PR and marketing are undergoing a 180° shift. For years, there’s been a hyper-focus on metrics like impressions, likes and reach. And while these tactics have a crucial role, they often overlook the most critical element – the message itself.
Authentic thought leadership, meaningful content and real expertise are making a strong comeback. Even SEO pioneers like Rand Fishkin, the creator of Moz, have acknowledged that the future of marketing is rooted in PR.
This is especially true as the march of AI continues and prospects and talent seek out authentic content and genuine leadership direction.
Legal firm bosses: people want to know what you really think.
Why legal PR matters more than ever for law firms
The legal industry is more competitive than ever, making it increasingly difficult to stand out. With ongoing economic uncertainties, which show no signs of easing in 2025, clients are also becoming increasingly price-sensitive.
A survey by legal software company BigHand revealed that:
- 33% of clients have sought more affordable legal services elsewhere.
- 34% are reducing the number of legal businesses on their panels.
Instead of engaging with a wide range of firms, many clients are narrowing down their choices, focusing on those that offer the best value, expertise or efficiency. All of this only amplifies the need to differentiate more effectively.
The race for talent
Meanwhile, lawyers are switching employers in pursuit of higher pay or greater flexibility, intensifying the competition for top talent.
In the first half of this year, according to the Demand for Talent report, 99% of leaders reported difficulty in finding skilled people.
While these challenges are significant, they also present a BIG incentive for firms to:
- Enhance client experience
- Modernise processes
- Position themselves for future growth.
PR professionals with legal expertise can be invaluable partners here, helping businesses explain their efficiencies to the right audiences, highlight key innovations and thinking – and maintain a competitive edge.
This is where third-party media endorsement and digital coverage really come into their own. It’s a super-powerful way to drive prospects and clients in your direction and start sales and recruitment funnels.
How legal PR builds trust with high-quality content
Simply focusing on technical SEO isn’t enough anymore. Law firms need to showcase their expertise, credibility and trustworthiness. In a field where reputation is everything, PR can be a game-changer here.
PR has the power to position law firm bosses as leading sector thinkers. By securing media coverage, contributing expert insights and offering commentary on industry issues of the day, businesses can establish authority in their field and stand apart in a sea of sameness.
This isn’t just great for attracting clients and talent, it also signals to Google that your company is credible. The more high-quality content that gets picked up by reputable publications, the stronger your firm’s reputation and its rankings.
Legal PR in action: real-world results for our law firm clients
We recently helped our client, south coast legal group Mayo Wynne Baxter, to secure national media coverage in CityAM and The Express, bringing the regional company into the national spotlight.
By working closely with their leadership team, identifying strategic opportunities and connecting journalists with the right experts, we added credibility and a human touch to their coverage. That’s PR at its best.
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- Read the coverage in CityAM: Analysts put Close Brothers shares under review as stock plummets
- The piece was even picked up by Yahoo Finance, doubling its potential readership: Yahoo Finance
- Here it is in The Express: Inheritance tax allowances and the Spring Statement
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Traditional vs digital PR for law firms: what you need to know
Traditionally, PR has always focused on getting a brand’s message in front of journalists through press releases, media pitches and offline channels like hardcopy newspapers, TV and radio. It’s all about securing mentions in mainstream publications and broadcasts.
Digital PR, however, takes it to the next level. It looks to online platforms, social media and digital publications to increase visibility, engage with target audiences and boost SEO rankings.
For both approaches, however, content is king. Because it’s all about profiling key spokespeople and seeding out their expertise on a regional and national scale to get that particular law firm to punch above its weight and compete in an increasingly competitive marketplace.
Both approaches are valuable. But in today’s digital world, digital PR has to take priority, especially in improving online authority. Digital PR involves creating shareable, optimised content, securing backlinks and key mentions in high-authority sites, and placing articles in strategic media outlets – all of which help law firms build reputation and visibility.
Why Google’s algorithm updates make legal PR essential
Google has made major changes to its search algorithms recently, prioritising content created by human experts. This shift presents a huge opportunity for law firms looking to enhance their online presence.
Fishkin and other SEO leaders have pointed out that PR can ‘supercharge’ SEO by positioning firms as authoritative voices – proving that PR is no longer just about media coverage, it’s a key part of an effective SEO strategy.
Law firms that contribute expert commentary, provide insights and build relationships with journalists will be better positioned to meet Google’s evolving standards and rank higher in search results.
While backlinks have long been a cornerstone of SEO, Google’s latest updates show that brand mentions on authoritative sites are just as crucial.
A law firm mention in a respected publication signals credibility to Google – even without a direct link. These mentions boost SEO performance and build trust with both search engines and potential clients.
How AI and digital PR are reshaping legal marketing
AI-powered search tools like Google Gemini and ChatGPT are transforming how people find information. These tools prioritise expert insights and trusted sources, reinforcing the need for credibility.
Brand mentions now play a major role in AI-driven search, as search engines recognise and value them even without direct backlinks. And with AI’s advanced understanding of natural language, conversational search is becoming the norm, meaning engaging storytelling and high-quality content are essential.
As AI reshapes search, digital PR is the fuel that powers SEO.
Law firms that embrace these PR strategies will gain a competitive edge – enhancing their reputation, boosting SEO and attracting more clients.
In the legal market where standing out is tough right now, PR isn’t just proving to be a helpful extra – it’s an essential tactic.
Top digital PR tactics every law firm should use
To stand out in the crowded legal market, firms need to use digital PR to showcase their key spokespeople and expertise on a regional and national scale. Here’s how:
- Position lawyers as thought leaders: Google prioritises content from human experts, so firms should focus on expert commentary, thought leadership articles and engaging with journalists to share insights.
- Build media relationships: PR is fundamentally about relationships. By making spokespeople available for interviews and offering expert perspectives – aided by your trusted digital legal PR specialist – law firms can establish credibility and become trusted sources for journalists.
- Target high-authority websites: getting mentions in reputable publications sends strong signals to Google and helps improve SEO. Digital PR agencies like Midnight specialise in securing top-tier coverage, boosting brand mentions and driving organic traffic.
To see how digital PR can help your law firm – contact us today.
