PR Strategy for Law Firms: Create Visibility, Gain Trust
Apr 13, 2025 – Tobias Steinemann
The communication of law firms operates in a sensitive area of tension: on the one hand, law firms want to make their expertise visible and win new clients. On the other hand, they are subject to professional boundaries, such as advertising law or the duty of confidentiality. A well thought-out PR strategy helps law firms to position themselves professionally in this area of conflict – credibly, relevantly and in compliance with the law.
What is PR for law firms?
Public relations (PR) aims to strengthen trust in an organisation, build its reputation and establish it as a competent partner in the public eye. For law firms, this means that they not only communicate with potential clients, but also with the media, professional circles, the public and sometimes even with political decision-makers.
In contrast to traditional marketing, which is often sales-orientated, PR focuses on long-term reputation building. For law firms, it is about being perceived as a serious, professionally competent and trustworthy institution.
Why is a PR strategy important for law firms?
- Building trust: In an area as dependent on trust as the legal sector, reputation is everything. Good PR creates credibility.
- Positioning: A clear positioning towards the public and the media helps to stand out from other law firms.
- Topic leadership: Those who regularly comment on legal topics establish themselves as thought leaders in certain areas of law.
- Crisis communication: PR is not only about visibility, but also about preparation. A well thought-out communication strategy helps you to react calmly and professionally in the event of a crisis.
Components of a Cuccessful PR Strategy
1. Analysis & Target Definition
The first step is an honest stocktaking: How is the law firm currently perceived? Which target groups should be reached? Which media do these target groups consume?
Based on this, concrete PR goals are formulated - for example
- Establishing media contacts
- Establishment as an expert law firm in the field of tax law
- Improving the online reputation
2. Develop Messages
Central messages form the core of every PR strategy. These should be clear, understandable and tailored to the respective target group. For example, a law firm specialising in employment law can advertise with ‘We provide employees and employers with legally secure guidance in turbulent times’ - without drifting into advertising.
3. Media Relations & Content Production
An important part of PR work is establishing media contacts and proactively placing your own content:
- Press Releases: For example, important law firm news, new partnerships or exciting cases (subject to confidentiality).
- Guest Articles & Interviews: Specialist articles in newspapers, blogs or podcasts provide an opportunity to showcase your own expertise.
- Own Channels: A law firm blog or LinkedIn account can be used specifically to publish content and communicate directly with target groups.
4. Topic Calendar & Timing
Good PR is not only reactive, but also planned. A calendar of topics helps to distribute content in a structured way throughout the year - e.g. on new legislative changes, important court decisions or socially relevant debates.
Tip: If you comment on a current topic early on, you have a good chance of being contacted as a source by journalists.
5. Monitoring & Evaluation
What good is good content if it doesn't work? That's why every PR strategy should also include mechanisms for monitoring success:
- Which posts were read, shared or quoted?
- Has the law firm been mentioned more frequently in specialised media?
- Has the number of qualified enquiries increased?
Modern tools - such as those for media monitoring or social media analytics - provide important data for ongoing optimisation.
Challenges: PR in Accordance with Professional Law
A common misconception is that lawyers are not allowed to do public relations work. This is not true. The professional regulations allow factual, non-misleading information about the work and qualifications. The decisive factor is HOW you communicate. Serious PR remains factual, respects client relationships and emphasises professional expertise.
Conclusion: Clear Strategy Instead of Random Communication
PR for law firms is more than just the occasional press release. It is a strategic instrument for sustainable positioning, reputation management and client acquisition. Those who plan their PR, communicate in a targeted manner and recognise the limits of professional law can gain a real competitive advantage.