost conversion on your homepage.

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Track what matters — and use that data to double down on what works.

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What’s the Difference Between Hiring a PR Firm for Your Law Firm and Doing It Yourself?

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If you’ve made it this far, there’s a good chance you’re wondering: “Can I just handle PR in-house… or is it really worth hiring someone to do it?”

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Well, the truth is… you can do PR yourself. Writing press releases, pitching to media, and posting on LinkedIn can definitely show initiative and help build your firm’s online presence — especially if you’re just getting started or trying to stay visible on a tight budget.

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But the difference comes down to time, access, and consistency.

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When you hire a PR firm, you’re getting a team that already knows how to navigate the media landscape, tailor your messaging, and keep your visibility steady — even when you’re neck-deep in casework. They think long-term, bring real relationships, and are ready to step in fast if your reputation ever takes a hit.

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DIY works in bursts. A PR firm keeps the spotlight on you — consistently and strategically.

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How to Choose the Right PR Agency for Your Law Firm

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You’re not just hiring someone to write press releases — you’re trusting them with your firm’s reputation. The right PR agency understands your goals, your message, and how to get the right people to listen.

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Here’s how to find the right fit.

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Start With Your “Why”

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Don’t begin by shopping for PR services. Start by asking yourself: What do we want PR to actually do for us?

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Are you trying to build long-term brand recognition? Launch a new office? Get ahead of a reputation issue? Without a clear objective, it’s easy to fall for slick pitches that deliver activity without impact.

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PR should serve a business function — not just a visibility quota. If you’re not clear on your goals, the agency you hire will be shooting in the dark… and burning your time and money in the process.

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Prioritize Agencies With Legal PR Experience

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PR for law firms is its own category. It comes with ethical restrictions, sensitivity to ongoing cases, and a deep need for credibility.

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You don’t want someone experimenting with your brand or messaging — especially in an industry where every word is scrutinized.

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So ask the tough questions: Have they worked with law firms before? Do they understand confidentiality rules? Can they help position attorneys as thought leaders without sounding like a sales pitch?

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Experience in SaaS or fashion PR doesn’t translate here. You need someone who already speaks the language — not someone who’s trying to figure it out on your dime.

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Look Beyond Surface-Level Wins

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A lot of agencies will flaunt logos — “we got our client in Forbes” — but that doesn’t mean much unless it ties back to your goals.

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What you really want to see are detailed, relevant case studies. Not just the what, but the how and why. How did they land those placements? What results came from them? Did those wins move the needle on site traffic, consultations, or branded search?

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If all they can show you are screenshots, but can’t walk you through the full story… they probably weren’t driving it.

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Understand How They Build Relationships

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In PR, who you know still matters — but how you pitch matters more.

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You want an agency that doesn’t rely on generic email blasts. Instead, look for someone who has actual relationships with legal reporters, podcast hosts, business editors, or local outlets that are relevant to your practice area.

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If they’ve placed similar firms in those channels before, that’s a green flag. If they can speak to which reporters trust them and why? Even better.

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Make Sure They Think in Strategy, Not Tasks

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Anyone can write a press release. Not everyone can map out a narrative arc that positions your firm for the long game.

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Ask them how they approach strategy. What’s their thought process behind pitching a story? Do they work in campaigns or one-off hits? Do they factor in SEO, branded search, or your marketing funnel when planning a PR push?

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If their plan sounds like a series of disconnected deliverables… they’re probably not thinking beyond checklists.

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Clarify What Success Actually Looks Like

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Some agencies will dazzle you with media impressions and estimated reach — but that’s not the same as measurable results.

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Instead of chasing vanity metrics, ask how they track real-world impact. Are they monitoring referral traffic? Did branded search volume increase after a feature? Are those mentions turning into leads or consultation requests?

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The best PR agencies don’t just get you seen… they help you get chosen.

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Don’t Skip the Fit Check

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Chemistry matters more than you think. PR is a collaborative process — you’ll be sharing sensitive updates, leaning on them during high-pressure moments, and trusting them to speak on behalf of your firm.

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So get a feel for how they communicate. Are they organized? Do they listen more than they talk? Are they proactive with ideas or just reactive to assignments?

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You’re not looking for a vendor. You’re looking for a partner who gets your tone, your values, and your pace.

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Pricing Matters — But ROI Matters More

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Yes, budgets are real. But when comparing agencies, don’t just go for the cheapest quote. The difference between a $3K/month firm that goes through the motions and a $6K/month firm that actually moves the needle… is night and day.

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Focus on value, not just cost. Ask: “If we do this right, what would success actually be worth to us?” If you’re trying to position your firm as a top player in your region or field — $5K/month isn’t expensive. It’s leverage.

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Conclusion

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PR for law firms isn’t just about visibility — it’s about control.

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The ability to shape how your firm is seen, talked about, and remembered can be the difference between being just another name on a list and being the first call someone makes when they need legal help.

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It’s not a quick fix — but when done right, it builds momentum that supports every other part of your growth.

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As you move forward, we wish you the best. If you’re serious about strengthening your public presence, start by reviewing some of the most common law firm marketing mistakes and management missteps that often go unnoticed.

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Our blog has more hands-on tips you can explore, and the homepage gives a full view of what’s possible when you take reputation seriously.

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You can also check out our tools designed to support your long-term strategy — from Reviews and Referrals, to Insights and Repeat — all created to help law firms build trust, stay consistent, and grow smarter.

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For solutions specific to your field, visit our law firm industry hub. Or if you’d prefer to reach out directly, send us a message at info@thesurgepoint.com.

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