PR for law firms
Legal PR: media relations for law firms and legal services
Legal PR builds the reputation of law firms and lawyers with the legal trade press, business media and clients. Coverage comes from deals, cases, hires and expert comment on new rulings and regulation. Precision matters: legal journalists expect exact figures, named parties and partners who can speak on the record.
Story angles that work for law firms
Journalists do not cover companies, they cover stories. These are the angles that most often earn law firms coverage:
- Deal and case announcements with values and named advisers
- Lateral hires and promotions for the legal trade press
- Expert comment on new rulings, laws and regulations
- Rankings, awards and pro bono work with measurable impact
How to run law firms PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered law firms recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Legal trade press covers hires, deals and rankings that the mainstream press skips.
- Give exact figures and the names of the advisers on a deal.
Mistakes to avoid
- Announcing deals without naming the client or the value, when both can be disclosed.
- Partners who are not available when a ruling breaks.
Who covers law firms
InsightFuse lists 6,497 journalists, editors and producers whose role or outlet points to law firms coverage, across 109 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Thomson Reuters
- Veritext Legal Solutions
- Lexisnexis
- Law360
- U.S. Legal Support, Inc.
- Law Business Research
- Esquire Deposition Solutions, LLC
- State of Minnesota
- State of Illinois
- Los Angeles Superior Court
- Lexisnexis UK
- Houghton Mifflin Harcourt
| Country | Journalists |
|---|---|
| United States | 4,476 |
| United Kingdom | 358 |
| India | 289 |
| Canada | 251 |
| Australia | 138 |
| Brazil | 63 |
| South Africa | 50 |
| Philippines | 39 |
| Role | Journalists |
|---|---|
| Reporters | 3,158 |
| Editors | 1,436 |
| Writers | 887 |
| Producers | 227 |
| Section and senior editors | 203 |
| Journalists | 166 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
How do law firms get media coverage?
Law firms get coverage by announcing deals and hires to the legal trade press and by offering partners for fast, quotable comment on rulings and regulation.
What is legal PR?
Legal PR is public relations for law firms, barristers and legal service providers, covering media relations, thought leadership, directory submissions and crisis communication.
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