In many law firms, PR activity tends to gravitate towards one or two individuals. They become the “go-to” media contacts – the lawyers who are comfortable speaking to journalists, writing comment and articles and building a public profile.
On the face of it, this makes sense. Not everyone enjoys PR and, in a busy practice area, it can feel efficient to focus efforts on those who are naturally inclined towards it. However, as with most aspects of business development, a more balanced approach to law firm PR often delivers stronger, more resilient results.
In a previous blog, I explored how PR can help associates build their profile and accelerate their careers. That same principle applies across a team. Visibility is not just about individual progression, it is about strengthening the collective reputation of the practice.
Encouraging a broader group of lawyers to engage with PR, even in a modest way, has clear benefits. It allows firms to showcase the depth and breadth of their expertise, ensures a wider range of voices and perspectives, and reduces over-reliance on a single individual.
Of course, PR will not be for everyone and that is absolutely fine. Some lawyers will prefer to focus their time on other forms of marketing and business development, for example networking, client relationship management or delivering seminars. The key is not to mandate PR activity, but to ensure that everyone has the opportunity to participate if they wish to.
Even small steps can make a difference. A brief comment on a topical issue or a co-authored article can help build confidence and gradually develop a lawyer’s media profile.
There is also a strategic consideration. When PR is concentrated in one individual, perhaps a specialist in a particular area, it can inadvertently create a perceived dependency. If that individual leaves the firm, it may appear externally that there is a gap in expertise, even where a strong team remains in place.
A more distributed approach helps mitigate that risk. It reinforces the message that the firm’s strength lies in its team, not in any one individual. In many ways, it reflects a principle that will be familiar to all professional advisers: it is rarely wise to have all your eggs in one basket.
Ultimately, the most effective PR strategies are those that reflect the reality of the team: a team of capable lawyers with complementary strengths. Giving everyone the opportunity to contribute, in a way that suits them, is not only more inclusive, it is also a more robust and commercially sensible approach.