Thanks to their pop culture popularity, law firms already face an uphill battle when it comes to building a reputation that feels authentic and credible. From courtroom dramas to legal thrillers, lawyers are frequently portrayed as larger-than-life characters – either crusading heroes or power-hungry manipulators.
Without a clear, strategic communications gameplan, these exaggerated portrayals can easily spill over and impact a firm’s public image – especially when they reach a high-profile milestone or come under scrutiny. Countering stereotypes and managing reputation requires more than reactive PR; it takes a proactive, intentional approach to shaping the narrative long before a story reaches the headlines.
Put PR to practice
While the media landscape can be complex, there are more opportunities than ever for law firms to generate meaningful visibility. Traditional media outlets remain powerful vehicles to spotlight major firm news and developments, such as the launch of a new practice area, a strategic merger or key leadership hire. A well-timed press release and strategic outreach to the right publications can significantly raise a firm’s profile and attract new clients.
But earned media is just one piece of the puzzle. Owned content channels, such as blogs, newsletters and social media, give firms the ability to speak directly to their audiences and ensure their values are represented. Have a community initiative or pro bono work you’re proud of? When communicated with authenticity and intention, these stories do more than generate goodwill – they reinforce a firm’s culture and long-term vision.
Raise the bar on expertise
Pairing promotional storytelling with a focused thought leadership strategy can elevate attorneys as respected voices in their fields. Securing speaking engagements, guest articles and media spokesperson opportunities, for example, will allow lawyers to weigh in on timely issues and demonstrate depth of expertise. Case studies and client success stories can serve to bring that expertise to life, helping current and future clients better understand a firm’s overall approach and impact.
While thought leadership is a valuable component in the strategic communications mix, opportunities rarely fall into the lap of a firm or its attorneys. Building a presence as a leading expert takes a dedicated team actively working to research opportunities, monitor the news cycle and conduct targeted, ongoing outreach. When done regularly and intentionally, this work helps build momentum in shifting perceptions of an attorney as an authority, rather than a participant, in their area of practice.
Defense rests on reputation
The value of strategic communications becomes even more clear when a firm is navigating a challenge. Whether it’s reputational risk, a high-profile case or an unexpected crisis, a well-established communications strategy helps guide response efforts with clarity and control. If a firm has already built a strong public presence and reinforced its key messages over time, that reputation also serves as a buffer – helping maintain credibility even in turbulent times.
In addition, the messaging and values a firm has established often serve as critical resources when crafting statements or responding to media inquiries, ensuring consistency and reinforcing trust with audiences. Rather than scrambling in a moment of crisis, firms with a solid communications foundation can manage the narrative, protect their public image and reassure both clients and stakeholders.
Verdict is in: Credibility counts
In a field often defined by high-stakes cases and strong personalities, law firms can’t afford to let others shape their story. A strategic communications program helps firms take control – demonstrating what they stand for, the value they deliver and the expertise they bring to the table. By leveraging a mix of effective communications strategies, including earned media, owned content and thought leadership, firms can build credibility over time and ensure they’re making their best case for target audiences.