PR strategies for law firms: Building trust and reputation

In today’s highly competitive legal industry, public relations (PR) has emerged as a crucial tool for law firms to establish credibility, enhance visibility and differentiate themselves from the competition.

Whether it’s a boutique practice or a global firm, effective PR strategies can enhance visibility, foster trust and position the firm as a thought leader in the legal industry. This article explores actionable PR strategies that law firms can employ.

Positioning the firm’s partners and associates as thought leaders is an effective way to gain recognition. As part of their PR strategy, firms can focus on publishing articles, comprehensive guides and blogs on trending legal topics on their own websites, third party platforms/publications or social media platforms. Law firms can even host or participate in industry webinars and panel discussions. Collaborating with media outlets for expert comments on emerging legal issues is also a good way of building thought leadership and showcasing one as an expert in their respective field.

According to Ragini Shah, Managing Partner of AMD Law India,

"Good lawyers bridge the gap between legal complexities and simple solutions. Strong PR enhances this bridge by showcasing quality work, building trust, and clearly communicating services. This synergy fosters transparency, positions firms as thought leaders and demystifies legal processes. By making legal services more accessible and credible, it strengthens the connection between firms and the public."

Digital PR for law firms is a powerful avenue for reaching broader audiences. Law firms should focus on optimising their websites with search engine optimisation (SEO)-friendly content to improve Google search rankings. Engaging with audiences on professional networks like LinkedIn is a great way of outbound reach and building a relevant network. Any strategy would not be impactful if it isn’t measured accurately. Thus, law firms should focus on analytics to track website traffic and social media engagement and, accordingly, refine their strategies.

Rishabh Gandhi, Founder of Rishabh Gandhi & Associates, said,

"Content strategy, for me, is a way to contribute meaningfully to the legal community, not just as a practitioner but as a constant learner. It’s an opportunity to engage with fellow practitioners, share insights and foster a culture of collaboration and knowledge-sharing. Writing forces you to delve deeper into the law, sharpen your understanding and stay aligned with evolving jurisprudence. For law firms, creating thoughtful content is about bridging gaps between complex legal principles and practical application, between seasoned professionals and young minds entering the field. The true value lies in how we use it to uplift and inform one another."

Garima Kale, BD Senior Manager at ALMT Legal, added,

“Content is the King in today’s world. Law Firms need to leverage the human side of the firm by creating valuable and insightful content in the form of highlighting thought leadership by posting different type of content across social media platforms, on speaker panels of leaders/senior management at conferences, legal and industry articles, on trending and newsworthy topics, and newsletters - interpretation of various laws and government circulars.

Law firms can focus on encouraging lawyers/management or business support staff by promoting their awards, rankings and other achievements across social media platforms. Content marketing is the most effective tool to build long-term and consistent firm legacy, brand building and manage crisis PR for any unforeseen challenges. It creates long term goodwill and maximises revenue in the long run.”

Developing professional relationships with journalists and legal publications can provide opportunities to enhance visibility. As a PR strategy, firm can focus on issuing press releases for major announcements, significant case wins, new hires or expansion of office space or strategic partnerships etc. Offering expert commentary through articles in reputable publications is another way of building reputation. Developing strong relationships with media houses and proactively publishing articles on trending topics not only enhances visibility in the industry, but also showcases one as a thought leader in that particular domain.

Consistency is key. The PR strategy should follow a balanced approach and should include publishing informative articles on third party platforms, publishing blogs on trending topics on the firm’s website or with media houses, providing comments on recent legal developments, targeting relevant interview opportunities, doing podcasts, participating in panel discussions and appearing in news TV debates. Maintaining uniform messaging across all platforms along with consistent branding to build a cohesive brand is an important element.

Selection of a platform is a major factor while crafting any PR strategy. Content should be designed to cater to the relevant target audience. Every platform has its own audience; platform selection should be done keeping in mind the requirement of a law firm.

Avoid disclosing any sensitive client information while publishing anything in the digital media. Confidentiality should be of utmost important while crafting a PR strategy. Content should be always informative in nature and any kind of promotional activity that is not allowed by the Bar Council of India (BCI) Regulations should not be practised.

PR strategies are essential for law firms aiming to thrive in a competitive and dynamic landscape. By adopting tailored approaches, PR strategies can be adopted as part of law firm marketing and can enhance visibility and solidify a firm's position as a trusted advisor in the legal domain. Whether through thought leadership, digital engagement, or community outreach, a well-executed PR strategy is the cornerstone of success for modern law firms.

About the Authors: Shubham Malhotra is the Founder of LawStrings Management, BD Consultants to the Global Legal Industry, and Ravi Kanth is a Business Development and Growth professional at Bar & Bench.