If you’ve decided you want some external support with PR for your law firm in 2026, the next question is how to choose the right agency?
In most cases, working with an agency that specialises in the legal sector will be more effective than appointing a generalist firm with a broad client base. A specialist legal PR agency brings depth rather than breadth, with a clear understanding of how law firms operate and what they need from PR support.
Here are some reasons why your law firm should work with a specialist legal PR agency:
- They understand how you work from the outset
Law firms are nuanced and operate differently from other businesses. If your agency has years of experience working with law firms, you won’t need to spend time educating them on law firm structures, hierarchies and internal processes. They will understand the pressure of client demands and billable targets, and be realistic about how much non-chargeable activity can reasonably be expected. Even better, some members of the agency team may have previously held in-house PR roles at law firms. - They have the right media contacts
Specialist legal PR agencies build long-standing relationships with journalists covering the legal sector. They know the main players, who to approach for specific opportunities and how to pitch in a way that resonates. For example, they will understand how to engage with trade titles such as The Lawyer and Law Society Gazette, as well as legal correspondents at national newspapers. This experience can be particularly valuable when managing sensitive issues or mitigating the risk of unwanted coverage. - Their reputation enhances your firm’s credibility
Legal PR is a small world, and well-established specialist agencies tend to have strong working relationships not only with legal journalists but also with reporters across relevant sector media. This includes titles covering areas where law firms frequently operate, such as construction, HR, technology, finance and property. Journalists trust specialist legal PR professionals to deliver quality content and will approach them proactively when looking for expert comment or contributed articles. - They speak the same language
Legal PR specialists will be confident and comfortable working with complex subject matter. They will be adept at drafting or refining articles and comment so that it is accessible, accurate and media-friendly. - They instinctively know what’s required
Through their niche experience, specialist legal PR agencies understand what delivers impact. They know where to place articles, quotes and commentary to achieve meaningful exposure, and how to align PR activity with your firm’s longer-term strategic goals rather than chasing short-term visibility alone.
Choosing the right PR agency is an important decision. The right specialist partner can make a meaningful difference to the effectiveness of your firm’s wider business and marketing strategy so it’s worth taking the time to find an agency that genuinely understands your sector.
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