When I joined Allen & Overy’s press team in 2000, legal PR was still in its infancy. There were just two of us in the team, press releases were faxed, and journalists’ contact details lived in ring-bound files. Legal Week (now Law.com) and The Lawyer arrived in print, once a week.
Fast-forward 25 years and the landscape has changed dramatically and so has the role of PR within law firms.
From big firm luxury to boutique essential
Back then, PR was emerging as a form of marketing for the Magic Circle and other large City firms. Today, it’s become an essential tool for law firms of all sizes. Boutique and specialist practices are often the most PR-savvy using targeted media relations to punch well above their weight.
That shift is driven partly by the explosion of digital media. Blogs, podcasts, LinkedIn and video offer firms a direct route to their audiences. But let’s be clear: earned media still matters. Getting quoted in a respected publication brings third-party credibility that no blog post can replicate.
What’s changed and what hasn’t
The fundamentals of good legal PR haven’t changed. You still need to be able to spot a good news hook, craft a compelling message, and have the tenacity to get it heard. But the environment we work in has evolved:
- Journalists are more stretched and more desk bound which means it takes longer to build relationships with them. You have to work harder to attract a reporter’s attention and because comment is often issued by email, things can get a little lost in translation.
- Deadlines are tighter than ever. Thanks to the 24/7 news cycle, timing is everything. If a lawyer wants to comment on a breaking story, they have around a two-hour window, leave it much longer and time could be wasted.
- Content expectations have changed. A punchy quote often works better than a detailed analysis. A snappy LinkedIn post might get more traction (and take less time) than a press release.
- A proliferation of online titles has led to increased opportunities for coverage but with PR now standard practice across the legal sector, competition for column inches is fiercer than ever.
Enter AI: An emerging assistant, not a replacement
One of the most exciting developments in recent years is the rise of AI. No, it won’t replace good judgment, media relationships, or sector expertise but it can be a brilliant assistant.
Here’s how AI is helping legal PRs work smarter:
- Speeding up routine tasks like media monitoring, drafting press releases, or summarising coverage reports.
- Helping identify trends in breaking news so you can pitch more strategically.
- Supporting content creation – whether it’s generating byline ideas, suggesting headlines, or creating social media drafts lawyers can quickly tweak and approve.
Used well, AI can give PR agencies and in-house teams more time to focus on strategy, storytelling, and relationship-building.
What hasn’t changed? The value of experience
Even with all the tech tools in the world, legal PR is still a people business. It’s about relationships with clients, journalists, editors and understanding how law firms think and operate.
It’s about helping partners and associates position themselves as leaders in their fields, navigating tricky reputational issues, and helping firms tell their stories in a way that’s relevant and resonant.
Need support with your legal PR?
Whether you’re looking to build your firm’s profile, comment on breaking news, or create a smart, sustainable media strategy, I’d be happy to help.