Reports of the death of traditional media, and with this speculation predicting the decline of PR , have proved to be woefully premature with many print magazines making a vinyl-style comeback. Digital fatigue, concerns about fake news on social media and AI-generated content have led many to seek out authentic content they can trust.
Against this backdrop, the importance of good PR comes into sharp focus which explains why many b2b PR agencies – well certainly the good ones – have never been busier! So while many businesses are looking to cut costs, they are also looking for new ways to engage with their stakeholders and PR is proving to be a cost-effective way to do this. For law firms operating in a very crowded marketplace, the ones that are heard are the ones with a strong PR presence.
Here are six reasons why PR is important again in 2026.
- PR builds trust – it relies on independent third-party endorsement from a journalist. This can’t be bought, and this is what makes it so valuable.
- PR builds reputation – with more eyeballs on good journalism as opposed to low-quality AI-generated content, getting your firm’s name mentioned and your experts quoted in credible media sources, be they national newspapers, business magazines or podcasts, is a sure fire-way to enhance reputation, and craft a positive narrative around your law firm’s brand.
- PR keeps law firms – PR is quick to adapt to changing client demands. If your law firm or practice can be quick to provide comment in the media about issues that affect your clients or a groundbreaking case, you are sending a strong signal to the marketplace that your firm is modern, relevant and “on the pulse.”
- PR is good for internal communications (IC) – good internal comms is crucial for any business but particularly in the professional services sector where a firm’s people are its most valuable asset. Done well and consistently, good IC will encourage staff to take a more holistic view of an organisation, encouraging the sharing of information and preventing teams becoming siloed. Frequent positive media coverage will support IC by creating a buzz in the workplace, fostering loyalty and productivity.
- PR is cost-effective – compared with other forms of marketing, such as advertising and large-scale events, PR has always offered strong value for money. This has become even more pronounced as many agencies now operate hybrid or fully virtual models, reducing overheads and enabling clients to benefit from a more efficient, cost-effective service without compromising on quality or results.
- PR boosts SEO and website traffic – being featured in an article or news item will boost traffic to your own website. If a news outlet includes a link to your website, then this increases domain authority – a measure of your site’s trustworthiness. This can push your site higher in Google search results, which ultimately results in more traffic to your website – a virtuous circle!