Media Relations

Thought-Leadership PR for Law Firms

Modern PR for law firms is all about positioning attorneys’ unique subject matter expertise directly in front of consumers of legal services when they are most compelled to consider hiring a lawyer. Unlike traditional PR, where expertise can be filtered through reporters, storytellers and editors, thought-leadership PR allows attorneys to generate and position longform content that provides deeper analysis, fuller context and a broader representation of their distinct skill sets.

When prospects seek out thought leaders and expert voices on topics relevant to their specific and pressing needs, they don’t only go to a firm’s owned marketing channels, like websites and client alerts. They tend to seek out well-established, highly regarded niche authorities, such as industry media, trade associations and online content communities that orient their own missions around providing resources and value to the same audiences lawyers might be courting for business.

We work with lawyers and legal marketers to identify and secure publishing opportunities for their thought leadership content on third-party platforms that bring with them gravitas, earned trust and authority, and an implicit third-party endorsement of our clients’ bona fides as thought leaders. 

Modern media platforms include:

• Trade publications, associations, websites and e-magazines

• News and business publications, websites and newsletters

• Blogs

In addition to positioning our clients for interview or inclusion in media-generated articles and stories, we help our clients become the story, by crafting compelling thought-leadership content and positioning it on the platforms with the greatest concentration and deepest penetration of the target markets attorneys are looking to serve.

Our firm’s expertise also includes first-hand experience and knowledge on how to serve as corporate bankruptcy PR counsel for law firms representing clients Chapter 11 bankruptcy proceedings.