For many lawyers and law firms, exposure in a national newspaper or major broadcast outlet is seen as the holy grail of legal PR.
Over the years, I’ve heard numerous clients tell me that getting into The Times or appearing on the BBC or Sky News represents true success – it tops their PR wish list. But are they right? Is national media coverage really a must-have for law firms?
Talking heads
It’s true that certain high-profile lawyers and firms regularly appear in national media. For example, Ayesha Vardag (divorce) Nick Freeman (“Mr Loophole”) and Mark Stephens (media law) spring to mind. It’s understandable that other experienced lawyers may aspire to similar visibility.
But the more important question is: does national coverage deliver a meaningful return on investment?
The answer? It depends. National media exposure certainly has its benefits – it can elevate a law firm’s brand, increase awareness, and build profile. But there are good reasons not to make national media your sole PR ambition.
It may not deliver what you expect
Building relationships with national journalists takes time, persistence and often a significant PR budget, resources that many law firms simply don’t have.
Even if you land an interview or are quoted, national media is unpredictable. Breaking news can bump your story or clip with little notice. There’s no guarantee your comments will make it to print or broadcast.
Lawyers also face a practical challenge: journalists often need instant reactions, but most legal professionals are busy with client work, court hearings, or meetings. Responding within a journalist’s tight deadline isn’t always realistic.
Critically, national media exposure may not align with your firm’s PR strategy. You might not reach your target audience, whether that’s local businesses, private clients, or niche sectors. Worse still, you could attract low-value or irrelevant enquiries, while missing out on more valuable instructions from the right clients.
Consider alternative media with real influence
Leading trade journals such as Building magazine, Estates Gazette, Property Week, The Grocer may not have national circulation, but they carry considerable weight within their sectors. The same goes for regional media; local newspapers and broadcast outlets often punch well above their weight when it comes to influence.
A well-placed article in a respected business title could be just as valuable as a piece in a national paper, while also freeing up time and budget for other PR and marketing activities.
Final thought
So, should national media coverage be your law firm’s ultimate PR goal?
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