Generated by All in One SEO Pro v5.0.1.1, this is an llms-full.txt file, used by LLMs to index the site. # Berbay Marketing & PR ## Posts ### [Berbay Blog](https://www.berbay.com/blog/) **Published:** October 31, 2023 **Author:** admin --- ### [Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) **Published:** September 3, 2026 **Author:** Megan Braverman **Content:** There are numerous ways firms can choose to market their legal services. Of the many options, it’s no secret that content marketing is one of the more resource-intensive approaches. A successful content strategy requires buy-in from managing partners and senior lawyers, and consistent effort to create blog posts, [bylined articles](https://www.berbay.com/blog/bylined-articles-for-lawyers/), client alerts, webinars, email newsletters, podcasts and other earned and owned media. ## Does investing this much time and effort truly pay off? The answer is yes, content marketing for law firms works – when done strategically. By creating valuable, informative content that addresses prospective clients’ questions, law firms establish credibility, build trust and generate qualified leads without the hard sell of traditional advertising. An effective content program is measurable and delivers results, just like any other marketing tactic. And perhaps more than any other approach, the initial investment pays off over time, as content can be repurposed repeatedly across multiple platforms such as your website, social media and email marketing. ## **What Content** Marketing **for Lawyers Actually Is** Put simply, content marketing is sharing useful, relevant information to build credibility and keep your firm top of mind among your clients, prospects and referral sources. It can involve both owned channels, like your firm’s blog or social media profiles, as well as earned channels, like legal publications where you can publish bylined articles. However, the approach is often misunderstood and conflated with other marketing activities. An effective program isn’t just sending an email newsletter once a year or posting on LinkedIn sporadically. To be effective, it must be backed by a content strategy that outlines when, where, why, how and to whom content will be shared. It must also be measurable. A well-designed campaign allows you to track progress, make improvements and ensure your investment is paying off. This approach is also different from advertising. Rather than making a direct appeal to consumers via a billboard, magazine ad or TV commercial, content marketing provides educational value and demonstrates your expertise. Then, when a potential client has a legal need, they either already know and trust your firm, or they can quickly vet your experience. While advertising increases brand recognition, it typically does very little to establish trust with potential clients. This is where educational publishing shines. A content program is also much more than your law firm blog. While a blog can play an important role, it’s one of many platforms that can (and should) be used. A blog alone will not reach clients across the entire decision-making process. Depending on your practice area and marketing goals, a blog may not even be an appropriate way to reach your target audience. This is why an editorial strategy is essential: it helps you determine which channels and approaches actually work for your firm. ## **Why Content Marketing Works for Law Firms** This approach works particularly well for legal services because clients usually conduct extensive buyer research before making attorney hiring decisions. According to Martindale-Avvo, [current buyer behavior](https://www.martindale-avvo.com/academy/research/understanding-the-legal-consumer-2024/) revolves heavily around digital presence. The average legal consumer uses multiple forms of online research, and contacts two to three law firms before choosing one. Potential clients are checking your website, social media profiles and recent media coverage before even reaching out for a consultation. This is why content marketing is a powerful tool for lead generation: it helps you make the best possible first impression and guides prospects to become clients. SEO has also shifted toward promoting authoritative content. Today’s sophisticated search algorithms don’t just use keywords to determine which websites to put at the top of the search engine results page. Instead, they look at overall reputation. For example, Google uses the Experience, Expertise, Authoritativeness and Trustworthiness[ (E-E-A-T) framework ](https://www.berbay.com/blog/eat-ymyl-lawyers/)to evaluate web content. If SEO is an important part of your firm’s marketing strategy (and it should be), your publishing program needs to support it, too. ## **A Legal Content Strategy That Compounds** A legal content strategy includes multiple components that build off each other. When each element works together, you see stronger results. What does that look like in practice? First, identify the target audience you want to reach. This could include referral sources, existing clients or ideal clients. What are they reading, watching and listening to? Which conferences are they attending? What legal needs do they have? This knowledge lays the foundation for the rest of your content strategy. Next, map your “funnel,” or the interactions potential clients have with your firm before they hire you. Typically, clients start at the top of the funnel with general content like practice area pages, attorney bios and blogs. As they become more interested in your services, they work their way down to more in-depth content. An editorial calendar can shape what topics you focus on throughout the year. It should include evergreen topics as well as timely developments you can comment on, such as legislative changes that could impact your clients. Seasonality is also important. For example, an insurance bad faith law firm might see an uptick in interest during hurricane season. Content efforts can be tailored to reflect these seasonal changes. Of course, none of this effort matters without distribution. How will you share your content for maximum exposure and engagement? A distribution strategy can include a mix of owned media (like your email newsletter), earned media (such as [public relations tactics](https://www.berbay.com/services/pr-for-law-firms/)) and paid media (like social media ads). SEO also [makes your content more visible](https://www.berbay.com/blog/law-firm-search-optimization/). By optimizing your content with [keywords](https://www.berbay.com/blog/keyword-research-for-law-firms/) and other tactics, your website shows up higher on the search engine results page and in AI platforms, with the latter increasingly being used as a starting point for prospects researching law firms. Once content planning is done, workflow is what makes or breaks a campaign. Someone, whether that’s a partner, an in-house marketing director or your PR agency, needs to confirm that content is well crafted, distributed correctly and in line with content pillars. Oversight ensures that content remains consistent and the strategy is effective. Measurement is the final piece of the puzzle. Tracking KPIs helps you determine whether your content strategy is working. If you’re not seeing the results you want, measurement helps pinpoint which of these elements needs to be tweaked. ## **Content Types That Earn Attention** A well-rounded program supports prospective clients at every stage, from initial awareness through the final hiring decision. The formats that work best change as prospects move closer to choosing a firm. ![Law firm content marketing funnel showing which content types reach prospects at each stage.](https://www.berbay.com/wp-content/uploads/2026/08/berbay-law-firm-content-funnel-1024x576.png "Law Firm Content Marketing Funnel - Berbay Marketing & PR")### Top of the Funnel Content at the top of the funnel reaches the greatest number of people. Anyone who is interested in a general legal topic might come across it, but that doesn’t mean they are actively searching for an attorney. Still, this content is crucial because it serves as a key part of your SEO efforts and improves your overall digital presence. - Media coverage - Bylined articles - Blog posts - Webinars and podcasts - Social content - [Speaking engagements and panels](https://www.berbay.com/services/speaking-engagements/) - [Rankings and awards submissions](https://www.berbay.com/services/nominations-rankings/) - FAQs - Videos ### Middle of the Funnel The middle of the funnel reaches people who have a specific legal need and are actively searching for a firm. This content differentiates you from other firms and demonstrates your expertise. Importantly, it also serves as an example of how you communicate with clients. - Practice area pages - [Attorney bios](https://www.berbay.com/blog/your-website-bios-suck-and-heres-why/) - Client alerts - Case studies ### Bottom of the Funnel The bottom of the funnel is where qualified leads transition into clients. Content at this stage serves as evidence of your authority and removes any lingering doubts about your firm. - Testimonials - Client references - Online reviews Testimonials, client references, [online reviews](https://www.berbay.com/blog/attorneys-reviews-and-seo/), case results and claims of specialization may be subject to state bar advertising rules. Review the applicable jurisdiction’s requirements before publishing. A strong editorial program includes a mix of activities that guide leads from the top to the bottom of the funnel. A blog or email newsletter alone may capture some clients, but real business impact happens when content is integrated into a larger, measurable strategy. ## **Ethics Considerations Across States** Like all marketing activity, law firm content marketing is governed by [attorney advertising guidelines](https://www.berbay.com/blog/advertising-by-lawyers/). To remain in compliance with ethics rules, content must be truthful and not misleading, particularly when describing your services, credentials and case results. However, there are nuances at the state bar level. Some examples include: - In New York, communication that is intended to encourage a specific group of recipients to retain your firm [must meet both Rule 7.1](https://nysba.org/wp-content/uploads/2020/01/QA-Attorney_Advertising.pdf), which governs attorney advertisements, *and* Rule 7.3, which governs solicitations. - The California State Bar Association states that a blog that is a part of an attorney’s or law firm’s professional website will be subject to the rules regulating attorney advertising. - In Florida, [testimonials can only be used for marketing purposes](https://www.floridabar.org/the-florida-bar-news/questions-about-digital-advertising/) if they are written by clients about their actual experience. Attorneys cannot write or edit testimonials in any way, nor can they compensate clients for reviews. - Illinois [does not recognize legal specialties](https://www.iardc.org/) and prohibits attorneys from claiming they are “experts” or “specialists” in a particular practice area. Additional rules vary by jurisdiction, so check with your local bar association to ensure your content marketing tactics align with Rules of Professional Conduct. ## **How to Measure What’s Working** Content marketing shouldn’t be a gamble. When done properly and measured, a campaign will demonstrate a clear return on investment. Implementing a measurement system allows you to refine your content strategy based on performance data rather than assumptions. Focus on KPIs that demonstrate genuine business impact. Some examples include: - Organic traffic to practice area content: Demonstrates that potential clients are seeking out your information and search engines deem your content valuable. - Non-branded keyword rankings: Reveals your visibility in comparison to competing firms. - Newsletter open and click rates: Helps you identify which subject lines and topics are interesting to readers. - Consultation requests attributable to content: Shows which types of content are sealing the deal for clients. - Assisted conversions in Google Analytics 4 (GA4): Demonstrates which top- and middle-of-the-funnel content clients saw before hiring you. - Source-of-business tracking in CRM: Helps you track where leads originate and which marketing activities are generating the most revenue. - Topic-level conversion rates: Shows which content topics your target audience finds most valuable. ## **Common Mistakes That Stall Law Firm Content Marketing** Content marketing often fails not because there is no plan or someone designated to lead the charge. These are some of the biggest pitfalls we see time and again. 1. Publishing without distribution. If a post is published on a law firm blog and no one is around to read it, does it make an impact? Your strategy must include a plan to get content in front of the right audience, whether that’s through social media, email or another channel. There is little point in investing time to create content if no one is going to see it. 2. No editorial governance. Cohesive content marketing doesn’t happen without leadership. Every piece of content, from podcast episodes to attorney bylines, should be in service of larger marketing goals. Without someone overseeing the editorial calendar, workflows and attorney engagement, a content marketing campaign will quickly fizzle out. 3. Not writing for your audience. Some prospective clients look for in-depth information on case law and legislative updates, while others simply want proof they’re hiring an attorney with experience. In either case, *how* you write for your audience, even more than the topics you write about, demonstrates that you are sensitive to prospective clients’ needs and will communicate with them in an understandable way. ## **Getting Help When You Need It** Content marketing is an impactful marketing strategy you can leverage no matter your firm size, resources or budget, even if you don’t have an outside [law firm marketing agency](https://www.berbay.com/). It can be adapted to meet your business goals and integrate with your existing marketing strategy. A successful campaign is even more attainable if attorneys are willing to contribute to development of content. When that’s not possible, a content marketing agency for law firms can assist with creating an editorial calendar, distribution strategy, integrating SEO, and ensuring that your content is in line with ethics rules. If you’re looking for support for your marketing and public relations efforts, contact us at (310) 405-7343 or to learn about our services. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [How To Get Ranked in Chambers and Partners](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/) **Published:** May 14, 2024 **Author:** Megan Braverman **Content:** ## **Disappointed in Your Chambers Ranking (Or Lack of One)?** Lists and rankings of law firms have become ubiquitous, with some being more credible, prestigious, and sought-after than others. Chambers and Partners is among those at the top because they have built a reputation for their high degree of selectivity with only 2% of U.S. law firms getting ranked, and you cannot buy your way in. Having decades of experience submitting Chambers nominations and getting firms listed, we’re sharing our pointers for securing that coveted ranking as the 2026 research season gets underway. ## **Who Does Chambers and Partners Consider for Rankings?** Chambers is a legal ranking developed by editorial and research teams to assess lawyers and law firms worldwide, covering more than 200 jurisdictions. Many consider Chambers [*the* leading directory in the legal profession ](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness")and one of the toughest lists to get on. Currently, the lawyer ranking guides are by geographical area with well over one hundred different practice areas and subcategories. Chambers expands the range of practice areas every year. While Chambers does not consider law firm size in its rankings, it has made a much stronger push to accommodate small firms in recent years, including publishing Spotlight Guides for small and medium-sized law firms in Illinois, Ohio, Texas, North Carolina, New York, Florida and California. ## **10 Tips to Get Listed on Chambers** ### **Tip #1: Submit the Right Referees (References)** Referees is the term Chambers uses for clients or others who can speak to the caliber of your work. One of the most heavily weighted aspects of Chambers’ research is talking to referees, so it’s important for you to submit names that are responsive to Chambers. While it’s great to name the general counsel of a Fortune 500 company as your referee, if they are not responsive, consider a second or third in command if they are more available. Too, you can submit 30 referees for Chambers USA so ideally, you should put forth the maximum number. Referees can be a sticking point for some law firms and lawyers in that they don’t want to bug their clients year after year. Some law firm clients won’t participate due to the confidential nature of their legal matters. Given the many hurdles when deciding who to list, you may need to get creative – consider listing older clients that are used to the Chambers process, co-counsel or opposing counsel, etc. ### **Tip #2: Prepare Your Referees for the Chambers Process** Yes, we are still talking about referees. First, you want to ensure that referees know Chambers will contact them. Referees often ignore emails from Chambers because they think it’s spam or miss their email because they are unaware it’s coming. If you submit someone’s name, you must prepare them for the process. For example: - Let them know that you’re submitting their name (this can be done if you get their approval first). - Explain that Chambers researchers will email them to set up a phone call and give them the name of the researcher who will contact them. - Explain what questions the researcher might ask (the researcher will give you this information in advance). - Explain to your referees that it will take very little of their time; researchers usually want a 5 to 10-minute conversation. - Let them know that email responses are an option if they don’t want to do a phone interview. Second, you want to prepare referees as much as possible. In addition to giving them questions in advance, offer to help them hone their communication points. ### **Tip #3: Pursue a Regional Ranking First, Then National** Focus on getting a regional ranking before you pursue a nationwide one. Even if you have a national practice, securing a national ranking is rare if your firm hasn’t been ranked regionally (meaning wherever your offices are located). If your firm has a regional ranking and it truly has a national presence, go after the national ranking right away; don’t wait a few years to submit. If you are submitting for both regional and national ones, do not copy/paste. You need to differentiate your capabilities. For regional submissions, demonstrate your local market knowledge and strengths in the region. For national submissions, highlight your presence and successes across the U.S. ### **Tip #4: Deciding Who Should Be Nominated** Any lawyer can submit a nomination, and you can nominate yourself; however, not everyone warrants inclusion. Who you submit should be driven by the matters you plan to submit and your ranking objectives for Chambers. You must be judicious as you can only submit 20 attorney names and want to put forth the people who have had the most activity in the last year. If, because of office politics, you must put someone in who isn’t putting forth any matters or doesn’t have a significant body of work, you need to address that in the B10 section (see tip #7). That section gives you the ability to talk about that lawyer. Don’t just list the lawyer’s name and their website bio. Explain what that lawyer has done in the last twelve months that could impress the Chambers researchers. ### **Tip #5: Give Yourself Enough Time to Complete the Nomination** Chambers is one of the most extensive nominations. It asks for great detail, and you’ll likely need to coordinate with multiple people to get the requested information. Rushing through it or starting a couple of weeks before the deadline usually results in a below-average submission. Start at least three months before the submission deadline so you can do justice to your nomination. Berbay spends around 40 – 60 hours per submission, so you’re looking at up to 180 hours if you work on three submissions! If submitting for the first year, allow for even more time. ### **Tip #6: Introduce Yourself to the Researchers** Chambers has 200+ full-time editors and researchers. They are the ones conducting the interviews with your referees. They look at your website and your nomination submission and do extensive research in the legal area you are submitting for. The research process usually takes a couple of months. Every researcher is assigned to a different practice area, so they’re not always the same year after year. You can find information on which researcher is assigned to what practice area and [research schedules](https://chambers.com/about-us/research-schedule/) on the Chambers website. In our experience, researchers appreciate it if you reach out to them to introduce yourself and offer to help them through the process. ### **Tip #7: Sell Yourself in the B10 Section** The B10 section is where you describe why your firm and lawyers should be ranked. Often, firms will include generic descriptions of their practice area from their website, repeat the matters they’ve already outlined in the matter section, or not spend enough time on this section entirely, but this is the only part of the nomination that gives you the ability to sell yourself. Chambers wants substantive information, not marketing fluff. For example, quantify the amount of work you’ve done over the years (e.g., you’ve worked on more than $4 billion in deal transactions, or you’ve secured close to $100 million in verdicts and settlements), along with highlighting the attorneys that you want to get listed. This is the kind of information Chambers looks for when considering firms and attorneys to rank. Don’t forget to put yourself in the shoes of the researcher reading thousands of submissions. Keep their attention! Describe the significance of each matter. Why was it important? What was the outcome? What impact did it have? Don’t just describe it. Think about telling a story beyond providing a basic description. Also, don’t tailor the form in any way. Chambers hates when firms do this. ### **Tip #8: Get Feedback from Chambers Through Their Reports** [Chambers Client & Market Intelligence Report](https://chambers.com/products/chambers-insight) (formerly Insight Report) is available for purchase via Chambers, which provides data and analytics into your firm’s rankings and market feedback. The report gives you information on who Chambers deems your competitors, why these firms are ranked, personalized submission guidance from researchers, market averages for referee response rates and full access to editorials (the good, bad and ugly). If you struggle to obtain a ranking or move up in bands, it may be worth trying out for a year to see if it can help your efforts. ### **Tip #9: Stay in Front of Researchers All Year Long** Even though researchers often change every year, one of the ways you can keep in front of them is through the editorial staff ([a list of all their editorial staff](https://chambers.com/about-us/research-schedule/)). It’s always a good idea to keep them apprised of what’s going on, whether it’s newsworthy or something you want them to note, so you’re not coming in cold during the research process. ### **Tip #10: Set Realistic Expectations** Do we need to go on? There is no formula for this, but we often see inflated expectations. Don’t expect Chambers to rank five new attorneys in one year. Like most things, it takes work and time. ## **The Billion-Dollar Question: Who is Using These Directories** Most firms want to know if anyone pays attention to the Chambers directories; in our experience, the answer is 50/50. One answer you will commonly hear is that general counsel uses it to help short-list lawyers or find lawyers in unfamiliar jurisdictions or practice areas. This can be particularly beneficial for law firms with specialized practices such as gaming, international trade or cannabis. All that being said, pursuing a Chambers ranking should fit into your larger business and marketing objectives. If your clients are typically individual consumers, it’s unlikely they are turning to Chambers to find a lawyer. It’s not a “general public” type of directory. Another reason Chambers may not make sense for your firm is if you have highly localized legal services and receive most of your leads from personal referrals and word of mouth. While a ranking is prestigious, it may not be a fit for your local marketing approach. The bottom line is that a submission requires substantial time and effort, so you want to make sure your input matches the ROI. ## **The Million-Dollar Question: How Can I Leverage My Ranking?** You’ve gone through this entire process. It’s extensive. It takes a lot of time. So why submit? One important consideration is that Chambers is one way to level the playing field. If you’re a small firm stacked against larger firms and get ranked, you can use it for marketing purposes — put it on your website, in proposals and capabilities, etc. There’s a lot of mileage that you can get out of the ranking. Another benefit is that once you’re ranked, you can augment your presence as Chambers offers an expanded profile on its website (paid feature). With an expanded profile, you can get more traction out of the ranking by paying Chambers annually to describe your firm and your practice more. There are other ways to extend the visibility of your ranking. Chambers has logos, plaques, ranking brochures and a variety of products that you can purchase or subscribe to. ### **Chambers and Partners Resources:** - Website: [www.chambers.com](http://www.chambers.com) - Twitter: [@ChambersGuides](https://twitter.com/ChambersGuides) - LinkedIn: [linkedin.com/company/chambers-and-partners](https://www.linkedin.com/company/chambers-and-partners/) - Facebook: [facebook.com/Chambersandpartners](https://www.facebook.com/Chambersandpartners) ## **Partner with a Trusted Los Angeles Marketing and PR Firm** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites, and social media, obtaining speaking engagements and more. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness](https://www.berbay.com/blog/legal-directories/) **Published:** January 17, 2020 **Author:** Megan Braverman **Content:** Legal directories came onto the scene about 30 years ago as a sort of Yellow Pages for lawyers and law firms. At its most basic level, a legal directory is a searchable database of attorneys sorted by location, practice area and other attributes. An entry might include a lawyer’s firm affiliation, their [awards](https://www.berbay.com/services/nominations-rankings/ "awards") and a bit about their experience. Today, however, many legal directories offer additional benefits, such as rankings, publications and customized marketing opportunities. ## Benefits of Being in a Legal Directory First and foremost, legal directories are useful because they get your name in front of individuals or companies who are searching for a lawyer. [More and more people are conducting online research before making a purchase, as evidenced in a 2020 study which showed that 89% of global consumers check online reviews as part of their online buying journey.](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) When it comes to buying legal services, the first step in this process is almost always Googling something like “employment lawyer in Los Angeles,” and legal directories are usually some of the first links that show up due to their rich [search engine optimization](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO"). If someone clicks on one of those directories and starts scrolling through the lawyers listed, wouldn’t you want your name to be there, too? The more directories you’re a part of, the higher the chance that a client beginning their selection process will come across your firm. Legal directories can also be useful for your own website’s Google ranking. Most directories include a [link to your firm’s website](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings") in your listing, known as a backlink. When a large, credible website backlinks to your site, it [boosts your SEO.](https://www.berbay.com/blog/law-firm-search-optimization/ "How to Optimize Your Law Firm’s Website for Better Search Rankings") That means you’re not only showing up on Google through your legal directory listing, but your own website is also rising on the page. Some directories include a ranking component (for example, only lawyers with verdicts over a certain amount are included in the directory). Being highly ranked can give your firm the [extra bit of credibility](https://www.berbay.com/blog/building-law-firm-reputation/ "How to Build and Manage Your Law Firm’s Online Reputation") that convinces a client to choose you. Your inclusion can also be leveraged with a digital badge for your website or customized videos, creating additional PR for your law firm. Finally, many directories include the option for clients to leave reviews or ratings for you. That’s an excellent resource considering that [a recent study from Google found that almost 30% of people considering hiring a lawyer google their reviews before doing anything else.](https://www.natlawreview.com/article/2021-guide-importance-online-reviews-law-firms) This also creates a great opportunity to engage former clients and ask them to share their feedback on your directory listing, where more potential clients will see it. ## **Which Legal Directories Are Most Worthwhile?** With so much to offer, legal directories should have a place in any law firm’s public relations plan. So this begs the question: Which directories should I be on? There are more than 100 to choose from, but we’ve narrowed down seven of the ones we’re asked about the most. ### [**Chambers and Partners**](https://chambers.com/) [*Chambers and Partners* ](https://www.berbay.com/blog/chambers-rankings-explained/ "Not Getting the Chambers and Partners Ranking You Want? Let Me Explain")is considered by many to be the most comprehensive and prestigious legal guide. Rather than having lawyers fill out a simple form online, *Chambers* employs 170 full-time researchers whose only job is to thoroughly vet law firms. Just a few firms in each practice area are selected each year, and many in-house counsel use these rankings as a guide when choosing an outside attorney. If your primary reason for being listed in a legal directory is to boost SEO or connect with individual clients, *Chambers* may not be your first option. But if you want to build credibility (and you have the time and resources to go through the extensive research process), *Chambers* is the best directory you can be listed in. ## [**Lawdragon**](https://www.lawdragon.com/) In addition to its annual “500 Leading Lawyers” guide, Lawdragon publishes several other guides in a range of practice areas. To be considered, you must submit a nomination describing your expertise and achievements. Lawyers are selected from a combination of editorial research by Lawdragon staff, submissions from law firms and nominations through their web portal. The list is presented online and in their print magazine; however, it’s limited to attorney name, firm and office location, and you don’t receive that all-important backlink to your website unless you pay. While it’s great to be included on Lawdragon’s lists, in order to fully maximize your recognition, you should also promote on your website and in social media profiles and other materials such as your e-newsletter. ### **FindLaw** FindLaw is one of the world’s largest legal directories, although that’s only one aspect of the website. It also hosts educational articles about every legal topic imaginable, making it a resource that millions of people browse daily. Any firm or lawyer can create their own profile for free, although there is a paid premium option as well. Since FindLaw accepts client reviews, you might already have a profile created by someone who reviewed you, in which case you can claim your profile and add whatever information you’d like. FindLaw ranks highly on Google for virtually any law-related search terms, so if you’re going to join one free directory, this is a good choice. ### [**Martindale-Hubbell**](https://www.martindale.com/) One of the oldest legal directories, Martindale-Hubbell focuses mostly on attorney reviews and ratings. Like FindLaw, it’s free and easy to make a basic profile. What sets Martindale apart, however, is its peer review system. You have the opportunity to request reviews from clients and your peers (other lawyers, judges, etc.), resulting in two separate ratings by Martindale. This gives you tremendous credibility from people who know your skills and expertise the best. ### **Super Lawyers** Unlike the above directories, getting listed on *Super Lawyers* isn’t as simple as verifying your profile and adding your information. *Super Lawyers* is a ranked directory, meaning only lawyers that meet their criteria are listed. The site evaluates lawyers based on peer nominations and evaluations. Once lawyers are identified by their peers, *Super Lawyers’* researchers give each of them a point value based on 12 criteria. Then, only the lawyers with the highest number of points in each state and practice area are included in the directory. *Super Lawyers*’ process isn’t as extensive as *[Chambers](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/)*, but it does require more than simply submitting your information and paying a fee to be listed. Being included demonstrates the level of your expertise and there are myriad ways you can leverage being named to their list to increase your visibility. ### **Best Lawyers** Similar to *Super Lawyers*, *Best Lawyers* conducts a peer review survey process to rank lawyers and law firms. Lawyers must first be nominated to be considered and then *Best Lawyers* assesses the data to determine who is named to their list. Lawyers appear at no cost in the regional magazines and partner publications, and there are additional (paid) marketing opportunities to tout your recognition. One drawback to *Best Lawyers* is that to appear on their website and be searchable, you must purchase a profile, so unless you’re willing to shell out some money, you’re not able to take advantage of the site’s SEO value. ### **Avvo** In addition to ratings from clients, Avvo does its own review of lawyers who join the site. Each attorney receives an “Avvo Rating,” which is determined from information gathered from state bar associations and legal licensing organizations. A lawyer with a long, successful track record might receive an Avvo Rating of 10, while an attorney who’s been disciplined by their state bar association multiple times might receive a one or two. One thing to note is that Avvo can rate you even if you don’t create a profile. Lawyers who claim their profiles and add more information tend to have higher ratings, so it’s worthwhile to find your listing and make sure your information is up to date. Certainly, the directories that conduct research to qualify the law firms and lawyers they list can be viewed as more credible than those where you pay to be listed, but that’s not to say the paid directories should be overlooked—they offer visibility and SEO value that can’t be denied. It’s best to assess your available time and resources, and determine what mix makes the most sense for your firm. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s team has demonstrated success facilitating press conferences, securing media placements, achieving nominations and rankings, revitalizing websites, enhancing your social media presence, obtaining speaking engagements and more. Looking to enhance your efforts with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:3104057343) or ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** law firms, public relations --- ### [Law Firm Marketing Strategies: Your 2026 Playbook ](https://www.berbay.com/blog/law-firm-marketing-strategies/) **Published:** February 20, 2026 **Author:** Megan Braverman **Content:** For boutique, mid-market, and AmLaw firms serving B2B clients, law firm marketing strategies differ from those used in consumer-focused legal marketing. General counsel, executives, investors, and referral sources are rarely influenced by a single ad or billboard; they select firms they recognize, trust, and view as credible. In our more than three decades of partnering with law firms, we know effective marketing strategies require aligning the right activities around positioning, visibility, and long-term business goals. ## **What Is a Law Firm Marketing Strategy?** A law firm marketing strategy is an integrated plan a firm uses to build visibility, credibility and business opportunities among the clients most likely to retain it. Many firms employ individual marketing tactics without a plan in place or a clear connection to a broader strategy. Publishing a LinkedIn post is a tactic. Running Google Ads is a tactic. Submitting for [Chambers and Partners](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/ "How To Get Ranked in Chambers and Partners") is a tactic. While these can be effective visibility-building tactics, doing marketing in an ad hoc way rarely produces the results firms are looking for. Strategy answers larger questions: - Who are we trying to reach? - What legal problems do we solve? - What do we want to be known for? - Which activities support those goals? Without those answers, even good marketing efforts become disconnected activities. ## **Why Generic Marketing Advice Fails Law Firms** Generic marketing advice often fails legal organizations because legal services do not behave like traditional consumer products. Three issues commonly create friction: ### **Sophisticated buyers have longer decision cycles** Legal matters often involve significant financial, operational or reputational consequences. Buyers conduct extensive research and frequently evaluate multiple firms before engaging. ### **Ethics and advertising rules matter** Ethics and advertising rules also matter. The American Bar Association Model Rules of Professional Conduct, particularly Rules 7.1–7.3 on advertising and solicitation, place clear limits on marketing claims, especially unsupported statements positioning a firm as “the best.” ### **Referrals still drive business—but buyers validate online** Referrals remain powerful, but the process has evolved. According to the [2025 Clio Legal Trends Report](https://www.clio.com/resources/legal-trends/read-online/), engaging a new client still frequently starts from a referral, but more than half say they would also use online resources in future legal searches. Firm websites, online reviews and digital visibility increasingly influence decisions. Today, someone may hear your name through a trusted referral, then immediately search for your firm, review your website, read articles and compare you against competitors. Marketing and public relations increasingly supports that validation process. ## **Start With Positioning, Niche and Ideal Client Profile** Positioning provides the foundation for nearly every marketing decision. ### **How do you find a law firm’s niche?** Many firms begin with broad descriptions: - Commercial litigation - Real estate - Employment law The firms that often gain stronger momentum niche down. For example, a Los Angeles plaintiff’s trial firm, known for its personal injury (PI) and employment law work, wanted to grow employment leads in a particular market, but worried that narrowing its focus might cost them PI business. We demonstrated the value of targeted marketing and executed a campaign that secured valuable leads in a niche market. **[Launching Niche Marketing Campaign Results in New Lead Pipeline and Expanded Presence for Employment Law Firm](https://www.berbay.com/successes/case-studies/launching-niche-instagram-account-results-in-new-lead-pipeline-and-expanded-presence-for-employment-law-firm/)** ### **What does an ideal client profile look like for a law firm?** Strong ideal client profiles often include: - Industry focus - Company size - Geographic market - Common legal challenges - Decision makers - Referral ecosystem Specificity creates alignment and improves efficiency. ## **SEO for Law Firms (Local + National)** [SEO helps law firms become visible](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO") where prospective clients search for expertise. ### **How do law firms get clients through SEO?** For local visibility: - Optimize your Google Business Profile - Maintain NAP consistency (name, address and phone information) - Strengthen legal directory profiles For broader visibility: - Build topical authority around practice areas - Create internal links across related content - Use schema markup (website code that tells search engines exactly what your content means) - Publish substantive insights via articles, blogs, etc. Search engines increasingly reward expertise and authority rather than isolated keywords. ## **GEO: Optimizing for AI Search and AI Overviews** Search behavior is shifting beyond traditional Google rankings. Generative Engine Optimization (GEO) focuses on helping your law firm’s content appear in AI-generated results and AI Overviews. This matters because AI increasingly influences research behavior. [Legal Marketing Association’s Strategies & Voices article “A Practical Framework for Optimizing Your Firm’s Content for AI Answer Engines”](https://www.strategiesandvoices.org/Article-Details/a-practical-framework-for-optimizing-your-firms-content-for-ai-answer-engines) examines what Answer Engine Optimization (AEO) and GEO-friendly content actually looks like and emphasizes that you don’t need to start from scratch with content. Work with existing content to incorporate GEO best practice. Strong GEO and AEO practices include: - Structured answers - Named entities - Expert author signals - Citation-worthy statistics - Clear headings and formatting [Google also continues emphasizing E-E-A-T](https://developers.google.com/search/docs/fundamentals/creating-helpful-content): Experience, Expertise, Authoritativeness and Trustworthiness in evaluating content quality. The goal is not simply appearing on page one of Google; it’s becoming a source AI systems trust and reference in search results. ## **Paid Search and PPC for Law Firms** Paid search can support visibility, but the legal industry remains among the most expensive for advertising. ### **How much should a law firm spend on Google Ads?** The answer depends on budget size as well as what your business development goas are: - What is a matter worth? - What is your client acquisition cost? - Which practice areas justify investment? ## **Content Marketing and Thought Leadership** [Content marketing ](https://www.berbay.com/blog/content-marketing-for-law-firms/)is not simply blogging. Effective content demonstrates expertise while helping prospective clients understand how a firm thinks. ### **What kind of content should a law firm publish?** Examples include: - Attorney insights via blogs - Client alerts - Case or deal successes - Industry trend analysis - Byline articles - FAQ content - Webinars In our experience, firms often see greater value when one idea fuels multiple channels rather than creating entirely new content every time. One article topic can become: - Media commentary - LinkedIn content - Email newsletters - Webinar - Speaking engagement ## **Email Marketing and Client Newsletters** Email continues to be effective form of communication to demonstrate expertise and stay top of mind with clients, prospects and referral sources. Segment communications among various industries and other contact verticals, such as: - Existing clients - Prospects - Referral sources - Firm alumni Sending relevant information matters more than frequency. ## **Public Relations Builds Credibility** [Public relations for law firms](https://www.berbay.com/services/pr-for-law-firms/) is often viewed as media coverage for awareness, and while that is a benefit, the real value is in the third-party credibility it brings. For law firms, this can include: - Trade publication placements such as Law360, American Lawyer, Bloomberg Law - Business media coverage including Wall Street Journal, Bloomberg, Los Angeles Times and Reuters - Bylined articles in legal and trade outlets - Awards in legal industry and [practice specific rankings ](https://www.berbay.com/blog/law-firm-marketing-strategies/ "Law Firm Marketing Strategies: Your 2026 Playbook ")such as Chambers and Partners, Best Lawyers, Best Law Firms and Super Lawyers; Daily Journal Top IP Lawyers, Forbes Top M&A Lawyers, Los Angeles Business Journal Leaders of Influence: Banking & Finance - Speaking engagements among target audiences Ongoing media coverage often creates more momentum than a single national placement. Consistent visibility in the outlets your audience actually engages with often builds stronger recognition over time. [Repurposing Client Alerts Creates Pipeline of Media Coverage and Expanded Presence in Target Markets](https://www.berbay.com/successes/case-studies/repurposing-client-alerts-creates-pipeline-of-media-coverage-and-expanded-presence-in-target-markets/) ## **Litigation PR That Shapes the Narrative** [Litigation PR](https://www.berbay.com/services/litigation-pr-marketing/) is a strategic communications tactic focused on managing public narratives around significant legal matters while staying aligned with business objectives. When used proactively, it can shape perception, protect reputation and support legal strategy. Situations commonly include: - Bet-the-company litigation - Mass tort defense - Class actions - Crisis situations Effective litigation PR often includes: - Message development - Media outreach - Stakeholder communications - Media training for lawyers and clients - Press conferences - Social media content and monitoring [Rule 3.6 of the ABA Model Rules](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_3_6_trial_publicity/) also creates important considerations around trial publicity, making strategic coordination especially important. [**Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm**](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ## **Social Media: LinkedIn First for B2B Law Firms** For most B2B law firms, LinkedIn should be the priority channel versus consumer-focused channels like Facebook. Strong LinkedIn content: - Answers client questions - Shares perspectives - Highlights trends - Demonstrates expertise LinkedIn has also become one of the most cited platforms in AI-generated responses. [Research from Profound](https://www.tryprofound.com/blog/linkedin-is-the-most-cited-domain-for-professional-queries-in-ai-search) found that LinkedIn is now the No. 1 cited domain for professional queries across six major AI platforms, including ChatGPT, Gemini, Google AI Overviews, Google AI Mode, Microsoft Copilot, and Perplexity, and the platform’s citation rank on ChatGPT roughly doubled between mid-November 2025 and mid-February 2026. For law firms, this means a well-crafted LinkedIn post or article isn’t just reaching human readers; it’s increasingly shaping how AI tools answer questions potential clients are asking about legal topics. ## **Awards, Rankings and Legal Directories** Awards and rankings can provide visibility and important third-party validation for law firms. Some of the most coveted legal industry rankings include: - Chambers and Partners - Best Lawyers - Best Law Firms - Super Lawyers - Legal 500 - Benchmark Litigation The most persuasive submissions translate legal work into a compelling story — quantifying outcomes where possible, highlighting novel legal issues or precedent-setting results, and what makes the law firm or lawyer stand out from competitors. Effective nomination submissions require: - Researching each ranking’s specific criteria and decision-making process - Strategic positioning - Building familiarity with reviewers ahead of the submission period - Consistent follow-up - Leveraging wins to support future nominations and broader marketing ## **Measuring Law Firm Marketing ROI** Marketing measurement should extend beyond lead volume. A high number of inquiries means little if they’re the wrong type of prospect, or if the firm can’t trace which efforts are actually driving growth. Metrics that also matter include: - Referral source quality — not just how many referrals come in, but whether they’re converting into the kind of matters the firm wants more of - Practice-area visibility — whether the firm is being recognized as a go-to authority within its specific niches, not just generating generic brand awareness - Content engagement — how thoroughly prospects and referral sources are engaging with thought leadership, which often signals trust-building long before a lead ever reaches out - Search visibility — how findable the firm is for the terms decision-makers and AI tools are actually using, which increasingly shapes who gets considered before a referral is even made Lead attribution in legal marketing is rarely clean, since referral-driven business often involves multiple touchpoints before a decision is made. ## **Five Mistakes That Stall Law Firm Marketing** Marketing can often get derailed by competing priorities within the firm, the day-to-day demands of running a practice, or a reluctance to make hard calls about where to focus. With everyone busy serving clients, marketing can easily slip down the priority list. Recognizing these patterns is often the first step toward a more disciplined, results-driven approach. 1. Treating marketing as overhead instead of investment 2. Allowing personal preferences to override strategy 3. Marketing every practice area equally 4. Confusing activity with progress 5. Hiring agencies without legal marketing experience ## **How to Choose a Law Firm Marketing Partner** Just as clients look to their lawyers to guide, support and grow their businesses, a law firm PR agency can play that same role for the firm itself. An experienced agency brings an outside perspective that’s often hard to maintain internally — one that can see beyond day-to-day case work to identify opportunities, anticipate market shifts, and keep marketing efforts aligned with long-term business goals. Rather than simply executing tasks, the right agency partner acts as a strategic advisor: prioritizing where to focus limited time and resources and ensuring marketing decisions are made with business objectives in mind. When evaluating a potential law firm agency partner, look for - Professional services expertise - Strategic thinking - Long-term perspective - Industry familiarity - Collaborative processes - Transparent communication If you’re evaluating options, our team has spent three decades [working exclusively with law firms](https://www.berbay.com/services/). ## **Frequently Asked Questions** ### **How do law firms get clients?** Law firms attract new clients through a combination of marketing, public relations, networking, referrals and other [business development ](https://www.berbay.com/blog/law-firm-marketing-business-development/ "Marketing and Business Development for Law Firms")efforts. While personal relationships remain important, strategic marketing and PR help firms build visibility, credibility and trust with prospective clients and referral sources. Over time, these efforts create a sustainable lead and referral pipeline, generating a steady stream of opportunities and supporting long-term growth. ### **How much should a law firm spend on marketing?** There is no universal number. For more insights on this, you can check out our [Law Firm Marketing Calculator](https://www.berbay.com/blog/law-firm-marketing-budget/). ### **Is it worth marketing a law firm?** Yes, in a crowded, competitive legal market, marketing is often what separates firms that stand out from those that get overlooked. Buyers routinely research firms online before making decisions, and a strong presence can level the playing field. This can give smaller or lesser-known firms the same opportunity to be seen and considered as more established competitors. ### **How do I market my small law firm?** There’s no one-size-fits-all answer. The right approach depends on your firm’s objectives, size, budget and practice areas. Thought leadership — media coverage, articles, speaking, awards and rankings and other marketing tactics — is one of the most effective ways for smaller firms to compete with larger, more established competitors. Ultimately, the goal isn’t to do more marketing — it’s to do the marketing that will resonate for the target prospects and referral sources evaluating your firm. Berbay has worked with law firms for more than 30 years to create the visibility and credibility that fuels new business opportunities. If you want to stand out and position your firm for sustained growth, we’re ready to talk strategy. **Contact us at (310) 405-7343 or , or [fill out our form](https://www.berbay.com/contact/).** ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** Business Development, law firms, Marketing, marketing blog, public relations --- ### [How Much Should a Law Firm Spend on Marketing?](https://www.berbay.com/blog/law-firm-marketing-budget/) **Published:** April 24, 2024 **Author:** Megan Braverman **Content:** **“How much money should I spend [marketing my law firm](https://www.berbay.com/ "Seattle Law Firm Marketing & PR Agency")?”** It’s the age-old conundrum that keeps managing partners and marketing leaders up at night — the riddle wrapped in a mystery, sprinkled with a touch of the unknown. The perfect law firm marketing budget is never truly finalized; much like Google’s evolving algorithms, it shifts as the landscape and your return on investment change. So where do you begin? Start here. **The short answer:** Most law firms invest **5% to 15% of gross revenue** in marketing. The right figure depends on your firm’s size, goals, and growth stage. Established firms with strong referral networks often spend 2% to 5%, newer firms and those pursuing accelerated growth typically commit 12% to 20%, and firms in highly competitive, consumer-facing markets may invest more than 20%. For context, the U.S. Small Business Administration is widely cited as recommending small businesses spend about 7–8% of gross revenue on marketing ([SBA](https://www.sba.gov/blog/2019/2019-07/how-get-most-your-marketing-budget/)), and across all industries marketing budgets averaged 7.7% of company revenue in 2025 ([Gartner](https://www.gartner.com/en/newsroom/press-releases/2025-05-12-gartner-2025-cmo-spend-survey-reveals-marketing-budgets-have-flatlined-at-seven-percent-of-overall-company-revenue "Gartner")). ## Law Firm Marketing Budget Calculator Estimate your firm’s annual marketing spend using industry benchmarks ### Your Firm Annual Gross Revenue (last 12 months) Firm Size Solo Practitioner Just you, or you + support staff Small Firm (2–10 attorneys) Boutique or small practice Mid-Size (11–50 attorneys) Regional presence, multiple practice areas Large Firm (50+ attorneys) Multi-office or AmLaw-tier ### Your Strategy Practice Area Type B2B / Business Law Corporate, IP, M&A, litigation, tax Mixed Practice Both business and individual clients Consumer / Individual PI, family, criminal, estate, immigration Growth Goal Maintain Current Volume Stable book of business Moderate Growth (10–25%) Expand client base steadily Aggressive Growth (25%+) New practice area, office, or market ### Your Recommended Marketing Budget Recommended Annual Range $50,000 – $70,000 ≈ $4,167 – $5,833 per month 5% – 7% of revenue Solo practitioners typically invest 5–7% of gross revenue in marketing to build visibility and grow referrals. Suggested Channel Allocation (at midpoint) Want a **custom marketing strategy** for your firm? The team at Berbay has helped law firms grow for more than three decades. [Schedule a Consultation](https://www.berbay.com/contact/) Benchmarks based on Berbay’s law firm marketing research and industry data. Results are estimates; actual budgets should reflect practice area competition, geography, and business objectives. ' + ''; }); document.getElementById('bc-channels').innerHTML = html; // Pass calculator state to CTA so Berbay's intake sees context var cta = root.querySelector('.bc-cta-btn'); if (cta) { var params = new URLSearchParams({ utm\_source: 'calculator', utm\_medium: 'blog', utm\_campaign: 'marketing-budget', revenue: revenue, size: size, practice: practice, goal: goal, recommended\_low: Math.round(annualLow), recommended\_high: Math.round(annualHigh), recommended\_pct\_low: low.toFixed(1), recommended\_pct\_high: high.toFixed(1) }); cta.href = 'https://www.berbay.com/contact/?' + params.toString(); } saveState(); } calculate(); })(); ## Before You Set Your Marketing Budget A marketing budget is more than a list of expenses. The most effective ones connect spending to a firm’s business objectives, target audiences, practice-area priorities, and competitive position. Before you settle on a number, weigh the following: - **Define your business objectives.** Before you can allocate a budget, you need clear objectives. Are you trying to build awareness for a new practice group? Improve lead generation? Expand into a new geographic market? Each goal calls for a different approach — and a different allocation of resources. The clearer your [business development priorities](https://www.berbay.com/blog/law-firm-marketing-business-development/ "Marketing and Business Development for Law Firms"), the easier every later decision becomes. - **Align your marketing plan with those goals.** Your budget should track your ambitions. A firm pursuing accelerated growth will need to commit more than a firm focused on maintaining its current position. The point isn’t to spend more; it’s to build a marketing plan that matches what the firm is actually trying to accomplish. - **Understand industry standards.** Every market comes with its own benchmarks. Get a sense of what similarly situated firms are spending — and don’t stop there. Larger firms you compete against belong in the equation too. If firms with deeper pockets are making it difficult to compete on spend alone, that needs to factor into your planning and positioning. - **Identify your target audiences.** Knowing who you want to reach is critical, because different audiences respond to different channels and messages. A personal injury firm marketing to consumers may weigh paid [advertising](https://www.berbay.com/blog/advertising-by-lawyers/) and digital marketing heavily, while a business litigation firm courting general counsel will dedicate more of its budget to thought leadership that reaches a corporate audience. - **Analyze past performance.** Reviewing your prior marketing efforts shows what worked and what didn’t. How many matters did your last campaign generate? Is your blog drawing traffic? Did a recent client alert prompt calls? Are your sponsorships producing referrals? These measures help you see which strategies demonstrate sufficient value and where your dollars are best spent. - **Assess your marketing channels.** Firms can use their website, email, [social media marketing](https://www.berbay.com/services/social-media-marketing/), online marketing, and more — but each channel has to fit the audience, and each platform has strengths and weaknesses. If your e-newsletter drives people to a website you haven’t updated in ten years, it won’t convert. If you reach referral sources on LinkedIn with an incomplete profile, it may undermine the firm’s credibility. Part of your budget may need to go toward strengthening these channels first — because paid campaigns can’t compensate for unclear positioning, an outdated website, or inconsistent follow-up. ## Consider the PESO Model Have you heard of the PESO Model? It’s a framework developed by Gini Dietrich and explained in her book *Spin Sucks*. PESO is used in marketing and [public relations](https://www.berbay.com/services/pr-for-law-firms/) to categorize media into four types: ![PESO model diagram showing paid, earned, shared, and owned media examples for law firm marketing budget allocation](https://www.berbay.com/wp-content/uploads/2024/04/peso-model-law-firm-marketing-budget.png "The PESO Model: How Law Firms Allocate Marketing Budget Across Four Media Types - Berbay Marketing & PR")- **Paid media:** anything your firm pays to put in front of an audience — print and digital ads, billboards, boosted social posts, Google Ads and Meta Ads, and the cost to sponsor events and [secure speaking engagements.](https://www.berbay.com/services/speaking-engagements/ "secure speaking engagements.") - **Earned media:** can carry significant credibility, because the visibility comes through independent third parties rather than paid placement. It includes media interviews, bylined articles, and [awards and rankings](https://www.berbay.com/services/nominations-rankings/). - **Shared media:** social media is shared media because, while it’s your content, it’s published on a platform your firm doesn’t own (LinkedIn, Facebook, X, Instagram). - **Owned media:** content published through channels your firm owns and controls, including your website, blog, and email newsletters. For many firms, the strongest programs draw from several — or all four — categories, with the mix determined by the firm’s goals, audiences, and competitive position. And here’s the part firms often overlook: every category carries a cost, not only paid media. Even when you aren’t purchasing placement, you’re investing in internal marketing staff, outside agency support, attorney participation, content development, design and technology, and the administrative time it takes to prepare submissions. Attorney time, in particular, should be treated as a real marketing investment, because every hour spent on it is an hour away from billable client work. Understanding that full cost is what separates a realistic budget from an aspirational one. ## Marketing Budget Benchmarks by Firm Type Where your firm lands within the 5% to 15% range — or above it — depends largely on your size and growth stage. A few benchmarks worth knowing: - The U.S. Small Business Administration is commonly cited as recommending that small businesses allocate [roughly 7–8% of gross revenue](https://www.sba.gov/blog/2019/2019-07/how-get-most-your-marketing-budget/) to marketing, with law firm management consultants suggesting as little as 2–5% for well-established firms. - Within legal specifically, solo practitioners tend to dedicate [about 5–7% of gross revenue](https://www.americanbar.org/groups/law_practice/resources/tech-report/2023/2023-websites-and-marketing-techreport/) to marketing, while larger firms invest 10% or more. - Notably, only about [49% of law firms](https://cdn.mediavalet.com/usva/callrail/zYNjkF3Ei0-_M81TssQ0sQ/4SDp3L4M6UaPkb2JPASALA/Original/ebook%20%202022%20Marketing%20Outlook%20for%20Law%20Firms.pdf) set a formal annual marketing budget at all — which means a disciplined, well-allocated budget is itself a competitive advantage. The table below is a useful starting point, not a fixed rule: Firm Profile Recommended Budget Top channels Established firm, strong referral base 2–5% Word of mouth, bylines, speaking Solo / small firm, steady growth 5–10% SEO, content, local search Mid-size firm 7–12% Mixed: content + paid + PR New firm building brand 12–20% Paid search, brand awareness High-competition 18–30% Paid + retargeting + reviews For guidance tailored to your firm, the calculator above estimates a range based on your size, goals, and market. A few patterns we see often are worth flagging. Firms tend to focus on campaign spending without budgeting for the infrastructure that supports it — the website, the [content pipeline](https://www.berbay.com/blog/content-marketing-for-law-firms/), the follow-up. A strong referral base still requires ongoing brand visibility and relationship-building to stay strong. And bigger budgets don’t always win. Competing with larger firms can feel daunting when they seem to flood every platform, but what matters more is being deliberate about where your dollars go rather than taking a broad, unfocused approach. The best budget isn’t necessarily the largest one — it’s the one most closely aligned with clearly defined priorities. ## Measure, Adjust, and Reinvest A marketing budget shouldn’t be a fixed annual exercise. Campaigns need ongoing analysis so you can adjust strategy and reallocate as conditions change. When you review performance, look beyond a single number. Relevant measures may include qualified inquiries, new matters, referral activity, website traffic and conversions, media visibility, speaking opportunities, engagement with your thought leadership, and your cost per lead or client acquisition cost — alongside progress within your priority practices, industries, and markets. Be careful not to judge every initiative solely by immediate lead generation. Paid search and Google Ads can show results quickly, but earned media, speaking, and content build visibility, credibility, and relationships over a longer horizon. Both belong in a healthy program; they simply prove their value on different timelines. So when our clients ask how much they should spend on marketing and where, our honest answer is: it depends. The amount a firm should invest isn’t a one-size-fits-all figure — it follows from a clear-eyed look at your goals, your audiences, and the [law firm marketing strategies](https://www.berbay.com/blog/law-firm-marketing-strategies/) most likely to move them. ## Partner with a Trusted Los Angeles 9% of law firmsMarketing and PR Agency As a [law firm marketing agency](https://www.berbay.com/) with nearly three decades of experience, Berbay Marketing & Public Relations helps law firms determine where their marketing resources can create the greatest impact, then builds and executes an integrated program around those priorities. From public relations and thought leadership to [digital strategy](https://www.berbay.com/services/) and business development support, Berbay acts as an extension of its clients’ teams — tracking progress, refining the approach, and maintaining momentum. Looking to grow your firm with a proven marketing and PR partner? Contact Berbay at 310-405-7343 or . ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** law firms --- ### [How Link Building for Lawyers Builds Authority in Search & AI](https://www.berbay.com/blog/link-building-for-lawyers/) **Published:** September 18, 2021 **Author:** Megan Braverman **Content:** Search engines view backlinks as digital endorsements, making them one of the most powerful ranking factors in determining where your law firm appears in search results. Quality backlinks from reputable websites signal to Google and other search engines that your content is trustworthy, authoritative and valuable enough for other sites to reference. At Berbay Marketing & PR, we help law firms develop comprehensive [SEO strategies](https://www.berbay.com/blog/law-firm-search-optimization/ "How to Optimize Your Law Firm’s Website for Better Search Rankings") that include building high-quality backlink profiles to improve search visibility and attract more potential clients. Our approach focuses on earning legitimate, valuable links that strengthen your firm’s online authority and drive sustainable organic growth. ![Four steps showing how a PR placement becomes a backlink for a law firm](https://www.berbay.com/wp-content/uploads/2026/08/berbay-pr-placement-to-backlink-1024x576.png "How a PR Placement Becomes a Backlink – Four Steps for Law Firms - Berbay Marketing & PR")How a PR placement becomes a backlink expert commentary editorial coverage the link then authority and referrals## **Understanding Backlink Quality vs. Quantity** Not all backlinks carry equal weight in search engine algorithms. Search engines prioritize backlinks from websites with high domain authority (a strong, authoritative and trustworthy website), relevant content and strong reputations within your industry or geographic area. A single link from a respected publication or established professional association carries significantly more value than dozens of links from low-quality directories or irrelevant websites. Quality backlinks come from websites that share topical relevance with your practice areas, maintain strong editorial standards and demonstrate expertise in their respective fields. These links naturally occur when other websites reference your content because it provides genuine value to their audiences. Search engines can identify artificial link patterns, making it crucial to focus on earning links through merit rather than purchasing them or participating in [link schemes](https://developers.google.com/search/docs/essentials/spam-policies#link-spam). ## **Effective Link Building Strategies for Law Firms** [Content creation serves as the foundation for successful link building campaigns.](https://www.berbay.com/blog/content-marketing-for-law-firms/) Publishing in-depth articles about complex legal topics, case studies demonstrating successful outcomes and guides addressing common client concerns provides other websites with valuable resources worth linking to. Legal blogs, news outlets and industry publications frequently reference comprehensive content that helps their readers understand important legal concepts. ![Chart placing law firm link building tactics by effort required and risk under Google and bar rules](https://www.berbay.com/wp-content/uploads/2026/08/berbay-link-building-tactics-effort-vs-risk-1024x576.png "Law Firm Link Building Tactics – Effort vs. Risk Under Google and Bar Rules - Berbay Marketing & PR")Law firm link building tactics plotted by effort required and risk under Googles spam policies and bar advertising rules### **Guest Writing and Industry Publications** Contributing articles to established legal publications, bar association newsletters and industry magazines creates opportunities to earn high-quality backlinks while demonstrating your firm’s knowledge. These publications often allow authors to include brief biographical information with links back to their firm’s website, providing valuable backlinks from authoritative sources within the legal industry. Professional [speaking engagements](https://www.berbay.com/services/speaking-engagements/ "Professional Speaking Opportunities | Speaker Placement Services") at conferences, seminars and continuing legal education events often result in backlinks when event organizers list speakers on their websites or when presentations are referenced in follow-up articles. Building relationships with event organizers and legal educators can lead to ongoing opportunities for exposure and link acquisition. ## **Building Relationships for Natural Link Acquisition** Developing genuine relationships with journalists and industry influencers creates opportunities for your firm to be referenced in articles, interviews and other expert commentary. Journalists frequently seek legal professionals who can provide clear explanations of complex issues or offer insights into developing legal trends. Establishing your attorneys as go-to sources for media commentary requires consistent availability, clear communication skills and the ability to explain legal concepts in terms general audiences can understand. When reporters know they can rely on your firm for timely, accurate information, they’re more likely to include you in their stories and link to your website for additional resources. Our [public relations services](https://www.berbay.com/services/pr-for-law-firms/ "Law Firm PR Agency") help law firms build these valuable media relationships. Local business relationships also generate valuable backlinks through community involvement and professional associations. These local connections often result in links from community organization websites, local business [directories](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness") and event listings that boost your firm’s local SEO performance. ## **Monitoring and Maintaining Your Backlink Profile** Regular monitoring of your backlink profile helps identify new link opportunities and potential issues that could harm your search rankings. Tools like Google Search Console provide insights into which websites are linking to your content and how search engines view those connections. Understanding your current backlink profile helps guide future link building efforts and ensures you maintain a healthy mix of link sources. Identifying and addressing low-quality or potentially harmful backlinks protects your firm’s search engine rankings. Search engines may penalize websites that have accumulated large numbers of spammy or irrelevant backlinks, making it important to regularly review your link profile and remove problematic links when necessary. Some backlinks may break over time as websites restructure their content or go offline. Monitoring for broken backlinks allows you to reach out to linking websites and suggest updated URLs, helping preserve the SEO value of those connections while maintaining positive relationships with other site owners. ## **Partner with Berbay Marketing & PR for SEO Success** Building an effective backlink strategy requires ongoing effort, industry knowledge and established relationships that many law firms lack the time or resources to develop independently. Our team understands the unique challenges law firms face in digital marketing and develops customized strategies that align with your firm’s goals and practice areas. [Learn more about our approach](https://www.berbay.com/about/) and how we’ve helped professional services firms across the country achieve their marketing objectives. ![A 90-day link building plan for a law firm in three phases](https://www.berbay.com/wp-content/uploads/2026/08/berbay-law-firm-link-building-90-day-plan-1024x576.png "A 90-Day Link Building Plan for a Law Firm – Foundation, Coverage, Measurement - Berbay Marketing & PR")A 90 day law firm link building plan in three phases build the foundation earn the coverage measure and repeatWith over 30 years of experience serving professional services firms, we have the expertise and industry connections to help your firm earn high-quality backlinks that improve search rankings and drive qualified traffic to your website. Contact us today at [(310) 405-7343](tel:+13104057343) or through our [contact form](https://www.berbay.com/contact/) to learn how we can strengthen your law firm’s online presence. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [How to Do Keyword Research for Law Firms: A Step-by-Step Guide](https://www.berbay.com/blog/keyword-research-for-law-firms/) **Published:** May 13, 2021 **Author:** Berbay Marketing PR **Content:** Effective keyword research forms the backbone of successful [law firm SEO](https://www.berbay.com/blog/law-firm-search-optimization/ "How to Optimize Your Law Firm’s Website for Better Search Rankings") (search engine optimization), determining which potential clients find your website when they search for legal services online. Without proper keyword targeting, even the most well-designed law firm websites struggle to attract qualified traffic from search engines, leaving valuable business opportunities on the table for competitors who understand what their target audience actually searches for. [Berbay Marketing & PR helps law firms develop data-driven SEO strategies](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO") built on comprehensive keyword research that connects your practice with clients actively seeking your services. Our systematic approach to keyword research ensures your firm appears in search results when potential clients need legal representation most. ## Understanding Different Types of Legal Keywords Legal keyword research requires understanding the various ways potential clients search for attorneys and legal services. Practice area keywords like “personal injury lawyer” or “estate planning attorney” represent broad searches that typically generate high search volumes but also face intense competition from established law firms with significant SEO budgets. Long-tail keywords offer law firms better opportunities to rank higher in search results while attracting more qualified traffic. Phrases like “truck accident lawyer in downtown Chicago” or “small business contract attorney near me” demonstrate specific intent and geographic relevance, making these searches more likely to convert into actual clients. These longer, more specific phrases often have lower search volumes but generate higher-quality leads because they match exactly what potential clients need. Local keywords combine practice areas with geographic modifiers, helping law firms capture clients searching within their service areas. Understanding local search patterns helps firms identify opportunities to rank for city names, neighborhood references and regional legal terminology that potential clients actually use when seeking nearby legal representation. ## Conducting Effective Keyword Research Start your [keyword research](https://ahrefs.com/blog/keyword-research/) by brainstorming the terms potential clients might use when searching for your services. Think beyond legal jargon and consider how non-lawyers describe their legal problems. Someone facing a divorce might search for “how to end my marriage” rather than “dissolution of marriage attorney,” revealing opportunities to create content addressing these natural language queries. ### Analyzing Competitor Keywords Examining which keywords your competitors target reveals gaps in your own strategy and identifies successful approaches worth adapting. Look at the practice area pages, blog content and service descriptions of established law firms in your market to understand their keyword targeting strategies. This competitive analysis helps identify both highly competitive terms you may want to avoid and overlooked opportunities with less competition. Google’s autocomplete feature provides valuable insights into popular search queries related to your practice areas. Start typing practice-related terms into Google’s search bar and note the suggestions that appear, as these represent actual searches people perform frequently enough for Google to recommend them. ## Implementing Strategic Keyword Targeting Once you’ve identified relevant keywords, organize them by search intent and competition level to prioritize your SEO efforts effectively. Focus initial efforts on keywords where you have realistic chances of ranking well rather than attempting to compete immediately for the most competitive terms in your practice areas. Create comprehensive content that naturally incorporates your target keywords while providing genuine value to potential clients. Search engines prioritize content that thoroughly addresses user questions and concerns, so develop pages and blog posts that cover topics completely rather than simply stuffing keywords into thin content. Consider the buyer’s journey when selecting keywords to target. Someone searching for “what is medical malpractice” is in a different stage than someone searching for “medical malpractice lawyer near me,” and your [content strategy](https://www.berbay.com/blog/content-marketing-for-law-firms/) should address both informational and transactional search intents. ## Measuring and Refining Your Keyword Strategy Track your keyword rankings regularly to understand which terms drive traffic to your website and which need additional optimization efforts. Google Search Console provides valuable data about which search queries bring visitors to your site, helping you identify successful keywords and discover new opportunities you hadn’t considered. Monitor how keyword rankings translate into actual website traffic and client inquiries. Some keywords may rank well but generate little meaningful traffic, while others with lower rankings might produce highly qualified leads who contact your firm. This performance data helps refine your keyword targeting over time. Regular keyword research ensures your strategy adapts to changing search patterns, new legal developments and evolving client needs. Legal terminology and client search behaviors shift over time, making ongoing research essential for maintaining strong search visibility and continuing to attract new clients through organic search. ## Partner with Berbay Marketing & PR for Comprehensive SEO Success Effective keyword research requires ongoing analysis, competitive monitoring and strategic implementation that many law firms lack the time or technical knowledge to execute properly. Our team combines a deep understanding of [legal marketing](https://www.berbay.com/ "Law Firm Marketing Services") with proven SEO methodology to help law firms identify and capitalize on the most valuable keyword opportunities in their markets. With over 30 years of experience helping professional services firms grow their online presence, we understand how to translate keyword research into measurable results that drive qualified traffic and new client inquiries. Contact us today at [(310) 405-7343](tel:+13104057343) or through our [contact form](https://www.berbay.com/contact/) to discover how strategic keyword research can transform your law firm’s online visibility and client acquisition. ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [10 Marketing and Public Relations Lessons from 2025](https://www.berbay.com/blog/marketing-and-pr-lessons/) **Published:** December 17, 2025 **Author:** Megan Braverman **Content:** AI may have dominated the conversation in 2025, but it wasn’t the only shift forcing firms to rethink how they approach [marketing and public relations](https://www.berbay.com/services/public-relations/ "Public Relations Services Built for Professional Firms"). The continued shrinking of newsrooms, escalating advertising costs and heightened reputational risks were just a few of the issues impacting how professional services firms build visibility and credibility. As the saying goes, if you’re not evolving, you’re dying. With that in mind, we’re taking a closer look at what we learned this year and how it will effectuate change in your marketing/PR programs for 2026. ## **Lesson #1: PR Is More Important Than Ever (and More Competitive)** Public relations emerged as the “golden child” of marketing, largely due to its growing influence on generative AI results and search engine optimization (SEO). Earned media placements not only contribute to [Google’s EEAT program](https://www.berbay.com/blog/eat-ymyl-lawyers/ "Understanding Google’s E-A-T for Lawyers in YMYL Search"), but they increasingly shape how firms are cited, summarized and recommended by AI-driven discovery tools, often without users ever clicking through to a website. At the same time, PR became harder to execute. Media fragmentation accelerated: outlets shuttered or further consolidated; reporters are covering multiple beats; and overall competition for coverage intensified. ### **What this means for 2026?** - PR needs to extend beyond the coveted Wall Street Journal quote. Don’t put all your eggs in one basket pursuing a single top-tier placement. - Thought leadership, trade media coverage, [owned content](https://www.berbay.com/blog/content-marketing-for-law-firms/), social media amplification, speaking engagements and awards/rankings should all work together to build credibility. - Firms that diversify their visibility efforts will outperform those chasing only “headline” wins. ## **Lesson #2: Owned Media Is No Longer Optional** With paid media costs continuing to skyrocket, firms are increasingly turning to owned channels: websites, blogs, newsletters, podcasts and social platforms they control. The firms with the strongest owned ecosystems are the least vulnerable to algorithm changes and rising costs. ### **What this means for 2026?** - Firms should invest in platforms they own and control. Ideally, you have a budget for earned, owned and paid media, but a good starting point is your owned channels. - Owned content fuels PR, SEO, social media and business development simultaneously. - A strong content foundation provides flexibility when budgets tighten or channels shift. - Owned channels are becoming the “source of truth” for AI tools pulling background, expertise and positioning, making content quality and consistency even more critical. ## **Lesson #3: Omni-Channel Efforts Instead of Single-Channel Focus** A common issue we saw was over-reliance on a single channel, whether that’s social media, paid advertising or PR alone. Audiences don’t consume information in silos anymore. They encounter firms across multiple touchpoints, often simultaneously. If you’re only visible in one place, you’re effectively invisible elsewhere. We heard a great analogy from [Jason Kenyon](https://www.linkedin.com/in/jasonkenyondigitaladvertising) with Brkthru Digital: Marketing should be like a kid’s toy ball vacuum cleaner. You need all the balls in your marketing mix available, popping and ready to go. Pick and choose from various channels for maximum visibility. ### **What this means for 2026?** - The most effective strategies are balanced rather than betting everything on one tactic. - Instead of “everywhere at once,” aim for intentional distribution (e.g., 30% PR, 30% owned, 20% social, 20% paid). Pick the channels you can do well in and focus there. - Visibility is maximized when channels reinforce each other, creating a cumulative impact. ## **Lesson #4: Your Reputation Is Not a Campaign — It’s a Constant** One big lesson: a crisis can happen to anyone and often without warning. Incidents like the [Astronomer CEO alleged affair](https://www.cnn.com/2025/07/19/business/andy-byron-astronomer-ceo-resigns) and similar events, demonstrated that reputational risk comes in many forms: cultural missteps, operational failures, employee issues and more. Trust is built over time, and it’s much harder to combat the negativity when you’re scrambling under pressure. ### **What this means for 2026?** - Reputation management must be proactive, not reactive. - Transparency matters. Firms that respond quickly and openly can reduce speculation and media frenzy. Making a statement, even brief, can help control the narrative and protect your reputation. - Firms should consistently highlight their culture, values, leadership and community involvement, not just services, to maintain a positive reputation and long-term credibility. ## **Lesson #5: AI and Technology Are Reshaping Everything (Duh)** As AI-generated content becomes more prevalent, audiences are increasingly drawn to what feels human, credible and genuine. Polished but generic messaging is easier than ever to produce—and easier than ever to ignore. But AI didn’t just influence how content is created; it transformed how marketing and PR programs are tracked, measured and optimized. From analytics dashboards to sentiment analysis and media monitoring, technology now touches every stage of marketing. While AI is a powerful tool, it’s most effective when guided by clear goals and human judgment. Technology should support your marketing strategy, not eliminate human insight. ### **What this means for 2026?** - Authenticity is a competitive advantage. The most effective campaigns still require human touch with real voices, expertise and experience. - Niche strategies like micro-campaigns, localized content and tailored thought leadership become even more important when marketing to target audiences. - Marketing and PR measurement frameworks need to evolve beyond vanity metrics. Campaigns should focus on quality of visibility, not just quantity. The more automated the environment becomes, the more valuable human perspective is in marketing. ## **Lesson #6: Legal Changes Demand Greater Oversight** In 2025, updates such as California’s SB 37, which amended attorney [advertising rules](https://www.berbay.com/blog/advertising-by-lawyers/ "Law Firm Advertising and the Rules that Govern It"), underscored the importance of compliance in marketing and PR. These changes expanded liability, imposed stricter disclosure requirements and introduced new penalties for violations. ### **What this means for 2026?** - Marketing decisions must be reviewed through a legal and ethical lens. Creative strategy needs to coexist with professional responsibilities. - Firms can’t rely solely on marketing teams for compliance interpretation. You should have ethics counsel review everything. Ethics counsel should be part of the process, not an afterthought. ## **Lesson #7: Talent Recruitment Isn’t Enough** Talent recruitment remained a top priority in 2025, but forward-thinking organizations expanded their focus to employee retention and advocacy. Rather than always planning to replace professionals who leave for competitors, firms are investing in and supporting talent while they’re still part of the organization. This can include marketing, business development, mentorship and other initiatives that help employees grow and feel valued, strengthening both retention and the firm’s reputation. Employees are influential firm ambassadors. Their voices on social platforms, in interviews and within the community carry authenticity and positive branding that firm messaging cannot replicate. ### **What this means for 2026?** - Marketing isn’t solely for bringing in new business. It should support both talent recruitment and retention. Happy employees drive stronger client relationships and ultimately help create a more successful firm. - Highlighting internal culture, leadership and growth opportunities builds trust with candidates and current employees alike. - Engaged employees amplify marketing and PR efforts organically. ## **Lesson #8: Measurement Must Tie to Business Outcomes (Not Just Marketing Outputs)** One shift that quietly accelerated in 2025 was client leadership asking tougher questions about ROI – not impressions, not clicks, but business impact. Marketing and PR teams are increasingly expected to connect visibility to revenue, pipeline influence, recruitment success or risk mitigation. ### **What this means for 2026?** - Firms need clearer attribution models, even if imperfect. - Metrics like “share of voice,” “media impressions” and “engagement” should ladder up to business objectives such as lead quality, reputation lift, talent inquiries or reduced crisis exposure. - Marketing leaders who can translate activity into business language will have more influence internally and more budget stability. ## **Lesson #9: Speed Is Now a Competitive Advantage** Speed increasingly separated firms that won visibility from those that missed opportunities. Whether responding to breaking news, regulatory changes or emerging trends, firms that could move quickly (and with confidence) earned disproportionate attention this past year. ### **What this means for 2026?** - Firms need streamlined approval processes for PR and thought leadership. - Subject-matter experts should be prepped and media-trained before opportunities arise, not after. - Being first (or early) often matters more than being perfect. ## **Lesson #10: Trust Beats Reach** In professional services PR, visibility shouldn’t be your only goal. The firms that stood out in 2025 weren’t the loudest or the most ubiquitous; they were the most trusted by the right audiences. As marketing channels multiply and impressions become easier to buy, trust has become the true differentiator. Broad visibility may inflate numbers, but being seen in the places your prospects and clients actually pay attention to matters far more than reaching a massive audience. ### **What this means for 2026?** - Your marketing and PR should prioritize trust-building over “going viral.” - Focus on reaching the right audience of decision-makers. - Invest in consistent, credible visibility within targeted publications, platforms and communities rather than broad, unfocused exposure. ## **Looking Ahead** Successful marketing and PR programs are no longer built on single tactics or short-term wins. They require integration, consistency, authenticity and adaptability. As we move into 2026, firms that invest in these areas, and do it consistently, will stand out from the pack while others continue chasing disconnected tactics. ### **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has three decades of experience providing [law](https://www.berbay.com/ "Law Firm Marketing Services"), [real estate](https://www.berbay.com/services/real-estate-marketing/ "Real Estate Marketing Services for Growing Firms") and [financial firms](https://www.berbay.com/services/financial-marketing/ "Financial Marketing Services") with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at [310-736-9168](tel:%20310-736-9168) or ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** advertising, Branding, Business Development, law firms, Marketing, marketing for professional services --- ### [A Modern PR Strategy: Blending Old Rules with New Realities](https://www.berbay.com/blog/modern-pr-strategies/) **Published:** March 17, 2025 **Author:** Megan Braverman **Content:** “The more things change, the more they stay the same.” This saying feels more relevant than ever in today’s public relations landscape. Yes, we’re seeing a wave of transformation. AI can generate content in seconds, newsrooms are increasingly freelance-driven and platforms like [Substack](https://www.berbay.com/news/exploring-substack-should-your-firm-use-it/) are altering how stories reach the public. But despite these shifts, the core PR principles remain unchanged – you need to tell a compelling story to the right audience. So, how do you adapt your PR strategy to stay ahead while remaining true to what works? Let’s look at trends impacting the industry and how you can plan for the coming year. ## **AI is Reshaping Content Creation but Human Insight Still Wins** AI has undeniably changed the game with tackling time-consuming PR tasks that don’t require emotional intelligence, such as media monitoring, drafting briefing documents and compiling coverage reports. By handling the repetitive work, AI frees your team to focus on what really matters: strategic storytelling and thoughtful follow-ups that build trust with journalists. AI should manage the process while you manage the relationships. For pitch development, use AI to accelerate your work – not replace it. AI tools can support ideation and drafting, but they can’t think like a PR pro. No matter how well-crafted your prompts are, AI can’t replicate instinct, empathy and nuance. Instead, use AI for idea generation or to draft rough pitch templates that can be customized based on the reporter’s beat, tone and publication style. It’s also helpful to identify seasonal trends or news hooks. Remember, PR is not just about pushing out content – it’s about telling the right story, at the right time to the right audience. And that still takes a human touch. ## **Journalists Want the Takeaway—Fast** A theme throughout this blog is shrinking newsrooms and reporters being inundated. This means time and attention are in short supply and your pitch must work harder, faster. Journalists don’t have the bandwidth for long-winded intros and buried leads. They want short, punchy emails with clear takeaways: what’s the issue, why does it matter now and why is it relevant to their audience (don’t forget they want your opinion too!). Your spokesperson’s background and expertise are still integral, but it needs to be explained succinctly while keeping the news front and center. ## **Less Fluff, More Relevance in Press Releases** Press releases are the PR tool that has changed the most over the last five years. They are no longer simply canned quotes and company milestones. To get coverage, you need to cut down on the fluff and demonstrate relevance. A well-crafted press release should offer information that adds value and ideally, connect to a larger story or trend. For example, announcing a new hire is still worth doing, but if you want media attention, it needs to be more than just a name, title and credentials. Ask yourself: What does this hire signal to the market? Does it reflect momentum in your industry or an expansion into a new service area? If you’re adding a partner in the Cybersecurity and Privacy Group, does this tie to new legislation and an uptick in business, and can you include data supporting this? The key is to move beyond “who” and get to “why it matters.” All of this doesn’t mean there’s not a place for general firm press releases. Announcements that aren’t necessarily press-worthy still have value on your website, in [newsletters](https://www.berbay.com/services/email-marketing-agency/ "Email Marketing Services Los Angeles") and across social media. ## **Rise of Freelancers and Substack** The definition of a journalist has evolved dramatically in recent years, driven in large part by the decline of traditional newsrooms and the rise of independent publishing platforms like Substack. Reporters are no longer employed by legacy media outlets for 20+ years; they’re freelancers and entrepreneurial content publishers establishing their own audiences. Instead of pitching a newsroom, firms need to consider engaging directly with freelancers, many of whom have niche followings and influence within specific industries. This modern media world requires a new mindset for firms. While securing coverage in top-tier outlets like *Wall Street Journal, New York Times* or ABC News remains valuable, engaging with independent journalists can offer equal – if not greater – visibility within highly targeted, relevant markets. ## **Invest in Owned Content** You can’t rely solely on reporters to tell your story. You need to diversify and invest in owned content, e.g., podcasts, newsletters (including LinkedIn), niche blogs and webinars. By building your own content ecosystem, you have more control over messaging and don’t depend on a reporter to get your story out. Equally important is meeting your audience where they are. News consumers are increasingly turning to non-traditional platforms like Substack, YouTube shorts and other channels for insight and information. Owned content enables you to tailor your message to these various formats, reaching your audience in the way they prefer to consume content. ## **Growing Importance of Data-Backed Stories and Multimedia** A strong media pitch isn’t just timely or well-written, it’s also backed by data. While journalists want your opinions, facts and figures that support your take on an issue make it more persuasive and harder to ignore. When you include stats, research and other verified data, this brings credibility to your story and makes it more compelling. But data alone isn’t enough. It needs to be digestible and engaging, and that’s where multimedia comes in. Whether it’s short-form video, b-roll footage, clickable press kits or data visualizations, incorporating mixed media in your pitching efforts can help your story stand out in a crowded inbox. Visual storytelling also adds depth, emotion and clarity to complex topics. A video can put a human face to the story. A powerful image can elevate a pitch from overlooked to headline-worthy. And an infographic can simplify detailed numbers and information. Journalists want content that’s not only timely and relevant, but also visually appealing and easily published across digital platforms. Providing data with ready-to-go assets makes their job easier and increases your chances of coverage. As newsrooms shrink and social media drives more of the news cycle, professionals need to think beyond the standard press release or media pitch and leverage data and multimedia as a core part of their PR and communications strategy. ## **The Future of PR is Integration** PR should not be a siloed function in firms. Savvy firms are integrating PR into their overall [content marketing strategy](https://www.berbay.com/blog/content-marketing-for-law-firms/) and syncing firm news – client alerts, events, growth areas, etc. – with media themes and outreach. This approach not only ensures consistency in messaging but also amplifies the value of every piece of content. When a media hit aligns with a growing practice area or recent client communication, it reinforces your firm’s expertise across multiple channels. Move from one-off media hits to sustained visibility that also supports business growth. This can be accomplished by repurposing placements in pitch decks, proposals and other sales materials. Leverage media mentions to build trust during the buying cycle – not just awareness. ## **Reputation is Continuous, Not Crisis-Driven** You never know when your firm is going to have to deal with a crisis, especially in our current environment. With the rise of cyberattacks, proliferation of social media and the increasing scrutiny on organizations, firms are more exposed than ever to reputational risks. Unfortunately, many firms only consider public relations when they have a serious issue, and by then, it’s often too late to control the narrative. But you can mitigate the damage of future crises with good, continual PR. A firm that has consistently cultivated trust, transparency and visibility is far better positioned to overcome reputational damage when a crisis occurs. Too, smart firms are shifting their approach and investing in proactive reputation management, including social listening tools that flag potential issues and developing crisis communication protocols *before* they’re needed. Creating a crisis playbook—complete with a designated response team, approval workflows, pre-approved messaging and media-trained spokespeople—is essential. This preparation allows firms to act quickly and thoughtfully when faced with a crisis. In a time when silence can spark suspicion and poorly worded responses can worsen a situation, having crisis protocols in place for potential scenarios is a critical part of your public relations strategy. ## **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has three decades of experience providing [law](https://www.berbay.com/ "Law Firm Marketing Services"), [real estate](https://www.berbay.com/services/real-estate-marketing/ "Real Estate Marketing Services for Growing Firms") and [financial firms](https://www.berbay.com/services/financial-marketing/ "Financial Marketing Services") with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at [310-405-7343](tel:%20310-736-9168) or ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [How PR and SEO Work Together to Build Authority](https://www.berbay.com/blog/how-public-relations-and-seo-amplify-each-other/) **Published:** November 17, 2021 **Author:** Megan Braverman **Content:** Does earned media actually move search rankings? Although public relations and SEO are often thought of as distinct aspects of marketing, the answer is yes: media coverage *does* amplify your firm’s overall online presence. A successful PR campaign creates visibility and credibility via coverage in newspapers, trade publications, TV broadcasts, radio, podcasts and other outlets – almost all of which publish digital versions. In today’s media landscape, PR creates more authoritative online content, which is the foundation of SEO. Meaning, these two tactics are more intertwined than you might think. Table of Contents - [What's the Difference Between Public Relations and SEO?](#whats-the-difference-between-public-relations-and-seo) - [How PR Helps SEO](#how-pr-helps-seo) - [Earned Media, Authority and AI Search](#earned-media-authority-and-ai-search) - [Public Relations and SEO in Practice](#public-relations-and-seo-in-practice) - [How to Integrate Your PR and SEO Efforts](#how-to-integrate-your-pr-and-seo-efforts) - [Working with a PR and SEO Agency for Law Firms](#working-with-a-pr-and-seo-agency-for-law-firms) Marketing doesn’t exist in a vacuum anymore. If your marketing tactics don’t work together (more specifically support and propel each other), it’s likely they’re not working as well as they should be. And in the highly competitive legal marketing space, strong marketing is what makes you stand out. Your marketing is about return on investment, and the collaboration between PR and SEO can increase your ROI and then some. So, let’s start with two very important aspects of your marketing – PR and SEO – and how they work together, and in turn, give you better results. ## What’s the Difference Between Public Relations and SEO? Before we dive in, we’ll start with the basics of each. Put simply, [search engine optimization (SEO) ](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO")encompasses a variety of techniques intended to make your website (and therefore your brand) more visible online. Google uses a framework called [Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)](https://www.berbay.com/blog/eat-ymyl-lawyers/) to determine which websites show up first on the search engine results page (SERP). Sites that share helpful, trustworthy and easy-to-understand information rank higher, making you more visible to potential prospects. SEO techniques might include incorporating keywords into your content, tagging images or improving your website’s design and structure. These practices signal to search engines that your website is an authoritative, user friendly source of information. [Public relations](https://www.berbay.com/services/pr-for-law-firms/) is a strategic communications tool that builds your reputation to the public, or more specifically, your target audiences. And again, in simpler words, it’s using traditional media (newspapers, magazines, podcasts, etc.) to increase your visibility, build your reputation and position you as an expert so your prospects think of you first when they have a need. A modern PR strategy also includes digital PR tactics that focus on channels like social media, blogs and online-only publications. PR can also include [reputation management](https://www.berbay.com/blog/building-law-firm-reputation/ "How to Build and Manage Your Law Firm’s Online Reputation") activities like speaking engagements, awards and rankings, and crisis communications when necessary. PR and SEO are considered separate tactics, and you can choose to do one without the other. However, the reality is if you do both, you will generate better results and create more brand awareness. As we’ve emphasized, [focusing on a single channel doesn’t cut it anymore](https://www.berbay.com/blog/marketing-and-pr-lessons/). Potential clients encounter your brand across multiple touchpoints, and failing to meet them where they are is a missed marketing opportunity. PR and SEO are complementary – not competing – strategies. ## How PR Helps SEO A key element of SEO is the concept of backlinking. This is when other websites link back to your law firm’s website. Google and other search engines see each legitimate backlink as a point in your favor. The [more backlinks you have from relevant and reputable websites, the more trustworthy your firm’s site appears,](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings") and the higher you are placed on the SERP (Search Engines Results Page). In the early days of the internet, people engaged in spammy link building techniques to place their website link on as many other sites as possible. However, Google’s algorithm has become more sophisticated over time. Placing links on low-quality sites, pasting links in comment sections and engaging in link exchange schemes no longer helps you rank higher. In fact, these tactics are punished by Google. To be beneficial for SEO purposes, backlinks should come from [legitimate editorial sources](https://developers.google.com/search/docs/fundamentals/creating-helpful-content). This is where PR comes into play. Trade publications and major news outlets have high domain authority, which means search engines recognize these sites as some of the most trusted online sources. When you receive coverage in a digital outlet, you don’t just get exposure from brand mentions, you get a strong backlink from a high-quality website. As a result, PR tactics have a direct impact on your SEO – earned media creates the trust that Google rewards. The more coverage you receive from high-authority websites, the higher your own website climbs in the rankings. Then, when potential customers are searching for your services, you are more visible to them. ## Earned Media, Authority and AI Search The SEO landscape is constantly changing, and we’re seeing yet another major shift: generative engine optimization, or GEO. GEO is the process of optimizing content so it can be discovered and incorporated into AI chatbots, Large Language Models (LLMs) and other generative AI search engines. Similar to Google’s E-E-A-T framework, LLMs determine which information to incorporate by vetting the source’s trustworthiness and authority. Most often, LLMs rely on reputable, objective sources like news sites and [professional awards and rankings](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/) when they gather and synthesize information. ![PESO model diagram showing paid, earned, shared, and owned media examples for law firm marketing budget allocation](https://www.berbay.com/wp-content/uploads/2024/04/peso-model-law-firm-marketing-budget-1024x765.png "The PESO Model: How Law Firms Allocate Marketing Budget Across Four Media Types - Berbay Marketing & PR")The PESO model gives law firms a framework for dividing marketing spend across four channels paid earned shared and owned media that work together to build visibility and credibilityWhat’s more, AI is now a key element of how people search for information online. AI Overviews – the summary at the top of Google’s SERP – show up for nearly every search query, and many users are relying on this overview to answer their questions quickly and efficiently. Users are also increasingly turning to ChatGPT, Perplexity and other AI chatbots as their primary search engines instead of Google. Finally, Google is beginning to [prioritize positive reputation over simple link building](https://searchengineland.com/use-brand-mentions-seo-linkless-future-link-building-290344). As search algorithms become more advanced, they are using nuanced signals to determine the overall trustworthiness of a brand (and therefore, where it should rank). Today, ranking high on the SERP isn’t just matter of getting the most backlinks; it also involves maintaining a strong reputation. What does all of this have to do with PR? Almost everything. PR gets your name into the authoritative outlets that LLMs use to generate summaries and answers to queries. Credible third-party coverage boosts your “blue-link” ranking (the traditional, organic web URL listing) on the SERP, but it also facilitates visibility in AI Overviews and answer engines – i.e., the places where users are beginning to look first for answers. Now, PR is the primary tool for reputation management, which is the future of SEO. As AI search becomes commonplace, GEO becomes standardized and trustworthiness trumps all, earned media SEO has become more essential than ever. ## Public Relations and SEO in Practice We’ve given you the background information, but what does it really look like when PR and SEO tactics are used together? Here’s an example. John Smith, labor and employment attorney and founding partner at Smith Law Firm, is quoted in a Law360 article because his PR team pitches him as an expert on workplace discrimination. People who are interested in workplace discrimination read the article and want to know more about John’s practice, so they Google his firm. As a result, branded search lift – a key SEO metric that improves rankings – increases. The article also includes a contextual backlink and a brand mention of Smith Law Firm, so the firm’s discrimination practice area page gains authority and ranks higher on SERP. With a single quote in one article, John has achieved three essential marketing goals. First, he increased his credibility because a Law360 reporter trusted him as a key source. Second, he increased his visibility by being featured in a reputable publication with thousands of readers. Finally, he improved his firm website’s ranking, increasing client visibility and the odds that targets will see him first while researching his practice area. What’s more, the next time a reporter is looking for an expert source to comment on workplace discrimination, John’s name and firm will come up. John’s PR team can also point to his previous media placements as an example of his thought leadership. The cycle continues, and the Smith Law Firm brand is strengthened with every media mention. In our experience [executing a media outreach campaign](https://www.berbay.com/services/litigation-pr-marketing/) for lawyers and law firms, we’ve seen the power of press coverage time and again. While it can be difficult to quantify at first, over time, every effort builds on itself. This is the reason why PR and SEO fuel each other: they work in harmony to improve your brand’s reputation from multiple angles. ## How to Integrate Your PR and SEO Efforts Although the [specific strategies](https://www.berbay.com/blog/law-firm-marketing-strategies/ "Law Firm Marketing Strategies: Your 2026 Playbook ") and goals of PR and SEO are different, they both contribute to your overall marketing and brand reputation. When combined, these tactics amplify each other, and you get more out of your marketing efforts and budget. Here are some fundamental ways to make PR and SEO work together for your firm. 1. **Align PR and SEO on shared target keywords.** The foundation of any SEO campaign is keyword strategy: identifying the target keywords that will help your website rank. Your PR team can then incorporate keywords into content and use them to guide media topics and editorial calendars. 2. **Optimize your website’s news and press coverage page.** Your PR team should help you get more out of media mentions by posting them on your website. A well-designed news or press coverage webpage can also serve as a useful tool to increase organic traffic as part of an SEO campaign. 3. **Repurpose media coverage as on-site content.** Repurposing content not only helps you make the most of your PR efforts, but it provides an opportunity to place internal links on your website and incorporate more keywords. 4. **Consider both PR and SEO angles for social media campaigns.** When [planning a social media campaign](https://www.berbay.com/services/social-media-marketing/), a PR team will be focused on posts that are of value to your targets, whereas a SEO team will be focused on posts that are of value to search engines. By working together, not only do you achieve both, but a better campaign is developed. 5. **Measure PR and SEO against shared outcomes.** Track metrics that are influenced by both SEO and PR efforts, and use them to measure the success of your overall marketing strategy. Metrics might include referral traffic, branded search, assisted conversions and AI-surface citations. ## Working with a PR and SEO Agency for Law Firms With three decades of integrated marketing experience focused on law firms, [Berbay develops holistic marketing and public relations campaigns](http://berbay.com) that get results. We build visibility and credibility using a variety of complementary tactics, including SEO, PR, [content marketing](https://www.berbay.com/blog/content-marketing-for-law-firms/) and social media. When you partner with Berbay, you can be sure that every element of your campaign will work together, without the hassle of dealing with multiple vendors. If you’d like to learn more about creating an integrated PR and SEO campaign, contact us at 310-405-7343 or . ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [How to Master Law Firm Search Optimization in the AI Era](https://www.berbay.com/blog/law-firm-search-optimization/) **Published:** October 12, 2022 **Author:** Megan Braverman **Content:** Your law firm’s website may be beautifully designed and filled with compelling content, but if potential clients can’t find you when they search for legal help, you’re missing countless opportunities to grow your practice. And how people search is no longer just a Google question — clients increasingly turn to AI tools alongside traditional search engines to find and vet attorneys. Firms that invest in law firm search optimization stay visible across both; those that don’t remain invisible to their ideal clients. At Berbay Marketing & PR, we’ve spent decades helping law firms transform their online presence and attract more qualified clients. That work has evolved with search itself — today it spans both traditional SEO and AI search optimization. Our award-winning team understands the unique challenges legal practices face in competitive digital markets and develops customized strategies that deliver measurable results for firms nationwide. ## Build a Strong Technical Foundation Your website’s technical performance directly impacts how search engines crawl, index and rank your pages. Site speed plays a crucial role in both search rankings and user experience, as potential clients expect pages to load within seconds. Slow-loading websites not only rank lower in search results but also frustrate visitors who may leave before contacting your firm. Mobile optimization has become essential since most people now search for legal services on their smartphones. Google prioritizes mobile-friendly websites in search results, making responsive [website design for law firms](https://www.berbay.com/services/website-design-for-law-firms/) a necessity rather than an option. Additionally, ensure your website uses secure HTTPS encryption, implements proper URL structures, and includes XML sitemaps to help search engines understand your site’s organization and content hierarchy. Beyond the basics, a complete website audit covers the technical levers that quietly suppress rankings when they go unattended: - Run a website audit with a tool like Screaming Frog to surface crawl errors, broken redirects, duplicate title tags, missing meta descriptions, and indexation issues. - Monitor Core Web Vitals — Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift — which Google factors into rankings and which directly affect how long visitors stay on your site. - Treat internal linking as one of the highest-ROI levers available. Every relevant link from one page on your site to another helps search engines understand your topical authority and helps prospective clients navigate to the information they need. - Pair pillar pages with deep cluster content so your topical authority is structurally visible to both Google and AI engines. - Get your content layout right — clear headings, scannable structure, descriptive title tags and properly implemented schema markup support both search engines and human readers. ## Develop Strategic Content and Target the Right Keywords Effective keyword research forms the backbone of successful [law firm SEO](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO"), but many practices make the mistake of targeting overly broad or competitive terms. Instead of competing for generic phrases like “lawyer,” focus on specific practice areas combined with your location, such as “estate planning attorney Denver” or “personal injury lawyer Miami.” These targeted keywords attract people with clear legal needs who are more likely to become clients. ![Topic cluster diagram for a personal injury law firm website, with Personal Injury Law as the central pillar page connected to seven cluster topics — car accident claims, truck accident cases, motorcycle accidents, slip and fall injuries, medical malpractice, workplace injuries, and wrongful death — and three of those topics branching into second-level subtopics.](https://www.berbay.com/wp-content/uploads/2022/10/personal-injury-law-firm-topic-clusters-1024x765.png "Topic Cluster Example for a Personal Injury Law Firm - Berbay Marketing & PR")[Content strategy](https://www.berbay.com/blog/content-marketing-for-law-firms/) should center on answering the specific questions your potential clients ask rather than creating generic legal information. Develop comprehensive guides addressing real client concerns, publish regular blog posts about recent legal developments affecting your practice areas, and create resource pages that establish your firm as a trusted authority. This approach not only improves search rankings but also demonstrates your knowledge and builds trust with potential clients before they contact you. Strong content strategy goes deeper than keyword targeting. Organize related posts into topic clusters that link back to a pillar page, so search engines and AI engines alike can identify your firm as a comprehensive resource on a given practice area. Map every piece of content to a clear user intent — what is the client actually trying to learn, decide, or accomplish — and write to that intent rather than to a keyword density target. The on-page content optimization tools that scored law firm websites reliably in 2022 are less effective today; AI-powered search engines reward semantic completeness, accurate citations, and demonstrated expertise more than they reward keyword frequency. For a deeper look at the research side, see our guide to [keyword research for law firms](https://www.berbay.com/blog/keyword-research-for-law-firms/). ## Master Local SEO and Online Presence Management Local search optimization is particularly critical for law firms since most clients prefer working with attorneys in their geographic area. Your [Google Business Profile](https://support.google.com/business/#topic=4596754) serves as a digital storefront that appears in local search results and Google Maps, making complete optimization essential for attracting nearby clients. Ensure your profile includes accurate contact information, professional photos, detailed service descriptions and regular updates about your firm’s activities. Online reviews significantly impact both local search rankings and potential clients’ decision-making processes. The following strategies help you build a strong review foundation while maintaining ethical standards: - Develop a systematic approach for requesting reviews from satisfied clients at case completion - Respond professionally to all reviews, both positive and negative, showing you value client feedback - Monitor your online reputation across multiple platforms including Google, Yelp and legal-specific directories - Address any negative feedback promptly and professionally to demonstrate your commitment to client satisfaction These review management practices not only improve your search visibility but also build credibility with potential clients researching your firm online. Local listings beyond Google Business Profile matter too. Build a consistent presence across legal directories — see our guide to [legal directories for law firms](https://www.berbay.com/blog/legal-directories/) — and pair that with a deliberate approach to [attorney reviews and SEO](https://www.berbay.com/blog/attorneys-reviews-and-seo/ "How Attorney Reviews Impact SEO") so the off-site signals reinforce what’s happening on your site. ## **AI Search Optimization: Getting Found Beyond Google** Search is fragmenting. Google still holds 89.66% of global search market share as of April 2025 — but that figure marks a measurable break from the 90%-plus floor Google held for the previous decade ([Statista](https://www.statista.com/statistics/1381664/worldwide-all-devices-market-share-of-search-engines/)). Meanwhile, AI search traffic from ChatGPT, Perplexity and Microsoft Copilot rose 527% year-over-year between early 2024 and early 2025, with some sites now sourcing more than 1% of total sessions from these LLM platforms ([Semrush](https://www.semrush.com/blog/ai-seo-statistics/)). The broader competitive picture matters too: Meta is on pace to surpass Google in digital ad revenues for the first time ever ([eMarketer](https://www.emarketer.com/learningcenter/guides/meta-to-surpass-google-in-digital-ad-revenues-for-first-time-ever/)), and analyst research on the [global search engine market](https://www.mordorintelligence.com/industry-reports/search-engine-market) confirms that user attention is diversifying across new entrants. For law firms, the implication is direct — ranking on Google alone is no longer the whole goal. ### **How search behavior is changing** Potential clients increasingly ask ChatGPT, Google’s Gemini, Perplexity and Microsoft Copilot the same questions they used to type into Google: “best estate planning attorney in Chicago,” “how does mediation work in California,” “what does a personal injury case cost.” Instead of returning ten blue links, AI-powered search engines return one synthesized answer with a short list of cited sources. For a law firm, the new question isn’t only “do we rank?” — it’s also “are we one of the cited sources when an AI answers a question about our practice area?” ### **What AI Search Optimization actually requires** The discipline goes by several names — AI Search Optimization, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and Large Language Model Optimization (LLM Optimization) — but the core requirements overlap: - Structured, scannable content with clear definitional passages an AI can extract. - Strong E-E-A-T signals — Experience, Expertise, Authoritativeness, Trust — anchored by real author bylines, verifiable credentials, and citations of authoritative sources (we go deeper on this in our [E-E-A-T and YMYL guide for lawyers](https://www.berbay.com/blog/eat-ymyl-lawyers/)). - Schema markup that helps search engines and LLMs interpret your content. - A robust off-site footprint — PR mentions, legal directory listings, social proof and earned media. The relationship between [PR and SEO is more symbiotic than ever](https://www.berbay.com/blog/how-public-relations-and-seo-amplify-each-other/) in an AI-driven search landscape. - [Backlinks still matter](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings"). Both Google’s ranking systems and the training data behind major LLMs weight authoritative inbound links — they remain a meaningful trust signal, not a relic of 2015 SEO. - A coherent [social media strategy](https://www.berbay.com/services/social-media-marketing/ "Social Media Services for Law Firms"). AI engines surface and cite content from established social presences, and a steady drumbeat of professional posts reinforces your firm’s authority. ### **Train AI about your firm by using AI in your firm** One of the most overlooked levers in AI search optimization is direct hands-on experience. Firms that use AI tools in their workflow — research, drafting, intake triage, content production — develop firsthand intuition for how these engines reason, what content they cite, and how to structure expertise so it surfaces. Tools like the [Claude SEO Skill](https://www.claudeseoskill.com/) apply Claude directly to SEO work, which produces two compounding benefits: better optimization output, and a working understanding of how AI parses and credits your firm. ### **Content optimization tools are less reliable than they used to be** On-page scoring tools that worked reliably in 2022 give diminishing returns today. Keyword density and topic-cluster scoring still surface useful signals, but AI engines reward semantic completeness, accurate citations, and demonstrated experience more than they reward hitting a numeric content score. The goal isn’t to be the page that scored highest — it’s to be the most useful, accurate, well-sourced answer on the topic. ## Measure Performance and Continuously Optimize Search engine optimization requires ongoing monitoring and adjustment to maintain and improve your rankings over time. Google Analytics and Google Search Console provide valuable insights into how people find and interact with your website, helping you identify which pages perform well and where improvements are needed. Track key metrics like organic traffic growth, keyword rankings and conversion rates to measure your SEO success accurately. ![Chart comparing AI search growth versus traditional Google search usage trends in 2026, illustrating the shift in how users find professional services online.](https://www.berbay.com/wp-content/uploads/2022/10/2026-05-13_berbay_ai-vs-google-search-growth-1024x566.png "AI Search vs Google Search Growth Trends 2026 | Berbay Marketing - Berbay Marketing & PR")Regular content updates and website maintenance signal to search engines your site remains active and relevant. Schedule periodic reviews of your existing content to ensure information stays current, add new pages addressing emerging legal topics in your practice areas and optimize underperforming pages based on search data. This continuous improvement approach helps you stay ahead of competitors and adapt to changing [search engine algorithms](https://www.searchenginejournal.com/search-engines/algorithms/) that could impact your visibility. ## **Common Questions About Law Firm Search Optimization** What is law firm search optimization? Law firm search optimization is the discipline of improving an attorney website’s visibility in Google search results and, increasingly, in AI-powered search engines like ChatGPT, Perplexity, Gemini and Microsoft Copilot. It combines technical SEO, content strategy, local optimization, off-site signals and AI search optimization into one ongoing program. How is AI changing the way clients find law firms? Prospective clients now ask AI assistants conversational questions that used to go to Google. Those engines return one synthesized answer with a short list of citations. The new goal is to be one of the cited sources which requires strong E-E-A-T signals, authoritative content, schema and a solid off-site footprint. Do backlinks still matter for law firm SEO? Yes. Both Google’s ranking systems and the training data behind large language models weight authoritative inbound links. Backlinks are no longer the only signal, but they remain a meaningful trust signal, especially when paired with consistent legal directory listings and earned PR mentions. How long does law firm search optimization take to show results? Most firms see meaningful movement within four to six months on local terms and nine to twelve months on competitive practice area keywords. AI search citations are less predictable, since the engines update their training data and retrieval logic on their own schedules. Steady, disciplined work over a multi-quarter horizon is the realistic frame. ## **Ready to Modernize Your Law Firm’s Search Strategy?** Law firm search optimization in 2026 spans technical SEO, content strategy, local visibility, off-site signals, and increasingly, AI search citations. Few firms have the time or specialized expertise to maintain all of it internally. Berbay has spent more than three decades helping professional services firms turn expertise into visibility and credibility. We act as an extension of your team, with transparent reporting and the strategic judgment that comes from working exclusively in professional services since 1995. Call (310) 405-7343 or [reach us through our contact form](https://www.berbay.com/contact/) to talk through what this looks like for your practice. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [To Outsource Your Marketing/PR or Not](https://www.berbay.com/blog/to-outsource-your-marketing-pr-or-not/) **Published:** June 25, 2022 **Author:** admin **Content:** When we are speaking with prospective clients, we answer a lot of questions, but undoubtedly, one we hear often is: “Should we outsource our marketing and hire an agency like [Berbay](https://www.berbay.com/), or hire an in-house marketing person?” It’s a great question and like most great questions, there is no one-size-fits-all answer. The answer will change depending on what your marketing goals are. Here are some tips to consider when making this decision. **Hire an agency for:** - ***Bench strength.*** A successful marketing campaign includes a multitude of different facets: social media, [content marketing](https://www.berbay.com/marketing-materials-for-law-firms/), media relations, SEO, [website](https://www.berbay.com/services/website-design-for-law-firms/ "Website Design For Law Firms")…the list goes on. It’s very uncommon—maybe even impossible—for one person to be really good at each of those things, let alone have time in the day to do them all. Hiring an agency means a team of specialists is at your disposal, and if no one at the agency is an expert on what you need to accomplish, they have vetted industry contacts to find someone who is. - ***Experience*.** An agency has the unique positioning of having worked with multiple firms in your particular industry. Because of this, the agency is able to share insight and expertise on what other firms have done, what has/has not worked, etc. - ***Media connections.*** PR agency pros are constantly talking to reporters who cover different beats and work at outlets of all sizes. An agency’s familiarity with the media landscape also means they are intimately familiar with which reporters are interested in what subjects. Often, agencies think beyond obvious pitches and publications, and are likely more willing to try out-of-the box angles. Don’t forget that reporters call on their PR contacts to connect them with experts (a.k.a. *you).* It’s not impossible for a person to come to a company with many media contacts, but unquestionably, an agency will have more. - ***Creativity.*** Even the most creative person in the world can’t be the most creative person every day and will often get bogged down when they need to fulfill the day-to-day projects. An in-house marketing department can certainly be creative, but fresh eyes from varying staff members at an agency can help you develop a marketing campaign that’s more impactful and includes elements that you wouldn’t have thought of without outside input. - ***Efficiency.*** A [marketing team](https://www.berbay.com/about/our-team/) is always more efficient that one person. If the one and only in-house marketing person is sick, on vacation or overloaded with work, projects may have to be pushed back or scaled down. And if they leave the firm entirely, you’re back at square one. At an agency, someone will always answer the phone and pick up the slack when things get busy. - ***Resources.*** One of the main resources agencies offer outside of the bench strength of its team is its subscription to multiple media databases, which come at a high price. Media databases offer updated contact information, regular media inquiries that lead to high-profile placements, media monitoring tools, and more. Usually the cost of these databases doesn’t make sense for one firm to incur. **Hire an in-house marketer for:** - ***Company familiarity.*** A marketer working in your office every day will be more familiar with the company culture, the structure of the organization, its processes and idiosyncrasies. It takes time for agencies and clients to learn how to work together and communicate effectively. Also, an in-house person can more easily knock on someone’s door and talk to them face-to-face. - ***[Lower costs](https://www.berbay.com/blog/law-firm-marketing-budget/)*****[.](https://www.berbay.com/blog/law-firm-marketing-budget/)** There’s no getting around it: hiring an in-house person is often cheaper than hiring an agency. You also may have more control over a new hire’s hours and salary level versus flexibility with an agency’s fees. However, even when the base cost of someone’s salary is less expensive than an outsourced marketing agency, you may have to pay for continuing education and training or specialized tools that professionals at an agency already have. - ***Buy-in.*** Agencies are dedicated to their clients, but someone who cared enough about your organization to accept a job with you has a little bit more on the line. Engaged employees who care about your mission are a huge asset to the company. Agency pros who have lots of clients won’t have as much dedication as a long-time employee does. Clearly, each solution has pros and cons. You may even think this blog is biased given my allegiance to agencies for over 30 years. So, you still want advice on what to do? In an ideal world, my answer is you should use a mixture of both. An in-house marketer can tackle day-to-day projects, and an experienced agency can help fill in the gaps and expand what your in-house team is capable of doing. Based on my experience and what I’ve seen work best, a hybrid model can further propel your marketing strategy and goals while ensuring you have all your bases covered. Not sure what kind of external marketing help do you need? Check out your options here. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and [public relations services](https://www.berbay.com/services/pr-for-law-firms/ "Law Firm PR Agency") that propel your business forward. Berbay’s team has demonstrated success facilitating press conferences, securing media placements, achieving nominations and rankings, revitalizing websites, enhancing your social media presence, obtaining speaking engagements and more. Looking to enhance your efforts with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:3104057343) or ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Marketing and Business Development for Law Firms](https://www.berbay.com/blog/law-firm-marketing-business-development/) **Published:** March 15, 2016 **Author:** Megan Braverman **Content:** Most attorneys know they should engage in marketing and business development. The bigger question is how to do it effectively and consistently. Unlike most marketing tactics, which increase website traffic, media impressions and overall visibility relatively quickly, law firm business development is a long game with no end point. Because of this, it’s very common for attorneys and managing partners to fall into the trap of ad hoc marketing with no defined objectives, no measurement and no clear results. Marketing and business development are one of the best ways to fuel firm growth. In relationship-driven legal services, more authentic connections mean more business. Business development can help you expand key practice areas, retain important clients and generate new referral sources. Plus, when business development is integrated with marketing, it creates a pipeline of new clients and strengthens relationships with existing ones. The final result is more matters, more revenue and more business won versus your competitors. ## How Law Firms Actually Grow At the most basic level, there are three ways a law firm can sustain and grow its business: [retain clients](https://www.berbay.com/blog/law-firm-client-retention/), increase work from existing clients and get new clients. The common denominator across all three areas? Relationships. Legal skills alone don’t guarantee success. Measurable growth can only happen when clients and referral sources continue to trust you with their business. This is why marketing and business development are so closely tied to growth. Marketing creates the visibility and credibility that keeps you top of mind among prospects. Business development helps you refine the client experience, improve client retention and maintain authentic relationships. When done in tandem, these tactics create the foundation of firm growth: client trust. ## Marketing and Business Development at a Law Firm **Law firm marketing** **Law firm business development** **Primary goal** Awareness, reputation, credibility Relationships that lead to new matters, referrals, expanded work **Who leads** Marketing team, firm leadership, practice groups Lawyers, BD professionals, client teams **Time horizon** Medium-to-long term Relationship-driven, ongoing **Core activities** Website, SEO, thought leadership, PR, events, branding, marketing content Client meetings, referral nurturing, pitch strategy, cross-selling, follow-up **Best metrics** Traffic, visibility, engagement, rankings, media mentions Pipeline, pitch wins, referrals, retention, new matters **Main risk** Activity without conversion Relationships without structure or follow-up Law firm marketing and business development are separate disciplines, but they operate on parallel tracks. [Marketing tactics](https://www.berbay.com/blog/law-firm-marketing-strategies/ "Law Firm Marketing Strategies: Your 2026 Playbook ") like thought leadership and media relations create awareness that opens the door to new or deeper relationships. When relationships are fostered through business development, marketing to prospective clients and referral sources feels more authentic. It’s not about choosing one or the other but using them in sync. ## Business Development for Lawyers Many attorneys believe they are either “good” or “bad” at business development, but the truth is BD isn’t a personality type; it’s a scheduled, disciplined practice. Much like exercising or learning a language, when you put consistent effort into business development, results will come. Scheduling BD in your calendar is the easiest way to make it a habit. For example, a business development pro might: - Take 30 minutes every Monday to email referral sources with a brief check-in or interesting article - Join a professional organization and attend monthly networking events - Devote every other Friday afternoon to getting coffee with key clients and prospects Consider *who* these efforts are targeted toward as well. You never know when someone will need legal services, so a BD plan should devote some time to existing clients, former clients, referral sources and prospects. Casting a wide net ensures you’ll catch more fish. If you can only do one thing to improve your client development skills, consider seeking out professional coaching. According to the Legal Marketing Association’s 2025 Legal Marketing Decision-Makers Survey, respondents ranked [business development coaching](https://abovethelaw.com/2025/06/introducing-the-2025-legal-marketing-decision-makers-survey/) as the most impactful activity to increase client relations. ## Building a Business Development Strategy at the Firm Level An effective growth plan requires individual effort as well as coordinated, firm-wide goals and systems. This can be led by an in-house business development team, a managing partner, an outside agency or some combination of the three. The foundation of a law firm BD strategy starts with identifying the right people. Determine which target markets are most relevant to the firm and potential avenues to connect with them. This includes new clients and existing clients who [may have additional untapped business](https://www.berbay.com/blog/cross-selling-for-law-firms/). Internally, consider how to structure client teams to maximize client experience and prioritize business development. Next, implement processes to automate BD and build it into your firm culture. CRM systems can help you send automatic follow-ups, track your client pipeline and pinpoint your top sources of business. Some CRM platforms even use AI to track relationship intelligence, which is an even deeper way of analyzing interactions and mapping the “web” of relationships across the firm. On an individual level, BD mentorship programs and coaching can help turn attorneys into confident business development professionals. Tracking and measurement is the final step in effective BD strategy. Business development is an ongoing process, so tracking metrics is essential to maintain attorney motivation. Key indicators might come from your CRM system, website, SEO tools, or simple relationship tracking and reporting from attorneys. Client feedback programs are another useful way to get insight into client retention and satisfaction. ## Ethics Considerations in Law Firm Marketing and BD Many aspects of marketing and business development in the legal profession, particularly direct solicitation, testimonials and referral arrangements, fall under attorney advertising rules. These professional conduct rules vary from state to state, so it’ s important to check with the relevant bar association before committing to a specific plan. Consider some of these state-level examples: - Like most states, California requires marketing materials to include a disclaimer that [past results do not guarantee future outcomes](https://www.calbar.ca.gov/sites/default/files/portals/0/documents/rules/Rules-of-Professional-Conduct-7.pdf), even if the testimonial is 100% truthful. - New York’s [Rules of Professional Conduct](https://www.nycourts.gov/legacypdfs/rules/jointappellate/NY-Rules-Prof-Conduct-1200.pdf) includes clear limits on solicitations, but many of these requirements are less strict when the recipient is an existing or former client. - In Illinois, an attorney can accept a potential client through an intermediary connecting service (ICS) but must [disclose the relationship to the client](https://ilcourtsaudio.blob.core.windows.net/antilles-resources/resources/39c73f58-b094-4603-84a9-a590a1f17b97/RULE%207.2.pdf) and whether any fees were paid. - Under the [Florida Bar Association’s Rule 4-7.19](https://www.floridabar.org/ethics/etad/), law firm advertisements must include certain identifying information and receive Bar approval before they can be used. ## Common Pitfalls That Stall Firm Growth Over the years, we’ve talked to many managing partners who haven’t seen results from their past marketing and business development plans. It’s not because these approaches don’t work, but because success is hindered by a few common missteps. Here are some of the typical pitfalls we see. 1. Engaging in business development efforts with no structure. BD is often simplified as “networking.” Attending conferences and events can certainly be useful, and organic meetings sometimes result in great partnerships, but to guarantee results, strategic planning – the who, what, when, where and why behind business development – is necessary. 2. Focusing on client acquisition with no follow through. Website optimization, SEO strategy, digital ad campaigns and other marketing tactics can help you generate leads. But if you stop there, you’re missing out on opportunities to nurture and retain these relationships with business development efforts. 3. Failing to track sources of business. Without tracking and measurement, you have no way to determine what’s working and no opportunity to adjust things that aren’t. Knowing exactly where your business comes from allows you to [invest your time and money in marketing ](https://www.berbay.com/blog/law-firm-marketing-budget/)and BD strategies that lead directly to growth. 4. Constantly chasing new clients. It’s true that firms need more clients to grow, but converting new clients from scratch is cost- and time-intensive, with no guarantee that the relationship will be fruitful in the long run. Working to expand existing client relationships often results in more stable growth with lower marketing and business development costs. ## Working With a Law Firm Marketing Agency If you want to refine your business development strategy, meet more prospective clients and integrate your marketing efforts, a [law firm marketing agency](https://www.berbay.com/) like Berbay can help. Our team has more than three decades of experience focused on marketing and public relations for legal services. We can support your goals for business growth with media placements, thought leadership, legal rankings and awards, website design, SEO, social media, [speaking engagements](https://www.berbay.com/services/speaking-engagements/) and more. Whether you’re looking to expand your existing marketing department’s capabilities or you’d like an outside agency to handle it all, we have the expertise to help. Contact us at (310) 405-7343 or info@berbay.com to learn about our services. This blog post is informational only. It is not legal advice. Legal advertising rules vary by jurisdiction and can change. Consult the relevant state bar to confirm current rules before engaging in marketing and business development activities. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** Branding, Business Development, law firm marketing, Lawyers, Marketing --- ### [Handshakes vs. Hashtags: Overcoming Generation Gaps in Your Marketing](https://www.berbay.com/blog/handshakes-vs-hashtags-overcoming-generation-gaps-in-your-marketing/) **Published:** February 26, 2026 **Author:** Megan Braverman **Content:** The business world talks endlessly about generational differences in the workplace. How each generation likes feedback. Where they prefer to work. How they communicate. Whether dress codes matter. But there’s another less discussed area where generational differences can create tension: marketing. Marketing can force a lot of uncomfortable questions. [How much do we spend and where](https://www.berbay.com/blog/law-firm-marketing-budget/)? What’s “good” marketing look like? Who decides what’s professional and relevant? And many other questions that can cause friction based on differing viewpoints. To better understand those dynamics, let’s look at how each generation typically views marketing and how those perspectives may be shaping your firm’s approach, often without realizing it. ## **Generational Mindsets** ### *Boomers:* Senior professionals, particularly those from the Boomer generation, began their careers in an era when marketing was understated, or in some industries, prohibited altogether. In areas like law, bar rules restricted promotional activity, reinforcing the belief that credibility was built quietly through good work, relationships and reputation – not visibility. For this generation, visibility was something you earned, not something you pursued. Recognition carried weight because it was conferred by a trusted third party via an invitation to speak, a quote in a publication, or a referral from a respected colleague. That external validation signaled that you had earned your place in the room. By contrast, today’s 24/7 content push on websites, social media and emails can feel forced in the eyes of Boomers. Having spent decades carefully building their credibility, many senior professionals are sensitive to reputational risk and approach marketing with caution. Their reputation is the foundation of their career and not something created from marketing efforts. As a result, relationship-driven tactics, such as speaking engagements, networking events, board service and in-person client development tend to resonate most. ### *Gen X:* This generation tends to approach marketing more pragmatically. It’s less about emotion and feeling comfortable, and more about whether it’s getting results. If marketing is going to exist, it must have a clear purpose. Budgets, outcomes and moving relationships forward all matter. For Gen X, marketing isn’t a box you check, or you’re doing it because everyone else is. These professionals focus on the process, analysis and metrics. When marketing is working, the data will back it up. Marketing earns credibility the same way any other business function does, by proving its effectiveness. Accordingly, they are often drawn to initiatives that can be clearly measured and tied to business development outcomes, such as webinars with tracked attendance and post-event follow-up or targeted email campaigns with open and conversion rates. ### *Millennials:* Millennials entered the professional world when marketing was expected. It wasn’t viewed as vanity or optional; it was table stakes. Just as you dress or prepare for a client meeting, marketing is part of your professional DNA. It’s the baseline of being seen as a competent professional. This generation is unique in that it grew up at the intersection of two different times. At a younger age, Millennials were relying on land phones and desktop computers, and then shifted into a tech-forward world of having everything at their fingertips via cellphones, tablets and laptops. That duality shaped a professional who understands the value of both traditional marketing, while wanting to be ahead of the curve and willing to take risks. This often translates into marketing tactics that create a constant presence, such as an active LinkedIn profile, weekly blogs and client alerts, and other content that reinforces consistent visibility. ### *Gen Z:* This generation has grown up immersed in content. They consume an extraordinary volume of it, and they’re constantly decoding what they see. Overly polished brands don’t impress them or come across as credible. They evaluate whether something is real, performative, or even worth their attention. Gen Z wants plain language and clear values tied to it. Mission statements matter, but only if they actually mean what they say. Empty slogans, vague positioning and clever taglines without substance fall flat. They don’t take claims at face value. This group is omnichannel by default, and they notice inconsistencies between your website, your social presence and what leadership says publicly. How you show up across all platforms factors into gaining their trust. When it comes to marketing, they gravitate toward formats that feel immediate and human – short-form video, real-time commentary, and people-first content. ## **What This Means for Your Marketing Strategy** So what happens when all these mindsets sit inside one firm? Without a strategic approach, it’s likely slowing down your marketing. Not because people don’t care, but because they care in different ways. Each generation is pursuing the same goal of trust and credibility, but they define and measure those outcomes differently. One prioritizes reputation protection. Another wants proof of ROI. Another believes constant visibility is crucial. When those perspectives collide, getting everyone on the same page becomes difficult and progress stalls. The firms that navigate this well, focus on each generation’s ideals and use this as intelligence to develop a smart, comprehensive plan. They don’t default to the most senior or the most vocal voice. Then the next challenge is cohesion, particularly in larger firms. Yes, you want everyone to market in a way that feels natural to them and allow for flexibility in how they execute, but there must be an overarching strategy and goal alignment, otherwise you can’t scale. Think of it like an orchestra. Different instruments play distinct parts, but someone must be conducting, otherwise it just produces noise. Within your firm, someone needs to lead and own the strategy. We often see that if there’s no marketing guidance for professionals, they default to silence or non-participation. It’s also important to recognize your firm isn’t made up of one generation and neither is who you’re marketing to. Your clients, referral sources and future decision-makers span all of them. Even if Gen Z is not your primary buyer *yet*, they will be. The firms that achieve marketing success empower professionals to engage authentically with their own peer groups while reinforcing a unified strategy. ## **Alignment Over Agreement** That said, stop trying to make everyone comfortable. Whatever marketing strategy you land on won’t perfectly align with every generational preference, and it doesn’t have to. Define what you’re trying to achieve as a firm, then strategize around those objectives. Not everyone needs to operate in the same channels or employ the same tactics, but everyone should be moving in the same direction. And resist the urge to assign tactics by age. Assign by strength. Lean into where professionals are most credible and confident. Don’t force someone into a platform or format that feels unnatural; that rarely produces strong marketing. When individuals are positioned to contribute authentically, marketing becomes both scalable and effective. ### **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has three decades of experience providing [law](https://www.berbay.com/ "Law Firm Marketing Services"), [real estate](https://www.berbay.com/services/real-estate-marketing/ "Real Estate Marketing Services for Growing Firms") and [financial firms](https://www.berbay.com/services/financial-marketing/ "Financial Marketing Services") with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Law Firm Advertising and the Rules That Govern It](https://www.berbay.com/blog/advertising-by-lawyers/) **Published:** November 11, 2024 **Author:** Megan Braverman **Content:** Advertising is a powerful marketing tool that can promote your legal services, reach prospective clients and expand your firm’s visibility. Yet many law firms are hesitant to advertise due to ethical concerns. It’s true that professional conduct rules limit how lawyers can advertise. However, it’s possible to develop a legal advertising campaign that is both ethical and impactful. ## Is Advertising by Lawyers Allowed? The simple answer is that yes, attorney advertising is allowed and has been since 1977. Law firms and individual lawyers have a First Amendment right to advertise using [websites](https://www.berbay.com/services/website-design-for-law-firms/), paid search, [social media ads](https://www.berbay.com/services/social-media-marketing/), email, video, online directories and, of course, traditional public media like print, radio and TV. ![First Legal Ad](https://www.berbay.com/wp-content/uploads/2024/11/Screenshot-2024-11-20-165833.png "First Legal Ad - Berbay Marketing & PR")First Legal Ad The more complex answer is that advertising content is regulated under state rules of professional conduct. Ads must be truthful, not misleading, capable of substantiation and within solicitation limits. So long as ad copy is honest, advertising is a perfectly legal and ethical way to connect with prospective clients. ## How Lawyer Advertising Evolved Before 1977, legal advertising was considered unprofessional and unethical. Then, the landmark *Bates v. State Bar of Arizona Supreme Court* decision changed everything. Today, under ethics rules outlined in the Code of Professional Responsibility, lawyers and law firms can advertise their services. ![Bates v. State Bar of Arizona Opinion](https://www.berbay.com/wp-content/uploads/2024/11/Screenshot-2024-11-20-165806.png "Bates v. State Bar of Arizona Opinion - Berbay Marketing & PR")Bates v State Bar of Arizona Opinion ### The 1977 Bates Decision In 1976, lawyers Bates and O’Steen placed an ad offering legal services in the Arizona Republic, despite the State Bar of Arizona prohibiting advertising at the time. The State Bar disciplined Bates and O’Steen, and they responded by arguing the State Bar’s advertising restriction violated their right to free speech. Ultimately, the Supreme Court ruled in their favor in [Bates v. State Bar of Arizona](https://en.wikipedia.org/wiki/Bates_v._State_Bar_of_Arizona), deciding the First Amendment protects truthful advertising by lawyers. Following *Bates*, you might think lawyers jumped at the chance to reach potential clients in a new way. However, the decision only addressed legality – not ethics. Many attorneys had lingering discomfort with paid advertising. The American Bar Association (ABA) began to provide advertising guidelines in its 1983 Model Rules of Professional Conduct, which included standards prohibiting lawyers from making false or misleading advertisement statements. Still, it would be decades before the legal industry fully embraced advertising. ### From Directories to Television For firms that tested the advertising waters after the *Bates* ruling, it was primarily in the form of listings in telephone directories like the Yellow Pages, or simple print ads in newspapers. The advertisements included basic information and were often limited to text. With time, some firms began to experiment with simple taglines like “Experience in Family Law.” This conservative approach underscored that lawyers didn’t want to stray too far from tradition. This all changed in the 1980s. In 1984, [New Jersey became one of the first states to allow law firm radio and television advertising](https://www.nytimes.com/1984/01/20/nyregion/jersey-lets-its-lawyers-run-tv-and-radio-ads.html), with the N.J. Supreme Court stating, “Previous rules were steeped in traditions that severely limited communication. The new rules are more consistent with modern goals of increased information as a basis for consumer decisions.” However, there were specific restrictions, including “lawyers may not employ cartoons, dramatizations, personal endorsements or music and may not compare themselves with other lawyers in their radio or television ads.” Personal injury lawyers in particular took advantage of public media to reach a larger audience. This was the dawn of the catchy taglines and statements we see today, like “We will fight for you!” or “You may be entitled to a large cash award.” *Example: 1990s New York TV commercial featuring Bruce Davis promoting 1-800-LAWYERS* Even though ads were becoming commonplace, they had critics in the legal world. Many felt that firms were competing on slogans rather than substance. Texas attorney Jim Adler, one of the first to air commercials, said in a [CBS News interview](https://www.cbsnews.com/news/lawyer-commercials-a-billion-dollar-industry/), “I was a pariah. People couldn’t believe that I advertised.” Regardless of what his colleagues thought about his ad, Adler said his slogan — “I’m Jim Adler, the tough, smart lawyer!” — worked. “I went on one channel, and the phone started ringing off the hook.” To date, Adler says his firm has spent over $100 million on advertising. *Example: Jim Adler – “I’m Jim Adler, the tough, smart lawyer!”* As law firms began adopting more sophisticated marketing strategies, there was a growing need for a professional network that could share best practices and promote ethical standards. The National Association of Law Firm Marketing Administrators was formed in 1986, now known as the [Legal Marketing Association](https://legalmarketing.org/) (LMA). Former LMA President Mike Ralston said [in an interview](https://legalmarketing.org/Details/mike-ralston-an-lma-leader-there-from-the-start) that before LMA was formally established, a group of law firm marketers came together in 1985–86 to discuss the field. He noted that there was “something of a clandestine air about the whole thing,” and many of the attendees did not want their names or the names of their law firms published in any formal notes. It’s clear there was still a stigma surrounding legal marketing. Today, LMA is a thriving organization with thousands of members globally who hold the titles of Marketing Director, Business Development Director or similar roles, which is a testament to how much this area has grown. ### Law Firm Ads Go Digital The introduction of the internet completely changed the game for law firm advertising. As firms began cautiously experimenting with this new technology, websites became a new badge of credibility. Although early websites were simple, they gave firms a place to showcase the breadth of their services and expertise. As we entered the early 2000s, search engine companies like Google again transformed the digital advertising landscape. [Search engine optimization](https://www.berbay.com/blog/law-firm-search-optimization/) (SEO) and pay-per-click advertising allowed law firms to target keywords such as “real estate lawyer Los Angeles” or “personal injury lawyer Chicago” to strategically find new clients. [SEO-driven content](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO") remains an essential component of many law firms’ marketing campaigns. At the same time, social media platforms like Facebook, Twitter and LinkedIn provided another opportunity to create visibility. These platforms have enabled lawyers to showcase their personality and humanize their image while building trust with prospects and referral sources. This also marked the beginning of an ongoing conversation about [social media ethics](https://www.berbay.com/blog/ethical-guidelines-lawyers-social-media/). Many (but not all) lawyers have embraced digital and social media advertising to promote their practice. Still, ABA and state bar guidelines are clear: online advertising is regulated communication. ## Lawyer Advertising Rules in Key States ABA [Model Rules of Professional Conduct](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/model_rules_of_professional_conduct_table_of_contents/) 7.1 – 7.5 provide the framework for attorney advertising ethics, but it’s up to individual state bars to adapt and enforce their own Rules of Professional Conduct. Most states have adopted ABA Rules 7.1 and 7.2 without major changes. Rule 7.1 states that lawyers cannot make false or misleading statements about their services, while Rule 7.2 outlines which methods of communication attorneys can use to advertise. Rule 7.2 also prohibits attorneys from paying for recommendations. Each state’s highest court is in charge of enforcing these rules. If the court rules that an attorney or law firm has violated legal advertising requirements, they may face reprimand, censure, suspension or disbarment in extreme cases. ### California The State Bar of California provides [guidelines for advertising content](https://www.calbar.ca.gov/legal-professionals/rules/rules-professional-conduct/current-rules-professional-conduct/chapter-7-information-about-legal-services) in its Rules of Professional Conduct. These rules align with ABA Rules 7.1 and 7.2. However, California is proof that attorney advertising rules are still evolving. As of January 1, 2026, Senate Bill 37 has significantly tightened lawyer advertising guidelines in the state. Most significantly, the law broadened the definition of an “advertisement” to include anything that promotes hiring a lawyer. SB 37 also requires ads to name a responsible California-licensed attorney and an office location; restricts claims about skill or record; limits pay-to-play award references; and created a private right of action with statutory damages. ### New York New York has some of the most [detailed law firm advertising rules](https://nysba.org/wp-content/uploads/2020/01/QA-Attorney_Advertising.pdf) in the country. Per the New York State Bar Association, ads must be labeled “attorney advertising” and include the firm name and principal law office address. The “attorney advertising” disclaimer can’t be hidden away, either – even electronic mail that includes advertising must state it in the subject line. Marketing materials that include client testimonials must also have a “prior results do not guarantee a similar outcome” disclaimer. Finally, digital ad copy must be retained for at least one year, and all other ad copy must be retained for at least three years. ### Illinois Illinois’ [Rules of Professional Conduct](https://www.isba.org/ethics/subjects/advertisingandsolicitation) specifically state that guidelines apply to advertising material disseminated through electronic and recorded communication, in addition to public media. Solicitations must include the name of a responsible attorney. Like New York, lawyers that advertise in Illinois must also include an “attorney advertising” disclaimer. ### Florida Florida is widely regarded as the state with the [strictest attorney advertising rules](https://www.floridabar.org/ethics/etad/advertising-filing-requirements/). Most television, radio, print and digital advertising materials that promote legal services must be submitted to the Florida Bar Ethics and Advertising Department for approval at least 20 days before first use, unless the content is presumptively valid. The Florida Bar allows for some exemptions, most notably law firm websites. Communications sent at the request of prospective clients are also exempt. ## How to Advertise a Law Firm Today A successful law firm advertising campaign needs to be ethical, but it also needs to generate client leads. How leads are generated depends entirely on your firm’s target audience, practice areas, business development goals, [budget](https://www.berbay.com/blog/law-firm-marketing-budget/) and overall branding. The truth is that there is no one-size-fits-all approach to advertising legal services. The right marketing campaign for your firm will likely include a mix of traditional advertising, digital advertising and public relations tactics tailored to reach your target prospective clients. ### Owned Channels and Search Visibility Your firm’s website is the foundation of your digital advertising efforts. It serves as a hub for your owned content and is often the last stop before leads convert to clients. Search engine optimization, SEO-driven content and paid search help drive prospective clients to your website. Other elements of your online presence, like online reviews and [listings in reputable directories,](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness") also help lift your ranking in search engine results and bring clients to your website. ### Earned Visibility and Thought Leadership While paid advertising generates visibility, thought leadership generates credibility. Public relations tactics like speaking engagements, [social media presence](https://www.berbay.com/blog/best-social-media-platforms-for-law-firms/), client testimonials, [bylined articles](https://www.berbay.com/blog/bylined-articles-for-lawyers/) and media relations demonstrate your expertise and increase trust in your firm. This is especially important for litigation, when paid advertising may not be appropriate, but [litigation public relations](https://www.berbay.com/services/litigation-pr-marketing/) can be used effectively and ethically to influence public sentiment. ## Choosing the Right Advertising for Your Law Firm Although it’s been a slow change, law firms today have proven you can advertise without sacrificing integrity or ethics. Marketing can be done in an authentic, professional way that still gets the attention of prospective clients – without going full Saul Goodman! *Example: Better Call Saul | Jimmy Saves the Billboard Worker* That’s not to say every marketing strategy is right for every law firm. How you approach marketing depends on your law practice, business development goals, target audience and budget. For example, a nationwide personal injury law firm will likely have a robust campaign that includes TV, radio, billboards, digital and social media advertising to reach a wide variety of people. A boutique family law firm with a niche client base may find greater success in personalized, focused advertising in a local market. Advertising initiatives should be tailored to reflect who you want to reach, your growth strategies and the resources you have available. ## Work with a Law Firm Marketing and PR Agency Berbay Marketing & Public Relations has nearly three decades of experience providing law firms with [strategic marketing](https://www.berbay.com/services/law-firm-marketing/) and public relations services that connect you with prospective clients. We have demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or to partner with us and showcase your legal services. --- *Disclaimer: This blog post is informational only. It is not legal advice. Legal advertising rules vary by jurisdiction and can change. Consult the relevant state bar to confirm current rules before engaging in attorney advertising.* *For the purpose of this blog, we use advertising and marketing interchangeably.* ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Understanding Lawyer Press Conferences and Their Role in Litigation PR](https://www.berbay.com/blog/lawyer-press-conference/) **Published:** July 21, 2022 **Author:** admin **Content:** Before we dive into how to execute a successful press conference, it’s important to address what a press conference is and when you should have one. A press conference is an opportunity for your attorneys and potentially others you designate – your client, a prominent individual involved in the case, or others impacted by the issue – to speak to the media at your chosen place and time, tell your story and allow the media to ask questions in real time. Deciding on whether you hold a press conference versus using another [public relations tactic](https://www.berbay.com/services/litigation-pr-marketing/ "Leading Litigation PR & Marketing Agency") is not an exact science, but one simple rule of thumb is to use press conferences when announcing a major news story. Examples include a noteworthy lawsuit filing, a significant verdict/settlement, an important case milestone, bringing attention to a larger issue, etc. If you overuse press conferences, the media will be less likely to show up when you do have major news. It’s also worth noting that press conferences require a considerable amount of time and resources to plan, so you want to reserve them for only the most important announcements. ## **Preparing for Your Law Firm Press Conference** Once you’ve decided that your news warrants holding a press conference, now you have to plan and execute it. Below is a checklist for your law firm press conference to ensure it runs smoothly and effectively. ### *Before the Press Conference* - **Select a date and time.** In general, it’s best to avoid Mondays and Fridays or close to a holiday to get the most eyeballs on your news. Mid-morning, around 10 or 11 a.m., is ideal to be included in afternoon or evening TV news segments. This timing also prevents media from having to compete with rush hour traffic to get to your press conference. - **Secure a venue.** Hotel banquet/conference rooms can be a great venue as they are set up to hold a lot of people and can coordinate all your audio/visual needs. As an alternative, you can select a site that has visual interest or relates to your story –courthouse steps, where an incident occurred, etc. Keep in mind, you will likely need permission or a permit to speak there, and the location may not be the best option in terms of background noise (traffic, passersby). - **Distribute a media alert.** Identify the media contacts you would like to invite and craft your media alert. The media alert should address the who, what, where, when and why, and include a contact name and number for RSVPs or questions. Send out the alert at least 24 – 48 hours in advance of your press conference. Be sure to emphasize what new information will be shared at the press conference – this should encourage media attendance. - **Prepare your press kit.** Separately from the distribution of a media alert announcing the press conference, you need to prepare a press release that is distributed post-conference. Print copies for those attending with attorney bios and other supporting materials, such as your complaint, etc. Include links to any videos or audio that media can access after the press conference. And always bring extra copies for reporters who attend but didn’t RSVP. ### *Set-up and Logistics* - **Confirm what equipment you’ll need.** Depending on your location, you may need to rent a microphone, table, podium, backdrop, seating, etc. If you’re using a hotel, they can provide these items for a fee or as part of your contract for renting the room. - **Consider hiring a professional photographer/videographer.** Capturing photos and videos of the press conference will be helpful to send to media as b-roll if they weren’t able to attend. You can also use the content to post on your website and social media. - **Determine the order of speakers and timing.** Having a schedule keeps the day of organized and avoids confusion. Keep the number of speakers to a minimum so media can capture comments from everyone. For example, consider limiting the spokespeople to no more than four people. Allot time for any media questions. Identify one person who will act as moderator to open the press conference, introduce the speakers and issues, turn it over for a Q&A and conclude the event. - **Conduct media training.** All media spokespeople should have media training to ensure they are comfortable and understand what to expect. It’s also best to limit questions to the attorneys, versus clients who may not be as media savvy. ### *Day of the Press Conference* - **Get there early.** Getting there early is critical. Test the audio/visual equipment, ensure the room is set up to your liking, set up the podium or table where spokespeople will be sitting, etc. Once media starts arriving, it gets hectic, so giving yourself extra time ensures a seamless day. - **Greet the press.** Have media sign in with all contact information, give each a press kit and offer refreshments. Some may have cameras to set up, so you should be prepared to direct them to the appropriate location and help with any logistics. - **Start the press conference.** The moderator should make introductions, then have each speaker make their statement, followed by media questions. If there are audio or visuals, the moderator or attorney can explain what the attendees will be hearing or watching. - **Wrap up.** Thank the press for attending and encourage them to stay for informal conversations with the attorneys, if appropriate. Any clients that participated, and don’t want to make additional comments or be filmed further, should be escorted out quickly to avoid any pressure from the media. ### *Post-Press Conference* - **Distribute your press release.** For those media that didn’t attend, this is the time they should get access to the information you presented at the press conference. - **Follow up with media.** Send a personalized email to attendees thanking them again for coming and take this opportunity to ask if/when a story will run (if it wasn’t confirmed at the press conference.) For anyone that couldn’t be there in person, follow up to see if they have questions or need additional information. Include any videos or photos from the press conference that they wouldn’t have been able to capture. ## **Consider Working with Legal Press Conference Experts** Coordinating a press conference can be an undertaking. If you don’t have someone in-house at your law firm who is experienced with what it takes to execute a successful press conference, it may be wise to engage the services of a public relations agency. PR experts can manage logistics, develop messaging that aligns with your objectives, leverage their media contacts, coach your speakers and more. This allows you to focus on your case and leaves the rest to the experts. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s team has demonstrated success facilitating press conferences, securing media placements, achieving nominations and rankings, revitalizing websites, enhancing your social media presence, obtaining speaking engagements and more. Looking to enhance your efforts with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:3104057343) or ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Advantages and Disadvantages to Using a Press Release Distribution Service for Your Business](https://www.berbay.com/blog/press-release-advantages-and-disadvantages/) **Published:** June 24, 2022 **Author:** admin **Content:** We often field questions on the value of using a press release distribution service, such as PR Newswire or BusinessWire, or the difference between this and what Berbay does, which is send a press release to a targeted media list (aka [earned media](https://www.berbay.com/dont-get-lost-in-the-lingo-pr-terms-defined-why-they-matter/)). While we’re not newswire experts, after decades of public relations experience, we have concluded that earned media has much greater value. However, like most things in life, there are benefits to each strategy depending on your overall marketing goals. To help guide you in this decision-making, let’s look at some of the pros and cons to determine if press release distribution services are worth it. ## **The Pros** - Quantity: If you’re looking for quantity over quality in terms of media outlets, newswires have larger distribution networks. It’s possible that your news could publish on up to 100,000 sites. While we have not had first-hand experience seeing this kind of coverage, it’s bolstered on these distribution services’ websites. - Your exact message: One thing is for sure – your press release will be posted as-is; there is no editorial behind newswires. The coverage you may obtain is simply a reposting of your release. Many services also allow you to include photos, videos and more to complement your release. - [Search engine optimization](https://www.berbay.com/blog/law-firm-search-optimization/): Newswires can boost SEO efforts. You could rack up hundreds of third-party backlinks to your firm’s website from SEO-friendly sites like Google News and Yahoo Finance. - Reporting: Newswires provide comprehensive reporting which can tell you how many times your release got picked up, how many clicks it received and more. This can help calculate your return on investment. ## **The Cons** - Price: One major drawback is price. At a minimum, you’re spending a few thousand dollars for one press release. And, if you want to expand your geographic reach, include your logo, or any number of other bells and whistles, it will cost you. - Not targeted distribution: While you can set your preferred geographic area (metro area, state, national, etc.), there is no targeted media list, i.e., you have no idea who is receiving your press release. You’re essentially hitting send and crossing your fingers that publications will run your news. And since you don’t know exactly who the release is being sent to at an outlet, you can’t do any kind of follow up. - Obscure coverage: Another downside is that while your news may be published by a couple top trades, many outlets tend to be obscure, low-quality sites, so what are you really paying for? This isn’t an effective way to get your release in front of your target audience. - No editorial stories: One of the benefits of earned media is when reporters go beyond the press release. If you are sending through a newswire, it’s unlikely a reporter will call you to learn more or run a story beyond the press release itself. - Lack of real SEO value: Even though you may [get coveted backlinks](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings") on websites, they often disappear after a short time. This is typical of news shared via newswires. - Stories not found in Google searches: One significant downfall we see time and time again is that your releases don’t show up in Google when you type in a related keyword. If you type in the headline word for word, you can find your press release, but don’t bank on someone coming across your news by doing a general search. ## **The Benefits of Earned Media** In Berbay’s experience, you’ll receive greater value by distributing to a targeted list of outlets and reporters versus blasting your news into the ether. This way, you know who the press release is going to, and you can follow up directly to gauge their interest in writing a story. This approach also creates an opportunity to have several unique articles written about your firm instead of the same press release content appearing on sites. Another benefit is you can begin to develop relationships with reporters and become a resource for future stories they are working on. *If* budget isn’t a concern, you could consider implementing both a targeted outreach and a newswire distribution. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites, enhancing your social media presence, obtaining speaking engagements and more. Looking to enhance your efforts with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:3104057343) or ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [How Attorney Reviews Impact SEO](https://www.berbay.com/blog/attorneys-reviews-and-seo/) **Published:** March 18, 2021 **Author:** Berbay Marketing PR **Content:** Your [online reputation](https://www.berbay.com/blog/building-law-firm-reputation/ "How to Build and Manage Your Law Firm’s Online Reputation") can make or break your law firm’s search engine ranking. While traditional SEO tactics like keyword optimization and [backlinking remain important,](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings") search engines now heavily weigh client reviews when determining which law firms deserve top positions in search results. Reviews signal trust, credibility and actual client satisfaction to search algorithms. At Berbay Marketing & PR, we help law firms nationwide navigate the complex relationship between online reviews,[ PR and SEO performance.](https://www.berbay.com/blog/how-public-relations-and-seo-amplify-each-other/ "How Public Relations and SEO Amplify Each Other") Our team provides strategic guidance in [legal SEO](https://www.berbay.com/blog/law-firm-search-optimization/ "How to Optimize Your Law Firm’s Website for Better Search Rankings") to strengthen your digital reputation while improving search visibility. We help firms build review acquisition systems, respond professionally to feedback and leverage positive reviews to boost their ranking power. ## How Online Reviews Impact Your Law Firm’s Search Rankings Search engines treat reviews as powerful ranking signals because they indicate real client experiences and firm reliability. Reviews directly influence your local SEO performance through several key mechanisms. Review quantity affects your ranking potential. Firms with more reviews typically rank higher than competitors with fewer reviews, even when other SEO factors are similar. Search engines interpret review volume as evidence of an active, established practice. A firm with 200 reviews has significant ranking advantages over one with only 20 reviews, assuming comparable review quality. ### Review Quality and Authenticity Matter High-quality reviews that mention specific services outcomes or attorney names carry more SEO weight than generic feedback. Search engines analyze review content to assess authenticity and relevance. Reviews mentioning practice areas like “personal injury” or “estate planning” can boost rankings for related search terms. Review recency also impacts rankings. Fresh reviews signal ongoing client satisfaction and business activity. Firms receiving regular reviews tend to maintain stronger search positions than those with outdated feedback, even if older reviews were overwhelmingly positive. ## Strategic Review Management for Better SEO Performance Effective review management requires systematic processes rather than reactive responses to negative feedback. Proactive review acquisition and professional response strategies create lasting SEO benefits. Review platform diversification strengthens your overall SEO profile. While Google reviews carry the most ranking weight, reviews on[ Avvo, Martindale-Hubbell and industry-specific platforms ](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness")contribute to domain authority. These diverse review signals help search engines verify your firm’s legitimacy across multiple trusted sources. Response strategies significantly impact both client perception and search performance. Professional responses to all reviews, positive and negative, demonstrate engagement and client care. Search engines factor response rates and quality into local ranking algorithms. Thoughtful responses also provide opportunities to naturally incorporate relevant keywords and practice area mentions. ### Converting Review Content Into SEO Assets Reviews generate valuable user-generated content containing natural keyword variations and location-specific terms. This authentic language often mirrors how potential clients search for legal services. Mining review content for keyword insights helps refine your overall [SEO strategy.](https://www.berbay.com/services/law-firm-seo/ "Law Firm SEO") ## Building Sustainable Review Acquisition Systems Successful firms implement systematic approaches to generating authentic reviews rather than relying on sporadic requests. These systems respect client privacy while encouraging satisfied clients to share their experiences. Timing review requests appropriately maximizes response rates and review quality. The best time to request reviews varies by practice area, but generally occurs after successful case resolution or positive milestone achievement. Criminal defense clients may prefer requests after charges are dismissed, while estate planning clients respond well after document execution. Effective review acquisition includes multiple touchpoints and communication methods. Some clients prefer email requests, while others respond better to text messages or phone conversations. Offering multiple review platform options accommodates different client preferences while expanding your review footprint across various sites. ## Get Professional Help Building Your Review-Driven SEO Strategy Strong review management requires ongoing attention and strategic thinking that busy attorneys often lack the time to properly execute. With over 30 years of experience supporting professional services firms, we develop comprehensive review strategies that improve both client satisfaction and search rankings. Our team creates systematic processes for review acquisition, professional response protocols and integration with broader SEO initiatives. Working with law firms across the country, Berbay maintains deep knowledge of legal marketing requirements and ethical considerations surrounding review management. Our strategic approach goes beyond simple review requests to create authentic client feedback systems that strengthen your firm’s online presence while respecting professional guidelines. Ready to build a review strategy that drives real SEO results? Contact us at [(310) 405-7343]() or[ complete our contact form](https://www.berbay.com/contact/) to discuss your firm’s specific needs. ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) **Published:** August 20, 2026 **Author:** Megan Braverman **Content:** Over the last six months, the topic of newswires has come up repeatedly, with several seasoned marketers telling us they are surprised we don’t use them. Their surprise surprised us back. Not because newswires disappeared, but because we didn’t realize they were still seen as a meaningful PR strategy. That raises a bigger question: what are law firms actually paying for when they send a press release over a newswire, and is it really generating the visibility or media attention they think it is? ## **A Newswire Is Not Earned Media** The biggest misconception is that distributing a press release on a newswire is the same thing as getting media coverage. It isn’t. With earned media, you identify the outlets and reporters most relevant to your story, then pitch them directly, making the case for why this news matters to their readers right now. A reporter decides whether it’s worth covering. That editorial judgment is exactly what a newswire doesn’t require: you pay, and it distributes, regardless of whether anyone thinks the story is newsworthy. Pitching also does something a newswire can’t: it builds relationships with the reporters who cover your firm’s space. A strong placement today can lead to a phone call the next time that reporter needs an expert source. A newswire works differently. You pay to distribute your announcement through a network rather than developing relationships directly with reporters. This can result in a long list of online “placements,” but quantity doesn’t translate into visibility. Where you appear matters far more than how many times your name appears. A quote in a respected legal publication or business journal can put a lawyer in front of the exact clients, referral sources and industry professionals the firm wants to reach. A release automatically syndicated to dozens of obscure websites is unlikely to have the same effect. ## **Why Firms Are Still Using Newswires?** So why are marketers still using them? Part of the answer is that the newswire sales pitch is compelling: put your announcement on a wire and it can be distributed across hundreds or even thousands of websites and media outlets. It feels like media coverage. More importantly, it is predictable. You pay a fee, the release goes out and you receive a report showing where it appeared. That predictability has become even more appealing as earned media has become harder to secure. A new partner, office opening or firm milestone may be important to the firm without being compelling enough for a reporter to cover. Newswires are also deeply ingrained in the corporate world where they are commonly used for time-sensitive announcements, investor communications and other disclosures. In those circumstances, broad and immediate distribution can be the objective. And now there is another factor: SEO and AI visibility. Firms increasingly want their names, attorneys and expertise to appear in as many digital places as possible. The idea that a single press release can generate dozens or hundreds of online references makes newswires seem like an easy way to expand a firm’s digital footprint. Those are understandable reasons to use a newswire. The problem comes when distribution is mistaken for earned media, or when distribution numbers are treated as evidence that the right people actually saw the news. ## **Newswire Numbers Can Be Misleading** This is where we think firms need to be particularly careful. Newswire distribution reports can include impressive-looking numbers, such as hundreds of pickups and audiences in the millions. But those metrics don’t necessarily represent people actually reading your announcement. We’ve recently reviewed multiple newswire reports that illustrate the problem. At first glance, it showed hundreds of placements and 200,000 in traffic. A closer look told a very different story. Only a fraction of the reported traffic consisted of actual release views, while a significant portion was web crawler activity. The reported “pickups” were largely automated syndication across smaller sites and aggregators, not independently reported stories. Before celebrating a big number on a newswire report, ask what the number truly measures. How many people viewed the release? Where did it appear? Were those outlets relevant to your target audience? Did a journalist independently cover the story, or did a website simply reproduce the press release? Those distinctions matter. ## **What About SEO and AI Visibility?** The rise of AI platforms and the continued focus on search engine optimization is likely another reason newswires are getting renewed attention. There can be some digital value. A distributed release may be indexed by search engines and create additional references to a firm, its attorneys or a particular matter. In that sense, newswires are increasingly “for the bots.” They help create references for Google and AI tools to find, but that is very different from generating human readership or clicks. Even searchability can be overstated. A syndicated newswire release may not appear prominently when someone searches for your firm or attorney. In some cases, a user would need to search the exact headline or a highly specific phrase to find it. Google and AI can also distinguish between a syndicated press release and earned media, so not every online mention carries equal weight. A [backlink from](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings") a respected publication that independently covers your firm is fundamentally different from a link created through press release syndication. A placement on [LATimes.com](https://www.latimes.com/) is not equivalent to it appearing on KJAS.com, a website of a local radio station in Jasper, Texas. Earned media is far more valuable than newswire pickups, even when the release appears on a recognizable site such as Yahoo News. AI tools care more about the brand mention itself than the link. Still aim to get a backlink whenever possible, but not getting one is not as big of a loss as it was five years ago, pre-AI search. Bottom line: More URLs do not automatically equal better SEO, greater AI visibility or stronger authority. ## **Choosing the Right Approach for Your Next Announcement** None of this means firms should never use a newswire, but the question that should drive every marketing decision is: what are we trying to accomplish? If your goal is to generate meaningful media coverage, and you have the resources and budget for it, a targeted PR campaign is the better investment. It allows you to focus on the outlets that matter most, tailor your outreach and potentially create future opportunities beyond the immediate announcement. For firms with limited resources or [marketing budgets](https://www.berbay.com/blog/law-firm-marketing-budget/), a newswire can be a practical way to distribute an announcement without the effort of a targeted media campaign. It offers a relatively simple, predictable way to get your news into the marketplace. There are also times when a newswire makes more sense because the announcement is unlikely to generate meaningful earned media. For example, a co-sponsored event with an athletic team may not be newsworthy enough for individual media outlets to cover. Or a time-sensitive announcement, such as a response to a data breach or cybersecurity incident, may also call for newswire distribution rather than a traditional media campaign. The key is understanding what you’re buying. A newswire can provide distribution. It cannot guarantee that the right audience will see your announcement. Even a modest PR campaign focused on a handful of relevant outlets can have significantly more value than hundreds of automated placements. And if budget isn’t the primary constraint, there is no reason the two have to be mutually exclusive. Start with earned media: identify the outlets that matter to your firm’s audiences, pitch strategically and give the media a reason to care about your news. If the announcement doesn’t generate the coverage you want, or if there is a strategic reason to broaden distribution, then consider putting it on a newswire. In that scenario, the newswire supplements your PR strategy rather than masquerading as one. ### **Partner With a Strategic PR Team** At Berbay, we believe effective [public relations for law firms](https://www.berbay.com/services/pr-for-law-firms/) is about more than getting a press release in as many outlets as possible. It’s about identifying the right stories, connecting them with the right audiences and earning credible media coverage that builds long-term visibility. Looking to grow your firm with a proven marketing and PR partner? Contact Berbay at 310-405-7343 or ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** newswire, pr campaign, press release, public relations --- ### [Don’t Get Lost in the Lingo: PR Terms Defined & Why They Matter](https://www.berbay.com/blog/pr-terms-defined/) **Published:** April 15, 2020 **Author:** admin **Content:** Public Relations, like most industries, is guilty of using its own jargon and acronyms. While some of these terms may be obvious, (PR is short for Public Relations) others may be less clear. If you’re working with a public relations or marketing professional, it’s helpful to understand what they mean if they happen to slide into industry-speak. Here’s a list of frequently used industry lingo, along with definitions, and most importantly, why these terms matter in a PR campaign or marketing strategy. **Advertorial:** An advertorial is the combination of an advertisement and an editorial piece. Advertorials differ from earned media (see definition below) in that you pay for the placement, but they have the look and feel as if it was the outlet’s own content. While an advertorial serves to educate the target audience on a particular topic, it will close with a call-to-action similar to an ad for the reader/viewer to purchase the product or service. Too, in order to not mislead audiences, the outlet will usually require the advertorial to state “Sponsored” or “Special Advertising Section.” **Analytics:** PR professionals pay a lot of attention to analytics. Analytics refers to the data, and the identifiable patterns found within data. Analytics help PR pros to strategize and develop marketing campaigns (email, social media, web content) based upon the types of campaigns that have been successful (or a bust) in the past. **[Backlink](https://www.berbay.com/blog/link-building-for-lawyers/ "Link Building for Lawyers That Drives Credibility & Rankings"):** A link to your website posted on a different website. Backlinks are an important aspect of search engine optimization, and can increase the authority of your website as well as increase traffic to the site. If you are quoted in the digital version of the *Los Angeles Times* and they link from the article back to your URL, that is a prime example of a good backlink. **Boilerplate:** A brief description of your firm at the end of a press release. Think of this as your “About” section. It provides a quick overview of your firm’s practice, expertise, location, contact information and anything else notable such as size. The boilerplate is standardized unless there is a need to update facts. **Byline:** Byline is a synonym for the author of an article, blog, white paper, etc. Think of it as an article written by you as opposed to a media professional (editor, reporter, etc.) PR professionals often aim to [secure articles with their client’s byline](https://www.berbay.com/5-ways-bylined-articles-contribute-to-effective-pr-for-lawyers/) to increase the client’s visibility and position them as experts in their respective industry. **Click-Through Rate (CTR):** Marketing professionals monitor the Click-Through Rate in order to gauge the success of various online marketing campaigns. CTR relays how many people actually clicked through on a particular piece of content, e.g. an online ad or article in your e-newsletter. The higher the Click-Through Rate of a particular piece of content, the better. **Content Curation:** One of the ways that marketing and PR professionals can best determine the type of content your firm needs to be sharing is through the process of content curation. This involves online research to determine the type of content that will be most useful, relevant or engaging for your audience, and sharing it. Curation doesn’t refer to the creation of new content; it involves curating existing content that will appeal to your audience, and then presenting to them. Content curation helps firms educate their audiences, introduce them to new products, laws, trends, etc., that they will find useful. **Content Marketing:** Content marketing is both the creation of new content and the sharing of it, via email, social media and/or by placing it on a website. [Content marketing](https://www.berbay.com/what-law-firms-can-do-right-now-to-improve-their-content-marketing/) includes newsletters, blogs, bylined articles, social media posts, email marketing, video and more. **Earned Media:** Earned media refers to media coverage that is not paid for, unlike advertisements or advertorials. Many think of earned media as “publicity.” The stories are covered because they are worthy of news coverage in print, TV or online. An example of earned media is pitching *The Wall Street Journal* on a trend in your industry and being interviewed by one of their reporters, which results in being quoted in the published story. **Editorial Calendars:** These calendars are used by media outlets to plan what will be covered in their issues/publications. For example, monthly magazines will often have a monthly “theme” for the issue, which is planned long in advance. PR professionals use editorial calendars to pitch stories that align with the theme or specific topics. **Engagement:** Engagement is generally thought of as a social media term, meaning the total number of people who engaged with a piece of marketing content, through likes, shares, comments, etc. **Exclusive:** An exclusive in PR terms means that only one media outlet will receive a specific media pitch from a PR rep. Media outlets often enjoy getting a “scoop” on a story, meaning they learn of the story before anyone else, and can be the first to publish, air, etc. **KPI (Key Performance Indicator):** KPIs are specific marketing metrics used to track progress toward a defined goal. This could include total number of clients that generate $1 million or more in revenue, or increasing your firm’s Google website ranking from page three to page one. KPIs should be regularly assessed and to track patters, successes and challenges. **Lead Time:** The amount of time editors and reporters need to gather information for a story. A monthly magazine will generally have a longer lead time than a daily newspaper, and lead times can vary from outlet to outlet. **Media Relations:** This refers to the mutually beneficial relationships that PR professionals create with the media on your behalf. These relationships are built through connecting experts with the media, staying current with the media’s interests, etc. **Organic Reach:** Your organic reach is the number of viewers who view content online that you haven’t paid to promote. That is, your users find your content organically, for example, by seeing your posts in their feed or because a page they follow shared your content. **Owned Media:** This term refers to content you’re in direct control of through your site, blog, social media profiles and other platforms. Your firm may attend a conference and author a series of blogs on takeaways that you post to your website, on social media and publish in your newsletter. **Search Engine Optimization (SEO):** [SEO](https://www.berbay.com/search-engine-optimization-for-law-firms/) is the process of increasing your website visibility in search engines (Google, Bing, Yahoo!) by using various strategies to improve online search rankings. By employing successful SEO tactics, you can help drive more relevant traffic, leads, sales, and ultimately, revenue and profit for your firm. The above isn’t an exhaustive list of terms, but should aid in better understanding some of the most commonly used marketing and PR jargon. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Is Paying For A Law Firm Award Worth It?](https://www.berbay.com/blog/is-paying-for-a-law-firm-award-worth-it/) **Published:** May 5, 2021 **Author:** admin **Content:** There are currently an estimated 1,200 legal rankings and awards globally—up from 700 just a decade ago, according to [*The Wall Street Journal*](https://www.wsj.com/articles/the-hottest-field-in-law-ranking-the-lawyers-1500548400). As a law firm or legal marketer, that number makes your head spin as you think about vetting each ranking and determining which to pursue. Even if you only submit to a handful, there is a tremendous amount of time that has to be dedicated to compiling information, drafting the submission and seeing everything through to publication. To help guide you through the complex nominations’ world, we examine if submitting to legal rankings is worth it, and how to identify the ones that will give you a return on your time investment. ## **Types of Law Firm Rankings** There are four categories of law firm awards and rankings you may consider pursuing based on the size and location of your firm: 1. ### **Global:** Highly competitive and sought after. Consider these an ongoing effort because you need to submit annually. Making the list one year does not guarantee you’ll be ranked the next. The researchers want to see practice growth, successes, etc. in the past year. Examples include *Chambers and Partners* and *Legal 500*. 2. ### **Vote-based:** These require other attorneys to vote for you in order for you to be ranked, however, most have a no-solicitation policy so it’s important to vote for colleagues, participate in surveys and related research that aids in the final rankings. The process is typically several months long. Examples include *Best Lawyers* and *Super Lawyers*. 3. ### **National:** These are usually legal outlets that publish their own rankings. There are a variety of categories based on practice type and size of firm. Examples include *Law360*, *American Lawyer* and *National Law Journal*. 4. ### **Local:** Similar to “National,” these are state or regional publications that publish rankings. The outlets are selecting firms and lawyers that have worked on precedent-setting cases or interesting matters over the past year. Examples for Los Angeles include *Daily Journal* and *Los Angeles Business Journal*. ## **Factors to Consider When Choosing Where to Submit** - ### **Read the criteria.** This may seem obvious, but each outlet has different awards, and they have very specific criteria of who and how they’re ranking. If you’re not looking at each closely to determine if you qualify, you could waste time on a nomination that won’t get reviewed. Sometimes the size of the firm or practice group matters. Age can be a factor for the “Rising Stars” lists. Some nominations allow attorneys or firms to be ranked in consecutive years and some do not. Do the matters submitted need to be publishable? If your cases are confidential, you shouldn’t put forth a submission. Similarly, [rankings such as *Chambers and Partners,*](https://www.berbay.com/blog/chambers-rankings-explained/ "Not Getting the Chambers and Partners Ranking You Want? Let Me Explain") *Benchmark Litigation* and *Legal 500* ask for client references. If you’re not comfortable with researchers contacting your clients, these nominations aren’t a fit. - ### **Have realistic expectations.** Law firms or attorneys can have slower years, and some don’t warrant a submission. Assess the past twelve months and determine whether it’s a good representation of your practice before drafting the nomination. You should also look at lists from prior years to see who is being ranked. This is a great way to set realistic expectations because you can see the type of law firms or lawyers selected. Even though the submission criteria may not state it, you can see if certain lists favor larger firms versus smaller firms, for example. This doesn’t mean you shouldn’t go after the award, but you need to be aware that if you’re a boutique law firm and they’re predominantly ranking large law firms, your chances may be lower. Know that it can take a few years for you or your firm to be ranked. If you’re not a household name and it’s your first time submitting, it may take time to build familiarity with the researchers. This isn’t set in stone—firms can often be ranked the first time around, but it’s something to keep in mind if you don’t make the list. - ### **Are there red flags?** If you receive a solicitation or email from a ranking, you’ve never heard of, and it says, “Congratulations, John Doe, you’ve been ranked as an XYZ lawyer in this practice area,” chances are, it’s not legitimate. If you didn’t submit anything to the organization, but you got ranked, that’s usually the first red flag. Very rarely will you get named to a list if you didn’t provide a nomination or participate in voting. The other red flag is pay-to-play. There are a few pay-to-play rankings that are worth considering, but they’re the exception, not the rule. Typically, when you receive a message “You’ve been ranked,” it requires a membership fee, or you have to pay to get on the list. These rankings are deemed to be less credible than others because they’re not necessarily based on your expertise and successes. ## **Why You Should Be Submitting** - ### **Rankings give you recognition.** Being named to a list offers visibility among prospective clients and referral sources that read the publication. It creates top-of-mind awareness and is a badge of credibility. Being included also increases the likelihood that someone finds you online. - ### **Rankings level the playing field.** If you’re a smaller firm or perhaps even a newer firm, getting recognized on a list puts you in the same category as your competitors. As rankings have expanded and evolved, a greater number of small and boutique firms are being named to these lists. - ### **Rankings extend the shelf-life of your successes.** The real value in getting ranked is being able to leverage the recognition. For example, once you’re ranked, put it on your website, your bio and on the firm’s news page as an announcement. Share the announcement to your social media pages and include in your next firm e-newsletter. Also consider including it in your e-mail signature for a period of time, “Recently ranked on XYZ list.” Most awards offer a badge you can purchase for your website and email signature. Add the badge to marketing materials that you use for prospects. There are numerous ways to maximize a ranking and leveraging it is one of the most important pieces. ## **Downsides to Submitting** - ### **Rankings are time consuming.** If you are submitting to numerous awards each year, they require input from multiple lawyers which means time spent on the nomination and not billable hours. Your marketing team is also dedicating countless hours to compiling the information and finalizing for submission. - ### **Rankings may require client involvement.** For many lists, you have to provide up to twenty clients who can speak to the caliber of your work, which means every year, researchers are contacting your clients. If you want to maintain your rankings, it’s necessary to ask clients for this favor. This can be a sensitive situation for many lawyers who don’t want to bother their clients with this type of request. - ### **Rankings may not recognize your firm.** Your firm may not get included every year so it can feel disappointing to put forth that much time and energy to the submission without getting a positive result. It can be frustrating to look at a list and think, “I’m just as good as any of these lawyers ranked,” but this is the cometitive nature of these awards. ## **Legal Ranking Don’ts** - ### **Don’t go after every single ranking.** Firms need to determine the right mix, and this will vary from firm to firm. Think about your marketing and business development goals. As a boutique firm primarily working in Southern California, does it make sense to go after a national list? If you’re just starting out in the legal ranking world, consider targeting state and regional lists first. - ### **Don’t submit every attorney.** This ties back to having realistic expectations. It’s unlikely an award is going to recognize more than one or two attorneys from a firm (there are exceptions to this), so be judicious in who you submit. There may be politics involved in terms of who your firm needs to submit but have a strategy behind your submissions rather than saying, “We’ll nominate everyone and hope for the best.” - ### **Don’t rush the nomination.** Submissions such as *Chambers and Partners* really require all hands-on deck to complete. They are comprehensive and should be started several months before the deadline. You also don’t want to find yourself in a situation where several key partners are in the middle of a case and can’t dedicate time to the nomination a week before it’s due. - ### **Don’t get discouraged.** If you continue to be overlooked, but the award is important to you, stick with it. After rankings are announced, follow up with the publisher to obtain feedback on why you weren’t chosen or ask if they have guidance for strengthening next year’s submission. *Chambers and Partners* is one ranking that provides feedback and offers a report your firm can purchase. Use this information as an internal audit – what is your firm doing well; what could you be doing differently; how are you perceived to the public and media. View our webinar on legal rankings [here](https://www.youtube.com/watch?v=lyv7ZFthHOg). ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Not Getting the Chambers and Partners Ranking You Want? Let Me Explain](https://www.berbay.com/blog/chambers-rankings-explained/) **Published:** August 7, 2023 **Author:** Megan Braverman **Content:** What does it take to get a coveted [*Chambers and Partners* ranking](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/ "How To Get Ranked in Chambers and Partners")? Lists and rankings of law firms have become ubiquitous, with some being more credible, prestigious and sought-after than others. *Chambers and Partners* is among those at the top. Yes, we’re here again – the start of Chambers season with submission deadlines due from now until the end of the year. We cover Chambers annually, from why firms don’t get the rankings they want to [which Chambers tools can help improve rankings](https://www.berbay.com/news/chambers-how-new-tools-can-improve-rankings/) (both worth a read if you haven’t yet). But this year, we’re cutting through the noise to focus on how the rankings process is evolving and how to refine your strategy for a more impactful submission. ## **About *Chambers and Partners* (“*Chambers*”)** *Chambers* is a legal ranking that uses many in-depth editorial and research teams to assess lawyers and law firms throughout the world, covering more than 185 jurisdictions. Many consider *Chambers* to be the leading [directory](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness") in the legal profession and one of the toughest lists to get on. Currently, the lawyer ranking guides are by geographical area with well over one hundred different practice areas and subcategories. *Chambers* expands the range of practice areas every year. *Chambers* does not consider size of the law firm in its rankings. In the last five to eight years, *Chambers* has made a much stronger push to accommodate small firms. ## **What’s New at Chambers** This 2025 Chambers USA Guide launch brought notable updates and trends: - *A New Office in California; Growing U.S. Presence:* Chambers has hired its first California staff member and first researcher, expanding its U.S. presence with New York and Los Angeles offices, and plans for additional locations, including Chicago and Texas. - *Expanded Regional Coverage for Unranked Firms*: Chambers added California, Illinois and Ohio to its [Spotlight Guides](https://chambers.com/legal-guide/usa-spotlight-120), now ranking 888 firms across 40 practice areas in seven states. In response to feedback from general counsel emphasizing their reliance on boutique and mid-size firms, Chambers launched Spotlight Guides to recognize small to mid-size firms that are new to Chambers submissions. - *Depth of Research and New Practice Areas*: Over 1,000 USA Guide rankings were based on 70,000 referee responses, underscoring the thoroughness of Chambers’ research process, including their 300 researchers. Chambers also introduced the [Artificial Intelligence](https://chambers.com/legal-rankings/artificial-intelligence-usa-nationwide-5:3533:12788:1?l=en-GB) and [Space Law](https://chambers.com/legal-rankings/space-usa-nationwide-5:3605:12788:1) ranking tables, highlighting firms working at the forefront of AI technology and aerospace law. - *Product Enhancements*: Tools like enhanced [Insight Reports](https://chambers.com/intelligence/client-market-intelligence), and newly added [Market Pulse](https://chambers.com/intelligence/market-pulse) and [Business Intelligence](https://chambers.com/intelligence/business-intelligence), all aim to give firms more data on their Chambers performance, support firms’ business development efforts and gain a global view of the legal market. These are all paid tools, and pricing varies for each firm. ## **Takeaways from Client Feedback** With 70,000 referee responses, this year’s guide launch included the trends shaping client expectations and the future of legal service delivery. - *Rankings Influence General Counsel Buying Decisions:* Chambers rankings aren’t just for vanity recognition. While not formally part of Chambers’ research methodology, researchers consistently hear in meetings with general counsel that GCs rely on rankings as a first stop when evaluating firms. And the data backs it up: Cookie tracking shows that 80% of GCs click on a ranked law firm profile, and 73% click through to the firm’s website. - *Cost Sensitivity:* Clients cited fee pressures amid economic instability as a driver for reconsidering use of Big Law. In-house attorneys are exploring alternatives, including for traditionally high-end legal work. - *Alternative Fee Arrangements (AFAs) Gaining Traction*: Clients are more open to AFAs and outcome-based billing, and are pushing for blended billing rates, especially for commoditized tasks. [Thomson Reuters reported](https://www.thomsonreuters.com/en/institute/reports/state-of-the-corporate-law-department-2025) that over half of the surveyed companies plan to increase the use of AFAs as a cost control strategy. - *Stronger Client Relationships are Critical*: Clients seek deeper partnerships, including longer-term secondments to control costs and foster loyalty. Strategic secondments can enhance both immediate efficiency and long-term client retention. Firms that embed themselves within client organizations and evolve service models will stand out in a saturated legal market. - *AI Adoption*: While many law firms remain cautious about integrating AI tools, clients are actively seeking clear, strategic guidance on how to leverage generative AI for high-level, strategic work. The most praise went to firms that demystify AI and offer actionable guidance, while negative feedback was directed at firms that provide vague or overly technical responses. ## **Strengthening Your Chambers Submission** If you’re hoping to rise in the rankings, or break in for the first time, a compelling, substantive submission is key. Here’s how to make yours count: - *Consider the three pillars.* Chambers evaluates submissions and referee feedback based on three main areas, each of which plays a critical role in how your practice and individual lawyers are ranked, particularly with how you stack up against others in your Band (or the Band you’re trying to move up to): - **Scope of work and complexity.** Highlight matters that are high-value, novel or otherwise challenging. Chambers is looking for evidence of sophisticated legal work and substance. Write-ups should go beyond “what” happened to highlight “why” it was significant, hurdles overcome and how your team added value. - **Team composition and contribution.** Chambers wants to understand **who** is doing the work and **their roles**. Don’t skip over including “Other team members” in the matter description. This is an opportunity to showcase the depth of bench strength and get attorneys in front of Chambers early on, so they can be considered for future rankings. - **Client relationship and service quality.** This is a key focus of referee interviews. Chambers will ask clients about responsiveness and standout aspects of your service, such as proactive issue-spotting, client education, handling sensitive matters, etc. - *Choose referees wisely.* Given how heavily Chambers weighs feedback from referees, don’t list anyone unlikely to respond. It can make or break your ranking. Instead of listing the unresponsive, highest-ranking referee (e.g. the CEO), consider naming the next best contact; someone who’s closely involved in the work and more likely to respond. For anyone you submit, it’s best to obtain their permission in advance and give them notice of when Chambers will be contacting them. - *Have a strategy*. So many firms don’t. We see many firms rounding up matters and referees from all partners in the office or practice group, hoping everyone gets a ranking. Instead, consider who warrants recognition this year and at what level. If you already have several partners in Band 1 and are aiming to elevate someone from Band 2, make sure the submission clearly showcases that attorney’s work over the past year and include strong referees. Chambers won’t move up an attorney just because you say they deserve it – you need to make a clear case for why the higher ranking is warranted. Likewise, a younger partner being submitted for the first time is unlikely to debut in Band 1 or even appear in the rankings immediately. A more realistic path is to position them for an *Up and Coming* or lower Band designation, understanding that it may take multiple years to achieve this. - *Don’t waste your B7* section *(formerly B10).* The B7 section is a critical opportunity to differentiate your practice. Don’t do a copy–paste from your firm’s website; this is a chance to *position* your firm with intention. Use this section to highlight your team’s specific strengths: What industries do you dominate in? What is your niche expertise? What work are clients consistently coming to you for? Where have you grown – whether that’s in headcount, high-profile matters or geographic reach? Who are the attorneys you want to showcase? Make a case for why your practice and attorneys stand out in a crowded field. - *Start early.* Three months at a minimum, but sometimes more time is needed. Strong submissions don’t come together overnight. When you allow time to collaborate across your team and refine key messages, your submission becomes more persuasive. It’s also worth reaching out to the designated researcher to get your name in front of them and address any questions. This familiarity can also be helpful if you need to request a deadline extension. - *Learn from past feedback.* If you didn’t get the ranking you hoped for, request a call with researchers or editors to get input. Chambers typically offers *some* constructive insights that can help you refine your approach. For in-depth feedback on your submission and rankings, consider purchasing the Insight Report. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) **Published:** June 17, 2026 **Author:** Megan Braverman **Content:** [![Megan Braverman](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-71-300x139.png "Megan Braverman - Berbay Marketing & PR")](https://www.berbay.com/about/our-team/megan-braverman/)A law firm’s legacy is not built in a single moment. It is built over years of client calls, late night strategy sessions, courtroom wins, trusted advice in the moments that matter and relationships that become almost inseparable from the lawyers who created them. That is what makes succession planning so easy to avoid, and so dangerous to delay. By the time a [managing partner announces retirement,](https://www.berbay.com/blog/law-firm-name-change/ "Should You Change Your Law Firm Name? The Legal and Marketing Rules") or a rainmaker starts stepping back, the firm is no longer simply planning for the future. It is trying to preserve client confidence, protect relationships and prepare the next generation all at once. The firms that handle succession well do not treat it as a retirement issue. They treat it as a client confidence strategy, a leadership development priority and a long-term investment in the future of the firm. Because when succession planning is done right, clients do not feel handed off – they feel carried forward. We’re sharing our succession planning insights based on decades of experience working with law firms. Across these insights, several consistent themes emerge: the importance of starting early, the critical role marketing plays in supporting successful transitions, and the need for ongoing training and development to prepare the next generation of leaders. ### **Have Marketing Lead the Charge** While succession planning is often considered an operational and HR issue, marketing is uniquely positioned to help drive the process because it touches nearly every aspect of the firm. A change in leadership can be an emotional process, and firm leaders don’t always grasp the weight of it before they decide to retire. Their entire lives and identities have been centered on being a lawyer or a firm leader, so when people lose that, it can be difficult. If the marketing team can start the conversation and get ahead of this, it will benefit everyone. Marketing should keep the focus where it belongs: the clients. Firms exist to serve clients, so succession planning should be viewed through that lens. For a managing partner with longstanding client relationships, the question becomes simple: Don’t you want your clients to continue receiving the same level of service and care after you’re gone? There’s nothing worse than when a longtime client hears that the relationship partner is retiring in a few months. A successful succession strategy isn’t just about replacing leadership; it’s about ensuring continuity, preserving relationships and giving clients confidence that they will remain in good hands for years to come. ### **Get a Plan in Place Early** In an ideal scenario, firms are thinking intentionally about who could step into a key role, and identifying future leaders at least five years in advance. That level of early planning allows leadership to take a more strategic, objective view of the firm’s needs versus making a rushed decision. Firms should be actively assessing exposure based on who is expected to step down and what that means for the organization. Which relationships, practice areas and revenue streams are tied to that individual? What capabilities will need to be replaced or strengthened? Succession planning becomes much more concrete when it is framed around knowledge gaps and required skill sets. In some cases, individuals who appear to be natural successors may not ultimately want the role, while others may grow into it over time – with the right support. That makes early identification and investment in training and development critical to building a viable leadership pipeline. This is where marketing and public relations become part of the succession plan, not an afterthought. Future leaders need to be visible and credible long before they assume formal leadership roles. [Speaking opportunities](https://www.berbay.com/services/speaking-engagements/), [media commentary](https://www.berbay.com/services/public-relations/), bylined articles, client alerts, [awards and rankings](https://www.berbay.com/services/nominations-rankings/), networking and shared client-facing opportunities all help attorneys build their reputations and strengthen relationships over time. When the time comes for a leadership transition, it feels like a natural progression rather than a surprise announcement, and is less disruptive for both clients and the firm. ## **Q&A with Experts To expand on this perspective, we also spoke with two experts with significant experience helping organizations navigate leadership transitions: [Sara Frasca](https://www.linkedin.com/in/sarafrasca/), Business Consultant & CEO at Point NorthEast, and [Sally Schmidt](https://www.linkedin.com/in/sallyjschmidt/), President of Schmidt Marketing, Inc. ![Blog Photos 73](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-73-300x140.png "Blog Photos 73 - Berbay Marketing & PR")### **How can firms build structured leadership pipelines or “playbooks” that support long-term succession planning?** Here’s the reality: most firms start succession planning too late. By the time a partner is heading out, you’re not planning – you’re reacting. And reaction is rarely where strong businesses make their best decisions. The firms that consistently outperform into the second iteration have already invested years into developing their next generation of leaders. For them, succession planning isn’t a moment in time – it’s part of how the business operates every day. It starts with being intentional about identifying future leaders early. Across professional services, the same indicators tend to show up: people who naturally build client relationships, think beyond the task at hand, and are coachable enough to take feedback and apply it. Rarely does someone show up fully formed, but the best businesses aren’t looking for perfection, they’re looking for trajectory. They make decisions based on who someone is becoming, not just who they are today. And, this is not always the best craftspeople of the service (i.e. lawyer in a firm). Where many firms struggle is in how they develop top talent. Training programs exist, but they’re often disconnected from the real work of running a business. Development doesn’t happen in a conference room; it happens in the day-to-day. It’s in how leaders delegate, how they bring others into client conversations, how often they give feedback, and how clearly they define what “next level” looks like. When development is embedded into operations, it compounds. When it’s treated as a separate initiative, it fades. ### **What does it look like to embed succession planning into day-to-day team structure and operations? One of the most overlooked aspects of succession planning is marketing. Firms tend to think of speaking engagements, content and visibility as business development tools, but they’re just as important for building the credibility of future leaders. When younger professionals are given the opportunity to contribute to thought leadership, show up alongside senior partners and build a presence in the market, clients begin to trust them long before any formal transition takes place. That credibility transfer doesn’t happen overnight – it’s built over time, and it needs to be intentional. At the same time, firms must address a quieter but equally important risk: too much knowledge living in too few places. When client relationships, history and insights are held by a single individual, continuity becomes fragile. The strongest firms create systems that make knowledge and relationships more visible and shared, whether that’s through simple documentation, clearer ownership structures, or more deliberate cross-team collaboration. It’s not about adding complexity; it’s about removing dependency. All of this shows up most clearly when it’s time to transition client relationships. The firms that handle this well don’t treat it as a handoff; they treat it as a progression. They introduce the next generation early, create shared ownership, and gradually shift responsibility. By the time a formal transition happens, it doesn’t feel like a disruption to the client, it feels like a natural evolution of the relationship. Yet, despite understanding all of this, many businesses still fall short in execution. Succession planning often isn’t tied to compensation, so it doesn’t get prioritized. Progress isn’t measured, so it’s hard to manage. And too often, it’s treated as a one-time effort instead of an ongoing system that evolves with the business. ### **How can firms measure whether their succession planning efforts are actually working? The firms that get this right take a different approach. They build succession planning into how they operate, how they develop people and how they grow. It becomes part of the culture, not a conversation that only happens when change is imminent. At Point NorthEast, the most effective organizations we work with don’t wait until succession becomes urgent. They build their pipeline early, develop it consistently, and treat it as a long-term investment in the firm’s health. Because if you wait until you need a successor, you’re already behind. ![Blog Photos 74](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-74-300x140.png "Blog Photos 74 - Berbay Marketing & PR")### **What does research suggest are the most effective approaches to succession planning in professional services firms?** I have had extensive interviews with clients about transitioning their relationships from senior lawyers. They highlight several important points: - They want to be included. This means letting them know what the probable timetable is for the senior partner’s departure, as well as giving them an opportunity to provide input on what happens next. - It’s important to start early. They may want to “try someone on for size” before giving the thumbs up. As one client stated, “From a succession standpoint, no one yet fits the bill. \[Lawyer\] thinks he will do this, but he hasn’t earned my trust. They need to know this.” At another client firm, a senior partner announced in the fall that he would retire at the end of the year. But you need to start earlier, relationships take time to build! ### **What are best practices for transitioning key client relationships from senior partners to next-generation leaders?** The following are some best practices for transitioning: - Giving the NextGen exposure to clients. This could range from copying them on emails to involving them in social outings to having them give substantive presentations to build their credibility with clients. - Giving them billing responsibility for the client. This way, they can see the full scope of the client’s work with the firm and also start to learn how to manage the financial aspects of the relationship. - Working with them on the client’s relationship and matters. This could mean taking them to client lunches or letting them present recommendations to the client. There is power by association. - Training them. There are many options to teach and train the NextGen, including leadership institutes, mentoring and external coaches. ### **How does business coaching support succession planning? Talk about your approach and how this differs from firm to firm, or professional to professional.** I have worked with many successor lawyers – those who hope to inherit the clients. For example, one lawyer who had managed to develop some business of his own was going to triple his client receipts after a senior lawyer’s retirement. This change would require a different approach to his client portfolio. We start by triaging the most important or desirable clients, both existing and inherited. We brainstormed, “How do we keep the most important clients you already have? How do we keep the most important clients of the retiring lawyer?” We ended up with strategies to manage both the work and relationships, including increasing delegation and gifting smaller clients to other lawyers. Business coaching also supports succession planning in other ways. One estate planning lawyer who was assuming responsibility for a very wealthy client needed to build her credibility in the client’s eyes, which she did through specific credentialing activities, such as membership in ACTEC, writing, and speaking. In other instances, the NextGen lawyers can enhance their stature in the eyes of clients through leadership activities outside the firm (e.g., on boards) or within the firm (e.g., serving as co-chairs of committees, holding office management roles). In one of my client firms, 19 of the firm’s 25 office managing partners are “graduates” of the business development coaching program and another serves on the firm’s executive committee. Internal recognition and leadership are impressive to clients. ### **How can firms better connect succession planning efforts to client expansion and relationship management strategies?** - First, require plans. For example, within five years of an intended retirement, the senior partner develops an exit plan. It should include: timetable for departure, key client relationships, potential future client contact partners and controlled opportunities to manage the transition process. - Second, client teams are an excellent way to prospectively deal with succession planning, by making assignments for relationship building at all levels and creating activities to expose client representatives to different members of the team. - Third, compensation is a key factor. Many firms have systems in place that create tremendous disincentives to transition clients. Firms should consider buyouts or credits, sunsetting origins or other changes to senior partner roles and compensation to encourage them to let go. ### **What are the most common misconceptions firms have about succession planning?** - First, that clients will stay loyal – or stay at all – after a change. As one client said, “If he weren’t there for our next deal, we would probably look around. We know other attorneys; they’re knocking on our door.” Change creates opportunities but also vulnerabilities. - That clients will just accept the firm’s decision on the successor. The lieutenant to the senior partner who is often tapped for the transition almost always has a personality or skillset that’s different from the senior lawyer. One client commented, “I don’t know if there’s anybody in that firm capable of replacing \[the senior lawyer\]. I don’t even know if anyone can grow into it.” - That it can be done at an arm’s length. This is a delicate time in a relationship and should be handled through conversations and meetings, not through emails. - That it is only an issue on the firm’s side. Often succession planning is needed because of a changing of the guard at the client’s entity. The new decision makers may not want their “father’s Oldsmobile.” (We all know what happened to that brand.) - Finally, that succession planning is just for client relationships. It is critical to transition other things, such as important board positions, referral relationships and other visible activities (e.g., editing a treatise). ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** law firms, Marketing, succession planning --- ### [How to Build and Manage Your Law Firm's Online Reputation](https://www.berbay.com/blog/building-law-firm-reputation/) **Published:** February 18, 2021 **Author:** Megan Braverman **Content:** Your law firm’s online reputation can make or break your ability to attract new clients in today’s digital-first world. While 87% of prospective clients research law firms online before making contact, many firms struggle with maintaining a consistent, positive digital presence that accurately reflects their expertise and professionalism. Building a strong online reputation requires strategic planning, consistent execution and a genuine commitment to client service excellence. At [Berbay Marketing & PR, we help law firms ](https://www.berbay.com/ "Law Firm Marketing Services")develop and maintain powerful online reputations through comprehensive marketing strategies tailored specifically to lawyers. Our team has decades of experience working with firms of all sizes to create compelling digital footprints that build credibility, enhance visibility and ultimately drive new business opportunities. We understand the unique challenges legal professionals face when marketing their services online. ## Understanding the Elements of a Strong Online Reputation Your law firm’s online reputation consists of multiple interconnected elements that collectively shape how potential clients perceive your practice. Addressing each component strategically helps create a cohesive digital presence that inspires trust and confidence. The foundation of your online reputation begins with your website. Your website should reflect your firm’s professionalism, expertise and unique value proposition. It must be visually appealing, mobile-responsive and easy to navigate. More importantly, your website needs to clearly communicate your practice areas, attorney credentials and successful case outcomes. Potential clients form impressions quickly, so ensure your site loads fast and puts your most important information front and center. Beyond your website, your online reputation extends to: - Search engine visibility and rankings for relevant keywords - Client reviews and testimonials across various platforms - Professional profiles on[ legal directories](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness") like Avvo, Findlaw and Martindale-Hubbell - Social media presence and engagement - Thought leadership content like articles, blogs and whitepapers - Media mentions and press coverage - Speaking engagements and community involvement Maintaining consistency across all these touchpoints strengthens your firm’s digital presence and builds credibility with potential clients who are likely to research your firm through multiple channels before reaching out. ## Developing a Strategic Approach to Online Reputation Management Building a strong online reputation requires more than just setting up a website and hoping for the best. Law firms need a strategic, proactive approach to reputation management. ### Create a Consistent Brand Identity Develop clear brand guidelines that ensure consistency across all platforms. Your logo, color scheme, typography and messaging should be uniform wherever potential clients encounter your firm online. This consistency builds recognition and reinforces your professionalism. When developing your [brand identity](https://www.berbay.com/blog/law-firm-name-change/ "Should You Change Your Law Firm Name? The Legal and Marketing Rules"), consider what distinguishes your firm from competitors. Perhaps you offer specialized expertise in a niche practice area or have a unique approach to client service. Highlight these differentiators consistently throughout your online presence. ### Prioritize Client Reviews and Testimonials Client reviews are among the most influential factors in a potential client’s decision-making process. Implement a systematic approach to gathering reviews from satisfied clients across platforms like Google, Avvo and Facebook. After successfully completing a matter, reach out to clients with a simple request for feedback. Make the process as easy as possible by providing direct links to your review profiles. When you receive positive reviews, respond gratefully and professionally. For negative reviews, respond promptly, address concerns constructively and take the conversation offline when appropriate. ### Develop Thought Leadership Content Demonstrating your expertise through high-quality content builds credibility and improves your search engine visibility. Create a content strategy that addresses common client questions and showcases your knowledge in your practice areas. Your content may include blog posts, videos, podcasts, webinars or downloadable guides. Focus on providing genuine value rather than overtly promotional material. Share insights about recent legal developments, explain complex legal concepts in simple terms or offer practical advice related to your practice areas. ## Monitoring and Managing Your Online Presence Once you’ve established your online presence, ongoing monitoring and management are essential to maintaining a strong reputation. Implementing a reputation monitoring system allows you to track mentions of your firm across the internet. Set up Google Alerts for your firm name and the names of your attorneys. Consider using specialized reputation management software that provides more comprehensive tracking of reviews and mentions. When negative content appears, assess whether it warrants a response. Sometimes, engaging with criticism can amplify its visibility. In other cases, a thoughtful response demonstrates your commitment to addressing client concerns. For serious reputation threats, consult with professionals experienced in legal marketing and online reputation management. Regularly audit your online presence to identify opportunities for improvement. Review your website analytics to understand how visitors interact with your site. Evaluate your search rankings for important keywords and compare your online presence to that of competing firms. ## Contact Berbay Marketing & PR for Expert Reputation Management Building and maintaining a strong online reputation requires consistent effort and specialized expertise. While the process may seem overwhelming, the return on investment makes it one of the most important marketing initiatives for modern law firms. At Berbay Marketing & PR, we’ve helped countless law firms transform their online presence and attract more qualified leads. Our team understands the unique challenges lawyers face in the digital marketplace and can develop customized strategies that align with your firm’s goals and values. Contact us today at (310) 405-7343 or through our online [contact form](https://www.berbay.com/contact/) to discuss how we can help elevate your firm’s online reputation. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Want Media Coverage? Here’s How to Get It](https://www.berbay.com/blog/want-media-coverage-heres-how-to-get-it/) **Published:** November 9, 2022 **Author:** admin **Content:** **Want Media Coverage? Here’s How to Get It** A [recent survey](https://www.prnewsonline.com/surveys-media-stakeholders/) revealed that journalists only respond to about 3% of media pitches they receive and fewer than 8% of pitches become stories. Despite these low percentages, you shouldn’t shy away from seeking press coverage as it comes with significant marketing benefits. Being quoted by an outlet or having a story run about your firm positions you as an expert in your field, generates visibility beyond your immediate client base and brings you third-party credibility. Media coverage can also lead to more website traffic and phone calls, and ultimately, new business. So, what’s the secret to getting your pitch noticed and garnering media coverage? We’ve outlined best practices below. **What is a Media Pitch** First, you may be asking what exactly is a media pitch? It’s a summary of your news sent to a journalist with the goal of publishing a story on it. Typically, pitches are sent via email, but it’s still appropriate to pick up the phone, particularly if you’re offering an exclusive or it’s super timely – think breaking news. It’s important to note that most reporters are not looking for promotional pitches on your firm. The exception would be if you are pitching a profile piece or making a large announcement such as a [substantial merger](https://www.berbay.com/blog/law-firm-name-change/ "Should You Change Your Law Firm Name? The Legal and Marketing Rules"), but even in those instances, you need to discuss how the news ties into the greater community or its business impact. Will your merger create new job opportunities in multiple cities across the country? How is your new practice area servicing an untapped area and what will the long-term impact be in the industry? **What Makes Your News Newsworthy** There are a few key themes that will make a reporter take notice of your news: timeliness, impact, prominence and conflict. ***Timeliness*:** Journalists want to know why they should be covering this topic now. Are you offering them fresh insight on a particular issue or a different perspective on a story that’s been in the headlines? While some topics are evergreen, there still needs to be a timely angle or the reporter will quickly delete your email. It’s also important to recognize that we live in a 24-hour news cycle. For example, if a new law was passed on Monday, and you’re pitching yourself to comment three days later, you’ve likely missed your window of opportunity. It’s critical to reach out to reporters the moment the law is announced, or at least within 24 hours. ***Impact:*** If the news you’re pitching will affect a large population of people or a significant portion of the outlet’s audience, it’s much more likely they will want to cover the story. It’s helpful to back up your pitch with numbers or statistics from a reputable source versus anecdotal evidence. The impact doesn’t always need to be a global or national one if you are [pitching a story with regional or local appeal](https://www.berbay.com/resources/faq/pr-strategies-to-obtain-media-coverage/) but understand who the outlet’s readers and viewers are. If you’re reaching out to *Wall Street Journal*, *New York Times* or CNN, then yes, you’ll need to make sure there is a national angle, or it focuses on one or more major markets that could have a widespread effect in the U.S. However, if you’re contacting *Los Angeles Business Journal*, your pitch will need to focus on what the impact is for the L.A. community. ***Prominence:*** Probably the easiest way to get media coverage is if your news involves a household name or well-known organization. If you’re filing a lawsuit against the LAPD or a former high-ranking political figure is joining your firm, this could be interesting to a reporter. But this doesn’t guarantee they’ll run a story and you should also explain the impact and why the public should care. ***Conflict:*** Is the issue causing a dispute or tension? Most stories involve some element of conflict, and this presents an opportunity to provide your expert opinion on why it’s an issue and forecast for an outcome. **How to Draft a Media Pitch** You could have the most interesting story to tell, but if it’s not packaged correctly, you’ll never grab a journalist’s attention. Here are a few pointers for crafting an engaging pitch. ***Subject Line:*** This is the first thing the reporter will see and could make or break whether they open your email. Subject lines need to cut through the clutter and immediately tell the reporter what your pitch is about and why they should care. Follow the three Cs: concise, compelling and creative. If you can keep your subject line brief (less than ten words) and get your point across, this is the best approach. Compelling subject lines can be crafted by creating urgency with timely words (“Newly passed legislation…”; “Tomorrow’s vote will…”) And get creative – if it’s a topic everyone will be talking about, consider how to make your subject line stand out with a startling statistic or an opinion that may be at odds with other experts. ***The Pitch:*** Reporters are busy and likely skimming your email in their first pass-through so get to the point. It can be advantageous to start off by showing you’ve done your research on the reporter and what they cover. Referencing a recent article they published creates personalization and could get you on their good side. From there, your opening sentence or two should explain the main point of your pitch and capture their interest. Then describe who should care, the impact, etc. and include a few bullets about specific points you can address. Rule of thumb is that a pitch shouldn’t be more than a paragraph or two, but if it’s a complex issue, you can let them know you’ve included additional background following the main part of the pitch. Another tip is to avoid technical jargon unless you’re pitching a trade publication (an outlet in your industry that regularly covers the topic). Most reporters don’t have the same knowledge you do (which is why you’re the expert!) so keep the pitch simple and clear. You should also include a one-sentence statement that introduces who you are, your area of expertise and why you are in a position to be commenting on this topic. Close with a call to action asking the reporter to contact you if they’re interested in scheduling an interview and include your contact information. **Developing a Targeted Media List** Your efforts to craft an engaging pitch will be all for naught if you’re not pitching the right people. There are platforms, such as Cision or Muck Rack that can help build your media list, but they can be expensive and should only be used as a starting point. We’ve found with the turnover in newsrooms, these databases are often out-of-date because the reporter has moved to another outlet or switched beats. The best way to find journalists who cover topics relevant to your pitch is to do online research. This strategy takes more time, but you can be certain you’re identifying the correct people. Visit the outlet’s website where you’d like to be featured and see who has been writing on similar issues. Often, the reporter’s email will be listed with the article or on the contact or masthead page. Another great source is social profiles – most reporters have LinkedIn and Twitter pages where you can read about their beat, quickly see what they’ve been covering and obtain contact information if they have it listed. Worst case scenario, if you can’t find their email, you can pitch them by sending a message via their profile. Before you add every reporter under the sun to your list, consider if they warrant being pitched. As previously mentioned, if your pitch has a hyperlocal angle, it’s probably not a fit for *Wall Street Journal*. A quote in a national outlet is something to strive for, but there is tremendous value in local/regional media. Also, if you’re pitching every story idea to national outlets and it’s not something they would cover, when you *do* have something of interest, they may not bother opening your email. **Things to Keep in Mind Before You Pitch** You’ve identified an intriguing topic, drafted your media pitch, compiled your target list and you’re ready to hit send, but there are a few things you should consider before distributing your pitch. ***Timing:*** Be mindful of other news or events. Is tomorrow election day? Perhaps not the best time to send out your pitch unless it’s specifically about voting outcomes. With access to email all hours of the day wherever you are, there are no hard and fast rules about when to send a pitch. [It’s been reported](https://muckrack.com/media-pitching-guide) that most journalists don’t have a preference for what day of the week they receive a pitch, and if it’s timely news, you shouldn’t wait to send it out for the sake of avoiding a Friday afternoon. Nearly 65% of journalists say they like to receive pitches between the hours of 5 am and 12 pm, so aim to get your email out in the morning. ***Be available:*** We know you’re busy and client issues can come up unexpectedly, but if you’re sending out a pitch, try to be as available as possible and not traveling, heading into trial, etc. If a reporter can’t get ahold of you, they will move on to the next source and will be less likely to turn to you for future stories. ***Be flexible:*** In an ideal world, reporters would receive your pitch and call you immediately to discuss what you proposed. But sometimes their plate is full, and if the story is a bit more evergreen, they may suggest reconnecting at a later date or keeping you on file as a resource. Don’t be disappointed – half the battle is getting a response. If they give you a specific timeframe to follow up, make sure to contact them then, and in the interim, offer to send updated information if anything arises related to your pitch. Alternatively, reporters could express interest in talking with you now but ask about issues not included in your pitch. If it’s something you’re knowledgeable on, then be open to discussing other angles. If it’s not in your wheelhouse, it’s okay to tell the reporter that. Offer to connect them with a colleague if someone else would be a better fit. The idea is to be helpful so the reporter will keep you in mind for the future. Another aspect of being flexible is responding to a reporter’s questions in their preferred format. Some reporters are happy to set up a phone call or Zoom, and others prefer emailed comments. There are benefits to each, so be open to how they would like to conduct the interview. **Follow Up** You can’t sit back and wait for the phone calls or email responses to roll in after sending out your pitch. Most of the time, follow up will be required on your part. Depending on the timeliness of your news, you may follow up the same day or the next morning. Otherwise, give the reporter a couple of days to get back to you and if you haven’t heard anything, then follow up with an email or phone call. If there is new information that may pique their interest, be sure to mention it. **Ensuring a Successful Interview** Even though you secured an interview with a reporter, there’s no guarantee they will publish your comments. Sometimes the story gets scrapped for various reasons which is out of your control. What *is* in your control is how you prepare for the interview and what you do (or don’t do) during the interview that can increase your chances for being quoted. We addressed these dos and don’ts in our blog, [“Nailing Your Next Media Interview.”](https://www.berbay.com/nailing-your-next-media-interview-dos-and-donts-for-success/) ## **Partner with a Trusted Los Angeles Marketing and PR Firm** [Berbay Marketing & Public Relations](https://www.berbay.com/) has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to garner media coverage for your firm with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](mailto:310-405-7343) or . ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Should You Change Your Law Firm Name? The Legal and Marketing Rules](https://www.berbay.com/blog/law-firm-name-change/) **Published:** August 2, 2022 **Author:** Megan Braverman **Content:** Ever wonder why nearly every law firm name is a series of last names grouped together with no creativity in sight? The reason is because in many states, this is a requirement by the State Bar, not just tradition. Recently, some states have loosened their requirements, and law firms are responding by transitioning from the (arguably boring) names of previous generations to fresh, creative names that more closely reflect their culture and trajectory. This begs the question: should your law firm change its name? It’s undeniably a big undertaking, but it can come with a range of benefits. ## **The Trend** If you make the choice to refresh your firm’s moniker, you won’t be the only one. Several firms have taken on the change. One firm, previously known as Mintz, Levin, Cohn, Ferris, Glovsky, and Popeo, took the shortened title of Mintz. As more time passes with these relaxed rules in place, more firms are likely to join suit, and new firms will especially hop on the non-traditional name trend as well. ## **Should You Rename Your Law Firm?** This leads us to the million-dollar question: should you do the same? There are a lot of tantalizing factors that might sway you toward renaming your firm. One that might be immediately obvious is that a new name can give you an opportunity to better reflect your firm’s brand and vision. With a wide range of choices, there’s bound to be a name that more closely highlights your firm’s past, present and future, without being tied to individuals’ names. Logistically, if the folks your firm was named after are no longer as relevant to the firm as they once were, a new name can reflect that. Another plus of shifting away from last-name-heavy firm names is the chance to better reflect your lawyers’ and staff’s diversity of backgrounds. Classic law firm names are heavy on the white male last names and embody the lack of equity and representation historically true of law firm leadership. Changing a firm’s title can reflect efforts of inclusivity your law firm makes. Obviously, changing the name of your firm is a big decision: you don’t want to throw away years of name recognition you’ve built. Making a detailed plan of all the steps required to accomplish this name change will ensure a smooth transition. Think about the possible impact on current clients, potential clients, your online presence and any existing material that refers to your firm. As with anything, you need a plan before rolling out the change. ## **Choosing a Name** Choosing a law firm name involves plenty of considerations. Without as many limitations, potential places of inspiration could come from almost anywhere. Try to consider the future of your firm, as well as the role a name plays in your firm’s brand and strategy. When you begin brainstorming law firm names, make sure to get third-party opinions, check the domain availability of your chosen name and consider trademarking your law firm’s name. ## **Marketing Considerations When Renaming** As the face of your brand, your name influences how the world sees your firm. While you are in the process of changing your firm’s name, it might also be a good time for a wider rebrand. Do your [website](https://www.berbay.com/services/website-design-for-law-firms/ "Website Design For Law Firms"), social media profiles and marketing material also need a refresh? Take the opportunity to do it all at once. Once your material is ready for the public’s viewing, announcing your name change through PR avenues like a [press release,](https://www.berbay.com/blog/press-release-boilerplate/ "How to Write a Press Release Boilerplate for Your Firm") announcement or other tool can get ahead of any confusion, while also drumming up attention and visibility for your firm and its other efforts and successes. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** [Berbay Marketing & Public Relations](https://www.berbay.com/) has nearly three decades of experience providing law, real estate and financial firms with marketing and[ public relations services](https://www.berbay.com/services/pr-for-law-firms/ "Law Firm PR Agency") that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to enhance and broadcast your firm’s accomplishments with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:+13104057343) or . ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Navigating a Litigation PR Strategy Confidently During a Lawsuit](https://www.berbay.com/blog/navigating-confidently-in-a-litigation-pr-campaign/) **Published:** March 31, 2026 **Author:** Megan Braverman **Content:** In [high-stakes litigation](https://www.berbay.com/services/litigation-pr-marketing/ "Leading Litigation PR & Marketing Agency"), legal strategy is only part of the equation. How a case is perceived by the public, media and stakeholders can carry just as much weight. In today’s environment, narratives form quickly, and a well-executed litigation PR campaign can help shape that perception. But jumping in without a clear strategy can do more harm than good. Successful litigation PR isn’t just about getting media coverage. It’s about aligning timing, messaging, tactics and expectations from the outset. Here’s what law firms should consider before embarking on a litigation PR campaign. ## **Define the “Why” Behind the PR** Before proceeding with any kind of press campaign, identify your objectives and be specific about what a successful outcome will look like. Are you aiming to: - Influence public perception ahead of trial or settlement discussions? - Raise awareness around a broader legal or societal issue? - Apply pressure to opposing parties? - Protect or restore your client’s reputation? Equally important: consider the downside. What happens if the case doesn’t go your way? A strong litigation PR strategy accounts for all possible outcomes, not just the favorable ones. ## **Timing Is Essential** Where are you in the lifecycle of the case – filing, trial, trial or appeal? The answer will directly influence your campaign strategy. For lawsuit filings, it’s critical a press release is distributed the same day the lawsuit is filed. Missing this window usually diminishes the campaign’s impact as news cycles move quickly. Coverage is still possible, but expectations may need to shift toward a longer-term, milestone-driven approach tied to key developments. If you are about to start trial, alerting press members before the trial starts gives them time to attend, or follow the trial from start to finish. Regardless of announcement timing, litigation PR should be viewed as a marathon, not a sprint. Most cases span months if not years, and your communications strategy should reflect that reality. ## **Understand the Media Landscape and Your Target Audience** If your case has already attracted media attention, you’re entering an existing narrative. That means you’ll need to evaluate the tone of coverage (positive, neutral, negative), identify inaccuracies or gaps in information, and determine the key messages you want to emphasize. You’ll also need to be intentional about who you want to reach with PR efforts – general public, shareholders/investors, industry peers, employees/internal stakeholders, etc. Are there any media outlets you prefer to engage with or avoid? Do you have media allies or prior relationships with reporters that could be leveraged? While traditional media remains central, social media plays an increasingly important role in a litigation PR strategy. Consider how you will distribute proactive messaging, and which platforms require ongoing monitoring. Given the nature of social media, your client should be prepared for criticism and avoid engagement in online debates. ## **Identify and Media Train Your Spokespeople** Being prepared and media-trained can make or break a campaign. This is not the time to wing it. Every interview, every statement, every communication matters, and missteps can have lasting consequences. Determine early on who will serve as a spokesperson. Will it be lead counsel only, or is your client willing to talk with media? Journalists often want to speak with the parties involved in the case, and this can be a powerful asset if handled correctly. Recognize that not all spokespeople are created equal. Assess their level of media experience and be realistic about the need for preparation. Even seasoned attorneys benefit from media training when the stakes are high. You’ll also need clarity on internal processes. Who signs off on statements? How quickly can approvals happen? What is your approach if the opposing party makes a public comment? Close coordination between your attorneys and PR/communications teams is non-negotiable. Every public statement must support the broader legal strategy, otherwise you risk jeopardizing the case. ## **Evaluate Risk, Confidentiality and Constraints** Before going public, identify any restrictions on what can be shared due to legal strategy, gag orders or ongoing proceedings. Not all information can or should be shared with the media. At the same time, conduct a candid risk assessment. Could media attention invite scrutiny, backlash or other unintended consequences? Are there sensitive issues or key figures that should remain off-limits? The goal is not to avoid risk entirely; that’s rarely possible. But you can be proactive and minimize it. ## **Set Realistic Expectations** Media coverage cannot be guaranteed or controlled. Journalists decide what to cover, how to cover it and when. That includes seeking out opposing viewpoints or independent analysis that may not align with your narrative. PR can help shape perception and amplify your message, but it cannot control public discourse or sway judges and juries. News cycles are also unpredictable. A major breaking story can quickly overshadow even the most compelling case. While certain filings may generate attention, others may receive little interest unless tied to a significant development. And the level of media attention may fluctuate throughout the case timeline. This is why litigation PR should be a sustained effort, not a one-time announcement, particularly for high-profile cases. Shaping public perception takes time, and immediate results are unlikely. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** litigation pr, public relations, Public Relations Campaigns --- ### [Press Conference Checklist: How to Plan and Execute It Effectively](https://www.berbay.com/blog/press-conference-checklist/) **Published:** December 10, 2019 **Author:** admin **Content:** Holding a press conference can be a powerful and effective way to generate media coverage for firm news such as a lawsuit or verdict/settlement. However, hosting press conferences is its own beast and needs to be treated as such. While there are dozens of factors and [strategies](https://www.berbay.com/blog/law-firm-marketing-strategies/ "Law Firm Marketing Strategies: Your 2026 Playbook ") that go into making a press conference successful, the following are a few of the common considerations. Before you hit send on your media alert, read the recommendations below. 1. **Make Sure Your News is Newsworthy** First and foremost, ask yourself if what you’re going to discuss with media is truly newsworthy. This seems like an obvious answer, but sometimes your news may not warrant a press conference. Consider if it impacts the broader community; involves a high-profile individual or large establishment (e.g. LAPD, school district); or ties to a movement (e.g. #MeToo). These are just a few examples of when it may make sense to move forward, but be sure there is a reason to hold a press conference versus announcing your news via a press release. Additionally, if other firms have already held press conferences on similar lawsuits against the same defendant, it can be an uphill battle to attract media to cover. The exception is if there are new allegations or new information to reveal that present a fresh angle to the story. Moreover, if you can offer access to the parties in the lawsuit or other key spokespeople that haven’t previously spoken with the press, this can help generate media interest. Oftentimes, bringing other spokespeople to the forefront, besides the attorneys, can be what entices media to show up. 2. **Get News Out Quickly—But Be Prepared** You’ve decided to move ahead with a press conference, now the question is when to hold it. One key factor is holding the press conference [the day the lawsuit is filed](https://www.berbay.com/blog/navigating-confidently-in-a-litigation-pr-campaign/ "Navigating Confidently in a Litigation PR Campaign") or the settlement/verdict is being announced. You run the risk of the story breaking if the timing is too late. It’s also recommended that you avoid rush hour and find a central location for media to travel to—don’t make it challenging for them to attend. If it can be helped, you’ll want to avoid timing it around any holidays or upcoming long weekends since people could be out of town. Keep in mind, there is significant prep work that needs to be done in advance beyond setting a time and booking a location—a media alert will have to be drafted and distributed; attorneys and clients should be fully prepped on communication points; materials for media will need to be prepared and printed; and more. Is your news relevant to the Spanish speaking community? You’ll want to have all printed materials translated and potentially secure a Spanish speaking moderator to translate. While you want to turn things around as quickly as possible, it won’t benefit anyone to rush this process so make sure you have dotted your i’s and crossed your t’s. Too, if media doesn’t have at least 24 hours’ notice, there’s a good chance the turnout will be low as reporters are busy. Regardless of timing, it is important to have realistic expectations about coverage. Breaking news can happen at any time and pull them away from your press conference. Have a plan B in place for getting your news in the hands of reporters, such as following up with those that couldn’t make it and offer phone interviews. 3. **Decide How Much Information to Release in Advance** There is a delicate balance to how much information to release in advance of the press conference. You want to pique the media’s interest while not giving away everything to give press a reason to decide not to come. For example, if parties of the lawsuit or high-profile spokespeople will be speaking at the press conference, announce their participation and what they’ll be addressing. Never mislead the media; you don’t want to overstate the extent of information they’ll be sharing if it’s going to be limited commentary. If there’s a specific time spokespeople will be speaking or it’s a town hall meeting format, make it very clear when media will have access, or not. Similarly, if you’ll be addressing particular details of the lawsuit or announcing new information, this should be emphasized early on in the media alert. 4. **Expect the Unexpected** Attorneys, spokespeople and the public relations team should arrive several hours before the start time. This is key to assess the set-up of the room, ensure AV equipment is working, and provide an opportunity to talk through the flow of the press conference and last-minute questions. The last thing you want to feel is hurried or realize the microphones the venue promised are unavailable. Be aware that media will arrive early, too. They’ll be bringing equipment to set up and vying for a front row spot for their cameras. It’s critical to set boundaries from the outset—particularly in highly-charged press conferences—and confirm everyone is on the same page about the “rules.” For example, make an announcement to remind media how long the press conference will run, if they can ask questions or not and if there are certain areas they’re not allowed to film. Also, consider having the venue’s security present as an added precaution. Generally speaking, members of the press are respectful, but it’s good to provide guidelines so you can avoid any surprises. Press conferences can be a great [public relations tactic](https://www.berbay.com/services/public-relations/) for any law or professional services firm to obtain media coverage of important legal proceedings and other noteworthy events. From the public relations professional’s point of view, these events can reflect well not only on the client but on your firm’s professionalism as well. ## Checklist for a Successful Press Conference Below, we’ve outlined tips for planning and conducting a smooth, successful press conference. ### Pre-Press Conference Planning - **Lock down a location.** The most popular locations for holding press conferences are hotels, courthouses and private properties. Depending on which one you choose, make sure to reserve your time and date at least a week beforehand in order to sort out any contract issues. - **Determine the layout and setup of platforms, seating, and equipment.** Make a list of anything the camera crew may need, such as patch plugs, risers set up in the back, lighting, etc. - **Be prepared for scenarios involving equipment failure.** Having an audio/visual contact person available during the press conference is a best practice. - **Be considerate of non-local media.** If gaining national coverage is the goal, consider setting up a conference phone line or[ live streaming for journalists](https://www.berbay.com/services/) who are not able to physically be there. - **Alert the media 24 hours in advance.** In the media alert, emphasize that important information will be provided at the press conference that was not provided in the release. This will entice your readers to attend. - **There is NO such thing as being over-prepared.** Always bring hard copies of the release, media packets, and statements. Review them with the client before release. ### During The Media Event - Plan to start 10-15 minutes late to give everyone a chance to settle in and work out any technical issues. - Treat the media representatives well. Greet each reporter as they walk in, set up a sign-in sheet and refreshment table. Small gestures go a long way. - Speak loudly and clearly. - Advise the [attorney or professional](https://www.berbay.com/marketing/marketing-for-law-firms/) involved to look at you throughout the conference, so you can signal them if they need to speak louder or sit up straight. - Don’t be afraid to intervene when necessary. - If no one is asking questions during the Q&A, don’t be afraid to chime in. There may be questions reporters didn’t think to ask. ### Post-Press Conference Follow Up - Have a quick exit plan ready for people who do not want to be confronted by the media. Thank the media for coming and assure them they have received all the necessary information. - Tailor your follow-ups with each individual reporter, acknowledging their attendance at the conference. This is essential in creating a long-lasting relationship with that particular journalist. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [The Media’s Impact on High-Profile Litigation: 12 Insights from the Pros](https://www.berbay.com/blog/the-medias-impact-on-high-profile-litigation/) **Published:** April 2, 2019 **Author:** admin **Content:** [High-stakes litigation](https://www.berbay.com/services/litigation-pr-marketing/ "Leading Litigation PR & Marketing Agency") plays out in the media as much as it does in the courtroom. Celebrity and high-profile trials can create a media frenzy, or if used correctly can influence the litigation and public opinion positively. I recently attended “In the Hot Seat: The Media’s Impact on High Profile Litigation,” a forum hosted by the Women Lawyers Association of Los Angeles, which included a panel of lawyers whose cases often land in the media spotlight. The panel included: - Moderator Mack Jenkins, Chief of the Public Corruption and Civil Rights Section at the U.S. Attorney’s Office; high-profile matters include Ron and Tom Calderon. - Panelist Maggie Carter with O’Melveny & Myers; high-profile matters include the investigation of FBI special agent Denise Woo. - Panelist Shawn Holley with Kinsella Weitzman et al; high-profile matters include Kanye West and O.J. Simpson. The panelists offered their insights on how to manage cases that draw massive media attention. Here are 12 of my favorites. 1. **“No-Js” require a different strategy than “O.J.s”.** Johnnie Cochran used to say he worked for the O.J.s and the no-Js, but he took a different approach for each. The public doesn’t care as much about cases involving “average people,” so it’s likely those matters can fly under the media radar. On the other hand, the media has an ongoing interest in the rich and famous. When there is a case involving a celebrity, their brand and reputation is also on the line, making it even more important for lawyers to fast track their case so they can reduce any negative press. 2. **Celebrity status does not equal lighter sentencing.** Despite public opinion that celebrities get off easier, Holley believes the opposite is true. Because celebrities attract so much media attention, not only is there more scrutiny on the case, but judges are also less likely to make lenient decisions when so many people are watching, as they don’t want to be perceived as weak. 3. **Tension between accurate and fast.** When a story breaks or news is uncovered, lawyers and their clients feel the pressure to comment immediately. Oftentimes, this is before the lawyer can review the facts of the case, raising questions such as how much can you disclose, how long do you wait to comment, etc. Many people feel the urge to rush and tell their whole story, but that can turn into a mess down the road, if you have to correct or recant the initial statement. 4. **Should you keep your clients away from the media?** The panelists agreed that most often, they keep their clients away from media attention as there are too many potential downsides to giving an interview. The exceptions are: 1) institutional clients because they have a responsibility to shareholders and the community at large; and 2) prior to sentencing, when a sympathetic interview may be beneficial. When it comes to celebrities, even though they’re in the spotlight all the time, they aren’t necessarily experts on the media, and they may go rogue when backed into a corner—think of Roger Stone posting a photo of his judge in crosshairs on social media, or R. Kelly yelling at Gayle King about his innocence on CBS *This Morning*. 5. **Should lawyers be a centerpiece in the press?** The consensus among panelists was that lawyers are predictable—defense lawyers will say their client is innocent and plaintiff lawyers will demand justice. These comments don’t often sway public opinion so the panelists suggested to bring in a more objective source to speak, such as experts or law enforcement who are not involved with the case. Lawyers who do defense and plaintiff work need to be especially careful about what they say; their comments could come back to bite them when they’re on the other side. 6. **But lawyers can provide important context.** All the panelists agreed that there is a place for lawyers to speak with the media. For example, a comment on the courthouse steps before or after trial can help the public understand the events of the day or can contextualize a comment the judge made that hit media headlines. Since the media can attend trials, it is important for lawyers to offer some comments; otherwise, the narrative of the case can get out of control. 7. **Use the media to humanize defendants.** When Carter defended Denise Woo, a former FBI agent accused of espionage, she told a broader narrative through legal filings and media interviews. Woo never gave an interview herself, but her friends and family did, and they all attested to her good character. This not only shifted public opinion, but it also helped with the outcome of the case itself. 8. **Positive outcomes don’t equate to positive public perception.** Jenkins brought up an interesting example with rapper Tekashi 6ix9ine, who built a reputation on rapping about drugs, guns and gangs. He was charged with racketeering and had a difficult decision to make: accept a prison sentence and protect his street cred, or work with prosecutors and avoid incarceration. He took a plea deal, but his reputation has taken a hit, as fans have realized his persona was put on. 9. **A final verdict may not be so final.** Before the premiere of *Serial* and the subsequent true crime boom, once a case was over, it was over. Now, people are circling back to question prosecutors and verdicts, which is a good and bad thing. Of course, no one should be wrongfully convicted, but Holley—who is representing the estate of Michael Jackson in a lawsuit against HBO for the documentary *Leaving Neverland*—believes many documentaries are problematic because they only tell one side of the story and don’t challenge the subject. 10. **You can’t always stop information from leaking.** People approach celebrities and threaten to leak negative information to the press all the time. It’s the nature of the beast, i.e., you can’t always prevent a leak, even if you comply with the alleged victim’s demands. 11. **Rein in clients with expert help.** When working with a high-profile client, seeking guidance from outside public relations consultants is crucial. PR pros can help create communication points and keep the narrative on theme. A good PR consultant can bring ideas to the table and manage a meltdown—or prevent one from happening altogether. 12. **Social media is good for more than selfies.** Social media can be an extremely useful investigative tool for trials, since photos and timestamps are so revealing. Lawyers can also use social media to get a read on public opinion. As Carter said, think of comments on social media or news posts as a mini focus group. No matter how biased the comments are, they allow you to see where the narrative is going and how divergently people interpret the same set of facts. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Is this Legal Ranking Legitimate? How to Recognize a Vanity Lawyer Award Scam](https://www.berbay.com/blog/lawyer-awards-legit-or-scam/) **Published:** March 3, 2022 **Author:** Megan Braverman **Content:** Legal nominations and awards are invaluable. By [ranking on prestigious lists](https://www.berbay.com/blog/legal-directories/ "The Importance of Legal Directories in Law Firm PR: Comparing Guides & Examining Effectiveness"), lawyers and law firms can increase their visibility, [build their credibility](https://www.berbay.com/blog/building-law-firm-reputation/ "How to Build and Manage Your Law Firm’s Online Reputation") through third-party validation and level the playing field among competitors. Do you get regular emails with the latest and greatest legal ranking that you’ve never heard of and find yourself wondering if it’s legitimate? We are here to tell you that many of them are not legitimate, and in fact, are just scammers taking advantage of the nomination “industry.” But how do you know which are worth your time and which you should delete? ## Below are some quick ways to spot a vanity lawyer award scam: ### **Pay-to-Play:** A good rule of thumb is that if the award is pay-to-play, it’s not legitimate. While there are a handful of awards that require a minimal application fee (something around $50), anything beyond this should be your first red flag. Recognition should be based solely on merit. ### **Membership Fees:** Another form of payment could be in the requirement of a membership. For example, if you are being asked to pay a $300 membership fee which will get you on a list, that is another red flag. ### **The Upsell:** This is similar to the pay-to-play scenarios above but masked slightly differently. For example, you’ve been notified that you were selected as a winner but need to place an ad to claim your spot, third red flag. ### **Congratulatory Message:** If you receive a message congratulating you for an award that you never submitted for, it’s very likely this is not a legitimate award. For the majority of awards, you or someone else needs to submit you for consideration. While there are some exceptions, by and large, you can disregard these emails. ## **Do Your Due Diligence** If none of the above happens, there are a few other ways to spot a spammy or scammy list. For example: ### **Questionable Website:** Check out their website. If their website seems incomplete, only a few pages, has broken links, or is missing information, this is a sure sign that it’s not legitimate. ### **Limited Information:** If you are having trouble finding information on the award, or are unable to decipher much about the list, it’s likely not legitimate. ### **Previous Winners:** Look at the list of past winners for any recognizable law firms. If they do not provide this, or you don’t recognize anyone, then it is most likely a spammy situation. ### **Transparency:** The website should have an explanation of the review and selection process. The more detailed it is, the better. The less detailed, the more suspicious you should be. If you have any suspicion that an award is not legitimate, it is best to avoid it. ## **Check the FirmWise List of Scammy Awards** One great place to check for spammy or scammy awards is a list [FirmWise](https://www.lawfirmwebsitedesigner.com/) created. This law firm website design company saw the need to create a comprehensive list. It provides answers to how reputable the ranking is and what they may ask for in the submission or email request. [Click here to view the list](https://docs.google.com/spreadsheets/d/1t4pV2YlMt5aFmdaXH7px0UFYn0sQTLiFgsaZZvxKJQk/edit#gid=976482508). If you’ve determined the email you’ve received is from a spammy award, delete it and have the sender blocked. By taking these steps to stop the emails early on, you will help avoid an inbox full of unnecessary messages from this “award” and other scammers. ## **Beware of the Plaque!** Another opportunity for unnecessary spending when it comes to legal awards is the purchase of plaques. If you win a legitimate award and want a plaque for your wall or lobby, then you should order it, but any company selling you a plaque for a list you’ve never heard of is one you can safely ignore. ## **Partner with a Trusted California Marketing and PR Firm** Even if you do your research, it can sometimes be challenging to distinguish a legitimate legal award from a scam. A seasoned and trusted marketing and PR firm can help you avoid scams and develop a winning strategy to generate leads and deliver real results. At Berbay Marketing & PR, we have nearly three decades of experience providing our clients with top-notch marketing services. The members of our team have dedicated their careers to doing whatever it takes to get businesses the full service marketing solution they need for tangible success. Need assistance with nominations for your law firm? Contact Berbay at [310-405-7343](tel:+13104057343) or . ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Which Social Media Platform is Best for Law Firms?](https://www.berbay.com/blog/best-social-media-platforms-for-law-firms/) **Published:** March 17, 2024 **Author:** Berbay Marketing PR **Content:** It’s easy to think that your firm *must* have a profile on every major [social media platform](https://www.berbay.com/services/social-media-marketing/ "Social Media Services for Law Firms") to be successful, but the truth is, you don’t. Finding out where your target audience spends their time is the first step in establishing a presence and cultivating relationships with potential clients or referral sources. Each social media platform has its own niche – here’s a breakdown of the best ones for law firms: **Facebook –** Facebook is the most dynamic of the platforms, with the ability to leave reviews, post announcements, share locations, etc. It is best for law firms with a general practice geared toward consumers. For example, personal injury law firms. **LinkedIn –** Think of LinkedIn as the platform for professionals. This platform has a multitude of features including “Groups,” which allows you to connect with even more people in your field, and “Question and Answer,” which allows you to respond to questions related to your field of expertise. LinkedIn is a platform for all lawyers, especially those that get their business from referral sources, e.g., other lawyers, professionals, etc. It’s no surprise that LinkedIn also ranks high in search engines and is often the first result on Google when someone is searching for a firm or lawyer. **Twitter –** Home of real-time conversations and a fast-paced news cycle. The platform allows you to connect with industry leaders and prominent journalists in seconds. Twitter is best for law firms who want to be part of timely conversations and be the first to comment on news. Try following a few hashtags to keep a pulse on the latest trending topics. **Instagram –** This online scrapbook is perfect for showcasing your law firm’s culture and can be a recruiting tool. The key to having a successful account is uploading creative graphics and high-quality images. Make sure to include the appropriate hashtags that allow people to find you on the Explore page. Now that you’ve decided which platform suits your audience, it’s time to set up those profiles. Create a strategic game plan on how often you publish, where to publish, what to publish and why. ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [How to Market Your Law Firm on Instagram](https://www.berbay.com/blog/instagram-marketing-for-lawyers/) **Published:** March 17, 2020 **Author:** Berbay Marketing PR **Content:** Studies have shown that people generally remember only about 10 percent of what they hear and 20 percent of what they read, but they remember up to 80 percent of what they see. That is compelling evidence if you’re considering adding Instagram to your[ law firm’s social media ](https://www.berbay.com/services/social-media-marketing/ "Social Media Services for Law Firms")marketing [strategy](https://www.berbay.com/blog/law-firm-marketing-strategies/ "Law Firm Marketing Strategies: Your 2026 Playbook "). However, there are plenty of other reasons to consider using Instagram for law firm marketing, which we’ve outlined below, as well as ways to maximize your profile. **Four Reasons Law Firms Choose to Be on Instagram** 1. Your current and potential clients are there. With more than 1 billion monthly users, Instagram was the fastest growing social media platform in 2018. 2. Your competitors are likely on Instagram—more than 70 percent of businesses are on Instagram. 3. It provides an unrivaled opportunity to create a positive impression of your firm. With studies showing that more than 40 percent of Americans don’t trust attorneys, you simply can’t afford to waste an opportunity to nurture a positive perception of your firm. 4. It’s a recruiting tool for future attorneys. eMarketer.com reports that Instagram is the second most popular social network for millennials and teens, so you’re liable to reach and engage with younger generations. **Six Tactics for Making the Most of Your Law Firm’s Instagram** ## 1. **Be Intentional with Your Bio** Craft your bio to highlight your firm’s strengths, without getting too technical. You have limited characters to sum up your expertise. ## 2. **Post Regularly** Consistency is key with Instagram, just as it’s important on Facebook, LinkedIn and other social platforms. If you only post once in a while, you run the risk of appearing as if you’re not there to engage. One post every few months is not going to earn you followers or loyalty. You don’t need to post daily, but since your goal is to encourage others to get to know you, you’ll have to give them the opportunity to do so by letting them into the life of your firm on a regular basis. ## 3. **Use and Follow Hashtags** Hashtags provide a terrific opportunity to not only follow others with similar interests, but also to catch the attention of those who have an interest in your firm’s practice areas. Search for hashtags that relate to your firm’s business, and follow and engage with them. ## 4. **Show Some Personality** Instagram allows followers to see the people behind “the suits.” Candid shots of firm luncheons, team-building exercises, firmwide outings, or volunteer efforts go a long way towards letting followers see your attorneys in a friendly, casual setting. ## 5. **Showcase Awards** Instagram is a great platform for showcasing your successes, including awards. From sharing badges that accompany various awards (*Chambers and Partners*, *Best Lawyers*, etc.), to sharing headshots or candid shots of attorneys accepting awards, Instagram is a fantastic medium for spotlighting the personal achievements of your attorneys and major victories at your firm. ## 6. **Share Short Videos of Your Expertise** Consider sharing short videos where one or more attorneys comment on topics such as: news stories related to your practice, new laws and regulations, verdicts and settlements, consumer safety warnings, etc. Keep in mind: you don’t need to expose the entire lives of your attorneys just because you’re on Instagram. But by posting smartly and consistently, you can help others learn just a bit more about your firm. This can help build trust with others all the while creating a lasting positive image online. There are clearly good reasons law firms should consider using Instagram for marketing; however, it’s important to note that it shouldn’t be the only platform you have a presence on. LinkedIn, Facebook and Twitter tend to provide greater opportunities for sharing educational content (in lieu of just photos or graphics). But no matter which platform you choose, be sure you are regularly posting and engaging with other profiles to ensure you’re maximizing your efforts. ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [5 Law Firm Social Media Post Ideas You Can Use Right Now](https://www.berbay.com/blog/social-media-content-ideas-law-firms/) **Published:** January 31, 2017 **Author:** admin **Content:** ## Social Media Content Ideas for Your Legal Practice [Managing social media accounts ](https://www.berbay.com/services/social-media-marketing/ "Social Media Services for Law Firms")can be a full-time job, but many law firms don’t have the staff or time to keep their profiles up-to-date and engaging. Thinking up ideas for social media content seems simple if you’ve never managed a business account. But once you’re staring at a blank Facebook profile with no idea what to post, it quickly becomes apparent how time-consuming it can be. Thankfully, on social media, doing *something* is better than doing nothing at all. The important thing is that you just start *somewhere*. You can always improve as you go; small changes can make a big difference and they add up over time. Even if you have only 15 minutes a day, here are five impactful things you can do to maximize your time and make your social media shine. 1. **Use more visuals.** Using photos and videos will have a significant positive impact on your social media presence. And it doesn’t need to be anything fancy; cell phone photos and free images from a stock photo website are both fine options. As long as the visual is relevant, clear and nicely cropped, you don’t need to have professional-level photos. You will be sure to see an increase in engagement. 2. **Share more content (without reinventing the wheel).** Posting regularly is a surefire way to show up more often in your followers’ feeds, but it can be difficult to come up with enough social media content to post multiple times a week or day. Luckily, not every post has to be original. When you’re at a loss for content, sharing industry news and results from major cases can help fill the gap. A quick blurb about your firm’s opinion on the news will make the post more engaging for followers. 3. **Share social media content on personal accounts.** Social media is a great place for law firms to connect with clients, but ultimately, these platforms were built on the connections between family and friends. Take advantage of personal connections by sharing posts from your business page on your own account, and ask your fellow attorneys and clients to do the same. It helps humanize your firm and increases the reach of each post. 4. **Join industry-specific online communities.** Platforms like LinkedIn and Twitter are great for sharing information about your firm, but out of the millions of people who use these websites, only a handful are potential clients. Reach more of your audience by joining industry- and client-specific communities, like Facebook groups and subreddits on Reddit. The goal is not to recruit clients right off the bat, but to introduce yourself, build relationships and keep tabs on trends and needs; clients will come organically. 5. **Interact with followers.** You’re not using social media in a vacuum—there are humans on the other end of everything you post. Two-way communication is more engaging (and more enjoyable) for your followers than just being talked at. Take a few minutes each day to respond to comments, retweet potential clients and ‘like’ your followers’ posts. It’s a small task that can have a big impact on your social media presence. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [The Power of Alumni Networks: A Strategic Tool for Business Development](https://www.berbay.com/blog/how-to-leverage-alumni-network/) **Published:** February 27, 2025 **Author:** Megan Braverman **Content:** When professionals walk out the door, does your firm see this as a closed chapter—or an opportunity? If you’re not leveraging former employees to create lasting relationships, you’re overlooking a prime source of referrals and potentially new business. A corporate alumni network – employers who maintain a relationship with their ex-employees – historically functioned as levers for talent recruitment and lateral pipelines, but savvy firms have also begun harnessing alumni to cultivate new contacts and business opportunities. With a professional services industry that is overflowing with competitors and where recruiting is cutthroat, taking advantage of your firm’s alumni has become a business imperative. We’re delving into how firms can transform employee exits into mutually beneficial relationships, and how to implement relationship mapping to deepen these connections for business growth. ## Alumni as a Source of Revenue Departing employees often leave with deep institutional knowledge of the firm and its services. This enables them to be strong brand ambassadors with an insider’s understanding of your firm’s capabilities and culture. Alumni can be credible advocates who recommend you to their current firm for collaborations or to make referrals within their professional circles. Their new role can introduce your firm to a fresh pool of contacts, including clients, colleagues and others who may not have been accessible otherwise. This was a topic of discussion at the [Marketing Partner Forum 2023](https://www.youtube.com/watch?v=gqpg_DLonTE), where Orrick shared a few statistics that underscore the importance of tapping into your alumni network: - 17% of the firm’s clients had at least one alumni - Within the top 30 clients, 50% had at least one alumni By maintaining communication and strong ties with former employees, you can turn what may have been a loss into a benefit for your firm. Your alumni network can be helpful not only in generating new business but also in furthering work and relationships with current clients. Continuing with another law firm example, lawyers who leave to be general counsel at a company create a huge network of new people who can potentially become clients. And frequently, GCs end up going back in-house to law firms and bring those connections with them. ## Six Degrees of Kevin Bacon ![Six Degrees of Kevin Bacon](https://www.berbay.com/wp-content/uploads/2025/02/Blog-Photos-64-300x225.png "Six Degrees of Kevin Bacon - Berbay Marketing & PR")Most are familiar with the Six Degrees of Kevin Bacon theory that any two people can be linked back to each other by six or less acquaintances. The same concept can be applied to professionals and their contacts; you are often closer than you think to key decision-makers. Consider one professional who has worked at two firms in their career and holds leadership roles or is an alumnus in four organizations / universities – that is a tremendous number of contacts created through just one individual. Now multiply that by the number of people those contacts know, and this extensive network is a goldmine for prospects and referral sources. People naturally prefer to do business with those they know and trust, making professional relationships and networks an invaluable resource. A trusted referral can carry more weight than traditional marketing because it’s a personal endorsement with first-hand knowledge of your firm, although marketing remains essential to reinforce your credibility. By actively identifying, mapping out and nurturing your professionals’ contacts, firms can uncover opportunities that might otherwise get overlooked. ## Implementing a Relationship Mapping Initiative This can sound overwhelming, depending on the size of your firm and your bandwidth to take on a relationship mapping initiative, but it can work for small, medium or large firms. At the Marketing Partner Forum, Goodwin shared that they created a dedicated “Senior Manager of Strategic Alumni Engagement and Client Relations” position to oversee their alumni network. While every firm can’t follow this exact model, it is important to designate a point person(s) to lead the charge. This ensures someone is constantly looking for opportunities and keeping information up to date. Another way to segment out the work is to divide alumni into class years and appoint people to make regular contact. Or, make this a [business development](https://www.berbay.com/blog/law-firm-marketing-business-development/ "Marketing and Business Development for Law Firms") project for associates/junior employees and have them help. Regardless of your firm size, you must ensure your data (contacts and historical information) is current. If you don’t have clean, timely data, there won’t be any intelligence to pull from it. Also, lean into technology to aid your efforts. If your CRM doesn’t have the capabilities, find a relationship mapping tool that can plot contacts and analyze your network for you. If you’re starting from scratch, so be it. Work with what you have and move forward. ## Creating a Jobs Referral Network Another aspect of your alumni network and relationship mapping initiative may be to establish a jobs referral network for professionals departing your firm. You may be thinking – why would I want to help someone leave my firm? The idea is that an individual’s career is likely going to take them several different places, so if they’re thinking about leaving, let them talk with you first so you can help them make the best transition. This sets the stage for a positive, ongoing relationship and allows you to continue expanding your network easily. Goodwin also gave the example of their, “So You Think What to Be a General Counsel” program. Moving into a GC role can be intimidating, even if that’s the individual’s ultimate goal. Why not be there to “hold their hand” and guide them through the process? The lawyer will see you as a trusted partner and this should benefit your firm in the long run. You want your firm to be the one placing professionals versus them running out the door. Foster a culture where individuals are valued equally whether they are coming or going, and celebrate alumni as enthusiastically as when they were employees. Treat them as lifelong members of your firm’s family and integral to its ongoing success. ## The Gift That Keeps on Giving Contacting alumni is the warmest call you’ll ever make. Unlike cold-calling prospects, you can skip over introductions or trust-building and get right to the meat of your conversation because they already know your strengths and capabilities. A well-managed alumni program ensures these former employees become lifelong allies who can support your firm’s growth. ## **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or [**info@berbay.com**](mailto:info@berbay.com) ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** alumni networks, Business Development, Marketing, strategic marketing --- ### [The Role of Finders, Binders, Minders & Grinders in Law Firms – How Each Contributes to Business Growth](https://www.berbay.com/blog/finders-minders-binders-grinders/) **Published:** February 26, 2024 **Author:** Peri Wallent **Content:** Managing partners, CMOs and other law firm leaders face the difficult task of keeping attorneys focused on billable hours while fostering a culture that values business development efforts. Many law firm leaders bemoan that some of their attorneys are not actively contributing to key firm efforts, like business development, client retention, marketing, etc. The attorneys may produce high-quality work, but rallying them to proactively engage in other efforts is an uphill battle. The result is a lose-lose for both: law firm leaders are frustrated they can’t get more out of their attorneys, and the attorneys become discouraged that their work performance isn’t enough. This friction can impact the firm’s overall success and can cause attorneys to jump ship. However, it’s important to recognize that different attorneys can play different, and equally important, roles in contributing to firm growth. Let us break things down. ## Four Types of Attorneys – Finders, Minders, Grinders and Binders “Finders, Minders, Grinders” is a term originally coined by [David Maister](https://davidmaister.com/books/mtpsf/) in his book *Managing the Professional Service Firm*. It describes the various roles in professional service firms, and for our discussion, what role attorneys fulfill inside of law firms. Since then, “Binders” has been added to the mix to address a role that has emerged over time. **Finders:** These are the rainmakers. They have a successful law practice, and they are always seeking out and generating new business for the firm. Typically, they will be at a partner level. **Minders:** The Minders in a law firm excel at managing a team and overseeing administrative tasks. Their clients “belong” to another attorney (perhaps the origination partner), but they are responsible for day-to-day contact. They are more focused on internal operations and keep matters moving forward. They may be a partner or mid-level attorney. **Grinders:** These are the attorneys who churn out the legal work. They are typically earlier in their legal careers and expected to bill hours. They don’t often interact with clients and instead, stay behind the scenes. **Binders:** Binders are attorneys who are networkers – those that connect, build and nurture relationships and cement those relationships to the firm. They are regularly receiving and making important introductions. This is likely a partner or senior-level attorney, but junior attorneys may have this ability as well. If all your attorneys fall into the same bucket, it would be a disaster. Everyone can’t be out drumming up business if there’s no one in the office to do the work. The goal is to have a team of attorneys that fall into different roles, but operate effectively together. There may be some crossover – e.g., a Finder may have some Binder qualities – and attorneys take on the role of both, particularly in smaller firms, but someone must be fulfilling each of these categories. ## How This Impacts Marketing & Business Development Every attorney has a role to fulfill, and some may stay within that role for the duration of their career, and some may evolve. A Grinder’s contribution is to produce a large volume of work and bill substantial hours, and in turn, they are allowing Finders and Binders to do what they do best – foster relationships and generate business. Understanding these roles should result in a more harmonious and productive firm. So, can an attorney jump from one role to another? Yes, with the right training and support. Expecting a Grinder to inherently have a “Finder” mentality will lead to frustration both on the attorney’s side and law firm leadership. It’s either significantly above their experience level or it doesn’t align with their personality type and interests. Sit down with attorneys individually and determine what role best suits them now, while determining ways they can contribute to the firm’s marketing endeavors without negatively impacting their work production. In time, attorneys with potential as Finders and Binders will stand out, allowing you to create training and mentorship programs for these individuals to become the next generation of rainmakers. Regardless of what role an attorney falls into, if your firm requires marketing and business development participation, setting clear expectations depending on level and experience should be communicated. Ask yourself: What does participation look like for someone who is a Grinder? A Minder? And so forth. If they are required to bill 40+ hours per week, is it realistic for them to be attending networking events or authoring the firm blog? Probably not. Then set expectations based on realistic standards and build upon this as the [attorney grows.](https://www.berbay.com/blog/law-firm-marketing-business-development/ "Marketing and Business Development for Law Firms") ## How This Ties Into Recruiting Developing a “people plan” with Finders, Minders, Grinders and Binders in mind should guide your recruiting efforts. Get a sense of the group you have, and which bucket they fall in, paying attention to the gaps. Also consider, if a key Finder leaves the firm and suddenly your lead pipeline dries up, how are you going to fill this gap? If several Grinders depart for another firm, you’ll need to replace them, so you’re not looking to Finders and Binders to get the work done. When you’re recruiting, think about where you need support and don’t just hire an attorney with a good resume. Get a sense of how the candidate will contribute, or not. Will they bring in clients but not do any work? Are they a good relationship person? Will they be too timid to get out from behind a desk? Assess their soft skills and how they can fit into your firm. Soft skills aren’t the most important aspect when hiring, but they must be considered. Having a “people plan” in place will ensure that you’re strategic about your hiring practices and retaining the talent necessary to fill the Finders, Binders, Minders and Grinders roles, while maintaining a collaborative and successful work environment. ## Partner with a Trusted Los Angeles Marketing and PR Firm Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success in securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to grow your firm with Los Angeles’ proven Marketing and PR team? Contact Berbay at 310-405-7343 or . ![author avatar](https://secure.gravatar.com/avatar/88bbc03071eed4370edd6cb634f7f012c964d484d0571fca00a3e6ae9bb27d92?s=300&d=mm&r=g) Peri Wallent [See Full Bio](https://www.berbay.com/author/peri/) [ ](https://www.berbay.com/author/peri/) **Categories:** Blog **Tags:** law firms, Marketing --- ### [Business Development for Litigators: 6 Tips to Create Successful Rainmakers](https://www.berbay.com/blog/business-development-for-litigators/) **Published:** December 6, 2017 **Author:** admin **Content:** As marketers working with litigators to help build their business, we often hear pushback to the tune of: “I’m too busy.” “The work is already coming in.” “If I focus on a niche, I’ll lose other business.” All of which may be true but isn’t going to be a sustainable approach to obtaining more clients in the long-term. We recognize that litigators are in a distinctive position when it comes to business development. Unlike their transactional counterparts, there isn’t a natural flow of work coming in the door, and it can be tough to identify a prospective client list, i.e. people who might be sued. Of course there are exceptions to this – litigators working with large corporate clients that have ongoing litigation – but for the boutique litigation firm or litigator within a full-service law firm, the strategies for lead generation are going to be different. Craig Brown, a Law Firm Business Development Consultant with LawVision and a former litigator, recently spoke on “Business Development for Litigators” at the Legal Marketing Association Western Region Continuing Marketing Education Conference. He examined key tactics that are effective in creating successful rainmakers: 1. ****Build relationships with clients for future work before the litigation ends.**** When you are in the middle of a case, constantly be thinking, “What’s the next step?” How can you turn the contacts involved in the litigation into referral sources? How can you uncover other needs they may have?The critical part to emphasize is during litigation. The litigation process typically isn’t fun and clients want to move on once it’s over. You want to further the relationship while the client is in front of you. 2. ****Network within your firm to generate business.**** Litigation work often stems from the firm’s deal work. A firm has a transactional client who gets in trouble, and the work segues to the litigation department; therefore, you need to network within your firm much more than attorneys in other practice areas do. 3. ****Nurture relationships with lawyers who don’t do what you do and market your reputation.**** Boutique litigation firms are frequently known for being the hired gun and much of the incoming work is reputation-based, so it’s critical that firms brand themselves in their market’s mind. You have to build relationships so that lawyers or other referral sources are aware of your expertise and keep you top-of-mind. In turn, boutique litigators need to be cognizant of prospective clients that don’t immediately need your litigation skills and be seen as a resource by making referrals or taking other reciprocal actions, e.g., making introductions to other professionals until a litigation need arises. 4. ****Market a specialization to more easily open the door to new business.**** Litigators are generally academically curious and relish applying their expertise to a range of different industries. Your positioning may be, “Give me the facts and I can litigate it.” This works when the work is already in the door but in terms of marketing, it’s all about focus and litigators are often resistant to this idea. To strike a balance, consider creating niche practices for [business development ](https://www.berbay.com/blog/law-firm-marketing-business-development/ "Marketing and Business Development for Law Firms")outreach. Identify a set time period to really focus on one or two industries and become the go-to litigator for those industries. Focusing marketing in these areas does not preclude taking work outside of these areas, and is much more effective than trying to be all things for all people. 5. ****Leverage your personality traits to develop long-term referral relationships.**** There are a number of litigators who become legends at their firm – a lawyer who naturally brings in a lot of work because they have an outsized personality, or are a true networker and “people person.” A young litigator may come on board and think, “I have to act like that lawyer,” but you’re destined for failure if you’re not the same personality type. You’ll be much more successful if you recognize your own strengths and leverage them. Prospective clients and referral sources will value your expertise and authenticity whether you’re the life of the party or more of an introvert. 6. ****Turn awareness activities into relationship activities.**** The majority of [litigators are already doing some sort of marketing](https://www.berbay.com/services/litigation-pr-marketing/) – writing, speaking, member of an industry organization – and these are considered awareness or credibility activities that make people aware of you. These are one-to-many-type activities and often lawyers, particularly litigators, want to rely solely on their brand, then sit back and wait until people come to them. Work occasionally does come in that way. Someone will read an article and say, “This lawyer is definitely the most knowledgeable person on this topic; let’s hire her when we have that issue.” But more often, business comes in because there’s a relationship – you already know someone with the issue or someone trusts you and recommends you.The idea is to turn awareness activities into relationship activities. If you’re writing an article, for example, turn this into a relationship activity by simply reaching out to a prospective client or referral source, and say, “I’m writing this article, I’d appreciate your input” or “Can I quote you?” You can start building a relationship before you’ve even published the article. Use awareness activities as a tool to further relationships with those you want to obtain business or referrals from. Whether you’re a legal marketer, firm administrator or litigator trying to generate new leads, recognize that marketing a litigation practice may look different than other practice areas. By applying the above tips, litigators can intentionally build key relationships and become outstanding rainmakers. **Watch the conference webinar recap** [**here**](https://www.youtube.com/watch?time_continue=251&v=JHgIo9Z68WY)**.** ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Should You Advertise on Bus Benches?](https://www.berbay.com/blog/advertise-bus-benches/) **Published:** February 17, 2021 **Author:** Berbay Marketing PR **Content:** Most likely, your first answer to this is no. And I’m not here to sell you bus bench advertising; however, it’s interesting to me that professionals – with the exception of perhaps residential real estate agents – immediately jettison certain marketing tactics, such as bus benches and billboards. In the not too distant past, it was search engine optimization and Twitter. ### Professional Services Firms Should Consider All Advertising Options What I’d like you to consider is that every marketing tactic has its place depending on who you are targeting. Perhaps we equate bus benches with people who often ride buses, which, at least in greater Los Angeles, is from lower income strata; however, bus benches are really targeted to those driving cars, many of whom are in your target market. Bus benches can also be a cost-effective way to obtain both reach and frequency, two key goals that advertisers want. You can reach a lot of people and they will see the advertisement repeatedly. Lawyers often deride billboard advertising but sit up and take notice when they see a [law firm advertising ](https://www.berbay.com/blog/advertising-by-lawyers/ "Law Firm Advertising and the Rules that Govern It")on a billboard. It certainly breaks through the clutter. I’m sure billboard ads often more than pay for themselves. ### Think About Your Marketing Mix When it comes to effective marketing, it’s about the marketing mix – the optimum mix of tactics that will generate the most qualified leads. There’s no formula for this, just educated guesses, measuring and modifying as you go along. For some professional service firms, bus benches and billboards might make sense, but for most, probably not. The important aspect is that you’ve evaluated the range of tactics and focused on those that make the most sense for your firm. ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [The Case for Cross-Selling in Law Firms](https://www.berbay.com/blog/cross-selling-for-law-firms/) **Published:** October 21, 2021 **Author:** admin **Content:** One of the most cost effective and efficient ways to generate new business for law firms is to sell additional services to existing clients. If done right, not only can it generate increased revenue for a law firm, but it can also deepen relationships with clients by addressing more of their needs. It seems like an obvious and easy strategy to expand business, so why doesn’t cross-selling happen more often? If only it were that easy. The reality is that cross-selling is complex and has many pieces that must work together to make the process successful. And, law firms may give attorneys the tools they need, but that doesn’t mean they’ll use them. Many firms may feel like it’s a lost cause, but if they commit to educating attorneys on the benefits of cross-selling and be consist in reinforcing the behavior, you are likely to see the results. Below we examine why clients want to work with attorneys who collaborate (another important aspect of cross-selling), difficulties marketing and business development teams face when trying to get their lawyers to cross-sell and strategies to overcome these challenges. ### **Why Law Firm Clients Care About Collaboration** - Clients are increasingly sophisticated and want access to the top experts and knowledge in a law firm. They want to know that the firm has a deep understanding of their business and sector, is able to service them at all levels and is looking out for their best interests. - Clients hire specific firms because the attorneys have deep connections, and there is huge power in that. Attorneys need to get over the fear of “I don’t know everything” and introduce the client to additional resources that can solve their problems – both now and what client face in the future. Let’s be honest, we all know the power in identifying future problems and presenting future solutions to those problems (even if that means it’s not your area of expertise). You will create a life-long seat at the table when you can do that. - Clients care about streamlining their vendor base. If they can turn to one firm for all legal needs, this creates operational simplicity and cost efficiency. Remember, even if you are introducing outside resources, if you are addressing their needs, you will be viewed as a forever resource (and undoubtedly, more work will come your way). ### **Obstacles to Cross-Selling** - **Fear of losing client/billable hours.** The attorney with the relationship may be afraid to pass along their long-term client to another attorney within the firm because they don’t think their colleague will provide the same level of service. This situation can create friction with the originating attorney and potentially lose the client’s business altogether. On the flip side, the originating attorney may hold the client close to the vest in fear that the other attorney will win the business, and in turn win the originating attorney’s billable hours and compensation. - **Don’t want to over-leverage the client.** Most attorneys don’t want to come across as selling to their clients. If they’re working on an intellectual property matter and the client could also benefit from talking with a tax lawyer in the firm, the attorney may shy away from the referral to avoid the client thinking they’re trying to squeeze more money out of them. - **Unaware of other attorneys’ expertise.** This happens more often than you’d think, especially in larger firms. One practice area may never talk to another, so the attorneys aren’t familiar with the firm’s full capabilities. Or, attorneys in the [New York](https://www.berbay.com/nyc/ "New York Law Firm Marketing") office may not realize the Los Angeles office brought on a new attorney with a niche expertise. This issue is being compounded in a growing virtual world where attorneys are interacting less and less in person. - **Don’t *hear* the opportunity present itself.** Historically, sales and business development hasn’t been taught in law school, so the art of sales may not come naturally to attorneys. This could be particularly true for older attorneys who have always done things a certain way and aren’t thinking about how to work with their colleagues. Also, many attorneys think the onus is on them to pitch additional services, when in reality, the trick is to ask clients what business challenges they’re experiencing and listen for an opportunity to provide a solution. ### **Overcoming Barriers to Cross-Selling** Firm management will need to strategically counter attorney objections and focus on firmwide goals rather than individual goals to successfully cross-sell. The following steps are critical to achieving this. - **Educate attorneys on the firm’s clients and cross-selling best practices.** Firms may include cross-selling education as part of a new attorney’s onboarding process, which is great, but it won’t stay top of mind if there’s not consistency around these efforts. Create an ongoing education program that trains lawyers in basic sales concepts and allows practice groups to give presentations to the rest of the firm. This ensures everyone knows the firm’s capabilities and teaches them how to listen for client triggers that could open the door to more work. This should also help shift the attorneys’ mindset from “my clients” to the “firm’s clients.” - **Set up a fair compensation system.** Compensation is typically the biggest challenge in law firms as most are structured to “eat what you kill.” Smart firms will address this issue from the outset and define a compensation system that benefits both attorneys, or create a sharing incentive. Some firms have scrapped the notion of origination credit altogether and evaluate their attorneys on a number of factors in addition to business development. Others let the originating attorney make the decision – I’m passing along work to Bonnie so I’ll give her a cut. However, this relies on the originating attorney being fair about what percentage they are willing to give up. - **Lean into technology and automate customer relationship management.** If the firm doesn’t have an active CRM system, it means the attorneys and sales/business development professionals can’t access up-to-date insight on clients. This creates a roadblock to effective cross-selling. Moreover, having a CRM that the firm doesn’t use doesn’t help anyone. By automating CRM, this captures information in real time and in turn, meeting notes, client updates and other relevant activities are accessible by anyone in the firm. This relationship intelligence now allows attorneys to make knowledgeable decisions based on the client’s history with the firm. Don’t forget to leverage the firm’s competitive intelligence tools. Find out what challenges your clients are facing and then ask the marketing and business development department to compile research that can be used to further discussions. Attorneys are accustomed to using these subscriptions for case research, but not necessarily for prospecting, so it may feel daunting. This is where the marketing department can step in to assist. - **Empower attorneys to work together in other ways.** This can include collaborating on CLE presentations and webinars, co-authoring articles or blogs and being pitched together in the media as experts on a particular topic. Establishing relationships in smaller ways first will give attorneys an opportunity to work together and learn about each other’s expertise. - **Celebrate and reinforce positive behavior.** Management should make examples of and highlight those that have done well with cross-selling. There should be regular, internal communications, such as a newsletter, that go out firmwide to recognize attorneys. Create a case study on the success and incorporate it into the next training meeting. Effective collaboration shouldn’t fly under the radar. The more it’s celebrated, the more attorneys will get excited about it and want to contribute. Separately, it should be part of performance reviews and again, compensation/bonus structures. As the legal industry evolves, attorneys and practice groups have become more siloed so law firms must be intentional about cross-selling. Leadership can’t assume attorneys will take the initiative without proper sales education and follow-up. But done the right way, cross-selling will become second nature to attorneys, deepen relationships with current clients and ultimately, unlock untapped revenue. **Pro tip:** Don’t use the word cross-selling when speaking to clients or your attorneys. Clients don’t want to be sold to, and attorneys generally have a negative reaction to the concept of sales. Focus on words such as collaboration, solving problems, etc. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [What E-E-A-T and YMYL Mean for Your Law Firm](https://www.berbay.com/blog/eat-ymyl-lawyers/) **Published:** July 26, 2023 **Author:** Megan Braverman **Content:** If your firm publishes *anything* online — practice-area pages, attorney [bios](https://www.berbay.com/blog/your-website-bios-suck-and-heres-why/ "Your Website Bios Suck and Here’s Why"), blog posts answering the questions clients actually ask — Google is judging that content against a higher standard than it applies to most of the web. That standard is E-E-A-T, and for law firms it isn’t optional. Legal content sits squarely in what Google calls YMYL territory — “Your Money or Your Life” — where a wrong answer can affect someone’s finances, freedom or family. Understanding what E-E-A-T for law firms actually requires is the difference between content that earns visibility in search results and content that quietly underperforms. (One housekeeping note: in December 2022, Google added a second “E,” Experience, to what used to be called “E-A-T,” so the framework is now E-E-A-T.) ## **From E-A-T to E-E-A-T: What Changed** For years, SEO conversations referenced E-A-T — Expertise, Authoritativeness, and Trustworthiness. In December 2022, Google updated its Search Quality Rater Guidelines and added [Experience to the front of the acronym](https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t). That addition matters for lawyers more than for almost any other profession, because first-hand experience — having actually handled the matter — is precisely what separates credible legal content from generic explainer copy. One clarification is worth making, because it’s easy to overstate: E-E-A-T is not a single ranking factor you can switch on. Google has made clear that E-E-A-T is a collection of quality concepts reflected through numerous search signals, and that it relies on them most heavily for YMYL pages. Successive algorithm updates have only sharpened that emphasis, rewarding content that demonstrates real experience over thin, generic copy. No one optimizes “for E-E-A-T” directly. You build the underlying signals, and Google’s systems read them. As Google frames it in its guidance on [creating helpful, people-first content](https://developers.google.com/search/docs/fundamentals/creating-helpful-content), trust is the most important member of the family; experience, expertise, and authoritativeness all exist to support it. ## **Why Legal Content Is YMYL — and Why That Raises the Bar** YMYL is Google’s label for topics that can materially affect a person’s health, safety, financial stability or wellbeing. Legal content is YMYL almost by definition. A page about a personal injury claim, a divorce filing, a real estate transaction or an estate plan can shape decisions with lasting consequences — so Google holds it to a stricter content quality bar than it would a recipe or a travel blog. The [Search Quality Rater Guidelines](https://guidelines.raterhub.com/searchqualityevaluatorguidelines.pdf) spell out both the YMYL definition and the higher expectations that come with it, and [industry coverage of YMYL](https://searchengineland.com/guide/ymyl) reaches the same conclusion. The practical effect is real. A sparsely written or legal page without an author doesn’t simply rank a little lower; Google can rate its content quality low and pull it down in search results, and the organic traffic that would have followed never arrives. As AI Overviews take on more legal queries at the top of the Google SERP (Search Engine Results Page), that scrutiny only intensifies. These systems lean conservatively on sources that demonstrate genuine authority, which is exactly why the signals below are worth the effort. (For the broader mechanics of how firms earn legal search visibility, see our guide to [law firm search optimization](https://www.berbay.com/blog/law-firm-search-optimization/).) ## **The Four Signals, Applied to a Law Firm** E-E-A-T becomes far easier to act on once you translate each piece into something a firm actually does: **Signal** **What it means for a law firm** **How to show it** **Experience** First-hand legal practice Case successes, jurisdiction-specific insight, real client questions answered **Expertise** Formal qualification Attorney credentials — law schools, bar admissions, certifications and articles in publications **Authoritativeness** Recognition by others Media coverage, bar leadership, directory listings, awards and rankings **Trustworthiness** The page can be relied on A secure site, clear disclaimers, current dates, honest review handling, easy-to-find contact information The goal isn’t to chase any one of these in isolation. Experience, expertise and authoritativeness all feed trust — and [trust is what Google is ultimately trying to measure](https://support.google.com/webmasters/thread/345442481/what-is-google-e-e-a-t?hl=en). ## **Building Author E-E-A-T at Your Firm** If there’s a single highest-leverage move on this list, it’s attaching real, credentialed authors to your content. A blog post bylined “Admin” or simply with the firm’s name tells Google nothing about who stands behind it. A post bylined by a named attorney — with a linked bio listing their law school, bar admissions, years in practice and notable matters — tells Google that a qualified human produced it. Our guide to [bylined articles for lawyers](https://www.berbay.com/blog/bylined-articles-for-lawyers/) walks through how to do this well. Then extend that footprint beyond your own site. An attorney’s authority is reinforced by a complete LinkedIn presence, by [online reviews](https://www.berbay.com/blog/attorneys-reviews-and-seo/), by [media coverage](https://www.berbay.com/services/pr-for-law-firms/), by [speaking engagements](https://www.berbay.com/services/speaking-engagements/), and by [nominations and rankings](https://www.berbay.com/services/nominations-rankings/). Peer-reviewed listings such as [Martindale-Hubbell](https://www.martindale.com/ratings-and-reviews/), [Best Lawyers](https://www.bestlawyers.com/methodology) and [Super Lawyers](https://www.superlawyers.com/about/selection_process.html) function as third-party validation precisely because an independent process stands behind them, and a placement in a legal guide like [Chambers and Partners](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/) carries similar weight. Marking these attorney credentials up with Person and Article schema makes them machine-readable, but that’s a job for your website and SEO team. The editorial job is making sure the credentials exist and are visible in the first place. ## **E-E-A-T, AI Content and Legal Ethics** Two questions come up constantly, so let’s address them. First, can you use AI to help produce legal content? Google’s position is that [AI-assisted content is acceptable when it’s people-first and genuinely helpful](https://developers.google.com/search/blog/2023/02/google-search-and-ai-content). What it discourages is mass-produced material created mainly to manipulate rankings. The safeguard is human judgment: a licensed attorney should review, correct and approve anything that goes out, adding the legal nuance no automated tool can supply. Google frames this as “Who, How and Why” — be transparent about who created the content, how it was produced, and that it exists to serve the reader, not the algorithm. Second, the trust practices that strengthen your search performance are frequently the same ones your professional obligations already demand. Describing past results accurately, avoiding misleading claims, and handling testimonials with care aren’t just good for E-E-A-T — they’re requirements under the [ABA Model Rules](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1-communications-concerning-a-lawyers-services/) and your state’s equivalents. ## **E-E-A-T for Law Firms: Quick Answers** **What is E-E-A-T for law firms?** It’s how Google evaluates whether your legal content is credible through signals of Experience, Expertise, Authoritativeness and Trustworthiness. For a firm, that means demonstrable first-hand practice, named authors with real attorney credentials, third-party recognition, and a transparent, trustworthy website. **Is legal content always YMYL?** Effectively, yes. Because legal topics can affect a person’s finances, rights and wellbeing, Google treats them as Your Money or Your Life and applies its strictest quality standards. **How can a law firm improve its Google E-E-A-T signals?** Start with authorship: put credentialed attorney bylines on content written for your actual target audience, and link to substantive bio pages. Build third-party authority through [legal directories](https://www.berbay.com/blog/legal-directories/), media coverage and peer recognition. Choose topics deliberately with sound [keyword research](https://www.berbay.com/blog/keyword-research-for-law-firms/), and keep the site itself technically sound and transparent. ## **Working With a Law Firm Marketing Agency** Building these signals consistently is the daily goal of a [law firm marketing agency](https://www.berbay.com/). For nearly three decades, Berbay has focused exclusively on marketing and public relations for professional services firms, working as an extension of your team to build the credibility assets that E-E-A-T rewards: media placements, directory rankings and recognitions, thought leadership, search-optimized [websites](https://www.berbay.com/services/website-design-for-law-firms/), [email marketing](https://www.berbay.com/services/email-marketing-agency/) and speaking engagements. There’s no magic marketing trick or a shortcut. It’s the patient work of making a firm’s genuine experience and authority visible to your target audience — and to the search engines evaluating it — so the search traffic and qualified leads that follow are the right ones. **For a complimentary review of where your firm stands today, reach us at 310-405-7343 or .** ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,PHN2ZyB3aWR0aD0iMTYiIGhlaWdodD0iMTYiIHZpZXdCb3g9IjAgMCAxNiAxNiIgZmlsbD0ibm9uZSIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIj4KPGcgY2xpcC1wYXRoPSJ1cmwoI2NsaXAwXzM0M185OTUpIj4KPHBhdGggZD0iTTE0LjgxNTYgMEgxLjE4MTI1QzAuNTI4MTI1IDAgMCAwLjUxNTYyNSAwIDEuMTUzMTNWMTQuODQzOEMwIDE1LjQ4MTMgMC41MjgxMjUgMTYgMS4xODEyNSAxNkgxNC44MTU2QzE1LjQ2ODggMTYgMTYgMTUuNDgxMyAxNiAxNC44NDY5VjEuMTUzMTNDMTYgMC41MTU2MjUgMTUuNDY4OCAwIDE0LjgxNTYgMFpNNC43NDY4NyAxMy42MzQ0SDIuMzcxODhWNS45OTY4N0g0Ljc0Njg3VjEzLjYzNDRaTTMuNTU5MzggNC45NTYyNUMyLjc5Njg4IDQuOTU2MjUgMi4xODEyNSA0LjM0MDYyIDIuMTgxMjUgMy41ODEyNUMyLjE4MTI1IDIuODIxODggMi43OTY4OCAyLjIwNjI1IDMuNTU5MzggMi4yMDYyNUM0LjMxODc1IDIuMjA2MjUgNC45MzQzNyAyLjgyMTg4IDQuOTM0MzcgMy41ODEyNUM0LjkzNDM3IDQuMzM3NSA0LjMxODc1IDQuOTU2MjUgMy41NTkzOCA0Ljk1NjI1Wk0xMy42MzQ0IDEzLjYzNDRIMTEuMjYyNVY5LjkyMTg4QzExLjI2MjUgOS4wMzc1IDExLjI0NjkgNy44OTY4NyAxMC4wMjgxIDcuODk2ODdDOC43OTM3NSA3Ljg5Njg3IDguNjA2MjUgOC44NjI1IDguNjA2MjUgOS44NTkzOFYxMy42MzQ0SDYuMjM3NVY1Ljk5Njg3SDguNTEyNVY3LjA0MDYzSDguNTQzNzVDOC44NTkzNyA2LjQ0MDYzIDkuNjM0MzggNS44MDYyNSAxMC43ODc1IDUuODA2MjVDMTMuMTkwNiA1LjgwNjI1IDEzLjYzNDQgNy4zODc1IDEzLjYzNDQgOS40NDM3NVYxMy42MzQ0VjEzLjYzNDRaIiBmaWxsPSIjNDM0OTYwIi8+CjwvZz4KPGRlZnM+CjxjbGlwUGF0aCBpZD0iY2xpcDBfMzQzXzk5NSI+CjxyZWN0IHdpZHRoPSIxNiIgaGVpZ2h0PSIxNiIgZmlsbD0id2hpdGUiLz4KPC9jbGlwUGF0aD4KPC9kZWZzPgo8L3N2Zz4K) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Email Marketing: From You’ve Got Mail to Email Suppression](https://www.berbay.com/blog/email-suppression/) **Published:** June 20, 2024 **Author:** Berbay Marketing PR **Content:** You’ve Got Mail! Most readers of a certain age will remember the iconic AOL alert when a new email was received in their inbox. Back then, email was a novelty and primarily used for personal communication. Today, email and [email marketing ](https://www.berbay.com/services/email-marketing-agency/ "Email Marketing Services Los Angeles")have evolved into a sophisticated tool integral to personal and business correspondence, although perhaps not bringing the same level of excitement as it did in the mid-90s when you received a message. With the advancement of technology, we’re now bombarded by emails and related marketing tactics, which has prompted the introduction of spam filters and other suppression systems to combat unwanted messages. Notably, [Google and Yahoo introduced updated email requirements](https://knowledgebase.constantcontact.com/email-digital-marketing/articles/KnowledgeBase/51399-Google-and-Yahoo-email-authentication-requirement-changes?lang=en_US) earlier this year to help ensure legitimate senders while protecting users’ inboxes from spam. In this new era of email marketing, there are many components to think about as you send out client alerts, newsletters and other promotional emails to ensure deliverability and engagement. From contact list management and content creation to deciding which platform to use, email marketing requires a careful, strategic approach. With this in mind, we’re sharing some email best practices and takeaways from our transition to a new CRM platform. ### **It All Starts with a Clean Email List** We can’t overemphasize the importance of a clean database free from outdated or incorrect email addresses. In addition to making sure your email gets to the intended recipient’s inbox, you want to avoid emails bouncing back or being flagged as spam. This can hurt your reputation as a sender and potentially even prevent you from being able to send out emails from your CRM. Many firms have been blocked by their email marketing platforms for this very reason. Culling through your database is daunting, but it’s the first crucial step to improving deliverability and engagement. Here are some tried-and-true methods to help your cleanup efforts. ### **Tracking Email Deliverability** Every CRM or email marketing platform (HubSpot, Mailchimp, Constant Contact, etc.) will have a form of suppression data that can be accessed in reporting after you send an email. This data generally includes hard bounces, soft bounces, and unsubscribes and is marked as spam email addresses. While it may seem intuitive, we’ve explained the meaning of these categories below. - **Hard bounces** are invalid email addresses, such as one with an incorrect domain (“gnail.com” vs. “gmail.com”), an email that is no longer in use, or when the recipient’s spam filter is blocking you. Unfortunately, most platforms don’t give you an exact reason for the error, so the onus is on you to review the hard bounces and determine the reason. If you’ve ruled out a typo and the person’s email is current (i.e., they didn’t move to another firm), then you must decide whether to remove their email altogether or ask to be added to their safe sender/whitelist to avoid getting blocked or going into a junk folder. The contact will likely need to work with their IT department to add your email and/or IP address to their whitelist. Once that’s complete, you may need to take additional steps depending on your platform. Understand the hard bounce rules for your platform. Some will automatically drop the recipient from future emails, while others will allow you to send up to a certain number of times before the email is dropped. It’s in your best interest to address hard bounces right away; otherwise, they will continue to have a negative impact on your delivery rate. - **Soft bounces** are considered a temporary email delivery failure. Your email reached the recipient’s mail server but did not deliver to their inbox. This can occur for a range of reasons, including their mailbox being full, having an out-of-office responder on, the email being too large, suspicious content being detected, or many other factors. Aside from a full inbox or out-of-office responder, it can be difficult to identify the exact cause. Similar to hard bounces, you should look through the email addresses to see if there are any obvious issues you can fix. If the address keeps bouncing, you should remove it from your list. An important note: Yes, you read that correctly – your emails will not deliver on certain platforms when someone has their out-of-office response turned on! - **Unsubscribes** are recipients who opted out of receiving emails from the address you sent the marketing email. (This won’t prevent the recipient from receiving other emails from your firm’s domain.) Unless you think the unsubscribe was an accident, there’s no further action needed because your platform should add them to a suppression/unsubscribed list to prevent future emails from being sent to the recipient. Again, check how your platform handles unsubscribes so you know how your database will get updated or if manual updates are required. - **Marked as spam** means the recipient blocked your address and signals they do not want to receive your emails. This could be because their email was added in a way that did not explicitly get their permission, e.g., from a purchased mailing list, or they don’t recognize you as a sender. Be judicious when adding contacts who didn’t specifically ask to be on your mailing list. Similar to unsubscribes, your platform should track these addresses and prevent you from sending them going forward. All of the above can negatively impact the success of your email campaigns, so it’s critical to keep an eye on these metrics and act as needed. ### **Engagement is the Key to a Successful Email Marketing Campaign** In a perfect world, everyone on your contact list would open your marketing emails and engage with your content (clicking on varying articles within). Unfortunately, that’s not the case for most firms and it can be the biggest pain point in your email marketing success, or lack thereof. You spend a lot of time and effort developing timely, attention-grabbing content that ultimately doesn’t get read. We’ll go into more detail about how to customize your content to get better engagement, but the fact is, some people will rarely or never open your emails no matter what you send. Whether they’re “too busy” or don’t open marketing emails from anyone, you need to decide when they should be taken off your list because they hurt your delivery rates. While there is no fixed rule, it’s safe to say if you’ve sent out a monthly email for the past year and the recipient hasn’t opened one (and they aren’t appearing on your bounce list), they aren’t interested. But before you write them off, consider embarking on a re-engagement campaign for these contacts. This can include a variety of tactics, from directly asking if they want to receive your emails or the type of content they’d prefer to see to sending customized content based on their previous interactions or known preferences. It can be helpful to start with a small group of contacts that have shown *some* interest in the past X months or year (e.g., opened at least one email) and then continue building out from there. If these efforts aren’t successful with certain contacts, decide if they should be removed or moved to a separate list that only receives your most important updates. ### **Tailoring Your Contacts and Content** If you’re not getting the engagement you want or receiving a lot of unsubscribes, take a step back and consider your audience. Do you really know who is on your list and what they care about, or are you sending out content you *think* they want? Email listening is a strategic practice in email marketing that goes beyond tracking open and click-through rates. It assesses user behavior to better understand their preferences and patterns. This data-driven approach gives insight into when users open emails, what subject lines resonate, what topics they click on and much more. Analyzing these patterns and identifying trends enables you to tailor your content and determine how and when you interact with your contacts. It also allows you to flag less engaged users and adjust your email strategies. Segmenting your contacts is another best practice to ensure you deliver what people want. If your firm has different practice areas, you probably don’t want to send employment law updates to your intellectual property clients. Or maybe you’re trying to cross-promote practice areas, but rather than sending ALL of your employment law updates to IP clients, you can be selective and send to the IP list only when it makes sense. You can be much more strategic when your contacts are categorized, rather than having everyone in one big list. Keep in mind where your contacts are located. Do you have contacts from coast to coast or globally? Send emails at peak times instead of all at once. All of this customization relies on analyzing your reporting thoroughly after each email. Even if engagement rates hold steady month after month, could they be better? Eventually, they may drop off if you don’t pay attention and address any changes in user behavior early on. ### **Process for Growing Your List** The above is well and good for maintaining your current contacts, but the goal for most firms is to continue growing your database of clients, referral sources and others. Here are a few ways to attract new users: - Include a newsletter sign-up form on your website. - Add a newsletter sign-up link to your email signature. - Share your newsletter on social media and encourage people to sign-up. - Offer valuable, exclusive content, such as a whitepaper on your various channels that requires an email address. - Host webinars that attract your target audience and collect email addresses. If you’re automatically adding people you meet at networking events, conferences, etc., recognize that these contacts may contribute to bounces and unsubscribes since they didn’t expressly ask to be signed up. It’s up to you to decide whether it makes sense for them to receive your emails, but don’t add someone for the sake of adding them – quality over quantity, always. ### **Keeping Your Database Clean** Designating one or two staff members to oversee and implement database management tasks is vital. These individuals should be responsible for routine analysis, contact updates, staying current on trends, best practices and compliance, and anything else that falls under the purview of your database and email marketing. While your other professionals must be involved in providing new contacts and assisting with content development, having dedicated staff in charge will keep the process streamlined and consistent. Have a plan that everyone in the firm understands and follows when making updates. What is the process for adding a new contact? Are you asking your professionals to enter information individually, or should they send it to designated staff members? If they are forwarding contacts, does this happen as they have new contacts, or do they send all contacts once a month? What is the process for reviewing and cleaning up bounces? These steps should be well-defined to ensure accuracy and accountability and keep your database current. ### **Deciding On and Understanding Your CRM** Berbay Marketing & PR made the difficult decision to change CRM platforms about a year ago, and it was not a painless process. We asked a lot of questions upfront, so we were prepared, but it’s a tremendous investment of time to make the switch and then get your team trained on a new system. Our recommendation, whether you are selecting a new CRM or thinking about a change, is to take a beat and think through your needs now and in the long term. Capabilities, cost, ease of use, data security, integration and scalability should all be factored into your decision-making. Certainly, there are commonalities across platforms, but without research and in-depth conversations, you may miss the nuances that make one CRM work better for your use than another. One issue we learned about after our transfer was related to each contact’s engagement score. This quantifies the level of interaction the person has with our email marketing. After sending a newsletter on the new platform, we realized the engagement score from our prior CRM was not calculated similarly. So, historical data was lost, and we can only see the score from when we launched our account on the new platform. The moral here is that different CRMs calculate metrics differently, and it’s something to think about before you make the leap. It’s nearly impossible to identify every need your firm will have. Still, if you make a list of your top priorities and what features are essential for your operation, you’ll be in a better position. And perhaps most importantly, make sure the person vetting new CRMs knows what they’re doing. Don’t put your managing partner in charge of research simply because they have the final say. The person should have a deep understanding of what the firm is looking for, be tech-savvy and be able to evaluate the options. Ideally, this is the same individual(s) who will spearhead ongoing clean-up and management so they have a good grasp of the interface and can lead team training when the time comes. ### **Partner with a Trusted Los Angeles Marketing and PR Agency** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or [info@berbay.com](mailto:info@berbay.com "mailto:info@berbay.com") ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog **Tags:** Business Development, Email Marketing, law firms --- ### [Is Email Marketing Dead? No, But…](https://www.berbay.com/blog/is-email-marketing-dead-no-but/) **Published:** January 19, 2026 **Author:** Megan Braverman **Content:** Berbay has long been a proponent of [email marketing](https://www.berbay.com/services/email-marketing-agency/ "Email Marketing Services Los Angeles"), particularly the value of sending consistent, highly relevant e-newsletters to targeted audiences. For professional services firms, email has served as a reliable way to reinforce thought leadership and stay top of mind with clients and referral sources. But recent conversations have raised the same question repeatedly: *Is email marketing even working anymore?* There are many reasons this is getting asked. Inboxes are more crowded than ever. Engagement rates are dipping. Email suppression and privacy changes have made performance harder to track. And even more unsettling, many firms report that their newsletters have led to zero or almost no conversions. So, we can easily trash all of our newsletter efforts, right? Berbay’s answer is no, and this view rests on a flawed premise. While it’s understandable to want a clear, measurable outcome such as new business, is that *the only metric* that determines whether your email marketing is successful or not? ## **Why “Is It Converting?” Is the Wrong Question** Clients rarely hire a firm because of a single touchpoint. Decisions are influenced over time by credibility, familiarity and perceived expertise. Marketing in professional services is cumulative, not transactional. Email marketing supports that long-term visibility. It provides another vehicle to share your expertise, remind audiences of your capabilities and maintain your consistent presence. Expecting email to behave like a paid search ad (a true conversion driver) ignores the realities of how professional services are bought. Like other aspects of your marketing and PR program, email marketing generally shouldn’t be thought of as a straight-line business development tool. Even if it were, it’s a fool’s errand to draw a direct line between your new client and them reading your newsletter. If the only acceptable measure of value is signing a new client, email marketing will almost always fall short. ## **What E-Newsletters Are Actually Designed to Do** At their core, e-newsletters function as an owned media channel – a platform your firm controls. That distinction matters more today than it did even a few years ago. Earned media has become increasingly competitive, and at the same time, paid media costs continue to rise, potentially pricing out smaller firms. An e-newsletter provides a dependable way to reach your target audience without relying on a reporter’s coverage or an advertising algorithm. It allows firms to shape their narrative, highlight priorities and maintain visibility on their own terms. E-newsletters also play an important role in what we often describe as the PR ripple effect – amplifying other marketing and PR efforts already underway. Media placements, [speaking engagements](https://www.berbay.com/speaking-engagements-for-law-firms/), blog posts, [awards and rankings](https://www.berbay.com/ "law firm marketing"), and firm announcements gain a longer shelf life and are given additional exposure. If you’re already creating content, why not milk it for all it’s worth? It’s also important to recognize that people consume information in different ways. Some may rely on LinkedIn to stay current on firm news, while others prefer to receive updates directly in their inbox. And people are busy, so it’s unrealistic to assume your audience is logging into any single platform regularly, let alone seeing every post your firm publishes. Diversifying how you share content ensures your message reaches audiences where and how they are most likely to engage. ## **How to Analyze Email Marketing Stats** It’s true that engaging with your audience has become more challenging. Enhanced spam filters and Apple and Google’s privacy changes are suppressing emails, and traditional metrics such as open rates are no longer entirely reliable. This makes the interpretation (not abandonment) the real challenge. But firms that know how to implement best practices and analyze the data can still gain significant value. Segmenting your audience allows you to tailor content to different groups, increasing relevance and engagement. Maintaining a healthy, up-to-date contact list ensures your messages actually reach real readers, while A/B testing subject lines, send times and content formats can uncover what resonates best. Alternative indicators can also provide a more complete picture of success: - **Replies**, even informal ones, signal engagement and interest. - **Follow-up conversations** initiated by email content mean that your awareness campaign is working. - **Website traffic spikes** tied to newsletter sends reveal interest in specific topics. - **New social follows** from your newsletter demonstrate that people want to continue to stay in the loop on what your firm is doing. These practices help firms make data-driven decisions and maximize the effectiveness of emails even when direct conversions aren’t happening. Tracking data alone isn’t enough. If you’re tracking the data but not acting on it or adjusting your strategy when needed, then it’s meaningless. *For more on maintaining deliverability and avoiding common email marketing pitfalls, read our blog* [Email Marketing: From You’ve Got Mail to Email Suppression.](https://www.berbay.com/blog/email-suppression/ "Email Marketing: From You’ve Got Mail to Email Suppression") ## **When Email Marketing *Isn’t* Worth It** While e-newsletters can be a powerful tool, there are times when sending emails may not be the right choice. Firms should pause or reconsider if any of the following apply: - **No segmentation:** If you are blasting everyone with everything and it’s not targeted to the audience. This is the #1 mistake we see and a primary reason your emails may not get engagement. - **Content is purely self-promotional**: Emails that only highlight your firm’s achievements without providing value to the reader risk people hitting the unsubscribe button. - **Disconnected from broader objectives**: If your email sends are not aligned with larger marketing or PR goals, you probably won’t be able to justify the time and resources required. - **Metrics aren’t tracked or acted upon:** To reiterate what we said above, if you aren’t monitoring performance or using the data to adjust your strategy, your email engagement won’t improve over time. ## **Email Marketing Still Delivers When Done Right** At Berbay, we believe that email marketing remains a valuable tool when treated as a strategic asset rather than just a box to check on your to-do list. Done thoughtfully, e-newsletters, client alerts and other marketing emails reinforce thought leadership, keep your firm top of mind and amplify the impact of all your marketing and PR efforts. ### **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has three decades of experience providing [law](https://www.berbay.com/ "Marketing & Public Relations for Law Firms"), [real estate](https://www.berbay.com/real-estate-firms/) and [financial firms](https://www.berbay.com/finance-firms/) with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at [310-405-7343](tel:%20310-736-9168) or ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** Branding, Business Development, Email Marketing, Marketing, marketing for professional services --- ### [How to Create an Email Newsletter People Actually Read](https://www.berbay.com/blog/how-to-create-an-email-newsletter-people-actually-read/) **Published:** February 1, 2023 **Author:** admin **Content:** We are firm believers in the [power of email newsletters. ](https://www.berbay.com/services/email-marketing-agency/ "Email Marketing Services Los Angeles")The benefits are innumerable – it keeps you top of mind among your network, positions you as a thought leader, drives people to your website and more. However, most people make the mistake of assuming everyone on your list opens your newsletter and cares about what you have to say. This isn’t always the case. There are a variety of reasons your contacts may not be reading your newsletter, which we’ll go into detail on, but let’s first look at delivery statistics, using the legal industry as an example. According to 2022 email marketing campaign stats [reported by Mailchimp](https://mailchimp.com/resources/email-marketing-benchmarks/), these are average engagement numbers: - Open Rate (how many people opened your email): 22% - Click Rate (how many delivered emails received at least one click on your content): 2.81% - Hard Bounce (email address failed due to spam filter, email doesn’t exist, etc.): 0.52% - Soft Bounce (email is temporarily unavailable due to full mailbox, out of office, etc.): 0.66% - Unsubscribe Rate (people who unsubscribed from your email): 0.22% While the open and click rates may appear low, keep in mind these are only averages and there are many ways to increase the likelihood someone opens and reads your newsletter. ## Strategies to Increase Newsletter Engagement You know your audience best, but these are some of the tried-and-true methods for increasing opens and engagement. - **Use a compelling subject line.** This is the first thing recipients see and is often an after-thought. It’s critical to think outside of the box, make it attention-getting and relevant. All the while you need to keep it short (under ten words). Some tips to making your subject line compelling: pose a question, use numbers, create a sense of urgency, make an announcement, etc. - **Personalize your emails.** If people see their name in the subject line or body of the email, this will typically encourage them to click or continue reading. Most platforms have an option to merge names from your contact list using Excel or a similar format. - **Segment your email list.** The content you’re sending may not be relevant to every person in your database. Rather than blasting it out to everyone and potentially losing subscribers, divide your contact list into smaller groups based on industry or another defining category. This will increase the chances that your emails will be opened and read. - **Create a design-friendly, digestible format.** Your newsletter “look” should be consistent with your firm’s branding, but you may need to sacrifice some design elements to make it more digestible. If you have a nice-looking masthead but it takes up too much space, this could turn your audience away before they get to the actual content. Also keep in mind people want to read quickly and move on. Avoid lengthy text; instead, include two or three sentences that will pique readers’ interest and they can click through to read more. - **Include a mix of educational and promotional content.** It’s tempting to only tout your firm’s recent successes, but educational content should always take the lead in your newsletter. Provide recipients with informative articles and commentary that is of value to their business. And while it’s fine to include firm news, think about how you can package it differently to be useful to your audience – does your recent case success tie into a larger trend that your clients should know about? Go beyond promoting the win and explain how it could impact their business. - **Make sure your newsletter looks good on mobile.** People are increasingly looking at emails on their phones, so your newsletter needs to be easily viewed and read on a mobile device. Your distribution platform should offer a responsive design template that will automatically adjust the layout depending on how the person is viewing the email. There is also a preview mode where you can test the email in desktop and mobile formats before sending. - **Send emails at the best time for your audience.** Rule of thumb is that mid-morning or late afternoon are ideal times, but you may need to experiment to see when you get the most engagement, particularly if you are just starting to send out a newsletter. It’s also recommended to avoid Mondays or Fridays and target midweek days. You may need to segment your database and send to different contacts at different times depending on what industry they’re in or where they are located. - **Determine the right frequency.** This is not an exact science. In general, the amount of valuable content should dictate how often you send; however, we don’t recommend exceeding monthly. You don’t want to bombard contacts with too many emails and they unsubscribe. You can always start with every other month and then ramp up to a more frequent distribution if you’re getting great engagement. - **Keep your email list up to date.** It’s a critical piece of the pie. Your database is the foundation of an email newsletter campaign. Remove contacts who are consistently not opening your emails. This ensures you’re only sending emails to engaged subscribers, and it will improve your overall open rate. Equally important is to add contacts who you think would be interested in your content. ## Gain Useful Insight Via Newsletter Distribution Reporting One of the most important aspects of distributing a newsletter is the feedback reporting will give you about engagement. If you are sending out a newsletter, but not tracking how many emails opened, clicked or bounced, you’re missing out on valuable insight. This data will allow you to see what content is most interesting to your readers (what they are clicking on) and what may need to be revised going forward to improve performance. Any of the top email platforms – e.g. Constant Contact, [Mailchimp](https://mailchimp.com/), [HubSpot](https://www.hubspot.com/), [SharpSpring](https://sharpspring.com/) – will offer a reporting feature. You can take tracking one step further by using A/B testing. This is a method of comparing two versions of your newsletter to see which performs better. You can try different subject lines or email design formats, or the time you send the newsletter. There are several variables to evaluate which email version works best, but you don’t want to create too many different factors, or you won’t know which element is impacting engagement. ## Partner with a Trusted Los Angeles Marketing and PR Firm Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to enhance your email marketing with Los Angeles’ proven Marketing and PR team? Contact Berbay at 310-405-7343 or . ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Mic Drop Marketing: How Speaking Drives Business Development](https://www.berbay.com/blog/how-speaking-drives-business-development/) **Published:** October 27, 2025 **Author:** Megan Braverman **Content:** *“If you get me in front of the prospect, I can close them.”* We hear this all the time. But if speaking engagements aren’t part of your marketing mix, you’re leaving business on the table. Speaking is one of the fastest ways to show off your expertise, build trust and connect directly with decision-makers and referral sources. You may not walk off stage with a new client or deal in hand, but you will have planted seeds, created face-to-face moments and positioned yourself as the go-to authority in your space. So why don’t more professionals leverage this tool? Because they underestimate what goes into it – choosing the right stage, crafting proposals that stand out and squeezing every ounce of ROI from a single talk. Done right, speaking isn’t just visibility, it’s a business development engine. Here’s how to get the most out of the podium. ## **Speaking Builds Instant Credibility** The second you take the mic – whether at a national conference, local seminar, or even a virtual webinar – you’re automatically positioned as an authority. Audiences naturally associate presenters with thought leaders, which makes speaking one of the most efficient ways to demonstrate knowledge and build trust. And the payoff doesn’t end when you step off stage. Speaking accelerates relationships, putting you in front of people you might never reach otherwise. Each event creates opportunities for new leads, referrals and visibility that compound over time. ## **Choosing the Right Stage** Not all speaking opportunities are created equal. A big keynote may sound impressive, but a smaller industry panel packed with your target audience can be far more valuable. The goal isn’t just to be seen, it’s to be seen by the *right* people. Local and regional events often deliver just as much value, if not more, than national conferences since they offer closer connections and more face time. And don’t overlook webinars. Virtual programs expand reach, while in-person events deepen engagement. Both can be powerful if they match your goals. A simple way to stay focused – create a selection matrix that helps you identify which opportunities will get the most mileage. Weigh factors such as: - Audience quality: Are they potential clients or peers? Even more specifically, is this a high-quality potential client / referral source? - Prestige: Does the organization boost your credibility? - Networking value: Will you have real access to attendees? What are other perks, e.g. will you get the list of conference attendees beforehand? - Repurposing potential: Can you turn the talk into articles, blogs, or videos? Can you arrange an interview with a local member of the press at the conference? - Investment: Is the cost of time and budget worth it? How does it stack up against the cost of other marketing initiatives? The right opportunity depends on your strategy. If visibility is your goal, pursue the big stage. If lead generation is the priority, aim for a targeted room. ## **Balancing Opportunities Inside the Firm (a nice way of saying “internal politics”)** Speaking can be competitive internally, but not every opportunity is right for every professional. While senior partners may be better suited for marquee stages, younger professionals shouldn’t be left out. They can co-present, join panels with peers, or support content development. This builds their visibility while strengthening your bench for future opportunities. Plus, if you want to talk about stickiness at your firm, one factor is how much marketing support they get. ## **Landing the Speaking Spot** Here’s the truth: getting selected as a speaker takes persistence. Submissions can open a year in advance, program committees rotate and competition is fierce. An annual conference might have room for just 20 presenters out of thousands of proposals. Don’t be discouraged by rejection. Stay visible – attend events, volunteer, contribute articles, and keep submitting thoughtful, well-aligned proposals. Consistency pays off. A few ways to boost your chances: - Build relationships: Get to know decision-makers before you pitch. Show up as a contributor, not a stranger. - Focus on value: Highlight what the audience will learn, not your resume. What can you give the audience that no one else can? - Pitch panels: Organizers love panels with diverse perspectives. Bring others to the table to make your session stronger. - Follow the rules: Every event has different submission guidelines. Pay attention and identify ways to stand out within those guidelines. ## **Delivering a Memorable Presentation** Secured the spot? Now comes the difficult part: your delivery. - Engagement tools: Incorporate thought-provoking questions, an audience poll and short, illustrative stories or examples. Interactive elements keep attendees engaged and reinforce key points. Storytelling, humor or surprising statistics can create moments that stick. A short case study or personal anecdote can make abstract concepts tangible. - Visuals that enhance, not overwhelm: No one wants to stare at a boring, text-heavy PowerPoint. Use fewer slides and focus on visuals and storytelling. Slides should support what you’re saying, not repeat it. Infographics, diagrams or even short video clips can make information more memorable. - Clear takeaways: Ensure attendees leave with actionable insights. Summarize key points and provide resources or follow-up materials, such as handouts, links or QR codes, so your session continues to provide value after it ends. - Adapt your delivery to the format: Webinars often require more energy, verbal cues, and direct audience engagement, while live audiences benefit from visuals, gestures and eye contact. Adjust pacing, volume and interactivity depending on the medium. - Rehearse, rehearse, rehearse: Practice pacing, tone and energy. Focus on connecting with your audience’s pain points and showing how your content delivers real value. Record yourself and watch it back to see where you can make improvements. The goal isn’t just to inform, it’s to connect and be remembered. ## **Extend the Impact Beyond the Stage** The real ROI comes from what you do before and after the talk. - Promote beforehand: Post on your website, newsletter and social media. Tag the organization and co-speakers. - Amplify during: Share photos, behind-the-scenes moments and engage online with attendees. - Repurpose afterward: Turn your talk into blogs, client alerts, short videos, or follow-up emails. Pitch the topic to another organization. Speaking once is good. Leveraging one talk into many pieces of content is smart marketing. We call this squeezing every drop of visibility from the effort. ## **Should You Ever Pay for Speaking?** We’d be remiss not to address the elephant in the room: should you ever pay for speaking? You might be thinking, “Wait, some speakers get paid, but we have to *pay* organizers to speak?” The answer is yes, unless you are a sought-after keynote speaker who earns speaking fees. Many opportunities come with a cost – whether it be a formal “pay-to-speak” fee, or a sponsorship. Call it whatever you like, but the only metric that matters is ROI. Will this audience put you in front of the right decision-makers, referral sources, or potential clients? If yes, it’s an investment, especially if you maximize the opportunity beyond the talk itself. ## **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has three decades of experience providing [law](https://www.berbay.com/law-firms/), [real estate](https://www.berbay.com/real-estate-firms/) and [financial firms](https://www.berbay.com/services/financial-marketing/) with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** law firms, speaking engagements --- ### [Public Relations in the Substack Era](https://www.berbay.com/blog/public-relations-in-the-substack-era/) **Published:** September 11, 2025 **Author:** Megan Braverman **Content:** If you haven’t paid much attention to [Substack](https://substack.com/home) or wrote it off as another platform that wouldn’t gain traction, [five million paid subscribers](https://www.hollywoodreporter.com/business/business-news/substack-number-subscribers-video-trump-1236158048/) and [nearly 74 million site visitors](https://www.morningbrew.com/stories/2025/07/12/substack-is-media-s-cool-kid) say otherwise. And perhaps most telling, Substack [received more site visits](https://sherwood.news/culture/substack-com-more-traffic-than-wall-street-journal-and-cbs-news/) than The Wall Street Journal and CBS News this past June. What began as a way for independent writers to distribute digital newsletters via Substack’s website, has evolved into a powerful publishing channel with articles, videos and podcasts covering a wide range of topics from business and politics to tech and pop culture. But Substack isn’t just for freelancers. As newsrooms become more fragmented, we’re seeing even high-profile journalists exit legacy media jobs, and many are turning to Substack to continue reporting on the news and building direct connections with their audiences. Jim Acosta [launched his Substack](https://substack.com/@jimacosta) the same day he left CNN and Joy Reid [announced her Substack](https://substack.com/@teamtjrs?utm_source=global-search) shortly after her MSNBC departure. [The Washington Post recently announced](https://substack.com/@washingtonpost) it would be distributing content via Substack. What does all of this mean for professional services firms looking to leverage Substack and incorporate it into their marketing toolkit? It signals a shift in how expertise is being shared, with Substack emerging as an influential channel for thought leadership. We’re sharing how you can take advantage of it for your firm. ## **The Substack Format** What makes Substack attractive to journalists is its simplicity. Writers can draft, publish and monetize all in one place without relying on multiple platforms. Beyond traditional newsletters, the format allows for long-form articles, podcasts and videos, giving professionals a variety of ways to reach and engage their audiences. Adoption is growing not only among journalists, but also among thought leaders and niche experts who want greater control over their message. Unlike traditional media distribution, where content must pass through newsroom editors, Substack offers a direct line between creator and reader, making it both efficient and highly targeted. This format is paying off: Substack newsletters often see higher open rates than traditional email marketing, reflecting the trust and engagement readers place in the journalists’ content. [We hosted a primer on Substack](https://www.youtube.com/watch?v=TJxcP6Zt_-Y&t=17s) if you’d like to learn more about its evolution and format. ## **Another Channel for Firm News and Thought Leadership** Substack can serve as a valuable distribution channel, but for most firms, it won’t be the centerpiece of your communications strategy. Instead, it works best as a complementary vehicle to amplify and extend the reach of your existing content. Firms can use Substack to showcase thought leadership by sharing articles and blogs, and it’s also a place to repurpose media placements or firm announcements, helping to give media coverage and other news a longer shelf life. Substack also opens the door to more targeted relationship building by publishing practice area-specific content. Unlike a static website or traditional email list, Substack provides a built-in ecosystem for subscribers to engage directly, giving firms the chance to foster dialogue and build stronger connections with niche audiences. That said, its format is somewhat limited, making it most effective as part of a broader marketing mix, not a standalone solution. It’s also important to note that success on Substack depends on cultivating a loyal subscriber base. Without an existing foundation of engaged readers, firms may struggle to gain traction and would be better served by focusing on other channels first. ## **A New Avenue for Media Coverage** While you can’t pitch Substack as a platform, you can pitch the journalists who use Substack to publish their content. Like traditional outlets, these writers run the gamut – from former network news anchors to niche experts – each with their own audience, format and editorial approach. This creates another opportunity for firms to gain media visibility. The same rules of good media relations apply when pitching Substack. Start by researching which newsletters align with your practice areas or client industries, and study their format, cadence and tone. Are they breaking news, publishing long-form analysis, or doing video interviews? Do they typically include expert resources, or is the author the sole voice? Understanding these distinctions will help you tailor a pitch that resonates. From there, treat Substack publishers as you would any journalist by providing value and fostering relationships. Many of these authors have cultivated loyal, engaged audiences, meaning that coverage in the right newsletter can often carry as much weight as a traditional media placement. It’s worth noting that some reporters are also using Substack to source experts, such as [Erik Sherman](https://erikshermanpitchrequest.substack.com/), who focuses on business, technology, economics, finance, commercial real estate, law/regulations. This can be a great starting point to monitor and pitch for topics that align with your expertise. ## **Popular Professional Services Substacks** Substack’s homepage allows you to search newsletters by topic or publication, but here are a few popular ones in the professional services space: ##### **Law Substacks** - [Law Dork](https://www.lawdork.com/): 75K+ subscribers. Authored by Chris Geidner, it’s a go-to source for legal reporting and analysis about some of the biggest news stories, from the Supreme Court to the Trump administration to courts and legislatures across the nation. - [Legal AF](https://michaelpopok.substack.com/): 79K+ subscribers. Breaking news at the intersection of law and politics with sharp and witty commentary curated by Legal AF x MeidasTouch’s co-founder, Michael Popok. - [One First](https://www.stevevladeck.com/): 94K+ subscribers. A weekly newsletter about the Supreme Court of the United States that aims to make the Court more accessible to all of us. - [Original Jurisdiction](https://davidlat.substack.com/): 23K+ subscribers. News and trends in the legal industry. Authored by David Lat, founder of [Above the Law](https://abovethelaw.com/), one of the largest legal news websites. ##### **Real Estate Substacks** - [Alliance Intelligence Accredited Investor (AI²)](https://benreinberg.substack.com/p/introducing-the-alliance-intelligence): 25K+ subscribers. Published by Ben Reinberg and the Alliance Fund focusing on the dynamics of commercial real estate, offering analysis to enhance investment strategies and uncover opportunities within this asset class. - [Thesis Driven](https://substack.com/@thesisdriven): 14K+ subscribers. The highest-grossing real estate publication on Substack, covering the future of real estate and the people creating it. [(Note that Thesis Driven recently announced its move to an open-source publishing platform, Ghost.)](https://www.thesisdriven.com/letters/thesis-driven-is-moving-2/) - [Thoughts of Commercial Real Estate (The Ranger)](https://theranger.substack.com/): 2K subscribers. Long-form content on finance and commercial real estate authored by “The Ranger,” owner of a real estate investment firm. ##### **Financial Substacks** - [Net Interest](https://www.netinterest.co/): 96K+ subscribers. Written by Marc Rubinstein, the newsletter offers financial sector insights from a former hedge fund manager with over 25 years of experience analyzing and investing in the industry. - [The Overshoot](https://theovershoot.co/): 48K+ subscribers. Authored by Matthew Klein focusing on the intersection of economics, finance, business, and public policy. - [The Finance Newsletter](https://substack.com/@fluentinfinance): 100K+ subscribers. Andrew Lokenauth provides analysis on investing, the economy and financial news. Keep in mind the above Substacks tend to have broad industry coverage rather than focusing on specific sectors such as personal injury law or banking, or targeted locations such as Los Angeles or New York. You’ll want to do research to identify niche newsletters that align with your practice areas and client base. The more tailored your outreach, the better your chances of getting in front of the right audience. ## **The Substack Fine Print** While Substack offers new opportunities, it’s not without risks from a PR perspective. The lack of traditional editorial oversight means content is often driven entirely by the author’s voice, which can result in a more opinionated tone, and sometimes sensational soundbites that wouldn’t survive a traditional newsroom edit. That independence is part of Substack’s appeal for many authors, but it also means there are fewer checks and balances. Substack has also drawn criticism for its [hands-off content moderation approach](https://www.theguardian.com/media/2024/jan/03/substack-user-revolt-anti-censorship-stance-neo-nazis) which has led to some creators taking their work to competing newsletter platforms like Beehiiv and Ghost. (See our note above about Thesis Driven.) This doesn’t mean you avoid Substack altogether, but it does mean you need to do your homework. Just as you would with any media outlet, research the publication’s audience, tone and style before agreeing to an interview or submitting commentary. ## **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has three decades of experience providing [law](https://www.berbay.com/ "Law Firm Marketing Services"), [real estate](https://www.berbay.com/services/real-estate-marketing/ "Real Estate Marketing Services for Growing Firms") and [financial firms](https://www.berbay.com/services/financial-marketing/ "Financial Marketing Services") with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at [310-736-9168](tel:%20310-736-9168) or ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog **Tags:** chambers and partners --- ### [Queen Bee Syndrome – Why Women Should Be Concerned About Their Unequal Treatment of Others Too](https://www.berbay.com/blog/queen-bee-syndrome-why-women-should-be-concerned-about-their-unequal-treatment-of-others-too/) **Published:** May 15, 2018 **Author:** Megan Braverman **Content:** While more and more companies in recent years say they are committed to gender equality, the proof is in the pudding and, unfortunately, women remain underrepresented at every level in corporate America. According to a Law360 Glass Ceiling Report, the share of women with equity partnerships — where the highest compensation and leadership positions are lodged — remains at 20 percent and has not changed in recent years. While women espouse gender equality, sometimes those at the top are just as guilty as men in holding women back. Women discriminating against other women is referred to as “queen bee syndrome” and comes from work done by University of Michigan researchers in the 1970s. According to those researchers, women working in male-dominated environments held back other women in an effort to keep their elevated status. Let’s be clear, not all women in the highest ranks are queen bees. Many in leadership positions are great mentors, teachers and advocates for women. But, interestingly, for those who do have difficulty competing with other women, academics argue that queen bee behavior is really a byproduct of discrimination committed by men. It’s a byproduct of sexism. Many women come up through the ranks being taught that they need to think and act like men to succeed. They cope with sexism and bias by distancing themselves from other women and try to show that they’re not like other women. Needless to say, queen bee syndrome is controversial as it tries to establish a cause and effect scenario. Sheryl Sandberg, Facebook’s Chief Operating Officer, said a few years ago, “Women aren’t any meaner to women than men are to one another. Women are just expected to be nicer.” Fortunately, current research suggests that in recent years, queen bee syndrome has declined. Does that mean we’re any closer to equality in the workplace? Let me put it this way: a new World Economic Forum report puts a 217-year time estimate on how long it will take to reach gender equality in the workplace. Looks like we have a great deal more to do! ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [How to Write a Press Release Boilerplate for Your Firm](https://www.berbay.com/blog/press-release-boilerplate/) **Published:** March 18, 2022 **Author:** Megan Braverman **Content:** Even as the media landscape grows more complex, traditional press releases continue to be an important part of media efforts and gaining that coveted third-party credibility via the media. One key part of press release anatomy is the boilerplate: the final paragraph that describes your firm. Like an elevator pitch in written form, the boilerplate should provide an overview of your services, a brief firm history and other information you deem valuable to readers. Unfortunately, many firms overlook boilerplates by forgetting them altogether or don’t update them for years. The boilerplate is more than just a formality, it’s an important component of your press release that reporters and editors expect to see. It’s also another opportunity to market your firm, which is one of the reasons you issue a press release. Whether you are writing a boilerplate from scratch, or it’s time to dust off what you have, below are tips on writing an effective boilerplate. ## 1. **Get inspiration from other companies.** Since boilerplates follow an expected format, it’s perfectly acceptable to peek at other boilerplates for inspiration. After you read a few, you’ll get a sense for the length, phrasing and tone that make for a strong boilerplate. ## 2. **Stick to the facts.** It’s easy to wax poetic about your business, but your boilerplate should include only your company’s most important facts. These facts will vary depending on what you want to convey, but boilerplates commonly include your industry, the services you provide, clients served, year founded, firm size, locations, awards, and information on the founders or CEOs. Your boilerplate doesn’t have to be boring, however. Add a bit of personality through your writing style and tone. ## 3. **Keep it neutral and formal.** The purpose of the boilerplate is to provide pertinent information. Marketing descriptors like “top,” “most talented” or “incredible” should be removed. Size or age descriptors, such as “the largest firm in Southern California,” should only be included if you have proof to back it up. ## 4. **Keep it short.** A boilerplate should be around 100 words or less, which works out to about five to seven sentences. Although it may be tempting to include a lot of background information in your boilerplate, save that for your “About Us” or “History” page on your website. Be ruthless in cutting out irrelevant words and keeping only the most important information. ## 5. **Consider keywords.** If there are [specific keywords](https://www.berbay.com/resources/keyword-research-for-law-firms/ "How to Do Keyword Research for Law Firms: A Step-by-Step Guide") you want to rank for on Google, or certain phrases you want to be associated with your firm, include them in your boilerplate. If your firm name consistently shows up with a certain keyword, Google will start associating them, which can have a positive impact on SEO. Adding a link to your website in your boilerplate can also help with SEO and increase traffic to your site. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** [Berbay Marketing & Public Relations](https://www.berbay.com/) has nearly three decades of experience providing law, real estate, and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to enhance and broadcast your firm’s accomplishments with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:310-405-7343) or . ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [Not Sure What Your PR Team Does? Here Are Five Things to Know](https://www.berbay.com/blog/what-do-pr-firms-do/) **Published:** December 12, 2016 **Author:** Megan Braverman **Content:** According to the Public Relations Society of America, the official definition of public relations is, “a strategic communications process that builds mutually beneficial relationships between organizations and their publics”. If that doesn’t mean much to you, you’re not alone. PR professionals often joke that we have no idea how to explain what we do to our friends and family. PR is a vital but often misunderstood promotional tactic, which boils down to “persuading an audience”. If you’re considering hiring a PR firm but you’re not sure if it’s worth it, or if you already have a PR team but don’t know what they actually *do* all day, here are five basics to know. ## **Public relations isn’t advertising.** If you’re looking for a magazine ad, a radio jingle or a TV commercial, at most PR firms you’d be out of luck. All of that falls under advertising. Instead, PR is centered around “earned media”; the process of developing an interesting story and convincing reporters to cover it without paying for the exposure. As consumers grow more skeptical of traditional advertising, earned media plays an important role in your marketing mix because it’s verified by the media and, therefore, more trusted by consumers. Plus, PR is typically much less expensive than paid advertising. ## **PR professionals have many tools at their disposal.** If we’re to believe movies and TV shows, PR professionals must spend their time schmoozing with celebrities and planning parties, right? While there are *some* PR pros who might spent *some* of their time doing those things, the vast majority of PR jobs are much broader (and much less glamourous). In a typical day, a PR pro might write a press release, conduct research, develop a blog post, reach out to reporters or create a social media strategy; ultimately with the goal of generating positive publicity for clients. ## **PR relies on the media.** Earning media coverage is the cornerstone of PR. And according to public relations pro Robert Wynne, the only two ways to make it into the news are to [create a story or follow a story](http://www.forbes.com/sites/robertwynne/2016/01/21/five-things-everyone-should-know-about-public-relations/2/#228ca6711d22). No matter how much you beg, plead or bargain with a reporter, in the end it’s up to them (and their editor) if they want to write about you. So when your PR team shoots down your story idea or says that making the cover of the *New York Times* is a little too lofty of a goal, it’s nothing personal. It’s actually a good thing; it means that your PR rep understands what kind of stories pique reporters’ interest and successfully make the news cycle. ## **PR isn’t just social media.** While social media can play an important role in PR, it’s not going to replace traditional media anytime soon. Your PR team can help you develop a social media strategy and manage your online presence; however, it shouldn’t be their only focus. Instead, Twitter, Facebook and Instagram should be used to enhance other PR activities and expand the reach of media coverage. ## **PR is measurable (even if it’s not perfect).** Most CEOs don’t have the time to understand the nitty gritty of what their PR team does, and that’s O.K.; so long as the results are measurable and positive. While measuring the impact of PR can be tricky, it is possible. And it certainly doesn’t mean that businesses should skip PR in favor of marketing tactics that are easier to track. Measuring something intangible like positive sentiment will never translate into numbers easily. However, you can get a good idea through press clips, media impressions, surveys, website traffic and social media mentions. ![author avatar](https://www.berbay.com/wp-content/uploads/2026/05/Megan-Braverman-Author-Profile.png) Megan Braverman Owner and Principal Megan Braverman is the Owner and Principal of Berbay Marketing & PR, executing strategic marketing and PR programs for law, real estate, and financial services firms. [See Full Bio](https://www.berbay.com/about/our-team/megan-braverman/) [ ](https://www.berbay.com/about/our-team/megan-braverman/) Law Firm Marketing Public Relations for Law Firms Media Relations Litigation Public Relations Real Estate Marketing Legal Marketing Financial Services Marketing Thought Leadership Crisis Communications Lead Generation for Professional Services Legal Awards and Rankings Chambers & Partners Submissions Marketing ROI Tracking [ ![social network icon](data:image/svg+xml;base64,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) ](https://www.linkedin.com/in/mbraverman/) **Categories:** Blog --- ### [A strong handshake conveys confidence; A weak handshake, not so much](https://www.berbay.com/blog/strong-handshake-conveys-confidence-weak-handshake-not-much/) **Published:** June 3, 2016 **Author:** admin **Content:** Demonstrate a firm handshake when you meet a person, especially if it’s someone you want to make a good impression on, like a prospective employer or client. Seems simple to understand and to do, doesn’t it? Well, it must not be, because we meet plenty of people who grip our offered hand with a “limp fish” handshake. This was the conversation that came up immediately after I met a young woman at a conference and we shook hands. She had a very firm handshake, and she said to me that she liked *my* handshake, which was probably even firmer than usual because I was responding to her strong grip. She also expressed her irritation with people who have a weak handshake. This woman said out loud what goes through my mind, and maybe yours, when you encounter someone with a limp handshake. The thoughts flash through so quickly that I usually don’t verbalize them, but this conversation did just that. If someone gives me a weak handshake, I respond in kind, thinking unconsciously that that is what they would prefer. But I am also silently thinking that they have a lousy handshake. My new friend was wondering how people fail to realize how much they are communicating about themselves if they have a less-than-adequate handshake, which in itself is interesting. Why do we shake hands, anyway? What is the reason that, when we first meet someone we have never met before, we touch them – something that normally is reserved for more intimate moments? Imagine if you shook hands with someone you just met, and sat down to start the meeting. Then in the middle of the meeting you reached out and put your hand on their hand again. That could end the meeting very quickly and you probably wouldn’t get the positive outcome you were pursuing. Shaking hands could be a remnant of ancient military recognition or perhaps it goes back to the days when we lived in caves and touch was part of the recognition process. Whatever the origin, it remains true today that for most of us a firm handshake indicates a person’s level of self-confidence and trustworthiness. For better or worse, a handshake confers a personal history and world perspective to the other person. A weak handshake may cause the other person to wonder: Why did your parents fail to teach you the importance of a firm grip? Did you have an unhappy childhood? Do you have an aversion to touching people, or are you a germophobe? Do you *not* want to communicate confidence, and if so, why not? I have not done any studies, but it seems to me that the majority of business people whose handshakes do not impart strength both literally and figuratively might change their grip if they understood what the rest of us are thinking. Perhaps it’s an oversimplification, but a handshake is like a muscle. Wouldn’t exercising it to make it stronger be a simple way to improve your self-marketing? ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Five Ethical Guidelines for Lawyers on Social Media](https://www.berbay.com/blog/ethical-guidelines-lawyers-social-media/) **Published:** February 12, 2018 **Author:** admin **Content:** Whether you’re a social media novice or a pro, you need to be aware of the ethical standards that lawyers are expected to meet … and not cross. These standards apply if you’re [using social media as a marketing tool for your firm, of course,](https://www.berbay.com/services/social-media-marketing/ "Social Media Services for Law Firms") but can also apply to your own personal online activity. Navigating social media as an attorney can be tricky, but don’t let it scare you away – follow these five simple guidelines to ensure you’re using social media properly. ### Treat your firm’s social profiles as advertising The golden rule of lawyer social media ethics is “treat your social profiles as you would any other ad.” Just like your website is considered an advertisement, so are your Facebook, LinkedIn and Twitter accounts. Avoid using promotional verbiage and follow the same guidelines across all online platforms. Although you may not think of a Facebook post as an advertisement, State Bar Associations sure do, and if you’re not up to date on the rules governing this area, you could find yourself in hot water. ### Don’t make false statements Many social media websites geared toward professionals (think LinkedIn) ask users to add their “specialties” or their “expertise” to their profiles. Most professionals don’t have to think twice about this, but lawyers need to be particularly careful about labeling themselves as experts. Several State Bar Associations, for example, have ruled that lawyers cannot call themselves specialists without literally being certified as a legal specialist. You may not always have control over the categories or labels that social media websites use to describe you, but when you do, consider leaving “expertise” sections blank or avoiding social media sites that include these categories. ### Avoid improper solicitations Social media marketing 101 says you should always include a “call to action” in your social media posts – something like “call me for a consultation.” But for lawyers it’s not so simple: statements like these may be considered solicitation. Any time you ask a potential client to contact you for legal advice, you risk veering into solicitation territory, even if it’s just a harmless tweet or a line at the end of a Facebook post. If you’re not sure if what you’re posting is a solicitation, it’s better to be on the safe side and rewrite it. ### Keep confidential information private It should go without saying that if you wouldn’t blab about a client in real life, you shouldn’t do it online either. It’s fine to post about case results, but never reference client names or any identifying details – stick to the facts only. You should also be cautious about geotagging posts or inadvertently sharing your location. Many social media platforms now automatically show your followers where you’re posting from, which might give too much away if you’re at a private location or out of town for a case, for example. Make sure to turn off automatic location sharing in your account settings. ### Be careful who you friend Friend requests aren’t always so friendly when you’re a lawyer. In general, it’s not a good idea to send friend requests to judges that you may appear before. Although public information on social media profiles is fair game in discovery, rules vary from state to state on [whether lawyers can friend request people to gather evidence](https://www.natlawreview.com/article/how-to-avoid-common-ethics-mistakes-when-using-social-media-law-firm-marketing) (check with your Bar Association on this one). You should also be cautious about friending *anybody* who you know is currently facing a legal issue or being represented by a lawyer — a friend request may be considered solicitation. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Legal Foresight: What Law Firms Should Do to Prepare for the Future, Prevent Crises and Be Strategic](https://www.berbay.com/blog/legal-foresight/) **Published:** March 17, 2024 **Author:** Berbay Marketing PR **Content:** Over the past two years, we witnessed a convergence of crises: the COVID pandemic, globalization, technological advancements, climate change and major societal shifts – all of which have had a profound impact on the legal industry. The firms that weathered the storm are now wiser and know that preparedness and legal foresight are key. ## What is Legal Foresight and Why Should Law Firms Care? Foresight is the ability to predict or the action of predicting what will happen or be needed in the future. Law firms must have legal foresight to better serve their clients. From detailed scenario planning to [closely monitoring legislative changes](https://www.berbay.com/successes/case-studies/repurposing-client-alerts-creates-pipeline-of-media-coverage-and-expanded-presence-in-target-markets/), court decisions and regulatory shifts, law firms can anticipate potential legal issues, adapt strategies and reduce their clients’ risk. *Insight Practice,* which held a Legal Foresight Summit in March 2023, says that legal foresight “is the strategic dilemma of our time.” The law firms that use legal foresight will emerge as innovative and invaluable advisors, especially in an environment that is increasingly complex and competitive. ## How Law Firms Can Implement Legal Foresight Below are a few key strategies that law firms can use to incorporate legal foresight: - Scenario Planning: Firms should regularly engage in scenario planning exercises to envision unforeseen circumstances like crises or societal shifts, and what the legal implications could be. This is accomplished by intentionally brainstorming outcomes, legal challenges and opportunities associated with each envisioned scenario. - Collaboration: You’ve heard it before and you’ll hear us say it again – collaboration within law firms is essential to success, and the same holds true with legal foresight. By bringing together diverse perspectives and expertise, firms can predict legal issues and other disruptions that will directly impact their clients’ business. - Client Engagement: Leaders at law firms must commit to gaining a deeper understanding of their clients’ businesses and the markets they serve, and client engagement is key to this. Law firms need to actively engage with their clients, which can involve conducting client surveys, organizing client workshops and facilitating brain-trusts. - Technology: As technology continues to advance, law firms are experiencing enhanced efficiency, streamlined processes and reduced costs. To maintain this momentum, law firms need to continue to embrace technological tools and solutions that enable them to analyze data, automate processes and enhance legal research capabilities. Legal analytics platforms, artificial intelligence applications and data visualization tools support decision-making based on data-driven legal foresight. - External Partnerships: Access to research and expert opinions from external resources can be invaluable. Futurists, legal research institutions, think tanks and academic institutions can all play a role in scenario planning and expanding a firm’s legal foresight. - Continuous Learning: Law firms should invest in ongoing training and professional development programs, including seminars, workshops and webinars to enhance their understanding of emerging legal issues. ## Partner with a Trusted Los Angeles Marketing and PR Firm Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to grow your firm with Los Angeles’ proven Marketing and PR team? Contact Berbay at 310-405-7343 or . ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [A Comprehensive Guide for Law Firms to Boost Client Retention](https://www.berbay.com/blog/law-firm-client-retention/) **Published:** August 17, 2019 **Author:** Berbay Marketing PR **Content:** In today’s competitive marketplace, client retention is a business necessity. Retaining clients reduces acquisition costs, builds long-term relationships, and strengthens a firm’s reputation in the market. However, many law firms overlook the small details that significantly impact client satisfaction, often leading to missed opportunities for growth. By prioritizing client retention, law firms are positioned for sustainable success. ## **A Case for Prioritizing Client Retention** We understand that marketing your firm and nurturing client relationships take time, and that time can potentially come from working on cases (and billing hours); however, what if we told you that client satisfaction and retention could be linked to profitability? Research from [Harvard Business School](https://hbr.org/2014/10/the-value-of-keeping-the-right-customers) found that increasing client retention by just 5% can increase profits from anywhere between 25% to 95%. Retention also creates more opportunities through referrals, giving law firms an added revenue stream and improving their standing in competitive legal markets. ## **Why Do Clients Stick Around?** There are many reasons why a client will stick around for the long haul. However, there are a few [constants](https://www.custify.com/blog/customer-retention-challenges/) that serve as the foundation of client retention: - Quality of client experience. According to a recent [study](https://www.custify.com/blog/customer-retention-challenges/) found that 61% of consumers would switch to a competitor after one bad customer service experience. - Personalization in interactions. It’s no secret that [personalization](https://cxtrends.zendesk.com/reports/cx-trends-2025?formSubmitted=1) is key to quality client satisfaction, and today’s AI and algorithm-driven world has proven that with curated content and ads. Clients today expect firms to provide them with tailored services. - The costs associated with switching to a competitor. While switching to a new law firm may be a complex and time-consuming process, this should not be relied on as a retention strategy. Delivering consistent value will make clients less likely to consider alternative counsel. It should be noted that the services industry, including legal, is unique in terms of loyalty. Unlike retail brands, which can create lifelong customers (regardless of staff), service clients will often follow an [individual staff member](https://hbr.org/2017/01/research-are-clients-loyal-to-your-firm-or-the-people-in-it) that they trust—even if that means going to a competing firm. Building firm-wide trust with clients can help to mitigate this risk and ensure greater loyalty to the firm as a whole. ## **Strategic Practices for Retaining Clients** While retention can be more profitable and [cost-effective](https://www.ttecdigital.com/articles/how-cx-leaders-win-customer-retention-cxt#:~:text=The%20Harvard%20Business%20Review%20has%20famously%20reported,rates%20can%20have%20outsized%20effects%20on%20profitability.), law firms will do well to address the reasons why clients stick around in the first place. Effective client retention goes beyond just keeping clients happy—it’s about reinforcing the firm’s value at every stage of the client relationship. ## **Keeping Clients Informed and Engaged** Clients want to know that their case is being taken seriously. They’re less likely to look for alternative counsel when they feel like a priority, informed and involved in their case dealings. Providing clear and consistent case updates might seem like a no-brainer, but it’s a great way to reassure clients that they’re being cared for. Additionally, offering multiple methods of communication—such as phone, email and secure client portals—ensures that clients can easily reach your firm and reinforces their sense of being heard. Even with all of the available methods of digital communication, face-to-face meetings remain essential. Meeting with clients in person shows a genuine interest in their concerns and can build stronger relationships. Since legal matters are often complex and hard to understand, providing accessible resources like blogs, infographics and FAQs can help ease any additional stress. Simplify complicated legal jargon by using plain language to enhance clients’ understanding. Doing so will help build trust and client confidence, which in turn strengthens your firm’s reputation. ## **Established Trust Through Clarity and Honesty** It should go without saying that [transparency isn’t a fad](https://projectcor.com/blog/transparency-with-your-clients-the-challenge-for-every-law-firm/)—it’s an essential element for any attorney-client relationship. Clients want to work with law firms that they can trust and are upfront about processes, pricing and expectations. Have an upfront conversation about fee structures from the get-go to minimize surprises, skirt any possible tension and build trust. Providing detailed information on billing practices and offering online payment options also helps clients feel more at ease about price. We said it earlier, but it bears repeating: Clear communication is key for client retention. Avoid using complex legal terminology and use plain language when possible. This will help clients feel more at ease and understand the progress of their case—it can also solidify their trust in your firm. Secure client portals can make it easy for clients to access the information they need. Finally, it’s important to set realistic expectations about case outcomes. Be candid about potential outcomes, even when they might not align with the client’s hopes. Doing so should help ensure trust, even in challenging situations. ## **Personalized Service: Tailoring the Experience to the Client’s Needs** No two clients are the same. Personalized service goes beyond addressing a client by name—it’s about understanding their unique needs, goals, challenges and responding accordingly. Law firms that take the time to learn about their clients can offer a more tailored approach that aligns to their needs. Also, by collecting this information, follow-up communications and advice will be more relevant to the client’s unique situation. This provides value to the client and can help increase the likelihood of repeat business and referrals. Recognize significant client milestones such as case outcomes or client anniversaries to show clients they’re valued beyond the transaction. When delivering case outcomes, be sure to tailor your message if the outcome isn’t favorable. This consideration will help clients feel supported, even when things don’t go as planned. Even after a case closes, stay in touch with clients to maintain a long-term connection and top-of-mind awareness. Provide updates on relevant legal changes or simply check in to pave the way for future business or referrals. We’ll caveat to be mindful not to overwhelm clients with excessive communication, as it could lead to frustration. ## **Integrating Technology to Elevate Client Retention** In today’s world of curated content and [targeted ads](https://www.leadsquared.com/learn/customer-experience/crm-customer-retention/#:~:text=CRM%20aids%20in%20customer%20retention%20by%20centralizing,ultimately%20leading%20to%20higher%20customer%20retention%20rates.) for everything from everyday consumer products to legal services, providing that personal touch is more important than ever. Clients are more likely to stick with a firm they believe has a deep understanding of their unique needs, further emphasizing the importance of client retention. Technology, more specifically, a customer relationship management (CRM) software, is an incredible tool in creating that personalized experience clients crave. CRMs allow firms to store a wealth of critical information—such as interaction histories, personal information and case details—allowing them to best anticipate client concerns and offer services and advice that resonate. Also, most CRMs are cloud-based. Staff members can easily access data seamlessly, ensuring consistent and quality service at all stages of the client’s legal journey. These tools can also help firms establish what initially attracted clients to them. Firms now have access to better insights into their specialties’ appeal, which can, in turn, help tailor marketing messages better. Finally, we’ll mention that automation features such as reminders and follow-ups can ensure that clients feel valued, ultimately driving long-term loyalty and retention. ## **Measuring Retention Success** To determine whether your client retention strategies are working, it’s crucial to track and analyze relevant key performance indicators (KPIs). These metrics will help gauge the effectiveness of efforts and identify areas for improvement. - **Repeat Client Rate:** Tracks how often clients return for additional services, helping to gauge their overall satisfaction and trust in your firm. - **Referral Rate:** The rate of new clients being referred by existing ones, which reflects your firm’s reputation and the quality of service you provide. - **Client Feedback Scores:** These metrics provide valuable insights on areas you excel and areas that might need some improvement. Regularly gathering and acting upon client feedback shows clients that their opinions matter and can strengthen their trust and encourage repeat business. - **Churn Rate:** The [percentage](https://hbr.org/2014/10/the-value-of-keeping-the-right-customers) of clients who disengage or end their relationship with a firm in a set timeframe (often monthly or annually). It can act as an indicator of the overall effectiveness of marketing and client experience efforts and can show areas that might need improvement. ## **Building Retention into Your Firm’s Culture** Committing to client retention should be ingrained in the firm’s culture. This means that employees at all levels should be knowledgeable of and prioritize client satisfaction through clear, consistent communication. ## **Looking Ahead: Retention as a Competitive Advantage** In today’s ever-changing, hyper-competitive legal market, client retention is more important than ever. Law firms that prioritize transparent communication, personalized service and technological integrations are better equipped to build stronger and longer-lasting client relationships. These practices not only foster trust and loyalty but also enhance profitability and can set the stage for sustainable growth. In making client retention a priority, law firms can thrive and position themselves as industry leaders. ## **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or [**info@berbay.com**](mailto:info@berbay.com) ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog --- ### [Imposter Syndrome? Fear of Being an Expert? Speaking to the Media Can Be Scary, But You Can Overcome It](https://www.berbay.com/blog/imposter-syndrome-speaking/) **Published:** October 30, 2023 **Author:** admin **Content:** Talking with members of the press can be nerve-racking and intimidating, even for the most seasoned professionals. This fear comes in different forms – fear of being an expert, imposter syndrome, fear of being misquoted, etc. – all very common reactions when speaking with the press. Luckily, no matter how your fear manifests itself, we’ve helped thousands of professionals overcome these concerns. Read on for tips and real-life success stories. ## Preparation is Always Key ALWAYS be the most prepared person in the room. You would never walk into a big client meeting or trial without preparedness, and speaking with the media is the same. Spend as much time as needed to prepare your communication points, and get to know the person you will be speaking with and the outlet they represent. Understand you will not know everything before your interview (no one does!), and it’s perfectly acceptable to say you don’t have all the information to answer that question, or it’s not your area of expertise. Often forgotten about by those that have imposter syndrome, is that one of the reasons a reporter or editor wants to speak with you, is they have deemed you a source worth speaking to. Take that as a compliment. ***Case Study – Approach Media Opportunities Like Your Work:*** Berbay worked with a female trial lawyer who had her own law firm. Although very successful, she was uncomfortable speaking with press. We worked with her to shape her media prep skills like her meticulous trial prep skills. This shift in mindset allowed her to find her stride during interviews, just as she did in the courtroom. ## Gain Some Perspective Perspective is a potent tool in combating impostor syndrome. Remember, everyone experiences self-doubt. Try talking with speakers, writers, or spokespeople you admire; chances are, they’ve faced similar doubts and can offer valuable advice. Before an interview, consider the reporter’s perspective. They are not an expert on the topic, which is why they are coming to you for valuable insight and your opinion. They also might be nervous to speak with someone with your knowledge and credentials. Remind yourself that you are the expert and you’re helping them get their job done. You may never be ready for whatever role you’re put into, whether it’s a promotion or a speaking opportunity. But by jumping in and filling the shoes you need to fill, you will gain experience and confidence while gradually chipping away at the voice inside your head telling you you’re not good enough. ***Case Study – Face Your Fears:*** Berbay was hired by a real estate firm to generate visibility via the media. Once opportunities were knocking at the door, the established spokesperson hesitated to participate, even with coveted interview opportunities. After comprehensive media training and a few first interviews, it was realized that the fear was far inflated. In reality, it was similar to conversations they had throughout the day with clients, partners and others. ## Get an Athlete Mentality Elite athletes are known for their grit, resiliency and grace under pressure. Can you imagine training for years for a competition that lasts one hour or 5 minutes? While a media interview might not require Olympic-level training, the intention is the same. Christie Southern, Principal of [Head Coach Mental Performance Consultants](http://www.headcoachperformance.com/) says it’s developing the mind of a champion. She helps athletes reach their full potential and compete at the highest level. She adapting to new tasks. Take this into account while practicing interviewing skills. As a result, you can improve mental capacity, concentration, resilience and attitude, and ultimately boost your confidence. ***Case Study – Learn From Your Mistakes:*** One strategy we worked on with a law firm client was to record calls or videos with the media so that he could self-correct. Each time, it led to small revisions that ended up improving the final product for subsequent opportunities. Today, with multiple placements and appearances under his belt, he’s transformed into a media pro. ## Practice Makes Perfect Fear of being an expert and impostor syndrome can be overcome with practice, strategic approaches and a commitment to improvement. Just like you would assess your techniques after a trial or negotiation tactics following a big client deal, each interview provides an opportunity to reflect and make adjustments for the next one. Over time, these media conversations will become second nature and your fears will be long forgotten. ## Partner with a Trusted Los Angeles Marketing and PR Firm Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to grow your firm with Los Angeles’ proven Marketing and PR team? Contact Berbay at 310-405-7343 or . ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Your Website Bios Suck and Here’s Why](https://www.berbay.com/blog/your-website-bios-suck-and-heres-why/) **Published:** October 29, 2024 **Author:** admin **Content:** Statistics show that a professional’s bio is often the first entry point for prospects, yet many firms devote more time to other pages and neglect bios for years (or more). The focus on other pages, whether due to a belief that they are the primary conversion tools or a desire to highlight a team-oriented approach, overlooks a key opportunity. In professional services, where individual credentials play a pivotal role, a compelling bio can be just as valuable as any other page. A well-crafted bio should do more than list qualifications—it should engage your target audience, build trust and encourage potential clients to act. A standout bio not only reinforces the firm’s value proposition but also serves as a gateway to other parts of the website, guiding visitors to explore additional resources, blogs and more. Since so many bios fall flat, we’re starting with the basics of what makes a bio effective—and how to ensure yours stands out. Let’s break down the key elements that will transform your bio from bland to compelling so it doesn’t just check a box but actively engages and converts your audience. - **An interesting opening:** Oh, the joys of storytelling! Most website bios follow the same structure: “Mr./Ms./Mx. Professional has worked at ABC Firm for x years.” Instead of being engaging, they read like laundry lists of job titles and qualifications, offering little insight into the person behind the professional. This doesn’t have to be the norm; make your bio interesting by starting with a catchy hook that grabs your readers’ attention. You can still give an overview of your expertise but it should be attention-getting and speak directly to your targets. - **The “why you?” question:** There is no doubt that the professional services industry has never been more crowded and likely that prospect is looking at several options, so why not address the “why you” question now? Answer your value proposition. What sets you apart? - **Relevant professional experience:** Focus on accomplishments that are relevant to your industry and showcase your impact, whether that’s through results, leadership or innovations. Don’t just give broad overviews; highlight any areas of deep expertise that align with the services or solutions your firm offers. - **Client-centric approach:** Shift the focus from a list of accomplishments to how those accomplishments benefit your clients. Explain how your skills and experience translate into solutions for their needs. Take it a step further by tying this in with your relevant accomplishments described above. - **Personality and relatability:** There is a reason why bios tend to end with something personal – I like going for walks on the beach with my two dogs; I have three daughters and love to ride bikes etc. Including a few sentences that humanize you – whether it’s hobbies, interests or community involvement – makes you approachable but it doesn’t always have to be in the form of one sentence at the bottom. - **Call to action:** We’ve found that many professionals hate the call to action because it comes across as too salesy. They would rather the prospect want to call you because your bio is so impressive, but what is missing here is that a call to action makes it easy for the prospect. You are not just saying, I am the best at what I do; instead, you’re saying, I am the best and pick up the phone so I can step you through it. Make it easy for them to act. - **Optimize your bio:** Another huge, missed opportunity is that SEO agencies don’t always place enough value and emphasis on bios. Consider using relevant keywords or linking related content to improve search engine visibility. - **A recent professional headshot:** We must bring up the headshot and we want to emphasize the importance of the word “recent.” You need to have a new headshot every two years. There is no way of getting around it, folks. No one wants to meet you for the first time and realize they are meeting a person who is 10 years older. Not that it matters you are 10 years older but don’t surprise your prospective clients. ## **Why does your bio suck?** While we’ve given you some tools to ensure your website bio doesn’t suck, we’d be remiss if we didn’t tell you what you may be missing the mark on. - **Too generic or boring**: Let’s be honest: most bios you read are pretty boring. Again, they follow the same format and structure as nearly every bio you’ve read so when you read a new one, it likely doesn’t stand out from the last ten you read. - **Overly focused on credentials**: We are not saying your degrees, certifications and experience are not important, but they feel stiff and impersonal. Focus on showcasing your skills and experience in a way that make you more relatable or interesting to potential clients. - **Doesn’t speak to the client**: While we already talked about the importance of gearing your bio to the client, it’s one of the more frequent mistakes we see so worth revisiting. Instead of highlighting how your expertise benefits clients or solves problems, many focus only on what they’ve done, which can alienate the reader rather than engage them. - **Outdated content**: Given we come across those who haven’t touched their bios for years, it’s common to see bios that look old and are missing newer, more impressive accomplishments. - **Too long or too short**: Finding the right balance in terms of length is an important consideration. Don’t overwhelm your reader with every excessive detail you can think of (this is not your CV) while not leaving your prospects hanging by leaving out key information (which may get them to wonder if you don’t have much to offer). - **Unstructured and hard to read**: Bios that aren’t well-organized with a clear flow of information can be difficult to digest. If it’s hard for someone to scan and find the most relevant details quickly, they will likely lose interest. ## **Final Thoughts on Bios** Don’t overlook the bio. It’s an essential tool in your marketing arsenal to build better connections, engage prospects and convert them to clients. By moving away from the status quo of structure and focusing instead on adding personal touches and client-centric messaging, your bio can truly reflect your unique offering and value. Remember, your bio is often the first impression potential clients have of you; it’s an opportunity to showcase who you are, what you offer and how you can meet their needs. In the end, investing time and thought into creating a stellar bio can help your firm’s visibility and credibility and encourage prospects to learn more about you and your services. ## **Partner with a Trusted Marketing and PR Agency** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more. Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or [**info@berbay.com**](mailto:info@berbay.com) ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2023/11/Megan-Braverman-224x300.png "Megan Braverman - Berbay Marketing & PR") *By [Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/), Owner & Principal, Berbay Marketing & Public Relations* *Megan has led hundreds of successful marketing and PR campaigns for leading law firms, real estate companies and financial services organizations throughout the U.S. Under her leadership, Berbay was named the [Top Public Relations Agency](https://www.berbay.com/news/berbay-named-top-public-relations-agency-in-the-recorder-best-of-2025-awards/) in The Recorder Best Of 2025 Awards, underscoring the agency’s reputation as the go-to partner for professional services firms seeking results-driven marketing and PR. Megan was also selected to the [Los Angeles Business Journal’s LA 500 list](https://www.berbay.com/news/los-angeles-business-journal-names-megan-braverman-to-la-500-list-2025/), highlighting her as one of the region’s most influential executives.* ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog **Tags:** Best Practices, Branding, Marketing, marketing for professional services, online marketing, Professional biography, professional services marketing --- ### [National vs. Local Media Coverage: What’s Better for Your Law Firm PR Campaign?](https://www.berbay.com/blog/national-vs-local-media-coverage/) **Published:** January 21, 2020 **Author:** admin **Content:** Most law firm public relations strategies are founded on media coverage, but what type of press is best? With so many TV stations, newspapers, trade publications, magazines and other outlets to choose from—all ranging from local to national—it can be hard to determine where to focus your efforts to see the greatest ROI. The truth is that no one type of press is better than another; what you choose depends on your law firm’s PR goals and the story you have to tell. To help you decide the best place to pitch your next story, we’re breaking down the two main categories of press: national and local. **Pros and Cons of National Press** The biggest benefit of getting your news in a national outlet is the potential that thousands or even millions of people will see it. *The Wall Street Journal* or CBS Evening News will obviously have many more viewers and readers than a local newspaper or TV station. When you have a major story, nothing beats the exposure that national press will give you. Not only do national publications have larger audiences, but they also have more diverse audiences. Although every media outlet attracts its own particular type of viewer/reader, the fact that there are so many of them ensures there will be some variety. For instance, a business owner in Los Angeles might be watching Good Morning America at the same time as a stay-at-home mom in Montana. This is something to consider if your firm has a national presence or you’re trying to reach a wider audience. This larger audience also gives national press (and therefore, any story they report on) more prestige. For example, virtually everyone is familiar with *The* *New York Times*. Even if someone has never read an issue, they still recognize that it’s a large, well-known media outlet, and they probably believe (at least subconsciously) that only important people and topics are included in it. If you’re quoted in a national outlet, it’s proof that you’re an expert—and that credibility can be easily leveraged. The one downside of national press? It’s incredibly cluttered and fast paced. Your story could be one of hundreds that gets reported on during a single day, with countless new stories reported the next day and the day after. Your news may get lost in the shuffle, especially in an election year or when a big national story breaks. However, as with any media coverage, the real power comes from being able to leverage it; for example, posting on your website and social media, including in your e-newsletter, or handing out a reprint at a conference. Don’t rely on your target audience to have read yesterday’s *The* *Washington Post* or tune in to the evening news; make sure you’re magnifying press mentions by creating additional opportunities to get them in front of clients and prospects. **Pros and Cons of Local Press** Although national media is generally more prestigious, local media is more trusted. In a 2017 study, [61 percent of respondents said they trust local media more than national](https://medium.com/digital-vault/the-difference-between-national-news-reporting-and-local-news-reporting-trust-300245bcad85). Even as Americans are losing faith in the press overall, they still turn to local papers and broadcasts to learn about issues and trends—and they’re more likely to believe a story about your firm or your commentary on a particular topic in one of these outlets. Pitching stories on your home turf also gives you a leg up. Your Los Angeles-based law firm might be an unknown entity to media on the east coast, but local reporters may already have some knowledge of your firm and you can more easily develop relationships so that when they have a need for a resource, they’ll contact you first. Additionally, even if the story is about a national trend, local outlets want to know how it’s impacting the surrounding community and you’re in a great position to be able to weigh in. Despite the positives of local press, there’s potentially a huge drawback: local newspapers and TV stations are shrinking. Depending on the size of your market, your local newsroom may be down to a skeleton crew. Although national outlets are facing cuts as well, they still have more resources to report on stories more thoroughly. Local media may not be able to do the same and could turn down a pitch idea if they don’t have the bandwidth or it’s not super timely—but it’s important to note that if it’s the “right” story, outlets *will* figure out a way to work with you. Another item of note: if your law firm’s PR strategy has worked and you’ve already gotten a story in the local press, don’t assume you’ve lost your chance at national coverage. National outlets pick up stories from local affiliates all the time, and the fact that your news has already been covered by a local reporter gives it even more credence. **Ready to Pitch a Local or National Outlet? Ask Yourself These Questions First** No matter where you decide to pitch your story, there’s one non-negotiable: it must be newsworthy. Reporters and readers need to care about your news, but how do you predict whether they will or not? If you can answer yes to a few of these questions, there’s a good chance your story is newsworthy. - **Is it timely?** People aren’t interested in yesterday’s news. Make sure your pitch is tied to something people want to know about right now, like a legal trend or the potential impact of pending legislation. - **Is it significant?** Is there a forthcoming decision that will affect people’s day-to-day lives? Is there a lot of money at stake in your case? Does your news involve a well-known person? Your story has to have some greater significance that will resonate with readers. - **Does it have a human angle?** People like reading stories that make them laugh, cry and connect with other people. Can you add a human touch to your pitch? While this may not be possible in every story idea, it’s an angle to consider, particularly in a firm profile pitch. - **Does it have visuals?** Great photos or a video immediately make a story more interesting and can make your pitch stand out from the hundreds of others hitting a journalist’s inbox. Multimedia also opens up new possibilities for how your story can be told and it’s more likely to stick with readers. - **Do you have something to add?** Perhaps you aren’t creating the news but adding your own perspective to an ongoing story. This is an excellent strategy, since reporters are always looking for subject matter experts who can bring fresh information to the conversation. Whether you’re pitching local or national outlets, it’s important to have reasonable expectations for coverage, particularly if this is your first time conducting outreach. And don’t be discouraged if you don’t land that coveted media placement; use it as an opportunity to establish a good rapport with the reporter and continue to stay in front of them with story ideas you think they’ll be interested in. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [How to Nail a Media Interview: Practical Preparation Tips](https://www.berbay.com/blog/media-interview-preparation/) **Published:** February 4, 2020 **Author:** admin **Content:** Media coverage can be a boon to law firms in terms of elevating exposure and building credibility. Being quoted or profiled in the media can introduce your attorneys and firm to audiences who may be unfamiliar with your particular expertise. Likewise, providing an interview with the media can reinforce to existing clients and referral sources that your attorneys are respected and therefore sought after for their insight into topical issues. After all, it’s one thing for you to tell prospects at a meeting that you’re an expert in XYZ; it’s quite another to have an article in a well-respected media outlet convey your expertise through asking you to comment on XYZ. Additionally, press coverage of a big victory can serve as virtually free advertising, showcasing your attorneys as some of the best in the field. Because there are so many benefits to being in the press, it’s no surprise that law firms strive to obtain positive media coverage. However, in some cases, the interview and resulting story don’t go as planned. **Potential Pitfalls of Being in the Press** We would be remiss if we didn’t note that there are some risks in giving media interviews. Anytime you agree to speak with a reporter there is the possibility that things may go awry—you don’t have total control over which quotes will be used; a quote could be used out of context and you need to accept that literally anything you say may become part of the story. But generally speaking, journalists are not “out to get you,” and going into an interview with this negative mindset almost ensures that your conversation won’t go well. It behooves you to remember that journalists are always looking for soundbites (short concise statements that can be used as pull quotes in a written piece, or a teaser for a televised story). They are also looking for new, interesting angles from which to present a story. That is, reporters want something “sexy” to share with their viewers, listeners or readers. Even with limitations on what you can control, the perks of being interviewed by a member of the press greatly outweigh the risks, as long as you are properly prepared for your interview. **Preparing for Successful PR Outreach** Before you embark on any type of public relations campaign, there are a few best practices to abide by so that when you get a request for an interview, you’re ready to go. First, you need to let go of fear and/or self-doubt. If your PR team has secured the interest of a reporter, that means that a journalist has found you to be a source worthy of speaking with based on your credentials or insights that were offered in a media pitch or press release. This is no time to second-guess yourself with questions like “Am I really an expert in this field?” You’ll also need to let go of perfectionism. It’s understandable that you may be a little gun-shy if you gave an interview in the past and the resulting press didn’t wind up being exactly what you wanted. However, if you forgo opportunities because of fear that everything may not go perfectly, you can rest assured that your competitors will take your spot. To put it another way: if you don’t claim your spotlight, someone else will. **Planning & Practicing for Press Interviews** Once you’ve been notified that a member of the press would like to interview you, it’s time to get to work planning and practicing for your interview. Here is exactly how to do it: - **Conduct due diligence on the media outlet & reporter.** Just as you wouldn’t go into an interview with a prospect without doing research on them, you should never go into an interview with a reporter without knowing a bit about who you’re speaking to, in terms of both the reporter and their audience. Familiarize yourself with the reporter you’ll be speaking with and the outlet by reading a few articles or watching segments the reporter has done. This will not only give you insight into the style or tone of the reporter but will also help you to better understand the audience you’ll be speaking to. As an added bonus, you may be able to build rapport with the reporter during the interview by commenting on what you liked or found interesting about a specific piece they have done in the past. It’s also helpful to review their LinkedIn and Twitter, or other social media profiles. The more background you have, the better. - **Develop & hone your communication points.** You need to spend time working on messaging together with your PR advocate. Keeping in mind that readers, listeners and viewers have short attention spans, you want to hone your message to 3-5 main takeaways that you will convey to the reporter. Start by asking yourself: “What are the most important points I’d like the audience to take away from this interview?” The points should be concise and you should be able to speak authoritatively about each of them. Remember that it takes more effort to be succinct than it does to be long-winded, and as such, it’s important to spend as much time as necessary to ensure your communication points are pithy and poignant. For example, consider you’re being interviewed about a new trend in your industry. A strong formula for developing your points would involve touching on: what is the trend, what is the impact and what can your audience expect down the road as the result? Or if you’re talking about a victory your law firm has secured, your messaging should include a brief overview of what led to this particular case, talking about obstacles that your firm overcame to emerge victorious and why this outcome will have a lasting impact on future litigation. Remember, as you craft your communication points, short and sweet is the name of the game. - **Be sure you know your facts.** Reporters are likely to ask general questions about you or your firm, in addition to their topical questions. Be sure you have a solid grasp on facts such as when the firm was founded, number of attorneys and staff, specialties you boast, etc. - **Prepare for controversial questions.** Reporters are looking for sexy stories, so there’s a chance that you could be asked a controversial question. The best way to handle these is by preparing for the possibility that they will be asked. Don’t assume “they will never ask that” or hope they won’t. Prepare how you plan to respond ahead of time so you won’t be caught off guard. - **Practice your answers.** By practicing relaying your key communication points, you’ll become familiar with messaging and will sound more natural when discussing them. It will also reduce the likelihood that you’ll go off-topic when speaking to the reporter. **What to Do During Your Interview** After taking the time to prepare for your interview, it’s important that the prep work you put in doesn’t go to waste. Here’s a look at what to do during the actual interview: - **DO take deep breaths and relax.** Take a few deep breaths before you answer the phone or before a televised interview begins. Deep breathing will slow your heart rate, making you less nervous and reducing the chance that you’ll speak too rapidly. - **DO answer the phone when the reporter calls.** Failing to answer a scheduled interview will not serve you well with a reporter. Be near your phone a few minutes before your interview begins. If something comes up and you need to reschedule, let the reporter or your PR advocates know as soon as possible. - **DO smile when you speak.** There’s no denying that you can “hear” a smile through the phone. So smile when you’re speaking with a reporter, as they will be able to tell that you’re happy to be helping. - **DO lead with your most important communication point.** Reporters are not looking for the same old tired responses to a topic. They want a new angle, a unique perspective, a staggering statistic. Put the most interesting or newsworthy points on the table from the very beginning. - **DO spell all names.** This extra effort goes a long way with reporters who are often under strict deadlines, by helping them to ensure accuracy and save time in having to look up spellings of names, businesses, etc. It also avoids having to follow up once a story is published to request a correction. - **DO slow down.** Most reporters are taking notes manually or via computer, so speaking slowly will be helpful. There’s no reward for saying as much as you can as fast as you can and you don’t want to make the reporter feel like you’re rushing the conversation. - **DO listen.** By listening for the scrawl of a pen or fingers on a keyboard as the reporter takes notes, you will see when you need to slow down. Pay attention to what you hear on the other end of the phone. - **DO speak in plain language your audience can understand.** While industry jargon comes second nature to you, the reporter may or may not be as familiar, depending on how extensively they cover the topic. But most important, most audiences don’t want to hear technical terms when reading or listening to a story. Speak in regular language that even those not in your industry will understand. - **DO ask if you’re being understood.** It’s perfectly fine to restate something you’ve said, or even ask the reporter to read back what you said if you feel like you strayed from the main points. - **DO ask which camera to look at for televised interviews.** During televised interviews there may be several cameras. Always ask the camera crew where you should direct your eyes when speaking. **What to Avoid During Your Interview** Just like there are best practices for interviews, there are also things that should be avoided. Here’s a look at what not to do during an interview: - **DON’T ever lie.** Tell the truth, and if you don’t have an answer to a particular question, don’t try to wing it. Let your interviewer know that you will get back to them with the information they requested. They’ll appreciate that you want to be correct and thorough rather than provide incorrect information. If you *do* state false information, you can pretty much guarantee they will never turn to you as a resource again. - **DON’T assume anything is off the record.** Never say anything that you wouldn’t want to appear in print. It’s a good idea to imagine that your mic is always “hot” to avoid saying off-the-cuff remarks that you don’t mean to have printed. Even though any good reporter should honor an off- the-record agreement, it’s not legally binding and you’re better off safe than sorry. - **DON’T say no comment.** If you’re not willing to address the reporter’s question, they will likely assume you’re hiding something or there is a reason you’re uneasy about what they asked. Instead of responding with “no comment,” there are ways to reply without specifically addressing their question. For example, you could say “we can neither confirm or deny that at this time” or “we are looking into the situation further and will have a response once all facts are known.” You can also divert the question by saying, “I’m sorry I can’t respond to that question, but I can address…” Be prepared and practice responding to these “tough” questions. - **DON’T get distracted.** Make sure you’re focused on the interview and not trying to do anything else at the same time. If you’re taking a call from your office, notify staff and mute any alerts and reminders that may come through. A reporter will be able to tell if they don’t have your undivided attention. If something urgent does come up, ask if you can call them back shortly or reschedule altogether if need be. - **DON’T take a call from your car or on speakerphone.** Give the reporter the courtesy of clear audio. It makes their jobs so much easier and demonstrates respect. Additionally, while everyone uses cell phones these days, it’s best to talk on a landline to avoid issues with sound quality or dropping the call. If you’re calling into a radio or TV show, they will most likely require a landline to prevent problems during a live feed. - **DON’T wear patterns or too much makeup for video interviews.** Solid colors are best as patterns don’t play well on video, nor does a ton of makeup. Keep it professional and subdued so that your words are the focus on the interview, not your clothes, makeup or jewelry. **Following Up Post-Interview** Just because the interview has been completed doesn’t mean your work is done. Keep in mind that your goal is to become a trusted resource so that the reporter thinks of you the next time a story arises which you could contribute to. Offer the reporter your cell phone number in the event that they have follow-up questions. Then, be available when and if they call. Likewise, if you said you’d follow up with any additional information, do so as soon as possible, either personally or through your PR rep. Finally, be sure to thank the reporter; a quick email, text or handwritten note thanking them for their time will go a long way in building a relationship. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [5 Ways Bylined Articles Contribute to Effective PR for Lawyers](https://www.berbay.com/blog/bylined-articles-for-lawyers/) **Published:** December 3, 2019 **Author:** admin **Content:** Bylined articles, wherein an attorney authors an article for a publication, can be incredibly valuable to your law firm’s PR efforts. Fortunately, there are plenty of opportunities for placing bylined articles as a “guest author” in industry magazines and on websites. But why are these articles so valuable and, moreover, why would an attorney want to byline an article they aren’t getting paid for? We’ve outlined five reasons below: 1. **Establishes Credibility** In short, bylined articles as a law firm PR strategy establish the author as a thought-leader in the field. By virtue of the fact that the publication has chosen to print your article, you’re deemed credible to speak on the subject. Credibility building is one of the primary aims of any public relations campaign for a law firm because the more you are viewed as an expert, the more likely prospects are to consider you when they have a legal matter. 2. **Brings Attention to Your Expertise** When you author an article, you have the unique opportunity to provide your viewpoint on a particular topic. Whether this is about a trend in your practice area, new laws or legislation, or an injustice you want to shine a light on, bylined articles can help you educate, and therefore empower others. From a PR standpoint, being seen as a resourceful educator can only enhance your firm’s reputation and helps to reinforce to audiences that you are the go-to firm for legal matters pertaining to those issues or laws. 3. **Increases Exposure** Authoring an article for a national magazine or an industry-specific outlet exposes your firm to an audience of potential prospects and referral sources. As a law firm seeking to develop new business, reaching new audiences can only help. Too, because you (or your PR firm) is pitching select publications that your target audience reads, you know your article is getting in front of the right people. 4. **Generates Top-of-Mind Awareness** Having an article published is worthwhile for the reasons stated above, but the real power comes in repurposing the article to garner additional top-of-mind awareness among your prospects, clients and referral sources. Posting a reprint of the article on your website, including it in your newsletter, sharing on social media, and similar PR tactics, allow you to extend the shelf-life of the article. These strategies also increase the likelihood your target audience will see your firm’s name multiple times and keeps you at the forefront of their mind. 5. **Helps Build Relationships with the Media** Bylined articles can help forge relationships with reporters and editors. This can be a boon for law firms, as it can lay the groundwork for additional press opportunities in the future. For example, if you’ve established a relationship with an editor through contributing bylined articles, it is quite likely that the next time they need a source for a story, they’ll think of you or your firm. Likewise, reporters who get to know you will likely be more interested in press releases and media pitches you send than they would otherwise. ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [Five Ways to Use Your Marketing & PR Campaign to Boost Recruiting Efforts](https://www.berbay.com/blog/pr-recruiting/) **Published:** May 23, 2022 **Author:** admin **Content:** Many firms have felt the lasting effects of the Great Resignation, but if so many people left their jobs for brighter pastures, why are businesses having such a hard time finding talent? While we don’t have the answers as to why the talent pool has seemingly shrunk, we do believe it’s time to reassess your recruiting strategies, including how you can use your marketing and public relations campaign to propel recruitment. The connection between marketing and recruiting might not be obvious at first, but there are many opportunities for the two to work in harmony. The goal of any successful marketing and PR campaign is to raise awareness and visibility to drive people to your business. Why not channel that power into attracting candidates while you’re at it? Below are five ways. ## **Sell Your Firm via Your Social Media** Your social media channels are there for you to broadcast all kinds of information about the firm. Use this to your advantage by showing off why your firm is a great place to work. - Does your firm host cultural camaraderie events like bowling night, educational workshops, or team lunches? - Is philanthropy a core aspect of your firm, and do your team members volunteer or donate to the community? - Do you provide staff members noteworthy support or opportunities to advance their careers or refine their professional abilities? Highlighting these opportunities and experiences on your social media will deliver a one-two punch of good publicity to attract both potential clients and potential candidates. ## **Improve Your Website’s Career Page (Yes, it needs improvement.)** One of the most underutilized and glossed over pages on websites tends to be the career page. Gone are the days of having a basic job description or that you have an open position. Why should people come work for you? Be sure to address all the reasons to consider your firm. - Does your firm provide mentorship programs to work with and learn from senior staff members? - How does your firm support candidates’ personal interests or long-term career goals? - What are the monetary benefits of working at your firm? If you are a firm that cannot compete on salary, showcase the professional development opportunities you offer instead. For example, law firms that offer courtroom and trial experience to junior attorneys, or a financial firm that offers tax certification programs. - What is your firm’s pro bono or community commitment? - What is your recruitment process? - What other benefits do you offer? For example, wellness initiatives, parental leave, retirement planning, etc. ## **Show Your True Colors** Don’t lead candidates down a primrose path that you can’t live up to. For example, if you’re a tax firm that works 80-hour weeks during tax season, it won’t play out well to advertise your company as a breezy, mellow workplace. Instead, be upfront and demonstrate what you do to accommodate and make the best of these situations: - Show that you provide breakfast, lunch and/or dinner during busy seasons, and include pictures of your team enjoying a laugh over pizza together in the conference room on a late night in the office. - Highlight perks that your company provides during busy seasons, like childcare, dry cleaning, or even a manicurist. There are plenty of opportunities to show off the good with the possibly less desirable. You’ll attract tenacious candidates who will fit right in with your company culture. These stories can serve as good fodder to the media as well. ## **Highlight Your Uniqueness via Your Public Relations Efforts** When you or your PR agency are developing story ideas to pitch to the media, be creative on how you can weave in interesting facts about your firm. Consider underscoring the firm’s strength in elevating staff members if you are sending out a press release about a new hire or partner promotion. Another example is showcasing your diversity efforts or benefits program as ways your firm is bucking the trend. ## **Get Involved with Alumni** Alumni networks are your gateway to a whole system of potential exposure to the right talent. - Contact alumni magazines of the alma maters of your partners or other staff members. Earning a placement there will bring your firm visibility with a host of potential candidates. - Encourage your team to get involved in their alumni networks. Your employees are a valuable resource in spreading the word about how great it is to work at your firm. - Internships, scholarships and other mutually beneficial relationships with schools can boost the awareness of your firm with soon-to-be-graduates and do good at the same time. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** [Berbay Marketing & Public Relations ](https://www.berbay.com/)has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to enhance and broadcast your firm’s accomplishments with Los Angeles’ proven Marketing and PR team? Contact Berbay at [310-405-7343](tel:310-405-7343) or . ![author avatar](https://secure.gravatar.com/avatar/61c93cf7f5165209535c3a64c79a91f38f30e56c2c5aaff970e27a305a5523b7?s=300&d=mm&r=g) admin [See Full Bio](https://www.berbay.com/author/admin/) [ ](https://www.berbay.com/author/admin/) **Categories:** Blog --- ### [How Different Generations Consume News and the Impact on Marketing Strategies](https://www.berbay.com/blog/how-different-generations-consume-news-and-the-impact-on-marketing-strategies/) **Published:** March 18, 2024 **Author:** Berbay Marketing PR **Content:** Americans have a strong appetite for news consumption, but how and when how they get their news varies greatly across generations. Understanding how different age groups seek out news can be beneficial for professional service firms looking to get in front of new markets or stay engaged with a particular audience. We have analyzed the characteristics of each generation and how their respective interests and values can influence your marketing. ## **How Baby Boomers Consume News & Content** *Where:* Baby Boomers (born 1946 – 1964 / 60 – 78 years old) lived the majority of their life without the internet and social media, so it’s no surprise they tend to [rely on traditional sources](https://www.statista.com/statistics/1338542/media-access-consumption-weekly-by-generation-us/) like TV and radio for their news. However, this group is on social media more than most may think, with Facebook as their preferred platform followed by YouTube. Despite this activity on social networks, 48% say they don’t regularly use these platforms for news. It’s worth noting that of the Boomers going online for news, they are more likely to visit outlets directly to be informed, e.g., Yahoo.com, FOXnews.com, CNN.com, etc. *When:* Boomers typically consume most of their content between the hours of 9 am and 12 pm or early evening from 6 pm to 8 pm. *How:* After television, most Boomers use a desktop or laptop to get their news versus a smartphone. *Core Values*: Competitive but prioritize teamwork, stability and professional development. They prefer structured communication methods like phone calls. ## **How Gen X Consumes News & Content** *Where:* Gen X (born 1965 – 1980 / 44 – 59 years old) was the first generation to crossover from the analog to digital age. So, while they pay attention to television news, they are more technologically advanced than Boomers and are typically more active on social media. Facebook continues to rank as the most engaged platform, followed by YouTube and then Instagram. *When*: The target time to reach Gen Xers is between 8 pm and midnight when nearly 35% are engaged. *How:* Television is in the mix, but with 91% of Gen Xers using the internet, they are primarily relying on their desktops and laptops for news. *Core Values*: Work-life balance, autonomy and adaptability, with an appreciation for direct, concise communication. ## **How Millennials (or Generation Y) Consume News & Content** *Where:* Millennials (born 1981 – 1996 / 28 – 43 years old) were alive before the internet and smartphones but grew up as teens and young adults alongside the development of the internet. They have the highest social media consumption amongst adults and [spend over ](https://review.content-science.com/millennial-content-consumption-fact-sheet/)250 minutes per day on apps or the internet via a smartphone. It’s reported that this generation is more likely to use social platforms for consuming news because it’s brief, to the point, and highly personalized given that they have chosen to follow the account for real-time alerts. Too, they aren’t being asked to log-in or pay for a subscription. Within social media, Millennials are most often connecting with businesses on Facebook, Instagram and Twitter. Video and podcasts are also important to Millennials, and this points to them being more open to getting news from a range of sources. [A survey reported](https://americanpressinstitute.org/the-news-consumption-habits-of-16-to-40-year-olds/) that on average, Millennials obtained news from approximately six different traditional sources or social media platforms weekly. *When:* The two most popular times to reach Millennials are 8 pm to midnight followed by 9 am to 12 pm. *How:* Millennials spend an average of only 12 minutes a day watching TV news because 90% are getting their news digitally, according to [Nielsen](https://www.nielsen.com/wp-content/uploads/sites/2/2019/04/millennials-on-millennials-news-consumption-report.pdf). This group has a higher smartphone use than Gen X and Boomers, and can often be found using two devices simultaneously, such as a phone and laptop. *Core Values*: Appreciate transparency and seek meaningful connections. Preferences include open, collaborative, digital communication. ## **How Gen Z Consumes News & Content** *Where:* Gen Z (born 1997 – 2012 / 12 – 27 years old) is the first generation to have the internet and smartphones always accessible, which has led to an ability to easily adapt to new technological advancements. They are often referred to as “digital natives,” meaning they lead the way in media trends and engagement. It’s no surprise then that they are [consuming most of their news via social media platforms](https://leaders.com/news/business/different-generations-different-sources-of-news/#:~:text=As%20social%20media%20has%20gained,traditionally%20by%20newspaper%20or%20television.) such as TikTok, YouTube, Instagram, Twitter, Snapchat, Reddit, Facebook, etc. Like Millennials, they also listen to and trust podcasts. Of note, Gen Z considers recommendations from friends, influencers and strangers online more trustworthy than legacy outlets. *When:* [*Los Angeles Times* reported](https://www.latimes.com/entertainment-arts/business/newsletter/2022-04-12/gen-z-spends-half-its-waking-hours-on-screen-time-heres-the-good-and-bad-news-for-hollywood-the-wide-shot) that Gen Z’s consumption changes throughout the day. Often, they will start their morning scrolling TikTok and turn to YouTube around lunchtime –watching videos for an average of 7.2 hours a day! In the evening, they are watching “TV” but not for news; it’s predominantly apps like Netflix or Hulu to tune in to a series. *How:* Smartphones, computers and tablets, such as an iPad, reign king for Gen Z. They have shorter attention spans than other generations so it’s common to have two or more devices out at once. *Core Values*: Entrepreneurial mindset and innovative. Preferences include real-time, instant messaging and visual communication. ## **Similarities Across All Generations** While these generations may use different platforms at different times of the day, there are some consistencies across all four age groups that can be helpful for marketing purposes. - *Video Content:* Video is becoming increasingly popular across all generations. If you’re not creating video content as part of your marketing mix, it’s time to start. - *Social Media:* As evidenced above, most everyone is accessing social media for news purposes. One age group may spend more time on Facebook versus TikTok, but there is an opportunity to reach every audience on social platforms. - *Digital Savviness:* Younger generations are clearly more comfortable with technology, but even Boomers are picking up tablets and heading to sites like YouTube. ## **The Marketing Takeaway** Unfortunately, there is no magic marketing bullet to get in front of all these age groups. Like most things in life, preferences still come down to the individual person, so how and when someone gets their news will be dependent on their interests, education level, access, etc. Leveraging available data can guide you in tailoring marketing approaches for each demographic. Before you assume, “Boomers are never on YouTube, so my firm doesn’t need to have a presence there,” do your research and make educated decisions on where you want to allocate resources. Consider the core values of each age generation as you craft content. This can enhance the effectiveness of your marketing efforts and help to ensure they are paying attention to what your firm is saying. ## **Partner with a Trusted Los Angeles Marketing and PR Firm** Berbay Marketing & Public Relations has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to grow your firm with Los Angeles’ proven Marketing and PR team? Contact Berbay at 310-405-7343 or . ![author avatar](https://secure.gravatar.com/avatar/b12d61e26042941d594b215e41a544822f8c6614985777f1146306e9eae77c1d?s=300&d=mm&r=g) Berbay Marketing PR [See Full Bio](https://www.berbay.com/author/jem-tanner/) [ ](https://www.berbay.com/author/jem-tanner/) **Categories:** Blog **Tags:** law firms --- ## Pages ### [Home](https://www.berbay.com/) **Published:** October 17, 2023 **Author:** admin **Content:** # Top Rated Law Firm Marketing Agency ## PR, Communications & Marketing Services For Law Firms Berbay is a full-service law firm marketing agency. For over 30 years, we’ve combined marketing and public relations strategies to build firms’ visibility and credibility. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 OUR LAW FIRM CLIENTS HAVE BEEN FEATURED IN - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") ## What Berbay Offers Clients ### **Specialized Industry Expertise** Decades of experience working with law firms means there is no learning curve. ### **Practice Area Familiarity** Proven success within diverse legal sectors and their target markets. ### **Strategic Messaging and Positioning** Ability to translate complex legal concepts into messaging that resonates with audiences. ### **Efficiency and Resources** Access to a team of seasoned legal marketing professionals with deep knowledge and industry relationships. ### **Proven Track Record** Thousands of media placements, awards, speaking engagements and more secured for clients. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 TOP RATED PR FIRM ### Strategic Legal PR With National Reach Since 1995, Berbay Marketing & PR has implemented results-driven marketing and public relations solutions for our clients so that they can concentrate on what they do best – run their businesses. ## 30+ years in business and counting. ## **300+** law firms marketed. ## **20,000+** client media placements. ![The Recorder Top Public Relations Agency](https://www.berbay.com/wp-content/uploads/2025/06/REC513202564254BERBAY_PUBLIC-RELATIONS-AGENCY_Winner-785x1024.png "- Berbay Marketing & PR") ![Top PR Agencies](https://www.berbay.com/wp-content/uploads/2023/10/Top-PR-Agencies.png "Top PR Agencies - Berbay Marketing & PR")Top PR Agencies ![Go To Thought Leadership Award](https://www.berbay.com/wp-content/uploads/2023/10/Go-To-Thought-Leadership-Award.png "Go To Thought Leadership Award - Berbay Marketing & PR")Go To Thought Leadership Award ![Expertise.com Top PR Firms in Los Angeles logo](https://www.berbay.com/wp-content/uploads/2026/06/Top-PR-Firms-3.png "Expertise.com Top PR Firms in Los Angeles logo - Berbay Marketing & PR") ![LA500](https://www.berbay.com/wp-content/uploads/2025/06/LA500.png "LA500 - Berbay Marketing & PR") ## LET US INTRODUCE OURSELVES ### Experience. Expertise. Passion. Bringing more than three decades of industry-leading marketing and public relations expertise. function step(){var c=track.children;return c.length>1?(c\[1\].offsetLeft-c\[0\].offsetLeft):(track.clientWidth||1)} function pages(){return Math.max(1,Math.round((track.scrollWidth-track.clientWidth)/step())+1)} function paint(){ var a=Math.round(track.scrollLeft/step()), ds=dots.children; for(var i=0;i [ ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-33.png) Megan Braverman Owner and Principal ](https://www.berbay.com/about/our-team/megan-braverman/) [ ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea-e1785513272824-768x950.png) Aly Crea Account Director ](https://www.berbay.com/about/our-team/aly-crea/) [ ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2-768x768.png) Beth Miller Senior Account Manager ](https://www.berbay.com/about/our-team/beth-miller/) [ ![Nina Beridze](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1-768x768.png) Nina Beridze Account Manager ](https://www.berbay.com/about/our-team/nina-beridze/) [ ![Angely Levis](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-42.png) Angely Levis Account Manager ](https://www.berbay.com/about/our-team/angely-levis/) [ ![Ella Gage](https://www.berbay.com/wp-content/uploads/2023/10/b168cbcc-337d-449b-b8f1-f161f6087ea8-e1785514265176-768x1033.png) Ella Gage Account Executive ](https://www.berbay.com/about/our-team/ella-gage/) [ ![Noah Douge](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-46.png) Noah Douge Account Executive ](https://www.berbay.com/about/our-team/noah-douge/) [ ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-41-e1778285509243.png) Kristin Anderson Administrative Manager ](https://www.berbay.com/about/our-team/kristin-anderson/) [ ![Sharon Berman](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped-e1785514657517-768x986.png) Sharon Berman Founder – In Memoriam ](https://www.berbay.com/about/our-team/sharon-berman/) ![Legal Marketing Strategy Meeting in Los Angeles Office](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office-1.jpg "Legal Marketing Strategy Meeting in Los Angeles Office (1) - Berbay Marketing & PR") ## Why Choose Berbay ### Decades of **Strategic Marketing for Leading Law Firms** Our PR agency has worked with hundreds of law firms in nearly every practice area, including litigation, intellectual property, employment, personal injury, real estate, family law and more. With a deep understanding of the legal industry, we tailor our strategies to highlight each firm's unique strengths and expertise. Our experience spans major legal hubs such as [Los Angeles,](https://www.berbay.com/los-angeles/ "Los Angeles Law Firm Marketing & PR Agency") [New York City,](https://www.berbay.com/nyc/ "New York Law Firm Marketing") [Chicago](https://www.berbay.com/chicago/ "Marketing Agency for Law Firms in Chicago"), [Washington D.C](https://www.berbay.com/washington-dc/ "Washington DC Law Firm Marketing & PR Agency"). and other cities across the U.S. Whether a law firm seeks to enhance its local presence or achieve nationwide visibility, we implement targeted, results-driven campaigns designed to amplify their reputation and get them in front of the right audiences. We work with law firms in the way that works best for them — whether serving as a fully outsourced marketing department or collaborating with individual offices or practice groups to drive growth. Our agency also has the capabilities to support law firms of all sizes, from a few attorneys to large firms with multiple offices. This versatility ensures that every strategy aligns with the firm’s specific goals and objectives, while providing the benefit of an entire team of marketing and PR experts working on their behalf. ## LAW FIRM MARKETING ## Public Relations and Law Firm Marketing We take a comprehensive approach to law firm marketing and public relations, ensuring every aspect of your campaign works seamlessly to elevate your firm’s visibility. From securing media placements and speaking engagements to lead tracking programs and analysis, we implement a cohesive strategy that positions you as the go-to firm in your practice area, helping you gain the attention and recognition you deserve. [GET STARTED](#start)[LAW FIRM PR SERVICES](https://www.berbay.com/services/pr-for-law-firms/) ![PR professional reviewing marketing strategy with law firm partner during a planning meeting](https://www.berbay.com/wp-content/uploads/2026/03/PR-Advisor-Working-with-Law-Firm-Leadership.jpg "PR Advisor Working with Law Firm Leadership - Berbay Marketing & PR") ![Litigation PR Outside Los Angeles](https://www.berbay.com/wp-content/uploads/2026/03/Litigation-PR-Outside-Los-Angeles-1024x768.jpg "Litigation PR Outside Los Angeles - Berbay Marketing & PR") ###### COMPREHENSIVE SERVICES ## Litigation Public Relations As a nationally recognized leader in litigation public relations, Berbay has played a pivotal role in countless high-profile cases, not only securing media attention but also educating the public and shaping awareness around critical issues. Whether spotlighting a lawsuit filing, generating media coverage for trials and verdicts or mitigating the impact of unfavorable outcomes, we provide PR solutions that help law firms navigate the complexities of litigation with confidence. [GET STARTED](#start)[LITIGATION PR SERVICES](https://www.berbay.com/services/litigation-pr-marketing/) ###### Marketing & PR SERVICES ## FULL SERVICE AGENCY [### Nominations & Rankings Our team has demonstrated expertise obtaining rankings for lawyers and law firms. Our clients have achieved recognition on lists such as *C*hambers & Partners, Daily Journal Top 100 Lawyers, National Law Journal Trailblazers and Best Lawyers*.* Learn More](https://www.berbay.com/services/nominations-rankings/) [### Social Media Berbay is the trusted choice for law firms seeking to harness the power of social media to increase their visibility and credibility. We know how to craft engaging, informative and legally compliant content that resonates with your target audience. Learn More](https://www.berbay.com/services/social-media-marketing/) [### Speaking Engagements We specialize in securing keynote and panel speaking engagements for lawyers in front of a range of target audiences, including industry groups, professional associations, business conferences and more. Learn More](https://www.berbay.com/services/speaking-engagements/) [### Content Marketing Prospects seek out legal experts who understand their unique needs and business challenges. We establish your firm as a go-to authority through blogs, webinars and email newsletter campaigns that nurture relationships. Learn More](https://www.berbay.com/services/law-firm-seo/) [### Digital Marketing & SEO Our team excels at developing and implementing digital marketing techniques, including PPC and SEO campaigns to ensure online visibility and increased traffic to your law firm’s website. Learn MOre](https://www.berbay.com/services/) [### Web Design Your website is often the first impression potential clients have of your firm. We design modern, professional law firm websites that reflect your expertise, build trust and convert visitors into consultations. Learn More](https://www.berbay.com/services/website-design-for-law-firms/) ###### **Successful Law Firm PR Campaigns** ## PR & Thought Leadership We enhance your firm’s reputation through strategic media outreach, including press releases that showcase your achievements and successes for clients. By positioning your attorneys as thought leaders through authoritative bylined articles and high-profile interviews, we help demonstrate your firm’s expertise. Securing prestigious awards and speaking engagements further reinforces your firm’s credibility. Each element works together to build trust, differentiate your firm and ensure you remain top of mind with clients and referral sources. [GET STARTED](#start) ![Berbay web images 1](https://www.berbay.com/wp-content/uploads/2026/03/Berbay-web-images-1-819x1024.png "Berbay web images 1 - Berbay Marketing & PR") ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") ###### ONLINE MARKETING ## Law Firm Advertising & Paid Search (PPC) In collaboration with our vetted team of experts, we provide paid advertising services such as Google Ads and PPC campaigns, strategic social media advertising on platforms like Instagram and Facebook, and retargeting campaigns to bring visitors back to your website. From campaign setup to continuous performance monitoring and optimization, we ensure every dollar works hard to strengthen your firm’s online presence and generate meaningful leads. [GET STARTED](#start) ###### Case Studies ## Proven Results for Law Firms For three decades, our experts have built visibility and credibility for law firms through publicity, media relations and integrated marketing. These case studies show how the right strategy turns into real coverage, new clients and lasting growth. [![32](https://www.berbay.com/wp-content/uploads/2024/12/32-1024x768.png "32 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) ## [Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) Client: A nationwide nursing home abuse law firm Challenge: The firm was unable to monitor the effectiveness of its marketing efforts and ROI of multiple campaigns. Work: The Berbay team went to work, executing on multiple phases: Customized CRM: Using the current CRM, instead of spending money and resources getting a new one, we customized their platform...[Read More Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) [![Marketing Plan](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-52.png "Marketing Plan - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) ## [Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) Client: Civil Appellate Law Firm Challenge: One of the nation’s leading civil appellate firms struggled to identify where to allocate the firm’s marketing budget. Marketing efforts were ad hoc and without tools to capture ROI or benchmark success. The firm also didn’t know if they were missing opportunities. Without a comprehensive overview of where time and resources...[Read More Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) [![Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm](https://www.berbay.com/wp-content/uploads/2024/05/Case-Study-Berbay-Marketing-PR-Litigation-PR-Campaign-Gets-Widespread-National-Coverage-Brings-in-New-Cases-for-Law-Firm-.png "Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ## [Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) Client: Plaintiff Trial Law Firm Challenge: A plaintiff trial law firm filed a lawsuit against a government entity and its department, alleging negligence in the handling of sensitive information that was subsequently posted online. The client wanted to put pressure on the defendants to resolve the matter quickly and amicably while ensuring the affected individuals...[Read More Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ###### Thought Leadership ## Blogs, Newsletters and More [![A Berbay strategist writing lawyer SEO content at a laptop in a modern office](https://www.berbay.com/wp-content/uploads/2026/07/berbay-content-strategist-writing-1024x572.jpg "Berbay Content Strategist at Work - Berbay Marketing & PR")](https://www.berbay.com/blog/content-marketing-for-law-firms/) ## [Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) There are numerous ways firms can choose to market their legal services. Of the many options, it’s no secret that content marketing is one of the more resource-intensive approaches. A successful content strategy requires buy-in from managing partners and senior lawyers, and consistent effort to create blog posts, bylined articles, client alerts, webinars, email newsletters,...[Read More Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) [![Laptop computer showing news story](https://www.berbay.com/wp-content/uploads/2026/08/Blog-Photos-2026-08-19T153134853.png "Laptop computer showing news story - Berbay Marketing & PR")](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) ## [The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Over the last six months, the topic of newswires has come up repeatedly, with several seasoned marketers telling us they are surprised we don’t use them. Their surprise surprised us back. Not because newswires disappeared, but because we didn’t realize they were still seen as a meaningful PR strategy. That raises a bigger question: what...[Read More The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Tags[newswire](https://www.berbay.com/tag/newswire/), [pr campaign](https://www.berbay.com/tag/pr-campaign/), [press release](https://www.berbay.com/tag/press-release/), [public relations](https://www.berbay.com/tag/public-relations/) [![Managing partner handing over key to successor lawyer](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-70.png "Managing partner handing over key to successor lawyer - Berbay Marketing & PR")](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) ## [Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) A law firm’s legacy is not built in a single moment. It is built over years of client calls, late night strategy sessions, courtroom wins, trusted advice in the moments that matter and relationships that become almost inseparable from the lawyers who created them. That is what makes succession planning so easy to avoid, and...[Read More Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) Tags[law firms](https://www.berbay.com/tag/law-firms/), [Marketing](https://www.berbay.com/tag/marketing/), [succession planning](https://www.berbay.com/tag/succession-planning/) [Go To The Learning Hub](https://www.berbay.com/resources/) ###### Partner with Berbay ## We don't just market law firms—we position them for success. Whether you need more fuel behind your public relations efforts, or you’re hiring a PR agency for the first time, our team delivers customized strategies that create awareness and get the phone to ring. Call us today at (310) 405-7343 to discuss how we can help your firm grow! [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Nominations & Rankings](https://www.berbay.com/services/nominations-rankings/) **Published:** November 10, 2023 **Author:** admin **Content:** # Nominations, Awards & Rankings for professional services ## Awards & Rankings That Reinforce Credibility Berbay manages the full nominations process, helping law, real estate and financial firms earn recognition that gives you a competitive edge. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![LA Times Studios Banking Finance Visionaries](https://www.berbay.com/wp-content/uploads/2026/05/LA-Times-Studios-Banking-Finance.png "LA Times Studios Banking Finance - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![GlobeSt Women of Influence](https://www.berbay.com/wp-content/uploads/2026/05/GlobeSt-Women-of-Influence.jpg "GlobeSt Women of Influence - Berbay Marketing & PR") - ![LA Business Journal Minority Attorneys](https://www.berbay.com/wp-content/uploads/2026/05/LA-Business-Journal-Minority-Attorneys.png "LA Business Journal Minority Attorneys - Berbay Marketing & PR") - ![Business Insurance US Insurance Awards](https://www.berbay.com/wp-content/uploads/2026/05/Business-Insurance-US-Insurance-Awards.png "Business Insurance US Insurance Awards - Berbay Marketing & PR") - ![Daily Journal](https://www.berbay.com/wp-content/uploads/2026/05/dj_logo_high_rez.png "Daily Journal - Berbay Marketing & PR") - ![NLJ Trailblazers](https://www.berbay.com/wp-content/uploads/2026/05/NLJ-Trailblazers.png "NLJ Trailblazers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## Proven Results ### ****Decades of Award-Winning Submissions**** Berbay has a proven track record in obtaining coveted awards for law, real estate and financial services. Our three decades of public relations experience often makes the difference between inclusion and being overlooked for the rankings that matter to your firm. submissions managed annually across major rankings. years of nominations and rankings experience. firms earning awards and recognitions nationwide. ![Professionals reviewing law firm website rankings and awards section on a laptop during a strategic discussion](https://www.berbay.com/wp-content/uploads/2026/04/Awards-and-Rankings-Strategy-Discussion-2.jpg "Awards and Rankings Strategy Discussion 2 - Berbay Marketing & PR") ## Why It Matters ### **Awards Drive Business Development** A [Chambers ranking](https://www.berbay.com/blog/how-to-get-ranked-in-chambers-and-partners/) or Business Insurance Women to Watch award isn’t just a badge for your website — it shapes how decision-makers evaluate who to hire. General counsel build shortlists around recognized firms. Lateral candidates assess where to grow their careers. Firms that approach nominations strategically see cumulative returns, with each recognition elevating your professional profile and reinforcing credibility. With dozens of ranking opportunities and new ones cropping up every year, it can be difficult to determine where you should put time and resources. Compounding this decision is the proliferation of spammy/scammy rankings — nominations that are purely pay-to-play or are not legitimate. With our decades of experience, we know which lists will enhance your reputation and generate new business opportunities. ##### Industries We Serve ## Nominations for Professional Services [### ********Law Firms******** From Best Lawyers nominations and Chambers submissions to Daily Journal Top 100 Attorneys, Benchmark Litigation and National Law Journal Trailblazers, we manage the full legal rankings landscape, helping lawyers and law firms gain recognition through prestigious awards. Learn More](https://www.berbay.com/) [### ****Real Estate**** We have secured awards across GlobeSt, Commercial Observer, NAIOP, regional commercial real estate publications and industry organizations to enhance the reputations of real estate firms and drive new business. Learn More](https://www.berbay.com/services/real-estate-marketing/) [### ****Financial Services**** We facilitate submissions to Mergers & Acquisitions Mid-Market Awards, Accounting Today’s Top 100 Most Influential People, Los Angeles Business Journal’s Top Accounting Firms and many other industry rankings that reinforce credibility. Learn More](https://www.berbay.com/services/financial-marketing/) [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Managing Awards Submissions Process](https://www.berbay.com/wp-content/uploads/2026/04/Managing-Awards-Submissions-Process.jpg "Managing Awards Submissions Process - Berbay Marketing & PR") ## Our Approach ## Full-Service Nomination Management Berbay guides you through every step of the nominations process, from identifying the right rankings to pursue, to leveraging your success for future growth. Our work doesn’t stop once your nomination is submitted; we provide continuous monitoring and support. This includes tracking the progress of your submission, providing updates and addressing any questions or concerns that may arise. [GET STARTED](#start) ###### Long-Term Impact ## Building a Rankings Portfolio That Compounds Securing a ranking is just the beginning. We help you leverage this success for future opportunities by systematically parlaying your media coverage into additional marketing efforts. This includes creating a strategic plan to capitalize on your ranking and exploring new avenues for visibility and credibility. By building on your achievements, we help you sustain momentum and drive continued growth for your business. [GET STARTED](#start) ![Woman typing on computer](https://www.berbay.com/wp-content/uploads/2017/10/Blog-Photos-59.png "Woman typing on computer - Berbay Marketing & PR") ## Strategic SUBMISSIONS ### Rankings & Awards We Manage Berbay manages submissions across leading real estate, financial and law firm rankings. We ensure your professionals and firm are being considered for the awards that matter most to you. ### **Industry Awards** Our industry-specific knowledge in law, real estate and financial services allows us to craft nominations that are not only compelling, but positioned to stand out in highly competitive fields. ### **Local, Regional, Nationwide** Whether you are looking to build recognition locally or elevate your profile on a national stage, we tailor each submission to align with the specific criteria, audience and competitive landscape of that market. ### **Practice Specific** From intellectual property and tax to property management and other specialized areas, we tailor each submission to showcase the distinct strengths of your practice. ### **Community Involvement** & **Philanthrop**y We showcase your philanthropy and put forth submissions for awards such as Best Places to Work, Champion of Mentorship and Leader in Diversity, Equity & Inclusion. ### **Individual** Professionals We develop nominations for your professionals as strategic tools to garner visibility, whether honoring a lifetime achievement, elevating a leading partner or building credibility for a rising star. ### Firmwide We develop firmwide award submissions that highlight the depth and performance of your teams, whether for Daily Journal Top Boutiques, Commercial Property Executive Top Brokerage Firms or Accounting Today Top 500 Firms. ###### **Inside the Process** ## **We Know What Reviewers Are Looking For** A key part of our service is meticulously researching decision-making criteria. Every ranking list has its own set of guidelines and we make it our job to understand these intricacies so you don’t have to. Before the nomination period even begins, we work to familiarize decision-makers with your expertise and accomplishments. This proactive approach ensures that by the time they receive your submission, they are already aware of who you are and what you have achieved. This familiarity increases the likelihood of your nomination being viewed favorably. [GET STARTED](#start) ![Analyzing Legal Rankings Criteria](https://www.berbay.com/wp-content/uploads/2026/04/Analyzing-Legal-Rankings-Criteria.jpg "Analyzing Legal Rankings Criteria - Berbay Marketing & PR") ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") ###### The Payoff ## From Rankings to Revenue Recognition becomes more valuable when it’s integrated into your broader marketing. We handle the publicity by drafting announcements, sending emails, and posting on your website and social media platforms. Our goal is to amplify the visibility of your ranking and ensure that your target audience is aware of your accomplishments. This not only boosts your profile but also enhances your credibility in the eyes of current and potential clients, and referral sources. [GET STARTED](#start) ###### Partner with Berbay ## **Start Winning the Rankings That Matter** Whether you’re pursuing your first LA Times Private Equity Visionaries award or enhancing a Legal 500 submission, our full-service nomination solutions, deep industry knowledge and tenacious approach set us apart from the competition. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Law Firm SEO](https://www.berbay.com/services/law-firm-seo/) **Published:** July 17, 2026 **Author:** Darren DeMatas **Content:** # Law Firm SEO Services ## Content Marketing & PR That Get Attorneys Found Berbay develops and implements effective SEO strategies to enhance your online visibility and drive traffic to your law firm’s website. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") Proven Experience### Law Firm SEO Backed by 30+ Years of Expertise Search visibility is earned through expertise, credibility and consistency. Since 1995, Berbay has helped professional services firms elevate their authority in the marketplace. Our SEO strategies build on that foundation, helping your firm earn meaningful visibility that attracts the right clients. ###### **In-house legal copywriting.** ###### **Earned media campaigns**. ###### **Strategy**, analytics and reporting. Smarter Approach to SEO## ****Why PR**** & Marketing Is ****Essential to Law Firm**** Rankings Effective SEO requires more than technical optimization. It requires a strategy rooted in expertise, credibility and content that demonstrates value to target audiences. Our [public relations work for law firms](https://www.berbay.com/services/pr-for-law-firms/) helps attorneys translate their knowledge and experience into a stronger search presence through strategic content, optimization and ongoing analysis. If your firm is ready to build visibility the right way, let’s talk. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Legal Marketing Strategy Meeting in Los Angeles Office (1)](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office-1.jpg "Legal Marketing Strategy Meeting in Los Angeles Office (1) - Berbay Marketing & PR") What We Do ## The Content Strategy Behind Attorney SEO Berbay brings together content strategy, optimization and visibility-building tactics to strengthen your firm’s presence in search engines. These are the core services we provide to help law firms build authority and attract qualified opportunities. ### **Content Marketing** Practice area pages, pillar guides and topic clusters built around what your prospective clients actually search for, written to rank and to convert so the traffic turns into real matters, not just page views. ### **Legal Copywriting** SEO content writing for law firms by writers who understand legal audiences and what will resonate. Every draft runs through subject-matter review, so it is accurate, credible and compliant before it goes live. ### **SEO Strategy** A clear search roadmap built around your growth goals. You always know what we are working on, why it matters and how it supports your growth goals. ### **Media Mentions** The awards and rankings that carry weight in law, including Chambers, Super Lawyers, and Best Lawyers, plus press coverage in target outlets, earning the third-party validation search engines reward. [### **Editorial Links** Links from real publications, earned through media placements and thought leadership. This strengthens the authority your content needs to compete over time.](https://www.berbay.com/blog/link-building-for-lawyers/) [### **Social Distribution** Social media puts your content in front of clients, prospects, and referral sources while feeding content to search engines and increasing the likelihood you’ll be found online.](https://www.berbay.com/services/social-media-marketing/) ![Three marketing strategists collaborate around a conference table reviewing a campaign brief and editorial calendar](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-1-team-working-1.jpg "Strategy Session in a Downtown Los Angeles Office - Berbay Marketing & PR") How We WOrk## ****How Content Marketing for Attorneys Supports Growth**** You get one team coordinating content, PR and technical specialists rather than relying on disconnected vendors. We map an editorial calendar to your practice areas, ghostwrite the thought leadership that positions your attorneys as authorities, and pursue the media coverage and awards that compound into search authority over time. - Editorial calendar mapped to your practice areas - Ghostwritten bylines and thought leadership - Ongoing media and awards placements - Regular reporting with rankings and lead attribution - One team facilitating your SEO campaign We also put your attorneys in front of the right audiences through [speaking engagements](https://www.berbay.com/services/speaking-engagements/), and expand the media strategy when a case could benefit from [litigation PR](https://www.berbay.com/services/litigation-pr-marketing/). Proven Results## ****What SEO Success Actually Looks Like For Your Law Firm**** We do not report impressions and call it a win. Success means stronger rankings for terms that can generate new business, more qualified organic leads reaching your intake team, growth in branded search, and increases in credible media mentions, backlinks and client reviews. We measure actual visibility and qualified opportunities, not vanity engagement. ![Berbay advisor reviewing Chicago law firm marketing analytics with a professional services client](https://www.berbay.com/wp-content/uploads/2026/06/chicago-law-firm-marketing-photo-2-team-with-client.jpg "Chicago Law Firm Marketing Agency — Client Advisory Session - Berbay Marketing & PR") Behind the Scenes ## Specialized SEO – We Oversee So You Don’t Have To Some SEO work runs deep and technical. We own the strategy, oversee execution and maintain quality, bringing in vetted experts where your firm needs them, so nothing falls through the cracks between marketing and the web team. It all sits on a strong [law firm website](https://www.berbay.com/services/website-design-for-law-firms/). ### ****Local SEO**** We strengthen local visibility through Google Business Profile optimization, map-pack strategy and consistent listings, supported by review generation that builds trust with prospective clients. ### **Technical SEO** A full read on website health, Core Web Vitals, crawlability, and mobile-first performance, with a prioritized fix list for the technical foundation your content sits on. ### ****AI Optimization**** Visibility in AI Overviews and AI-driven search, so your firm shows up as these tools reshape how clients find and vet attorneys. FAQs ## Lawyers Frequently Ask Us These Questions ****How is content marketing different from SEO, and why does a law firm need both?**** SEO is how people find you; content is what they find when they do. Search engines rank pages that genuinely help the reader, so strong content is not a nice-to-have; it is what makes SEO work. Google’s own guidance is to create [helpful, reliable, people-first content](https://developers.google.com/search/docs/fundamentals/creating-helpful-content), which is exactly how we approach every piece of marketing content. ******Will this help us rank for practice-area and city-level searches?****** Yes. Practice- area pages and localized content are where most qualified legal searches happen, and they are a core part of the content plan. The deeper local work, including Google Business Profile, directory listings and the map pack, is coordinated through our specialist oversight. ******How do PR mentions and editorial links actually help our SEO?****** Media coverage and editorial links can strengthen the authority surrounding your firm and its content. Over time, that credibility can improve your ability to compete for valuable search visibility. It is the same credibility PR has always built, now doing double duty for search. ****Can your team write legal content that is accurate and compliant?**** Yes. Our writers understand legal audiences, and we obtain your approval before anything is distributed or published. We write with attorney-advertising rules in mind, including the [ABA Model Rules on communications about legal services](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1_judicial_comments/) and the relevant state bar rules, which differ by jurisdiction and change over time. **How do you handle AI Overviews and reviews without creating ethics or brand risk?** We optimize for AI-driven search the same way we optimize for Google, with clear, credible, well-structured content, and we build review generation into intake that stays within bar rules for testimonials. **How do you handle testimonials, awards and attorney-advertising rules across states?** Rules on testimonials, endorsements and advertising claims differ across jurisdictions like California, New York and Florida, and they change over time. We craft every piece of content with those rules in mind and coordinate jurisdiction-specific review, so your marketing stays compliant as it scales. **What do you do in-house, and what gets coordinated through specialists?** Content, legal copywriting, PR, media mentions, editorial links and social distribution are owned in-house. Local SEO, SEO audits and AI optimization are directed by us and executed by vetted specialists. We bring it all together as one seamless team, with a single point of coordination and the flexibility for you to be as directly involved as you prefer. ###### START THE CONVERSATION ## **Work With a Law Firm Marketing Agency That Knows SEO** As a [law firm marketing agency](https://www.berbay.com/) with more than three decades of professional-services experience, Berbay leads your content and PR, oversees technical execution, and works as an extension of your team. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Law Firm PR Agency](https://www.berbay.com/services/pr-for-law-firms/) **Published:** October 31, 2023 **Author:** admin **Excerpt:** Boost your law firm’s visibility and credibility with award-winning PR from Berbay. Targeted media placements, thought leadership & strategic growth. **Content:** # Public Relations for Law Firms That Fuels Growth ## See Why 300+ Law Firms Have Trusted Our PR Agency A successful public relations campaign can help your firm stand out from competitors and fuel business growth. With more than 30 years of getting results, Berbay is a proven partner to law firms and attorneys nationwide. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR Law FIRM Clients HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") **PROVEN EXPERIENCE** ### **Law Firm PR Expertise That Delivers Results** Since 1995, Berbay has served as a trusted PR agency for law firms across nearly every practice and geographic area. Recognized by The Recorder as the Best Public Relations Agency and named a Top PR Agency by Los Angeles Business Journal, we have partnered with hundreds of firms to create top-of-mind awareness that supports business growth. Our results-driven legal PR services have secured coverage in top media outlets, positioned attorneys as experts and increased visibility. As law firm PR pros for more than three decades, we know what resonates with the media, what warrants news coverage – and what doesn’t. **Over 30 years in business**. **300+ law firms marketed.** **Thousands of media placements.** ![Berbay PR Strategy](https://www.berbay.com/wp-content/uploads/2026/05/Berbay-PR-Strategy.jpg "Berbay PR Strategy - Berbay Marketing & PR") ## WHY BERBAY ### **A Strategic PR Firm for Lawyers** While we come with decades of PR experience, each law firm is different. That’s why we immerse ourselves in getting to know everything about your firm, taking a deep dive into your objectives, operations and practice areas. This sets the stage for a successful partnership and serves as the foundation of your public relations strategy. Attorney advocacy is a central part of our work, as we “package” you as an expert, prepare you to speak with reporters and find creative ways to tout your news. With legal industry experience across corporate, employment, personal injury, insurance, intellectual property, litigation, real estate, trusts & estates, family law and more, Berbay’s 30+ years working with law firms helps you rise above the competition. PR SERVICES FOR LAWYERS ## Legal PR Services We Provide for Law Firms Whether you want to elevate the firm as a whole, promote a specific practice area or boost individual attorneys, Berbay leverages a combination of PR tactics to meet your goals. ### Expert Spokesperson Positioning We position your attorneys as trusted voices in their practice areas and as knowledgeable resources for reporters seeking commentary on current news and trends. ### Media Placements Through expertly crafted press releases, media pitches and alerts, we generate visibility for newsworthy events and secure consistent media placements in the outlets your audiences follow. [### Bylined Articles We place attorney-authored bylined articles in industry publications, reinforcing thought leadership and building a body of work that can be shared with potential clients and referral sources.](https://www.berbay.com/services/speaking-engagements/) ### Awards & Rankings We vet nomination opportunities and develop compelling submissions, increasing your chances of being recognized by credible awards and rankings like Chambers & Partners and Best Law Firms. ### Content Amplification We extend the reach of earned media placements by publicizing, repurposing and leveraging news across your channels: website, social media, email newsletter and other marketing materials. [### Litigation PR Using strategic media pitching, press conferences and other litigation PR tactics, we secure coverage for significant lawsuit filings, verdicts & settlements and important legal issues.](https://www.berbay.com/services/litigation-pr-marketing/) Media Relations ## Securing Impactful Media Coverage for Law Firms Berbay stays at the forefront of industry topics and trends to strategically position your firm in the media landscape. Our team is constantly monitoring the news to see how we can create opportunities for clients to be included in conversations that raise their profile and establish them as thought leaders. This includes timely “newsjacking,” when we pitch you as an expert on news that’s already gaining attention. We also develop monthly and seasonal editorial calendars centered around your evergreen, go-to topics. And we don’t wait for the media to come to us – we are reaching out, asking reporters what they’re working on so we can be the first to offer resources. This enables us to secure consistent and impactful coverage for law firms. Our team provides: - Regular public relations campaign strategy meetings – quarterly, monthly or the cadence that works best for your firm and objectives. - Real time updates on opportunities to provide media commentary. - Attorney media training and spokesperson prep before interviews and press conferences. - Monthly placement reports outlining the impact of media relations efforts. A media relations campaign can produce measurable results for your firm. [Schedule a call with us](https://www.berbay.com/contact/) to learn more about how Berbay can help. ![An advisor and a managing partner review a media coverage tracker on a desktop monitor](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-2-team-with-client-1.jpg "Reviewing a Media Coverage Tracker With a Client - Berbay Marketing & PR") ![Marketing team reviewing email campaign plans and content](https://www.berbay.com/wp-content/uploads/2026/04/Email-Marketing-Strategy-Planning.jpg "Email Marketing Strategy Planning - Berbay Marketing & PR") Proven Results ## We Get Law Firms Noticed Well-crafted and consistent public relations campaigns can be the key differentiator for a law firm to stand out from competitors. PR levels the playing field for smaller or lesser-known firms to compete more effectively against larger, established counterparts. PR increases visibility so prospective clients and referral sources become familiar with your expertise. It reinforces credibility, establishing you as a sought-out expert in your practice area. Focused PR initiatives get you in front of the right people at the right time and increase the likelihood that a prospect will call you when they have a need. Litigation PR ## Strategic Media Management for High-Stakes Cases Litigation can unfold as much in the court of public opinion as in the courtroom. Berbay helps law firms shape the narrative surrounding high-profile matters through [litigation PR](https://www.berbay.com/services/litigation-pr-marketing/): securing media coverage and visibility, applying external pressure and protecting reputations with crisis communications. [GET STARTED](#start) ![Litigation PR Outside Los Angeles](https://www.berbay.com/wp-content/uploads/2026/03/Litigation-PR-Outside-Los-Angeles.jpg "Litigation PR Outside Los Angeles - Berbay Marketing & PR") ![A professional services executive answers questions during a televised interview as two camera operators film](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-4-client-publicity-1.jpg "Client Media Interview in a Los Angeles Studio - Berbay Marketing & PR") ## Law Firm Marketing ## Strategic Marketing That Strengthens Your Visibility Strategic [law firm marketing](https://www.berbay.com/ "Seattle Law Firm Marketing & PR Agency") makes you stand out in a competitive market. Berbay develops integrated marketing strategies that elevate your firm’s visibility through consistent media exposure, thought leadership and targeted communications. Common Questions ## Frequently Asked Questions About Law Firm PR Still curious about what a legal PR agency will do for your firm? Before embarking on a PR campaign, it’s important to understand the capabilities an agency offers and what results you can expect. We recommend having these conversations early in the process to ensure your goals and expectations are aligned with the agency you choose. Here are answers to the most common questions we get from clients researching legal PR services. **What does a law firm PR agency do?** A law firm PR agency uses a variety of tactics to effectively position your brand and maximize visibility. Depending on your goals, this might include positioning key attorneys as expert spokespeople, getting you named to legal awards and rankings, or securing media coverage for litigation. Most importantly, a legal PR firm will keep your name top of mind among target audiences. **How is legal PR different from generalist or corporate PR?** Generalist PR firms may not have an in-depth understanding of the legal industry or how to navigate the unique challenges law firms face, like client confidentiality and [attorney advertising rules](https://www.calbar.ca.gov/sites/default/files/portals/0/documents/rules/Rules-of-Professional-Conduct.pdf). A PR firm for attorneys already has this knowledge, plus existing relationships with media, an understanding of your practice area(s) and competitors, and proven litigation communication expertise. **Can a PR firm get lawyers quoted in the media without triggering attorney advertising ethics issues?** Yes. So long as attorneys don’t [misrepresent their services](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_7_1_communication_concerning_a_lawyer_s_services/) or breach confidentiality, attorneys can safely discuss legal trends and developments without triggering disciplinary action. When working with the media, your legal PR firm should act as an advocate to ensure that ethical breaches do not happen. **Are awards, rankings and testimonials allowed in lawyer marketing?** Yes. Firms can promote awards, rankings and testimonials while being conscious of wording. For example, saying you *are* a “Best Lawyer” can trigger attorney advertising disciplinary action. Truthfully stating that you have been *ranked* by Best Lawyers, however, is in line with ethical guidelines. An experienced legal PR firm will ensure that awards and rankings are promoted appropriately. **How long until a PR campaign produces results for a law firm?** The speed of results depends on multiple factors. However, your agency should be able to regularly communicate their efforts and demonstrate progress toward your goals. These efforts compound over time and impact your firm growth and visibility. **How much does it cost to hire a PR firm for attorneys?** The cost of a legal PR campaign depends on your goals and how quickly you want to move. A comprehensive approach with consistent efforts often requires a monthly retainer. Specialized campaigns, such as [litigation PR](https://www.berbay.com/services/litigation-pr-marketing/) for a single trial, may have a per-project cost. How does a law firm PR agency handle active litigation? Litigation PR requires both proactive communication and rapid response as the case develops, all while following [ABA trial publicity rules](https://www.americanbar.org/groups/professional_responsibility/publications/model_rules_of_professional_conduct/rule_3_6_trial_publicity/). A litigation communications plan may include press conferences, multiple rounds of media pitching as well as media training to ensure attorneys and litigants are prepared for the court of public opinion. What should a firm ask before hiring a legal PR agency? Before committing, you may talk with an agency about: What is your experience working with our type of firm? What placements have you gotten in our target media outlets? Who will we be working with, and how will they communicate with us? How do you measure and define success? What type of reporting do you provide? ###### WORK with Berbay ## Working With a Law Firm Marketing Agency Whether you need to boost your public relations efforts, or you’re hiring a PR agency for the first time, Berbay can refine your law firm marketing strategy. Contact us at (310) 405-7343 or . [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Website Design For Law Firms](https://www.berbay.com/services/website-design-for-law-firms/) **Published:** November 1, 2023 **Author:** admin **Content:** # 5-Star Rated law firm web design los angeles ## Law Firm Websites That Drive Engagement Based in Los Angeles, we develop content and design websites for law firms nationwide. Our approach aligns your positioning, clearly communicates your expertise, and supports long-term visibility, credibility and client engagement. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## PROVEN EXPERIENCE ### ****Three Decades of Experience, Applied to Every Engagement**** With more than 30 years focused on professional services, we understand what differentiates a strong law firm website from a generic one. Our work is grounded in experience, informed by industry insight, and built to support long-term visibility and credibility. in business and counting. professional services marketed. client media placements. ![Law Firm Website Planning and Design Strategy Session](https://www.berbay.com/wp-content/uploads/2026/03/Law-Firm-Website-Planning-and-Design-Strategy-Session-1024x768.jpg "Law Firm Website Planning and Design Strategy Session - Berbay Marketing & PR") ## Why Choose Berbay ### **A More Strategic Approach to Law Firm Websites** Our approach goes beyond website design. We combine strategy, development and conversion optimization to create websites that reflect your firm’s expertise and generate meaningful engagement. From structure and messaging to performance and usability, every decision is intentional. We also understand how to position your firm to attract clients while supporting broader visibility. The result is a website that not only looks polished, but works as a strategic business asset. [LAW FIRM MARKETING EXPERTS](https://www.berbay.com/) ##### WEBSITE IMPACT ## Why Law Firms Should Prioritize a High-Quality Website Investing in your website is not just about staying current; it’s about reinforcing your credibility and positioning your firm to bring in new business. A law firm wanting to stay ahead of the competition must have a website that: - ### ********Showcases Expertise******** Your website should clearly reflect your firm’s capabilities, experience and successes. From attorney bios to case highlights and expert insights, it reinforces credibility with every interaction. ### ****Builds Market Position**** Consistent, up-to-date content signals relevance and authority. News mentions, blogs and other thought leadership demonstrate that your firm remains active and engaged in its field. ### Supports Marketing Your website serves as the central hub for all outreach. Whether traffic comes from PR, social media or online search, every touchpoint should lead back to a cohesive experience. ### **Generates Leads** Clear messaging, strong positioning and thoughtful structure help convert visitors into inquiries. A well-built website supports decision-making and encourages meaningful engagement. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Law Firm Website Strategy and Content Planning Session](https://www.berbay.com/wp-content/uploads/2026/03/Law-Firm-Website-Strategy-and-Content-Planning-Session-1024x768.jpg "Law Firm Website Strategy and Content Planning Session - Berbay Marketing & PR") ## WEBSITE STRATEGY ## Refresh or Rebuild with Purpose Not every website needs to be completely redone, but every firm benefits from a strategic evaluation. We assess your current site, identify what’s working, and uncover where improvements will have the greatest impact. From targeted updates to full redesigns, we align your website with your firm’s positioning, ensuring it supports visibility, credibility and long-term growth. [GET STARTED](#start) ## WEB DESIGN SERVICES ### **Websites Built for Law Firm Growth** Our team designs and builds law firm websites that align with your positioning, support visibility and guide prospects toward action. The result is a high-performing website that creates a foundation for long-term growth. ### Strategic Website Planning We align your website with firm priorities, practice areas and growth goals—ensuring every page supports positioning and long-term marketing strategy. ### User Experience & Design We create modern, professional designs with intuitive navigation that guide visitors clearly. This helps prospects find relevant information and more easily engage with your firm. ### Legal Content Development We write original website content tailored to your firm—clearly explaining practice areas, highlighting experience and communicating value in a way that resonates with your audience. ### SEO-Driven Structure We build websites with search visibility in mind—organizing content, technical structure and keyword targeting to support rankings and long-term organic growth. ### Development & Hosting From WordPress to fully custom builds, we bring together a team of web experts to ensure reliability, speed and ongoing stability. ### Conversion Optimization We structure pages to support action, encouraging visitors to explore your capabilities and take the next step of contacting you, without disrupting the experience. ###### SEARCH & **DISCOVERY** ## **Beyond Traditional SEO** Search behavior is shifting. While search engine optimization (SEO) remains essential, today’s prospects also rely on AI tools like ChatGPT and Gemini to research legal services. We build and structure websites to support both — ensuring your content, site architecture and technical foundation work together to improve visibility, strengthen positioning and make your firm easier to find. [GET STARTED](#start) ![Marketing team reviewing SEO performance report and website design mockup during a strategy meeting](https://www.berbay.com/wp-content/uploads/2026/03/Website-Design-and-SEO-Strategy-Session.jpg "Website Design and SEO Strategy Session - Berbay Marketing & PR") ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") ###### LANDING PAGES ## Built to Support Campaign Performance A high-performing website works in tandem with your advertising efforts. We design and develop landing pages aligned with your campaigns, ensuring clear messaging, strong user flow and effective conversion optimization. From pixel implementation to Google Tag Manager setup, we work with a team of web experts to ensure your site captures the right data and supports informed decision-making —helping you connect website performance with real business outcomes. [GET STARTED](#start) ###### ONGOING SUPPORT ## Keeping Your Website Active and Relevant An effective website is never static. We help you maintain a site that reflects your firm’s growth — updating content, showcasing achievements and reinforcing expertise over time. Through consistent, strategic updates, your website remains aligned with your positioning while continuing to support visibility, credibility and ongoing engagement with your audience. [GET STARTED](#start) ![Top-down view of team reviewing law firm website content, SEO notes, and strategy documents at a modern office table](https://www.berbay.com/wp-content/uploads/2026/03/Law-Firm-Copywriting-and-Content-and-Strategy-Planning-1024x768.jpg "Law Firm Copywriting and Content and Strategy Planning - Berbay Marketing & PR") ###### Partner with Berbay ## **Let’s Build a More Effective Website for Your Firm** Whether you’re starting from scratch or improving an existing site, we take a strategic approach shaped by decades of [law firm marketing](https://www.berbay.com/ "Law Firm Marketing in Los Angeles") experience. Our team designs and develops websites that strengthen credibility, support visibility and drive meaningful engagement. This ensures your website reflects your expertise and works as part of a broader marketing strategy. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Email Marketing Services Los Angeles](https://www.berbay.com/services/email-marketing-agency/) **Published:** April 23, 2026 **Author:** Darren DeMatas **Content:** # Top Rated Email Marketing Services In Los Angeles ## Email Campaigns & Marketing Communications We develop and manage email marketing and communications programs that support business development and create consistent visibility for professional services firms nationwide. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## Proven Results ### Three ****Decades of Marketing Communications Experience**** For professional services firms, email remains one of the most reliable ways to stay top of mind and demonstrate expertise. We build structured email and communications programs that support client and prospect engagement, reinforce credibility and generate measurable business opportunities. in business and counting. campaigns managed. firms marketed. ![Marketing team reviewing email campaign plans and content](https://www.berbay.com/wp-content/uploads/2026/04/Email-Marketing-Strategy-Planning.jpg "Email Marketing Strategy Planning - Berbay Marketing & PR") ## Comprehensive campaigns ### **A Structured Approach to Email Marketing** Effective email marketing is driven by strategy and consistency. We evaluate your current communications, audience segments and business goals to execute a campaign that generates awareness and engages your target market. The goal is to deliver timely, targeted messaging that reinforces your brand and keeps your firm top of mind. We focus on: - Campaign performance and engagement trends - Audience segmentation and list health - Messaging alignment with firm positioning ##### Why Marketing Communications Matters ## Email Marketing That Supports Growth ### ******Stronger Visibility****** Consistent communication keeps your firm top-of-mind with clients, referral sources and prospects—without relying solely on one-time touchpoints. ### **Thoughtful Positioning** Well-crafted emails reinforce your expertise and insights, helping position your professionals as trusted advisors within their industries. ### **Measurable Engagement** Email provides clear insights into what resonates, allowing you to refine messaging based on real audience behavior. ### Scalable Outreach From newsletters to targeted campaigns, email allows you to communicate efficiently while maintaining a personalized, relevant approach. ### ********Integrated Marketing Support******** Email works alongside public relations and online marketing efforts, amplifying visibility across multiple channels. ### ********Long-Term Momentum******** A consistent program builds familiarity and trust over time, supporting sustained business development rather than short-term spikes. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Marketing Strategy Meeting Reviewing HubSpot](https://www.berbay.com/wp-content/uploads/2026/03/Marketing-Strategy-Meeting-Reviewing-HubSpot.jpg "Marketing Strategy Meeting Reviewing HubSpot - Berbay Marketing & PR") ## Our Process ## Structured, Consistent and Strategic We manage email marketing programs with a focus on consistency and alignment. From planning through execution, every campaign is designed to support broader marketing goals. Our team takes the lead on: - Editorial planning aligned with firm priorities - Campaign creation, design and deployment - Audience segmentation and list management - Ongoing performance monitoring and refinement - Clear reporting and communication [GET STARTED](#start) ## Core Capabilities ### Comprehensive Email Marketing Services Email marketing is not a single tactic—it’s a coordinated system of strategy, targeting, timing and content designed to strengthen visibility and engagement. ### ****Newsletter Development**** We draft, design and distribute newsletters and email campaigns aligned with your firm’s positioning, helping maintain consistent visibility and reinforcing your expertise. ### ****Marketing Automation**** We design automated workflows that nurture leads, onboard new contacts and maintain ongoing engagement, ensuring your firm communicates consistently without relying on manual outreach alone. ### ****Audience Segmentation**** We organize and segment your lists based on audience type, behavior and interests, allowing for more relevant messaging that improves engagement. ### ****Platform Managemen****t We work within platforms like Mailchimp, HubSpot and Constant Contact, managing setup, campaign execution and optimization to ensure your email marketing runs efficiently. ### ****Performance Tracking**** We monitor open rates, click-throughs and other key engagement metrics to understand what resonates, using that insight to refine messaging and improve results over time. ### **Content Alignment** We align messaging with your firm’s broader marketing efforts, ensuring consistency across PR, digital and related content initiatives to reinforce positioning and support long-term growth. ###### **Performance Insights** ## **Data That Guides Decisions** Email marketing provides clear, actionable data. We track engagement trends, identify opportunities and refine campaigns based on what your audience responds to. This ensures your campaign continues to evolve and improve over time. Work with our team to improve: - Open rates and engagement trends - Click-through and content performance - List growth and segmentation insights - Campaign comparisons and optimization [GET STARTED](#start) ![PR professional analyzing email campaign performance](https://www.berbay.com/wp-content/uploads/2026/04/Email-Analytics-Review.jpg "Email Analytics Review - Berbay Marketing & PR") ![PR professional creating email newsletter on laptop](https://www.berbay.com/wp-content/uploads/2026/04/Email-Campaign-Development-1024x768.jpg "Email Campaign Development - Berbay Marketing & PR") ###### Expanded Strategy ## Beyond Traditional Email Campaigns As your program matures, email becomes part of a broader, integrated marketing system. We support expanded initiatives that connect email with other channels and business development efforts. - Thought leadership distribution strategiesAutomated nurture campaigns and workflows - Lead generation alignment with CRM systems Retargeting integration with [social media services](https://www.berbay.com/services/social-media-marketing/ "Social Media Marketing Services Los Angeles") - Event promotion and follow-up campaigns These advanced efforts help firms move beyond basic communication toward a more coordinated, strategic approach to visibility and growth. [GET STARTED](#start) Common Questions ## Understanding Email Marketing After more than three decades working with law firms, we often hear the same set of questions from prospective clients. Here are the honest answers we give them. ********What does an email marketing agency do?******** An email marketing agency develops strategy, creates and distributes campaigns, manages lists and tracks performance to ensure consistent, effective communication with your audience. ****How often should we send emails?**** Frequency depends on your goals and audience. Most firms benefit from a consistent schedule. For example, quarterly newsletters combined with targeted campaigns as needed. ******Is email still effective for professional services?****** Yes. Email marketing supports relationship-building, thought leadership and long-term visibility by amplifying your other marketing activities. ###### Partner with Berbay ## **Build a Stronger Email Strategy** Email marketing works best when it’s consistent and aligned with your firm’s broader business goals. We’ll help you build a program that supports visibility, credibility and long-term growth. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Social Media Services for Law Firms](https://www.berbay.com/services/social-media-marketing/) **Published:** November 10, 2023 **Author:** admin **Content:** # 5-Star Rated Law Firm Social Media Agency ## **Social Media Services That Raise Your Firm’s Profile** Law firms rely on Berbay Marketing & PR to harness the power of social media and integrate it into their broader marketing plans, building the visibility and credibility that attract clients and referral sources. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") ## DEEP EXPERTISE ### ****Social Media Strategies That Drive Visibility**** At Berbay, we develop integrated social media strategies that align with your broader marketing channels. Our approach combines compelling organic content, targeted paid distribution and platform-specific strategies to expand visibility, strengthen credibility and help law firms connect with the audiences that matter most. **30+ years** in business and counting. ![Top PR Firms](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-4-150x150.png "Top PR Firms 4 - Berbay Marketing & PR") **300+** law firms marketed. ![Legal Gavel](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-5-150x150.png "Legal Gavel - Berbay Marketing & PR") **20,000+** client media placements. ![Top PR Firms](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-7-150x150.png "Top PR Firms 7 - Berbay Marketing & PR") ![Marketing team reviewing social media engagement analytics and LinkedIn content strategy during a planning meeting](https://www.berbay.com/wp-content/uploads/2026/03/Social-Media-Strategy-Planning-Session.jpg "Social Media Strategy Planning Session - Berbay Marketing & PR") ## Why Choose Berbay ### **Experienced Social Media Agency for Legal Services** Social media has become an essential channel for law firms looking to expand their reach, build credibility and engage with potential clients. The right approach allows firms to share insights, highlight expertise and stay visible among clients and referral sources. As a law firm social media agency, Berbay develops tailored campaigns that balance engaging content without compromising professionalism. We help firms build authority and elevate their brand while supporting broader digital marketing and business development goals. ##### BENEFITS ## **Why Your Law Firm Needs a Social Media Presence** ### ******Brand Awareness****** Social media expands your firm’s visibility among potential clients and referral sources. Consistent activity ensures your attorneys’ insights and accomplishments remain visible where decision-makers increasingly discover and evaluate legal expertise. ### **Thought Leadership Positioning** Social platforms give your attorneys a place to share knowledge and industry perspectives beyond your website. This reinforces expertise while extending the reach of articles, media coverage, presentations and firm news. ### **Connecting With Prospects** Social channels allow firms to get in front of and engage with prospects by sharing relevant insights and answering questions. These interactions build familiarity and trust with potential clients and referral partners long before they reach out. ### Online ******Search Visibility****** Active social profiles and shared content can strengthen overall online visibility. Engagement signals relevance while these profiles themselves often appear in search results, helping prospective clients discover your firm. ### ********Talent Attraction Advantage******** Social media provides prospective employees with insight into your firm’s culture, values and work environment. Highlighting people, achievements and firm life can help attract the right professionals aligned with your organization. ### ********Marketing Insight Analytics******** Social metrics reveal what topics and content resonate most with your audience. These insights help refine messaging, guide content strategy and inform broader marketing initiatives across your firm’s communications efforts. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Marketing Strategy Meeting Reviewing HubSpot](https://www.berbay.com/wp-content/uploads/2026/03/Marketing-Strategy-Meeting-Reviewing-HubSpot.jpg "Marketing Strategy Meeting Reviewing HubSpot - Berbay Marketing & PR") ## SOCIAL MEDIA AUDIT ## Strengthen Your Firm’s Social Presence Before launching or expanding a campaign, we begin with a comprehensive audit of your firm’s existing presence. Our team evaluates your current profiles, messaging, visuals and engagement across platforms to identify opportunities for improvement. We ensure your profiles consistently reflect your firm’s legal expertise while providing strategic recommendations to grow reach, strengthen credibility and attract the right audience. [GET STARTED](#start) ###### SOCIAL CONTENT CREATION ## Consistent Content That Builds Credibility Effective social media requires more than occasional updates. We work with your team to develop consistent, engaging content that reinforces your firm’s experience and grabs your audience’s attention. From educational posts and attorney insights to firm updates and success stories, we tailor each post for the platform and audience, ensuring your firm’s voice remains active, visible and aligned with your broader marketing strategy. [GET STARTED](#start) ![Marketing professional drafting a LinkedIn thought leadership post while reviewing social media content strategy notes](https://www.berbay.com/wp-content/uploads/2026/03/Professional-Social-Media-Content-Planning-On-LinkedIn-1.jpg "Professional Social Media Content Planning On LinkedIn (1) - Berbay Marketing & PR") ## SOCIAL MEDIA PLATFORMS ### **Focus On the Channels That Matter** for*Your* Firm Not every platform serves the same purpose. The most effective strategy focuses on the channels where your audience is active and your insights will have the greatest impact. By prioritizing the right platforms, your firm can allocate resources more effectively, maintain a consistent presence and maximize your marketing efforts. ### LinkedIn LinkedIn is the leading professional network and often one of the first places potential clients research firms. A strong presence helps reinforce credibility, highlight expertise and keep your firm visible to decision-makers and referral sources. ### Facebook Facebook offers broad reach, making it valuable for firms serving a general consumer audience, such as personal injury or family law practices. Firms can share articles, media coverage and firm news while maintaining visibility among prospective clients and referral networks. ### X X is a platform for real-time news and conversation. Firms can share timely insights, comment on industry developments and contribute to relevant discussions, helping attorneys stay visible while demonstrating knowledge of emerging industry topics. ### Instagram Instagram’s massive audience and highly visual nature makes it a useful platform for sharing firm culture, insights and photo/video content. It offers opportunities to highlight achievements, showcase expertise and provide a behind-the-scenes view that supports recruiting and brand awareness. ### YouTube YouTube is the second-largest search engine globally, making it an ideal platform to reach a wide audience. Publishing videos about your firm, practice areas and legal insights can increase visibility and allow you to connect with prospects who are searching for services or information online. ### Google Business Google Business is often one of the first places prospective clients and referral sources encounter a law firm when searching online. A complete, active profile helps reinforce credibility via client reviews, showcase services, highlight firm news and make it easier for prospects to find and contact the firm. ###### **Tracking Performance & Optimizing Results** ## **Turn Engagement Into Strategic Insight** Effective social media requires ongoing monitoring to measure results and refine strategies. We track likes, shares and comments to understand how audiences respond to your content and adjust your strategy accordingly. Through market research and competitor analysis, we also identify opportunities to expand your following, helping your firm grow its audience while maintaining a credible, professional online presence. [GET STARTED](#start) ![Financial services social media strategy dashboard with analytics reports and LinkedIn content planning](https://www.berbay.com/wp-content/uploads/2026/03/Social-Media-Marketing-Strategy-for-Financial-Firms-1024x768.jpg "Social Media Marketing Strategy for Financial Firms - Berbay Marketing & PR") ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") ###### PAID SOCIAL CAMPAIGNS ## Generate Qualified Leads Through Social Paid social campaigns help law firms reach highly targeted audiences with messaging tailored to their expertise. We develop and manage strategic online advertising campaigns that promote your services and experience. By refining audience targeting and crafting engaging content, we help generate qualified leads while supporting broader visibility and business development goals, always within the bar rules that govern legal marketing. [GET STARTED](#start) Common Questions ## What Law Firms Ask Us About Social Media ****Can law firms advertise on social media?**** Yes. Attorney advertising is permitted as long as your communications are truthful and not misleading, consistent with the American Bar Association’s Model Rules and your state bar’s version of them. We build every campaign around those legal marketing rules, including required disclaimers and identifying sponsored content, using resources like the Florida Bar’s [advertising checklist](https://www.floridabar.org/ethics/etad/checklist-websites-sm-video-sharing/) as a baseline. ****Can our firm run paid promotion and online advertising?**** In most states, firms can use online advertising and paid promotion, including sponsored posts, boosted content and retargeting, provided the ads are clearly identified as attorney advertising and don’t pay a platform for “recommendations.” We structure paid promotion to stay within each jurisdiction’s advertising and solicitation rules. ******How should we handle online reviews and testimonials?****** You can generally use client testimonials and reviews when they’re truthful and properly disclaimed. Responding to a negative review takes care: bar guidance such as [Florida Bar Ethics Opinion 20-1](https://www.floridabar.org/etopinions/opinion-20-1/) makes clear you can’t reveal confidential client information, even to defend yourself. We help firms encourage reviews and respond in a compliant way. **How can a firm post without giving legal advice?** We keep content educational, explaining processes and sharing general legal information rather than advising on a specific matter, with clear disclaimers that posts are for information only and not legal advice. This keeps your firm visible and helpful while staying within bar rules. How do you measure results and ROI? We track the metrics that matter to a firm, such as consultations and new matters rather than just likes and followers. On an ongoing basis, we review platform analytics, call tracking and intake data to measure results and when needed, adjust strategy. Industry research shows roughly 84% of firms now maintain a social presence, so disciplined measurement is what separates routine activity from real return. ###### Partner with Berbay ## **Let’s Strengthen Your Social Media Strategy** With more than three decades of experience marketing law firms, Berbay helps firms expand visibility and build credibility through strategic social media marketing. If you’re ready to elevate your firm’s presence and connect with the right audiences, our team is ready to help. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Professional Speaking Opportunities | Speaker Placement Services](https://www.berbay.com/services/speaking-engagements/) **Published:** November 10, 2023 **Author:** admin **Content:** # Obtain More **Professional Speaking Opportunities** Berbay Marketing & PR helps professionals in law, accounting, financial services and real estate secure high-impact speaking opportunities that raise visibility and reinforce thought leadership. From keynote addresses to panel participation, we position you in front of target audiences such as trade and industry groups, professional associations, business conferences and in-house seminars to connect with key decision-makers and drive new business opportunities. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ###### **TRUST BERBAY’S** ## Expert Speaking Placement Services Generating speaking opportunities requires time and persistence. Berbay’s dedicated focus means we are continuously advocating on your behalf, and this frees up valuable time for you. We conduct thorough research to evaluate events based on attendee demographics, industry relevance and other factors, and then we make recommendations for those that align best with your expertise and objectives. Too, our team has a deep understanding of what decision-makers are looking for and can advise on topics that will resonate and position you as a credible and desirable speaker. in business and counting. professional firms marketed. client speaking engagements. ![Panelists Speaking at a Conference](https://www.berbay.com/wp-content/uploads/2026/03/Panelists-Speaking-at-a-Conference-819x1024.png "Panelists Speaking at a Conference - Berbay Marketing & PR") ### Thought Leadership ### Positioning You As Expert Spokespeople Speaking to target audiences allows professionals to showcase their expertise in front of prospective clients and referral sources and creates an opportunity to build relationships with them. This direct engagement is a strong business development tool that can attract new clients and foster connections with those who can refer you business. Berbay has the resources and contacts to secure presentations for you before a range of audiences – trade and industry groups, professional associations, business conferences or in-house seminars. We have obtained opportunities as a keynote speaker, panelist or webinar participant. ##### BENEFITS ## Why Speak At Conferences and Seminars? ### ******Showcase Your Knowledge****** By sharing knowledge and insights on specific issues, you are positioned as a thought leader and go-to expert in your respective practice area. You are also presenting your unique perspectives which can differentiate you from competitors. This can be the difference when prospects are choosing which firm to hire. ### **Position You as an Expert** Presenting at various events gives you the platform to discuss recent developments, trends and innovations in your industry, demonstrating your commitment to staying current. This active participation signals to your peers and potential clients that you are deeply invested in your field and eager to share valuable information, which can lead to further professional opportunities. ### **Increase Market Credibility** Regular speaking engagements help build a track record of reliability and expertise, which can be particularly valuable when clients or colleagues are seeking knowledgeable professionals. Additionally, being featured as a speaker in reputable forums adds to your professional portfolio, which can be leveraged in marketing materials, boosting your overall professional image. ### ******Boost Name Recognition****** You and your presentation are promoted by the organization via their website, social media, newsletters and more, which familiarizes attendees with your name and area of expertise. Speaking engagements can also attract media attention covering panelists and their topics, which helps to raise your profile. Consistent public speaking helps you to become a familiar name within industry circles, ensuring that when opportunities arise, your name is top-of-mind. ### ********Generate New Business******** Speaking engagements provide valuable networking opportunities for lawyers to connect with potential clients and referral sources within their market. It gives you the chance to have important face-to-face interaction before, during and after your talk. You are also able to forge new connections and expand your professional network with contacts you may not typically cross paths with or have had difficulty getting in front of otherwise. ### ********Enhance Marketing Reach******** By promoting your participation through your firm’s various channels such as your website and social media, and leveraging in the media, you can reach a broader audience. Additionally, you can repurpose the material from your speeches into bylined articles, blog posts and other content to maximize your exposure. One abstract can also be modified to pitch other organizations and secure additional opportunities. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Microphone Speaking Engagement](https://www.berbay.com/wp-content/uploads/2026/03/Microphone-Speaking-Engagement-819x1024.png "Microphone Speaking Engagement - Berbay Marketing & PR") ## Speaker Placement Services ### Identify the Right Industry Speaking Platforms We work with you to build a targeted database of conferences, associations and industry events aligned with your expertise and business development goals. Our team researches relevant organizations, identifies upcoming programs and reviews speaker submission guidelines and deadlines. This ensures we focus on opportunities where your insights will resonate with the right audiences and support your firm’s long-term visibility. [GET STARTED](#start) ###### Pitch Speaking Engagements ## **Develop Keynote Proposals That Win Speaking Slots** Based on research and interviews with your team, we develop compelling presentation topics and abstracts designed to capture the interest of event organizers. We manage outreach to program directors and conference coordinators, positioning your professionals as knowledgeable and engaging speakers. Because many conferences plan months in advance, we maintain ongoing follow-up to keep your submission top of mind. [GET STARTED](#start) ![Submitting Speaking Proposal](https://www.berbay.com/wp-content/uploads/2026/03/Submitting-Speaking-Proposal-819x1024.png "Submitting Speaking Proposal - Berbay Marketing & PR") ###### Strategic Visibility ## **How We Amplify Your Speaking Reach** The marketing reach for speaking can be enhanced and extended by publicizing through your firm’s various channels and leveraging in the media. Here are a few of the ways we promote your engagement: [### Public Relations We extend the visibility of your presentation through strategic PR. This can include pitching bylined articles, expert commentary or interviews tied to your topic, positioning you as a credible voice beyond the event. Learn More](https://www.berbay.com/) [### Social Media We promote your engagement across firm and personal channels such as LinkedIn, Instagram and Facebook. After the event, we share takeaways, short video clips, reels and YouTube shorts to highlight your insights. Learn More](https://www.berbay.com/services/social-media-marketing/) ### Content Marketing Speaking engagements often become valuable thought leadership. We develop blog posts, articles and other content based on your presentation topic, allowing your insights to reach audiences who were unable to attend. ### Email Marketing Your speaking engagement becomes an opportunity to connect with your network. We announce upcoming presentations through your newsletter and follow up with recaps, key insights or invitations to continue the conversation. ### Website Optimization We feature speaking engagements on your website to reinforce your industry leadership. This may include announcing upcoming presentations, adding engagements to your professional bio and publishing related articles or summaries. ### **Targeted Social Ads** When appropriate, we extend reach through targeted advertising on LinkedIn, Meta platforms including Facebook and Instagram, and YouTube. Promoted posts help your webinar presentations reach relevant professionals beyond your existing network. ###### Develop SPEAKING Materials ## Create Presentations That Showcase Your Expertise Once a speaking opportunity is secured, we help ensure your presentation reflects the quality and professionalism of your firm. Our team advises on presentation structure, messaging and supporting materials such as slides, handouts or talking points. The goal is to create a clear, engaging presentation that communicates your expertise while delivering meaningful value to the audience. [GET STARTED](#start) ![Speaking PowerPoint Presentation](https://www.berbay.com/wp-content/uploads/2026/03/Speaking-PowerPoint-Presentation.png "Speaking PowerPoint Presentation - Berbay Marketing & PR") ![Real estate executive speaking during an industry conference panel discussion](https://www.berbay.com/wp-content/uploads/2026/03/Real-Estate-Executive-Speaking-at-Industry-Conference.jpg "Real Estate Executive Speaking at Industry Conference - Berbay Marketing & PR") ###### Event Support and Follow-Up ## Maximize Visibility & Connections From Every Event Speaking engagements often create valuable opportunities for relationship building and business development. Rather than just showing up to give your presentation and heading back home, we ensure you’re maximizing your time and making connections with the right people. We also recommend strategic follow-up to nurture new relationships and extend the impact of the event. [GET STARTED](#start) ###### WHY HIRE BERBAY MARKETING & PR AGENCY? ## Visibility at Conferences Generating speaking opportunities requires time and persistence. Building relationships with event organizers, submitting proposals, following up and coordinating logistics can take months. With consistent efforts, you can land coveted speaking engagements that increase your visibility, enhance your credibility and create new business opportunities. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Leading Litigation PR & Marketing Agency](https://www.berbay.com/services/litigation-pr-marketing/) **Published:** November 10, 2023 **Author:** admin **Content:** # Top Rated LITIGATION PR Agency ## Specializing in Litigation Public Relations for Complex Cases Whether creating media visibility for a lawsuit filing, publicizing a trial or verdict/settlement, or minimizing the impact of negative press, award-winning Berbay Marketing & PR has expertise in all facets of litigation public relations. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR Law FIRM Clients HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## **Proven Experience** ### **Litigation PR Campaigns That Deliver Results** In Los Angeles and throughout the country, Berbay has spearheaded high-impact litigation PR campaigns for some of the most significant cases on behalf of plaintiff and defense firms. From securing national headlines to driving local awareness, we leverage strategic, innovative tactics to generate sustained media coverage. **Our team has managed campaigns for major legal matters, including:** - Legal actions involving civil and criminal claims in Los Angeles against ex-film producer Harvey Weinstein regarding allegations of rape and sexual assault. - Civil and criminal legal actions against the University of California Los Angeles (UCLA) and its former gynecologist Dr. James Heaps, concerning allegations of sexual assault. - Legal case against the City of Los Angeles and officers of the Los Angeles Police Department following the fatal shooting of a Trader Joe’s worker. - Substantial settlement with Pacific Gas & Electric Company on behalf of wildfire victims, attributing blame to the utility company’s equipment. - Legal claim against the City of Los Angeles and Los Angeles Police Department over the wrongful disclosure of undercover officers’ identities. - Legal actions against Dr. George Tyndall, a former gynecologist at the University of Southern California (USC), accused of sexually abusing patients. - Compensation settlement for the relatives of a young boy who died due to bullying at a Southern California middle school. - Legal action against the Orange County Sheriff’s Office concerning the deadly shooting of an unarmed individual. - Legal proceedings against the Washington County of Virginia Sheriff’s Office and the estate of Austin Lee Edwards, also known as the “Catfish Cop,” linked to the murder of the Winek family. - A court ruling on a case of photo infringement, resulting in the highest statutory damages award in U.S. history for such a case. - Lawsuit on behalf of three minor students exposed to jet fuel dumped by Delta Air Lines, Inc. Flight 89. - Legal case against a school district over the sexual abuse of a special needs student by a school bus driver. - Settlement in a nationwide class action lawsuit against Mercedes-Benz USA for not disclosing a defect in the seat heaters of certain models. ##### THE BERBAY DIFFERENCE ## Why You Need Our Agency ### ****Shape the Narrative**** Public perception can influence the trajectory of a case. We help you proactively define the story — ensuring accurate, strategic coverage that reinforces your position and protects your reputation. ### **Apply Strategic Pressure** In high-stakes litigation, visibility matters. Purposeful media exposure can spotlight key arguments, create external pressure and shift momentum in ways that support your broader legal strategy. ### ****Reinforce Credibility**** Media coverage serves as powerful third-party validation. Being featured in respected outlets signals that your firm is trusted to handle complex, high-profile matters, and positions you as a go-to authority. ### ****Build Momentum**** Litigation PR isn’t a single moment — it’s sustained visibility. Strategic communications keep your firm and the case in the spotlight, create consistent media opportunities and support long-term business development. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Public relations consultant reviewing marketing strategy with attorney in Los Angeles office](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office.jpg "Legal Marketing Strategy Meeting in Los Angeles Office - Berbay Marketing & PR") ## WHY BERBAY ### **Helping Law Firms Navigate Media in High-Stakes Cases** From media visibility around high-profile lawsuits to shaping public perception during complex legal battles, Berbay Marketing & PR helps Los Angeles law firms and firms nationwide take control of the narrative and amplify their messaging outside the courtroom. As a leading litigation PR agency headquartered in Los Angeles for more than 30 years, we have deep roots in the legal community and a proven track record working alongside top LA law firms and others throughout the U.S. We know how to position your cases in front of the right audiences — locally and nationally. Our expert litigation PR team has worked on countless high-profile cases to not only garner media attention, but also to educate and raise awareness for important issues. Even if your matter isn’t a high-profile case or there are not many major developments during the litigation, our team employs creative approaches to secure coverage, maintain visibility and sustain public interest. ###### WHAT WE DO ## Litigation PR Services Our litigation public relations services are designed to support every stage of a case — from early strategy through high-profile moments and ongoing visibility. We align communications with your objectives, ensuring your narrative is clear, consistent and positioned to resonate with the right audiences. ### **Litigation PR Strategy** We develop a comprehensive plan before lawsuit filings, verdicts/settlements or case milestones, ensuring we strategize on key narratives and are prepared to address any potential challenges. ### ****Reputation Management**** We help protect your firm’s reputation during sensitive situations by preparing for scrutiny, guiding responses, and maintaining message discipline when stakes are high and visibility is immediate. [### **Press Conferences** If our team determines the lawsuit warrants holding a press conference, we spearhead media efforts and oversee all logistics before, during and after. Learn More](https://www.berbay.com/services/speaking-engagements/) ### **Media Training** We prepare your attorneys and clients for effective media interaction, providing guidance on messaging, communication techniques and different interview formats so you can communicate with clarity and confidence. ### **Thought Leadership** We position your attorneys as trusted voices through press releases, media pitches and other PR tactics to nurture relationships with journalists and generate interest for your case. [### Social Media We extend litigation PR efforts across social platforms, reinforcing your narrative, amplifying media coverage and maintaining visibility between key developments with consistent, strategic communication. Learn More](https://www.berbay.com/services/social-media-marketing/) ![PR professional reviewing marketing strategy with law firm partner during a planning meeting](https://www.berbay.com/wp-content/uploads/2026/03/PR-Advisor-Working-with-Law-Firm-Leadership.jpg "PR Advisor Working with Law Firm Leadership - Berbay Marketing & PR") ## PROACTIVE Strategy ## Pre-Filing PR That Sets the Narrative We develop litigation PR strategies before filings, settlements or key milestones — ensuring your messaging is defined early on. By anticipating media inquiries and potential challenges, we position your case for accurate, impactful coverage from the outset. This proactive approach gives your legal team greater control over how your case is introduced and understood by the public. [GET STARTED](#start)[LAW FIRM MARKETING](https://www.berbay.com/) ###### Media RELATIONS ## Coordinated Media Programs That Support Litigation We design and execute media relations programs aligned with your legal strategy. From targeted media outreach to press conferences, we manage every detail during your case. Our team works closely with your attorneys to position you as a trusted source, ensuring media exposure supports your case objectives and reinforces your firm’s authority throughout the litigation process. [GET STARTED](#start) ![Media Interview](https://www.berbay.com/wp-content/uploads/2026/03/Berbay-web-images-819x1024.png "Berbay web images - Berbay Marketing & PR") ![PR agency expert on phone](https://www.berbay.com/wp-content/uploads/2026/03/PR-agency-expert-on-phone-819x1024.png "PR agency expert on phone - Berbay Marketing & PR") ###### Ongoing Visibility ## Maintaining Momentum Throughout the Case Litigation PR requires consistency, not just brief moments of attention. We identify and act on key milestones while creating opportunities for coverage between developments. By keeping journalists informed and engaged, we sustain visibility and public interest even when cases slow, ensuring attention on the case throughout the lifecycle of litigation. [GET STARTED](#start) ###### Unified Messaging ## One Voice Across All Communications Consistency is critical in high-stakes litigation. We develop clear messaging frameworks that guide interviews, press materials and digital content. Through media training and preparation, we equip your team to communicate effectively across all formats. The result is a cohesive voice that strengthens credibility, minimizes risk and ensures your message is delivered with clarity and confidence. [GET STARTED](#start) ![Litigation PR Outside Los Angeles](https://www.berbay.com/wp-content/uploads/2026/03/Litigation-PR-Outside-Los-Angeles-1024x768.jpg "Litigation PR Outside Los Angeles - Berbay Marketing & PR") ###### Case Studies ## Experience In High-Stakes Matters From complex disputes to high-profile litigation, we’ve helped firms navigate media exposure with clarity and control. These examples highlight how purposeful strategy and execution translate into visibility, credibility and successful positioning. [![Blog Photos 6](https://www.berbay.com/wp-content/uploads/2023/12/Blog-Photos-6.png "Blog Photos 6 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/widespread-media-attention-obtained-in-top-tier-outlets-about-high-profile-sexual-assault-case/) ## [Widespread Media Attention Obtained in Top-Tier Outlets About High-Profile Sexual Assault Case](https://www.berbay.com/successes/case-studies/widespread-media-attention-obtained-in-top-tier-outlets-about-high-profile-sexual-assault-case/) Client: Los Angeles Trial Law Firm Challenge: A plaintiffs trial law firm specializing in sexual abuse cases represented a woman in both a civil and criminal lawsuit involving one of the most high-profile sexual assault matters in the country. In anticipation of the jury’s verdict for the criminal case, the law firm wanted to ensure…[Read More Widespread Media Attention Obtained in Top-Tier Outlets About High-Profile Sexual Assault Case](https://www.berbay.com/successes/case-studies/widespread-media-attention-obtained-in-top-tier-outlets-about-high-profile-sexual-assault-case/) [![Website Feature Images 7](https://www.berbay.com/wp-content/uploads/2023/10/Website-Feature-Images-7.png "Website Feature Images 7 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/press-conference-puts-pressure-on-sheriffs-department-in-police-brutality-wrongful-death-lawsuit/) ## [Press Conference Puts Pressure on Sheriff’s Department in Police Brutality Wrongful Death Lawsuit](https://www.berbay.com/successes/case-studies/press-conference-puts-pressure-on-sheriffs-department-in-police-brutality-wrongful-death-lawsuit/) Client: Los Angeles-based trial law firm Challenge: During the COVID pandemic, a leading Los Angeles-based plaintiff’s trial law firm, planned to file a wrongful death lawsuit against a SoCal Sheriff’s Department for its involvement in the shooting death of an unarmed, homeless Black man that sparked protests on the issue of police brutality and racism….[Read More Press Conference Puts Pressure on Sheriff’s Department in Police Brutality Wrongful Death Lawsuit](https://www.berbay.com/successes/case-studies/press-conference-puts-pressure-on-sheriffs-department-in-police-brutality-wrongful-death-lawsuit/) [![BB website 2 4](https://www.berbay.com/wp-content/uploads/2023/10/BB-website-2-4.png "BB website 2 4 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-pitch-results-in-high-profile-visibility-for-lawsuit/) ## [Media Pitch Results in High-Profile Visibility for Lawsuit](https://www.berbay.com/successes/case-studies/media-pitch-results-in-high-profile-visibility-for-lawsuit/) Client: Los Angeles-based high-stakes litigation law firm Challenge: The firm represented the plaintiff in a lawsuit against a well-known attorney. The plaintiff wanted media coverage to bring attention to his lawsuit, however, he was unwilling to speak with the press directly or have his photo published. Work: Berbay drafted a statement on the client’s behalf…[Read More Media Pitch Results in High-Profile Visibility for Lawsuit](https://www.berbay.com/successes/case-studies/media-pitch-results-in-high-profile-visibility-for-lawsuit/) ###### WORK with Berbay ## Smart Strategy. Impactful Results. We excel in executing a combination of litigation PR strategies that resonate with the media and public, and garner attention for the right reasons. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Digital Marketing Services](https://www.berbay.com/services/) **Published:** November 10, 2023 **Author:** admin **Content:** # Digital Marketing Services for Lawyers ## Turn expertise into visibility, credibility & growth In a competitive legal market, visibility is everything. For more than three decades, law firms nationwide have turned to Berbay to increase awareness, reinforce credibility and fuel revenue growth. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") Our work### Marketing services that Propel Law firms forward These are the core services we execute for attorneys and law firms. We assess each firm’s needs and focus on the areas that will have the greatest impact, guided by your priorities and goals. [### ****PR & Communications**** We obtain earned placements in the outlets your prospects read and watch, including Wall Street Journal, Reuters, Law360, Forbes, ABC News and others. PR Services](https://www.berbay.com/services/public-relations/) [### ****Content & SEO**** Our team develops blogs, case studies and other marketing content that demonstrates your expertise and keeps you visible. Content Marketing](https://www.berbay.com/services/law-firm-seo/) [### **Social Media** We build visibility and amplify your reach across the platforms where your audiences are, including LinkedIn, Facebook, Instagram and X. Social Media Management](https://www.berbay.com/services/social-media-marketing/) [### **Email Marketing** We craft newsletters, client alerts and other email marketing that keep your firm and professionals top of mind. Email Services](https://www.berbay.com/services/email-marketing-agency/) [### **Speaking Engagements** We secure speaking opportunities, including keynotes, panels, webinars and CLE programs that establish your professionals as recognized voices in their fields. Speaking](https://www.berbay.com/services/speaking-engagements/) [### **Awards & Rankings** We develop compelling nominations for Chambers and Partners, National Law Journal, Daily Journal, Law360 and many more in your respective practice area. Nominations](https://www.berbay.com/services/nominations-rankings/) ![Professionals reviewing law firm website rankings and awards section on a laptop during a strategic discussion](https://www.berbay.com/wp-content/uploads/2026/04/Awards-and-Rankings-Strategy-Discussion-2.jpg "Awards and Rankings Strategy Discussion 2 - Berbay Marketing & PR") ## WHy Work with BERBAY ### **We understand your industry and how to market it** Marketing a law firm is fundamentally different from marketing a product. Buyers are highly discerning, sales cycles are long and credibility is everything. For more than three decades, we’ve partnered with professional services firms nationwide, including in major markets such as [Los Angeles](https://www.berbay.com/ "Law Firm Marketing in Los Angeles"), [Chicago](https://www.berbay.com/chicago/ "Marketing Agency for Law Firms in Chicago"), [New York](https://www.berbay.com/nyc/ "New York Law Firm Marketing"), and [Washington D.C](https://www.berbay.com/washington-dc/ "Washington DC Law Firm Marketing & PR Agency")., to develop strategies that resonate with target audiences and drive growth. Working with Berbay means gaining a strategic marketing partner that provides: - Senior strategists who know how to align marketing strategy with firm objectives and deliver measurable results. - A long-term, data-informed marketing approach that builds compounding visibility. - Marketing tactics that reinforce credibility while adhering to bar rules. LitIGation PR Experts## Steady hands when reputations are at stake Litigation doesn’t just play out in the courtroom — it plays out in the court of public opinion. Whether you’re handling a bet-the-company dispute, a high-profile trial or a sensitive investigation, how the story is told can influence reputations long before a verdict or settlement is reached. For more than 30 years, Berbay has partnered with law firms to develop strategic messaging, secure impactful media coverage and navigate the communications challenges that accompany high-stakes litigation. We work alongside trial counsel before, during and after key case milestones, ensuring every public statement supports the legal strategy while protecting our clients’ credibility. Working alongside trial teams, we provide: - Established relationships with legal, business and trade media - Strategic messaging aligned with litigation objectives - Media training that prepares attorneys for interviews and public scrutiny - Long-term reputation building that extends beyond a single case [Litigation PR Services](https://www.berbay.com/services/litigation-pr-marketing/) ![Litigation PR Outside Los Angeles](https://www.berbay.com/wp-content/uploads/2026/03/Litigation-PR-Outside-Los-Angeles.jpg "Litigation PR Outside Los Angeles - Berbay Marketing & PR") over Three Decades of experience ### ****A Dedicated Partner to Law Firms**** & Attorneys Since 1995, Berbay has worked exclusively with law firms nationwide. We become an extension of your firm, executing strategic and comprehensive marketing plans so you can reach your business development goals. ## 30+ years in business and counting. ![Icon of hands shaking](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-4-150x150.png "Top PR Firms 4 - Berbay Marketing & PR") ### **300+** law firms marketed. ![Icon of a legal gavel](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-5.png "Legal Gavel - Berbay Marketing & PR") ### **20,000+** client media placements. ![Icon of a newspaper](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-7.png "Top PR Firms 7 - Berbay Marketing & PR") **Our Process** ## **Clear plans, Consistent Communication, real momentum** Every Berbay engagement starts with in-depth analysis: target audiences, competitive landscape and what success actually looks like for your firm. From there, we build a roadmap and meet regularly to review progress and refine the plan as needed. You’ll never wonder what we’re working on, why we’re working on it or what we expect it to achieve for you. That transparency and communication is the foundation of our partnership. [GET STARTED](#start) ![Analyzing Legal Rankings Criteria](https://www.berbay.com/wp-content/uploads/2026/04/Analyzing-Legal-Rankings-Criteria.jpg "Analyzing Legal Rankings Criteria - Berbay Marketing & PR") ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") What To Expect## results you can measure We build long-term visibility through comprehensive, sustained marketing campaigns. Tailored to each firm’s goals, our work leads to greater market presence and a stronger pipeline of qualified lead opportunities. We provide regular reporting on both activity and outcomes. [GET STARTED](#start) Common Questions ## about Our Marketing Agency After more than three decades working with law firms, we often hear the same set of questions from prospective clients. Here are the honest answers we give them. ******How is marketing a law firm different from other marketing?****** It depends on your goals, but most law firms benefit from an integrated mix: earned media and PR, content, social media, email and search visibility. The right combination reinforces your credibility with prospects and referral sources at the same time. Our role is to prioritize the channels that will move your firm forward. ****What’s the best marketing channel for a law firm?**** There is no single best channel. The most effective legal marketing is multi-channel, integrating earned media, speaking engagements, thought leadership, awards, social media and other tactics to reinforce visibility among prospects and referral sources. ****How long does it take to see results?**** It depends on your objectives and where the firm is starting from. Some results, like media placements, can happen relatively quickly. But the real value comes from consistent, long-term marketing that builds visibility and credibility over time. ****How much should a law firm spend on marketing?**** As a benchmark, [law firms invest 5% to 15% gross evenue](https://www.berbay.com/blog/law-firm-marketing-budget/) in marketing, with mature firms in competitive markets often higher. The right number depends on your budget, goals and how quickly you want to move. ****Do bar rules limit what we can say in marketing?**** Yes. Bar rules constrain claims, testimonials, comparative language and certain forms of solicitation. None of them prevent strong marketing. We’ve worked inside those boundaries for over thirty years and understand how to navigate them while still producing results. **Does Berbay only work with firms in Los Angeles?** No. Berbay is based in Los Angeles and we know the LA market deeply, but our clients are spread across major U.S. markets including Chicago, New York, Washington D.C., Miami, San Francisco, Atlanta and beyond. **Do we need a new website or local SEO to get results?** Not always, but both matter. Your [website](https://www.berbay.com/services/website-design-for-law-firms/ "Website Design For Law Firms") is the foundation prospects and referral sources land on, and it should reflect the caliber of your firm. Local search visibility, including your Google Business Profile, helps the right clients find you in the markets you serve. We’ll tell you upfront which one can move the needle for your firm and which can wait. Let’s Talk ## **Turn Results Into Recognition** Tell us about your firm: Where you are today? Where do you want to be? What’s getting in the way of your marketing and PR goals? We’ll provide candid feedback and the strategies we believe will have the greatest impact. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Our Team](https://www.berbay.com/about/our-team/) **Published:** January 15, 2026 **Author:** admin **Content:** ## LET US INTRODUCE OURSELVES ### Experience. Expertise. Passion. Bringing more than three decades of industry-leading marketing and public relations expertise. [ ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-33.png) Megan Braverman Owner and Principal ](https://www.berbay.com/about/our-team/megan-braverman/) [ ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea-e1785513272824-768x950.png) Aly Crea Account Director ](https://www.berbay.com/about/our-team/aly-crea/) [ ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2-768x768.png) Beth Miller Senior Account Manager ](https://www.berbay.com/about/our-team/beth-miller/) [ ![Nina Beridze](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1-768x768.png) Nina Beridze Account Manager ](https://www.berbay.com/about/our-team/nina-beridze/) [ ![Angely Levis](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-42.png) Angely Levis Account Manager ](https://www.berbay.com/about/our-team/angely-levis/) [ ![Ella Gage](https://www.berbay.com/wp-content/uploads/2023/10/b168cbcc-337d-449b-b8f1-f161f6087ea8-e1785514265176-768x1033.png) Ella Gage Account Executive ](https://www.berbay.com/about/our-team/ella-gage/) [ ![Noah Douge](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-46.png) Noah Douge Account Executive ](https://www.berbay.com/about/our-team/noah-douge/) [ ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-41-e1778285509243.png) Kristin Anderson Administrative Manager ](https://www.berbay.com/about/our-team/kristin-anderson/) [ ![Sharon Berman](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped-e1785514657517-768x986.png) Sharon Berman Founder – In Memoriam ](https://www.berbay.com/about/our-team/sharon-berman/) --- ### [Los Angeles Law Firm Marketing & PR Agency](https://www.berbay.com/los-angeles/) **Published:** June 18, 2026 **Author:** Darren DeMatas **Content:** # Los Angeles Law Firm Marketing & PR Agency ## Strategic Public Relations for Los Angeles Law Firms In a market this competitive, visibility is everything. For over three decades, L.A. law firms have turned to Berbay to increase visibility, reinforce credibility and fuel revenue growth. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") Trusted by Los Angeles Law Firms### Marketing Expertise That Delivers Results for L.A. Firms Your success is our success, and our goal is to get more business for your firm. Whether you need support for your in-house team or a full, outsourced marketing department, our professionals know how to market a legal practice through sound strategy and seamless execution. That experience spans some of L.A.’s most closely watched matters, from high-profile cases against institutions like UCLA and USC to a landmark PG&E wildfire settlement, and cases against the City of Los Angeles and Los Angeles Police Department. When the stakes are highest, firms trust Berbay to manage the message. What We Do ## Marketing & PR Services for Los Angeles Firms A coordinated program beats disconnected tactics. Berbay brings public relations, awards & rankings, speaking, digital and social media marketing together into one strategy, so each effort reinforces the other. The result is steady, compounding visibility for your firm across the Los Angeles market and beyond. [### Public Relations Strategic media outreach that earns coverage in the outlets your prospects read, builds third-party credibility, and keeps your firm top of mind when referrals are made Law Firm PR](https://www.berbay.com/services/pr-for-law-firms/) [### Nominations & Rankings Persuasive submissions that win the awards and lists prospects notice, plus promotion that turns each recognition into a lasting credential across your website and materials. Awards](https://www.berbay.com/services/nominations-rankings/) [### Speaking Engagements Placement on stages in front of your target audiences of prospects and referral sources, from industry panels to conferences, where you demonstrate expertise and build name recognition. Speaking Engagements](https://www.berbay.com/services/speaking-engagements/) [### Digital Marketing & SEO Local SEO, content, and Google Business Profile optimization so Los Angeles prospects find you first when they search for legal help, then convert into qualified inquiries. Website Marketing](https://www.berbay.com/services/) [### Social Media A consistent, credible presence on the channels that matter to your firm, with content that reinforces your expertise and keeps you visible between media moments. Social Media](https://www.berbay.com/services/social-media-marketing/) [### Web Design A site built to convert visibility into qualified client inquiries, with clear positioning, fast performance, and a structure that supports search and the rest of your marketing. Web Design](https://www.berbay.com/services/website-design-for-law-firms/) Rooted In L.A.## ****A Strategic Marketing Partner for Los Angeles Firms**** Berbay’s long history in Los Angeles, and the many team members who live and work here, gives us a deep read on the local business landscape. We put that expertise to work for firms of all sizes across the city. We’re not a production shop checking off tasks. We act as an extension of your team: a sounding board on positioning, a partner on execution, and a steady hand on the long-term plan. Law firms are our focus, and we bring the same discipline to real estate and financial firms when their needs overlap. ![Legal Marketing Strategy Meeting in Los Angeles Office (1)](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office-1.jpg "Legal Marketing Strategy Meeting in Los Angeles Office (1) - Berbay Marketing & PR") ![Three marketing strategists collaborate around a conference table reviewing a campaign brief and editorial calendar](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-1-team-working-1.jpg "Strategy Session in a Downtown Los Angeles Office - Berbay Marketing & PR") Earned Media & Publicity## ****Leveraging the Power of Public Relations to Grow Your L.A. Firm**** An effective public relations campaign helps you develop the business you want. By creating top-of-mind awareness and positioning you in front of prospective clients and referral sources, Berbay’s creative and strategic [law firm PR](https://www.berbay.com/services/pr-for-law-firms/) tactics get the phone to ring. We’ve secured coverage in some of Los Angeles’ top outlets, including the *Los Angeles Times, Los Angeles Business Journal, San Fernando Valley Business Journal, SoCal News Group,* KTLA, KCBS, KNBC, KABC, KNX AM, KFI AM, and more. For high-stakes matters, our [litigation PR](https://www.berbay.com/services/litigation-pr-marketing/) team helps shape the narrative when it counts. Third-Party Validation## ****Getting Your Firm Recognized on L.A. Awards & Rankings**** Berbay has achieved some of the most sought-after [nominations and rankings](https://www.berbay.com/services/nominations-rankings/) for professionals at law firms. We’ve placed clients on lists including *Chambers & Partners*, *Los Angeles Business Journal* Top 100 Lawyers, *Daily Journal* Top Boutiques and 40 Under 40, *Law360* Practice Group of the Year, *Hollywood Reporter* Power Lawyers, *Los Angeles Times* Top Personal Injury Lawyers, *Benchmark Litigation* Top Litigators, and *National Law Journal* Elite Trial Lawyers. **Inclusion on these lists:** - Creates top-of-mind awareness and a badge of credibility. - Lets you go head-to-head with larger or better-known firms. - Increases the likelihood prospects find and choose you online. We identify the awards worth pursuing, craft persuasive nominations, and then leverage each win across your website, social media, e-newsletter, and marketing materials. ![Berbay advisor reviewing Chicago law firm marketing analytics with a professional services client](https://www.berbay.com/wp-content/uploads/2026/06/chicago-law-firm-marketing-photo-2-team-with-client.jpg "Chicago Law Firm Marketing Agency — Client Advisory Session - Berbay Marketing & PR") ![Panelists Speaking at a Conference](https://www.berbay.com/wp-content/uploads/2026/03/Panelists-Speaking-at-a-Conference-scaled.png "Panelists Speaking at a Conference - Berbay Marketing & PR") Thought Leadership## ****Obtaining Speaking Engagements for Los Angeles Firms**** Berbay secures opportunities for you to speak to your target audiences, including trade and industry groups, professional associations, and business conferences, through our [speaking engagements](https://www.berbay.com/services/speaking-engagements/) program. **Presenting to target audiences allows you to:** - Demonstrate your expertise. - Enhance your credibility among prospective clients. - Boost your name recognition. - Create opportunities for new business. Search & Content### ****Strategic Marketing That Strengthens Your Visibility**** Public relations builds authority; digital marketing makes sure prospects can find you the moment they go looking. Berbay pairs PR with the search and content work that turns reputation into qualified inquiries: local SEO and Google Business Profile optimization so your firm surfaces when Los Angeles prospects search for legal help nearby, content that earns rankings and demonstrates expertise, and structure that positions you for AI-driven and voice search. It’s the same advisory approach we bring to every engagement: measured, strategic, and built for long-term momentum rather than a short-lived spike. See how the pieces fit in our full [law firm marketing](https://www.berbay.com/) program. ![Marketing team reviewing SEO performance report and website design mockup during a strategy meeting](https://www.berbay.com/wp-content/uploads/2026/03/Website-Design-and-SEO-Strategy-Session.jpg "Website Design and SEO Strategy Session - Berbay Marketing & PR") FAQs ## Questions Firms Ask Us Most **What does a law firm marketing agency do?** A specialized agency like Berbay combines public relations, SEO, content, rankings, and brand-building into one coordinated strategy, focused on getting more, and better, business for your firm rather than running disconnected tactics. ****How is law firm PR in Los Angeles different from general marketing?**** PR earns third-party credibility: media coverage, awards, and speaking platforms you can’t simply buy. In a market as crowded as L.A., that earned authority often separates the firms prospects remember from the ones they scroll past. ****What types of law firms do you work with?**** From boutique practices to large firms, we partner with attorneys across many practice areas, including personal injury, litigation, intellectual property, corporate, and entertainment law. Whatever your size or specialty, our approach is built around how your clients and referral sources actually make decisions. **How long until we see results?** Public relations builds momentum over time. Securing meaningful media coverage, awards, and speaking opportunities takes consistent effort, and each placement compounds your firm’s visibility and credibility. We set clear expectations, track every placement, and communicate openly so you always know what’s working. ###### START THE CONVERSATION ## **Why Work With Berbay Marketing & PR?** Ready to enhance and broadcast your firm’s accomplishments with L.A.’s proven marketing and PR team? Contact Berbay at [310-405-7343](tel:310-405-7343) or [info@berbay.](mailto:info@berbay.com) [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Careers](https://www.berbay.com/about/careers/) **Published:** October 27, 2023 **Author:** admin **Content:** Berbay Marketing & PR is an award-winning boutique marketing and public relations agency specializing in working with professional services businesses – law, finance and real estate. ##### Click below to read our job descriptions. **If interested in applying, email with your resume and cover letter. Please be sure to include the job title in the subject line.** #### The Opportunity - [Account Manager](https://www.berbay.com/wp-content/uploads/2026/06/Account-Manager-Job-Posting-2026.pdf)[](#) - [Account Executive](https://www.berbay.com/wp-content/uploads/2026/07/Account-Executive-Job-Posting-2026.pdf)[](#) Berbay Marketing & PR is seeking an experienced Account Manager and Account Executive to assist with marketing and PR campaigns for clients in the law, real estate and finance sectors. You must be able to thrive in a fast-paced environment, have stellar interpersonal, communication and writing skills, be extremely organized with an unparalleled attention to detail, and a creative thinker. We are looking for a can-do attitude that is seeking a long-term home at an agency. This is an excellent opportunity for career progression within the firm. This position provides an environment that is: - Collaborative and creative - Intellectually stimulating and challenging - Fast-paced - Flexible and fully remote - Stepping stone and platform for career advancement ###### This is a full-time position working remotely. Accepting California residents only. #### Day-To-Day Work Life at Our Agency You play an instrumental role in creating and facilitating marketing and public relations programs for clients. Below are essential functions of the job. - Drafting content, including: media pitches, press releases, website and social media copy, newsletter copy, blogs, etc. - Developing tailored media lists, and tenaciously following up with media for opportunities and placements in print, online and broadcast outlets. - Strategizing and brainstorming the client’s strategy, story ideas, strategic marketing efforts, etc. #### Requirements/Qualifications - Bachelor’s Degree in Marketing, Communications or related field - For Account Managers, a minimum of 4 years’ public relations experience, preferably in an agency environment. For Account Executives, a minimum of 2 years’ experience. #### Compensation and Benefits - We provide paid vacation, health insurance and 401(k). - Regular cultural comradery and team building outings. - Salary commensurate with experience. --- ### [Areas We Serve](https://www.berbay.com/areas-we-serve/) **Published:** August 29, 2025 **Author:** admin **Content:** ## Over *30 Years* of Experience Serving Clients Nationwide At Berbay Marketing & PR, we proudly serve professional services firms across the entire United States. Our strategic marketing solutions and public relations expertise are not limited by geographic boundaries. Whether your firm is based in Los Angeles, New York or anywhere in between, our award-winning team delivers the visibility, credibility and revenue growth strategies you need to succeed. Our comprehensive marketing approach gets results for law, finance and real estate firms nationwide, acting as your integrated marketing department regardless of location. Below are some of the major metropolitan areas we serve, though our reach extends to professional services firms in all 50 states. [Contact Berbay Today](https://www.berbay.com/contact/) ## [Los Angeles](https://www.berbay.com/los-angeles/) As our home base, we’ve helped countless Los Angeles professional services firms achieve their marketing goals with our deep understanding of the Southern California market. ## [Washington, D.C. ](https://www.berbay.com/washington-dc/) Our expertise extends to the nation’s capital, where we help law firms, financial services and real estate companies navigate the competitive D.C. landscape. ## [NYC ](https://www.berbay.com/nyc/) In the fast-paced New York City market, we provide strategic marketing solutions that help professional services firms stand out in America’s largest business center. ## [Chicago ](https://www.berbay.com/chicago/) Our team works with Midwest professional services firms to build visibility and credibility in this major financial and legal hub. ## [Austin ](https://www.berbay.com/austin-legal-public-relations/) We help firms capitalize on Austin’s booming economy with tailored marketing strategies for this rapidly growing market. ## [Miami](https://www.berbay.com/miami/ "Miami Law Firm Marketing & PR Agency") Our marketing expertise helps professional services firms thrive in Miami’s diverse and dynamic business environment. ## [Seattle ](https://www.berbay.com/seattle/ "Seattle Law Firm Marketing & PR Agency") We provide specialized public relations and marketing services to professional services firms in the Pacific Northwest. ## San Jose Our team helps firms connect with Silicon Valley’s innovative business community through strategic marketing initiatives. ## San Diego We deliver customized marketing solutions for professional services firms throughout the San Diego region. ## [San Francisco ](https://www.berbay.com/san-francisco/ "San Francisco Marketing and PR Agency") Our marketing strategies help professional services firms navigate the unique business landscape of the Bay Area. ## Long Beach We provide specialized marketing services to help professional services firms grow their presence in Long Beach and beyond. ## Beverly Hills Our tailored marketing strategies help high-end professional services firms thrive in this prestigious market. ## Alexandria Our marketing expertise helps professional services firms build visibility and credibility in this historic Virginia city. ## Let Berbay Take Your Firm To The Next Level. Regardless of your location, Berbay Marketing & PR delivers results-driven marketing strategies tailored to your firm’s specific needs and goals. [Contact us](https://www.berbay.com/contact/) today to discover how our nationwide marketing and public relations services can fuel your firm’s growth. ![Berbay Cities Served Map](https://www.berbay.com/wp-content/uploads/2026/04/Berbay-Website-Map-1-1024x576.png "Berbay Cities Served Map - Berbay Marketing & PR")[](tel:(310)%20405-7343) --- ### [New York Law Firm Marketing](https://www.berbay.com/nyc/) **Published:** April 2, 2026 **Author:** Darren DeMatas **Content:** # NYC Law Firm Marketing Agency ## Stand Out in the World’s Most Competitive Legal Market Berbay is a law firm marketing agency that helps New York City law firms turn expertise into visibility, credibility and new business. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") Serving New York City### Strategic Marketing for New York Law Firms In a legal market as crowded and competitive as New York, getting in front of target prospects takes more than a strong reputation in the courtroom. It takes strategic marketing that builds credibility, boosts visibility and brings the right clients to your door. As a law firm marketing agency working with firms in NYC and nationwide, Berbay Marketing & PR brings over three decades of experience helping firms grow with customized, data-driven campaigns that position attorneys as leaders in their practice areas. Why Choose Berbay## ****Decades of Marketing Success for Leading Law Firms**** Our PR agency has worked with NYC law firms in nearly every practice area, including litigation, intellectual property, employment, personal injury, real estate, family law and more. We take the time to learn your firm’s unique strengths and expertise. Then, we tailor our strategies to secure your niche in the legal market. Our team has worked with clients of all sizes, ranging from Manhattan boutique firms to AmLaw 200 power players. Whether you want to enhance your local presence or achieve nationwide visibility, we develop strategies that help you compete. Our targeted campaigns are designed to amplify your reputation, get you in front of the right audiences and support business growth. We partner with you at the level you need, whether serving as a fully outsourced marketing department, collaborating with individual offices or practice groups, or working alongside in-house marketing teams to provide PR advisory services. This versatility ensures that our tactics align with your firm’s specific goals and objectives, while giving you access to an entire team of marketing and PR experts working on your behalf. ![Legal Marketing Strategy Meeting in Los Angeles Office (1)](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office-1.jpg "Legal Marketing Strategy Meeting in Los Angeles Office (1) - Berbay Marketing & PR") THE BERBAY DIFFERENCE## Marketing Advantage for New York Law Firms ### **Specialized Industry Expertise** With 30+ years serving New York law firms, we understand the market, the competition and what it takes to stand out. ### **Practice Area Familiarity** Deep experience across various legal sectors means we know how to connect firms with the audiences that matter most. ### **Strategic Messaging and Positioning** We turn legal expertise into clear, credible messaging that resonates with the clients your firm wants to win. ### **Efficiency and Resources** You gain a seasoned team of legal marketers with established relationships across New York and throughout the U.S. ### **Proven Track Record** Consistent media placements, awards & rankings and speaking engagements that put your attorneys in front of the right audiences. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 PR For New York Law Firms## ****A NYC PR Agency for Law Firms**** [PR for law firms](https://www.berbay.com/services/pr-for-law-firms/) in NYC requires a comprehensive approach. We leverage a variety of proven PR tools, ensuring every aspect of your campaign works seamlessly to elevate your firm’s visibility. Using media pitches, press releases, newsjacking and other media relations tactics, we secure placements in high-quality legal and business press. With thought leadership techniques like speaking engagements and bylined articles, we increase your attorneys’ authority among referral sources. Together, these efforts position your firm as the go-to leader in your practice area. ![Berbay team presenting law firm marketing agency nyc strategy to clients](https://www.berbay.com/wp-content/uploads/2026/06/nyc-color-photo-5-client-presentation.jpg "NYC Law Firm Marketing Agency — Strategy Presentation - Berbay Marketing & PR") ![Professional services client gaining visibility through public relations services](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-4-client-publicity.jpg "Public Relations Services — Client Visibility Moment - Berbay Marketing & PR") Comprehensive services## ****Litigation Public Relations**** Litigation in New York draws widespread attention. Often, the trial narrative matters as much as the actual outcome of the case. As a nationally recognized leader in [litigation public relations](https://www.berbay.com/services/litigation-pr-marketing/), Berbay has secured trial publicity for dozens of high-profile cases. Depending on your goals, our team can generate media coverage for lawsuit filings, verdicts and settlements, mitigate the impact of an unfavorable outcome, or raise awareness of an important legal issue. We provide PR solutions that help law firms navigate the complexities of litigation communications with confidence. Marketing & PR Services ## Full Service Agency [### Nominations & Rankings We create compelling legal award nominations and help clients achieve recognition on lists such as Chambers & Partners, Best Lawyers and Super Lawyers New York.](https://www.berbay.com/services/nominations-rankings/) [### Social Media Social MediaWe craft engaging, informative and legally compliant social media content that resonates with your target audience and keeps you visible.](https://www.berbay.com/services/social-media-marketing/) [### Speaking Engagements We secure speaking engagements for lawyers in front of industry groups, professional associations and more, positioning you as a thought leader in your practice area.](https://www.berbay.com/services/speaking-engagements/) [### Email & Communications We create consistent visibility with data-driven email campaigns and newsletters that engage prospects and complement other marketing initiatives.](https://www.berbay.com/services/pr-for-law-firms/) [### Content Marketing Using blogs, webinars, long-form articles and other content marketing tools, we establish your firm as a go-to authority for your target clients and referral sources.](https://www.berbay.com/services/) [### Web Design & SEO We facilitate website redesigns and PPC and SEO campaigns that boost online visibility and traffic, building trust and converting visitors into leads.](https://www.berbay.com/services/website-design-for-law-firms/) ###### Partner With Berbay ## **We don’t just market law firms – we position them for success.** Whether you need more fuel behind your public relations efforts, or you’re hiring a PR agency for the first time, our team delivers customized strategies that support growth. Call us today at (310) 405-7343 to discuss how we can help your firm grow. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### Case Studies ## Proven Strategies That Get Results Our marketing and PR agency team has the experience and expertise to help you develop more of the kind of business you want. For a complimentary consultation to discuss how we can achieve the growth objectives of your law firm, please contact us today at (310) 405-7343. [![Law Firm Sales Pipeline](https://www.berbay.com/wp-content/uploads/2025/05/Blog-Photos-75.png "- Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/) ## [Development of Robust Lead Intake Program Transforms Law Firm’s Sales Pipeline](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/) [Read More Development of Robust Lead Intake Program Transforms Law Firm’s Sales Pipeline](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/) [![32](https://www.berbay.com/wp-content/uploads/2024/12/32-1024x768.png "32 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) ## [Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) [Read More Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) [![Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm](https://www.berbay.com/wp-content/uploads/2024/05/Case-Study-Berbay-Marketing-PR-Litigation-PR-Campaign-Gets-Widespread-National-Coverage-Brings-in-New-Cases-for-Law-Firm-.png "Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ## [Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) [Read More Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) --- ### [Financial Marketing Services](https://www.berbay.com/services/financial-marketing/) **Published:** November 2, 2023 **Author:** admin **Content:** # **Financial Marketing Services for Firms** Ready To Scale At Berbay Marketing & PR, we specialize in marketing for financial services firms that helps you stand out from the competition. We develop and execute reputation-enhancing campaigns that elevate your brand, increase visibility and generate leads. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR FINANCIAL CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## **Our Expertise** ### Building Trust and Credibility in the Financial Industry At Berbay Marketing & PR, we bring over three decades of experience helping financial firms grow through customized, data-driven campaigns that position you as an industry leader. Just as you champion your clients’ financial future, we champion yours with proven marketing and PR strategies that strengthen your brand and bottom line. in business and counting. professional firms marketed. client media placements. ![Marketing advisor reviewing financial services campaign analytics with a client during a strategy meeting](https://www.berbay.com/wp-content/uploads/2026/03/Financial-Services-Marketing-Strategy-Meeting-Reviewing-HubSpot-1024x768.jpg "Financial Services Marketing Strategy Meeting Reviewing HubSpot - Berbay Marketing & PR") ## Why Choose Berbay ### A Trusted Financial Services Marketing Agency Since 1995, financial firms have trusted Berbay with their marketing because we go beyond simply executing tasks — we bring a deep understanding of the financial services industry and the tactics that get results. Our team has experience in key financial markets such as [New York City](https://www.berbay.com/nyc/ "New York Law Firm Marketing"), [Los Angeles](https://www.berbay.com/los-angeles/ "Los Angeles Law Firm Marketing & PR Agency"), Washington D.C. and other major cities across the U.S. Whether a financial services firm aims to strengthen its local footprint or achieve nationwide visibility, we implement marketing plans designed to boost visibility and engage the right audiences. Impactful public relations requires more than just checking boxes that you distributed a press release or posted daily on social media; it demands strategic insight. We work closely with our clients to develop comprehensive campaigns that enhance credibility, build relationships and position firms as leaders in their space. By combining industry expertise with a commitment to measurable outcomes, we ensure every campaign delivers meaningful results. ##### THE BERBAY DIFFERENCE ## What Sets Us Apart ### **Specialized Industry Expertise** Decades of experience getting results for financial services in various sectors. ### **Strategic Messaging and Positioning** Ability to translate complex financial concepts into messaging that resonates with audiences. ### **Efficiency and Resources** Access to a team of seasoned financial marketing professionals with wide-ranging knowledge and industry relationships. ### **Proven Track Record** Countless media placements, awards and rankings, speaking engagements and more among financial and business audiences. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Desk with media coverage on website and in magazine](https://www.berbay.com/wp-content/uploads/2026/03/Untitled-design-23-819x1024.png "Untitled design (23) - Berbay Marketing & PR") ## FINANCIAL MARKETING EXPERTS ## Public Relations and Thought Leadership Positioning your firm as a trusted leader in the financial services sector requires specific industry experience and expertise. We help elevate your firm’s reputation through proven marketing and PR tactics that place your professionals in front of the audiences that matter most. Our team secures media coverage and speaking engagements that reinforce credibility and raise your firm’s profile among clients, prospects and key stakeholders. We also leverage press releases to highlight meaningful achievements and client successes, while positioning your professionals as thought leaders. [GET STARTED](#start)Financial PR Services ###### ADVISORY APPROACH ## Strategic Marketing for Financial Firms Berbay serves as a strategic marketing partner to financial firms, helping evaluate current efforts and identify opportunities for growth. We conduct a comprehensive review of your marketing, business development and communications strategies —from sales processes and referrals to branding, digital presence and industry involvement. Based on this analysis, we develop a focused marketing plan with clear priorities, timelines and accountability, ensuring your firm’s marketing supports long-term visibility, credibility and client growth. [GET STARTED](#start) ![PR professional reviewing marketing strategy with law firm partner during a planning meeting](https://www.berbay.com/wp-content/uploads/2026/03/PR-Advisor-Working-with-Law-Firm-Leadership-1024x768.jpg "PR Advisor Working with Law Firm Leadership - Berbay Marketing & PR") ###### COMPREHENSIVE SERVICES ## Financial Services Marketing & Public Relations ### Awards & Rankings Berbay Marketing & PR has a strong track record securing industry recognition for financial professionals. Our clients have appeared on leading lists including Business Insurance Women to Watch, Accounting Today’s Top 100 Most Influential People, Mergers & Acquisitions Mid-Market Awards, Los Angeles Business Journal Top 100 Accountants, among others. ### Public Relations We “package” your knowledge, expertise and accomplishments in a way that captures media interest and keeps your financial firm in the public eye. This consistent messaging reinforces your firm’s brand and increases the likelihood a prospective client will call you when they have a need. [### Speaking Engagements Industry conferences, professional associations and business forums offer valuable opportunities to demonstrate expertise. We identify and secure speaking engagements that position your professionals in front of targeted audiences and reinforce your reputation as trusted financial advisors. Learn More](https://www.berbay.com/services/speaking-engagements/) ### Content Marketing Financial clients want to work with firms that demonstrate expertise and insight. We create blogs, client alerts, webinars and email communications that showcase your knowledge, strengthen credibility and keep your firm top-of-mind with clients and prospects. ### Digital Marketing & SEO A strong digital presence ensures your firm is visible when prospects search for financial expertise. Berbay develops digital marketing and SEO strategies that improve search visibility, strengthen credibility and drive qualified traffic to your website. [### Social Media In today’s digital-driven world, social media is an essential tool for financial firms looking to build credibility, establish thought leadership and attract clients. Our approach ensures that your firm leverages the right platforms with the right messaging to connect with the right audience. Learn More](https://www.berbay.com/services/social-media-marketing/) ###### Our Agency Specializes In ## Social Media Marketing for Financial Firms Social media gives financial firms a powerful way to share insights, engage audiences and reinforce credibility with clients and prospects. Berbay develops strategic social media programs that help firms communicate expertise across platforms such as LinkedIn, X and Facebook. We also incorporate social listening and careful monitoring to understand industry conversations, while ensuring content aligns with financial regulations and compliance requirements in this sector. [GET STARTED](#start) ![Financial services social media strategy dashboard with analytics reports and LinkedIn content planning](https://www.berbay.com/wp-content/uploads/2026/03/Social-Media-Marketing-Strategy-for-Financial-Firms-1024x768.jpg "Social Media Marketing Strategy for Financial Firms - Berbay Marketing & PR") ![Financial services advertising strategy reviewing ad campaign analysis](https://www.berbay.com/wp-content/uploads/2026/03/Untitled-design-22-819x1024.png "Untitled design (22) - Berbay Marketing & PR") ###### TARGETED LEAD GENERATION ## Advertising for Financial Firms Strategic advertising helps financial services firms strengthen visibility while generating qualified leads. At Berbay, we develop targeted campaigns designed to support lead generation while protecting your reputation in a highly regulated environment. Our team carefully manages financial regulations and content compliance while executing integrated advertising across digital, print and broadcast. The result is coordinated campaigns that build credibility, attract the right audience, and support measurable business growth. [GET STARTED](#start) ###### Partner with Berbay ## We don’t just market financial firms—we position them for growth. Reach out to Berbay Marketing & PR today to leverage our extensive experience supporting firms in the financial services sector. From strategic marketing and public relations to social media and awards & rankings, we help position your firm to attract the right clients and strengthen credibility. For a complimentary consultation to discuss your goals, contact us today. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### CASE STUDIES ## Proven Strategies That Get Results Our team delivers customized marketing and PR strategies for financial firms that create awareness and get the phone to ring. Call us today at (310) 405-7343 to discuss how we can help your firm grow. [![Woman typing on computer](https://www.berbay.com/wp-content/uploads/2017/10/Blog-Photos-59.png "Woman typing on computer - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/bylined-article-opportunities-lead-new-business/) ## [Bylined Article Opportunities Lead to New Business](https://www.berbay.com/successes/case-studies/bylined-article-opportunities-lead-new-business/) Client: A premier business, financial restructuring and litigation firm Challenge: Berbay began working with an attorney who wasn’t actively marketing his practice. He expressed doubt that putting time and resources into it would generate leads. Work: In a conversation with the lawyer about his current work, we uncovered a trend at the intersection of employment-related…[Read More Bylined Article Opportunities Lead to New Business](https://www.berbay.com/successes/case-studies/bylined-article-opportunities-lead-new-business/) [![Copy of Berbay website 8](https://www.berbay.com/wp-content/uploads/2023/10/Copy-of-Berbay-website-8.png "Copy of Berbay website 8 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/wide-spread-media-coverage-reinvigorates-practice/) ## [Wide-Spread Media Coverage Reinvigorates Practice](https://www.berbay.com/successes/case-studies/wide-spread-media-coverage-reinvigorates-practice/) A national insurance brokerage firm didn’t have time to focus…[Read More Wide-Spread Media Coverage Reinvigorates Practice](https://www.berbay.com/successes/case-studies/wide-spread-media-coverage-reinvigorates-practice/) [![](https://www.berbay.com/wp-content/uploads/2023/10/Copy-of-Berbay-website-14.png "Copy-of-Berbay-website-14 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/packaging-expertise-unfamiliar-territory/) ## [Packaging Expertise in an Unfamiliar Territory](https://www.berbay.com/successes/case-studies/packaging-expertise-unfamiliar-territory/) An accounting firm with an established reputation sought to increase…[Read More Packaging Expertise in an Unfamiliar Territory](https://www.berbay.com/successes/case-studies/packaging-expertise-unfamiliar-territory/) --- ### [About](https://www.berbay.com/about/) **Published:** October 25, 2023 **Author:** admin **Content:** ## YOU’re In the Right Place ### Over *30 Years* of Experience **Berbay Marketing & PR** is a nationwide award-winning marketing and public relations firm specializing in creating visibility and credibility that fuels revenue growth for professional services firms in law, finance and real estate. [](https://www.berbay.com/about/our-team/) in business and counting. professional firms marketed. client media placements ###### Industry Insight ## Deep Understanding Of Your Industry Backed by three decades of experience focused solely on professional services firms, we have intimate knowledge of the ins and outs of our clients’ industries to achieve their marketing and business goals. [Meet Our Team](https://www.berbay.com/about/our-team/)[Our History](https://www.berbay.com/about/timeline/) ![Public relations consultant reviewing marketing strategy with attorney in Los Angeles office](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office.jpg "Legal Marketing Strategy Meeting in Los Angeles Office - Berbay Marketing & PR") ## Integrated Support ## A Complete Outsourced Marketing Department By leveraging our wide range of expertise, we deliver tailored solutions that address every aspect of clients’ marketing and PR needs. Acting as an integrated extension of our clients’ team, we ensure cohesive and effective strategies that get results. ## Continuous Improvement ## Marketing That Evolves With Your Firm We work closely with clients to adapt and refine marketing strategies over time based on ROI, industry shifts and more. By staying agile and forward-thinking, we position clients’ marketing to lead the way, not play catch-up. ## Client Commitment ## Delivering Results With Purpose Fueled by a love for what we do, our dedication goes beyond just delivering results – we genuinely care about our clients’ success because we consider it our own. We become a long-term partner who brings energy, creativity and unwavering dedication to drive clients’ marketing with the same enthusiasm that drives us. ## Clear Communication ## Working tirelessly with full transparency While we can’t guarantee every outcome, we do guarantee clear, consistent communication and relentless commitment. Clients always know what we’re working on and why, as we tenaciously pursue opportunities to move marketing initiatives forward. ## Strategic Guidance ## Acting as your strategic sounding board We don’t just execute tasks; we are strategic advisors, providing thoughtful recommendations that actively drive progress toward our clients’ objectives. ## Momentum Building ## Turning Your Expertise Into Greater Impact We amplify every success to build momentum and maximize impact. By capitalizing on your achievements, we create a continuous cycle of growth, making the most out of every success and leading to even more opportunities. ![Berbay Cities Served Map](https://www.berbay.com/wp-content/uploads/2026/04/Berbay-Website-Map-1-1024x576.png "Berbay Cities Served Map - Berbay Marketing & PR") ###### Partnering with firms nationwide Since 1995, Berbay Marketing & Public Relations has partnered with professional services firms throughout the U.S., including in cities such as [Los Angeles](https://www.berbay.com/los-angeles/ "Los Angeles Law Firm Marketing & PR Agency"), [New York](https://www.berbay.com/nyc/ "New York Law Firm Marketing"), Washington D.C., Atlanta, [Chicago](https://www.berbay.com/chicago/ "Marketing Agency for Law Firms in Chicago"), Dallas, Miami, San Francisco and San Diego. We are proud to have partnered with hundreds of law, real estate and finance firms across the country. ###### Strategic Growth ## Marketing That Evolves With Your Firm We work closely with clients to adapt and refine marketing strategies over time based on ROI, industry shifts and more. By staying agile and forward-thinking, we position clients’ marketing to lead the way, not play catch-up. [GET STARTED](#start) ![PR professional reviewing marketing strategy with law firm partner during a planning meeting](https://www.berbay.com/wp-content/uploads/2026/03/PR-Advisor-Working-with-Law-Firm-Leadership.jpg "PR Advisor Working with Law Firm Leadership - Berbay Marketing & PR") --- ### [Marketing Agency for Law Firms in Chicago](https://www.berbay.com/chicago/) **Published:** April 2, 2026 **Author:** Berbay Marketing PR **Content:** # Chicago Law Firm Marketing & PR AGENCY ## Set Your Law Firm Apart in a Crowded Market A well-executed PR and marketing strategy builds the recognition, trust and authority that fuel growth. With more than three decades of experience, Berbay Marketing & PR helps law firms in Chicago and nationwide increase their visibility and connect with target audiences. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") Experience### Over Three Decades Marketing Law Firms In today’s competitive legal market, a well-executed public relations strategy can set a law firm apart from the crowd, helping it gain recognition and fuel new business. A strategic and consistent PR campaign not only increases visibility but builds credibility, allowing smaller firms to compete with larger, more established counterparts. With more than three decades of experience, Berbay understands how to achieve [public relations success for law firms](https://www.berbay.com/services/pr-for-law-firms/). We’ve helped law firms across nearly every legal practice increase their presence in the media, which is a powerful way to connect with potential clients. ## **Over 30 years in business**. ![Top PR Firms](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-4-150x150.png "Top PR Firms 4 - Berbay Marketing & PR") ## Marketing for 300+ law firms. ![Top PR Firms 5](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-5-150x150.png "Legal Gavel - Berbay Marketing & PR") ## **Thousands of media placements.** ![Top PR Firms](https://www.berbay.com/wp-content/uploads/2026/07/Top-PR-Firms-7-150x150.png "Top PR Firms 7 - Berbay Marketing & PR") Strategic Public Relations## PR That Builds Visibility & Credibility Here are some of the reasons why law firms should consider a comprehensive PR campaign: ### ********Boost your visibility******** Effective PR allows your firm to reach prospective clients and referral sources that might not be accessible through your immediate network. By getting your firm’s name into local, regional and national media outlets — from television and newspapers to podcasts and industry organizations — PR expands your footprint. Complementary tactics like SEO and [social media strategy](https://www.berbay.com/services/social-media-marketing/) help you reach desired clients from anywhere in the world. ### ****Strengthen credibility**** Being featured in reputable media outlets is third-party validation of your expertise. When your attorneys are quoted in a trusted news source, it demonstrates that your opinions are valued, reinforcing your firm as a leader in your practice area. This enhanced credibility is vital for standing out in the competitive legal market. [### I****ncrease brand awareness**** Staying visible in the media keeps your firm at the forefront of potential clients and referral sources’ minds. Consistently appearing in the public eye allows your firm to build familiarity with your target audience, leading to more inbound inquiries when they have a need for legal services.](https://www.berbay.com/services/real-estate-marketing/) ### **Generate qualified leads** PR campaigns target specific markets and audiences, ensuring you’re not just reaching more people, but the *right* people. This creates direct connection to those most likely to hire your firm or refer your services to others. When done effectively, PR has a measurable impact on business growth. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 Why Choose Berbay### ****How Berbay Executes Effective Law Firm PR Campaigns**** Every law firm is different, which is why we provide each of our clients with a tailored approach. We take the time to learn your firm’s objectives, operations and challenges. With this deep understanding, we develop a customized PR campaign that aligns with your firm’s growth strategy. We ask important questions like: - What are your key business and marketing goals? - Who are you trying to reach with your messaging? - Who are your main competitors? - What previous PR efforts have worked or fallen short? - Which media outlets would you like to target? ![Professional services client gaining visibility through Chicago law firm marketing](https://www.berbay.com/wp-content/uploads/2026/06/chicago-law-firm-marketing-photo-4-client-publicity.jpg "Chicago Law Firm Marketing Agency — Client Visibility Moment - Berbay Marketing & PR") ![Berbay marketing team collaborating on Chicago law firm marketing strategy](https://www.berbay.com/wp-content/uploads/2026/06/chicago-law-firm-marketing-photo-1-team-working.jpg "Chicago Law Firm Marketing Agency — Team Strategy Session - Berbay Marketing & PR") ### **AMPLIFYING YOUR EXPERTISE & NEWS** ## ****We Advocate for You**** At Berbay, we don’t just pitch your news – we craft compelling stories that resonate with the media. Our team knows what journalists and producers are looking for and what kind of stories get picked up. We don’t waste time sending out every piece of news and hoping it lands. Instead, we focus on what will resonate with readers and amplify your strengths. Our strategy ensures your firm consistently gets noticed, and you are a go-to source when reporters need expert commentary. As your outsourced marketing and PR team, we help keep your firm top of mind. We identify opportunities to showcase your attorneys, secure meaningful media coverage and promote your successes through a steady stream of thought leadership, awards and speaking engagements. PROACTIVE PUBLIC RELATIONS## ****We Stay Ahead Of The Curve**** We don’t wait for opportunities to come to us — we create them. Our team constantly monitors legal and business trends, breaking headlines and emerging issues to identify timely opportunities that keep your firm in the news and position your attorneys as thought leaders. Our team implements “newsjacking” to insert our clients into stories that are gaining traction. By aligning your firm with an ongoing news event, such as a high-profile case in your practice area or a trending legal topic, we position you as an expert who can provide commentary for the media. We also cultivate strong relationships with reporters, giving us insight into the stories they’re covering and the expertise they’re seeking. This keeps your firm in the spotlight even when there’s no internal news to share. Combined with regular strategy sessions to discuss your latest matters and firm news, our proactive approach keeps you at the forefront of legal news in Chicago and beyond. ![Berbay advisor reviewing Chicago law firm marketing analytics with a professional services client](https://www.berbay.com/wp-content/uploads/2026/06/chicago-law-firm-marketing-photo-2-team-with-client.jpg "Chicago Law Firm Marketing Agency — Client Advisory Session - Berbay Marketing & PR") PR tactics that get results## PR Strategies Tailored to Law Firms Berbay employs proven PR strategies to ensure your firm gains maximum visibility. Whether you’re promoting a practice area, highlighting individual attorneys or elevating the entire firm’s brand, we know how to get results. ### ******Positioning You as a Media Resource****** We identify the newsworthy topics your attorneys can speak about authoritatively and position them as leading experts. By leveraging trending news stories, awards and rankings, speaking engagements and other tactics, we raise the profiles of your firm’s attorneys. They becomes trusted sources for media outlets. ### **Promoting Your News** We craft press releases, media pitches and alerts to generate attention for important milestones like case results, notable transactions or firm news such as office openings and lateral hires. Even when there isn’t major news to announce, we develop evergreen story ideas to pitch at the right time. ### **Litigation PR** for Your Cases Berbay is a leader in litigation PR for significant case filings, verdicts and settlements, and other critical case developments. When used strategically, media exposure can amplify key case. messages, influence public perception and complement your broader litigation strategy. [### Publishing Your Expertise Bylined articles – articles written by attorneys and published in respected media outlets – reinforce credibility in your practice area and give your firm control over messaging. In addition to enhancing your reputation, bylined articles strengthen your online presence. They contain keywords and backlinks that boost your firm’s visibility in search engine results, and content can be repurposed and shared on your website, social media and email newsletters.](https://www.berbay.com/services/speaking-engagements/) [### ********Securing Awards and Rankings******** Navigating the world of legal rankings and awards can be overwhelming, but Berbay has a proven track record of success. We vet nomination opportunities to determine which are worth pursuing and create compelling submissions to increase your chances of being recognized. Over the years, we’ve helped law firms get ranked on lists like Chambers and Partners, Benchmark Litigation, Super Lawyers, Best Lawyers, among others.](https://www.berbay.com/services/nominations-rankings/) ### ********Maximizing PR Impact******** Media placements are only the first step in your PR strategy. Our team capitalizes on your press coverage by repurposing content across multiple platforms such as social media posts or turning a topic into a speaking pitch. By repackaging news, we help you extend the life of your media placements and continue to generate interest and visibility long after the initial story has run. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 Comprehensive campaigns### ****Litigation PR Agency for Law Firms in Chicago**** From raising media visibility for lawsuit filings to managing the public impact of trial outcomes, Berbay Marketing & PR has experience in all aspects of [litigation public relations](https://www.berbay.com/services/litigation-pr-marketing/). As a leading litigation PR agency in Chicago and nationwide, Berbay has handled numerous high-profile cases, securing media attention and raising awareness for significant issues. Using tactics like press conferences, press releases and media alerts, we help protect your firm in sensitive situations and influence the public’s perception of the case. Our team also provides comprehensive media training, so you are fully prepared for interviews, helping you communicate clearly, stay on message and position your case effectively. [Litigation PR](https://www.berbay.com/services/litigation-pr-marketing/) ![A professional services executive answers questions during a televised interview as two camera operators film](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-4-client-publicity-1.jpg "Client Media Interview in a Los Angeles Studio - Berbay Marketing & PR") ###### START THE CONVERSATION ## **Why Work With Berbay Marketing & PR?** At Berbay, we bring decades of experience in law firm PR. We have worked with firms in nearly every practice area, from personal injury and employment to intellectual property and corporate law. Our specialized knowledge allows us to create impactful PR campaigns that help you achieve your firm’s marketing and business development goals. Whether new to PR or looking to add more fuel to your efforts, we’re here to help. Berbay works with clients in Chicago as well as nationwide. Let’s discuss how we can grow your firm through strategic public relations. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Law Firm Marketing Services](https://www.berbay.com/services/law-firm-marketing/) **Published:** October 31, 2023 **Author:** admin **Content:** # Top Rated Law Firm Marketing Agency ## Communications, PR and Marketing Services For Law Firms Berbay is a full-service law firm marketing agency. For nearly 30 years, we’ve combined PR, content, and digital strategy to build firms’ visibility, credibility, and lasting growth. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 OUR LAW FIRM CLIENTS HAVE BEEN FEATURED IN - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Chambers and Partners](https://www.berbay.com/wp-content/uploads/2026/05/Chambers-and-Partners.png "Chambers and Partners - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![Lawcom](https://www.berbay.com/wp-content/uploads/2026/05/Lawcom_.png "Lawcom - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![Bloomberg Law Logo 1](https://www.berbay.com/wp-content/uploads/2026/05/Bloomberg-Law-Logo-1.jpg "Bloomberg Law Logo 1 - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![Best Lawyers](https://www.berbay.com/wp-content/uploads/2026/05/Best-Lawyers.png "Best Lawyers - Berbay Marketing & PR") WHAT Berbay Offers Clients ## Why We’re Different ### **Specialized Industry Expertise** Decades of experience working with law firms means there is no learning curve. ### **Practice Area Familiarity** Proven success within diverse legal sectors and their target markets. ### **Strategic Messaging and Positioning** Ability to translate complex legal concepts into messaging that resonates with audiences. ### **Efficiency and Resources** Access to a team of seasoned legal marketing professionals with wide-ranging knowledge and industry relationships. ### **Proven Track Record** Countless media placements, awards and rankings, speaking engagements and more among legal and business audiences. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 TOP RATED PR FIRM ### Strategic Legal PR With National Reach For 30+ years, Berbay Marketing & PR has implemented results-driven marketing and public relations solutions for our clients so that they can concentrate on what they do best – run their businesses. in business and counting. professional firms marketed. client media placements. ![The Recorder Top Public Relations Agency](https://www.berbay.com/wp-content/uploads/2025/06/REC513202564254BERBAY_PUBLIC-RELATIONS-AGENCY_Winner-785x1024.png "- Berbay Marketing & PR") ![Top PR Agencies](https://www.berbay.com/wp-content/uploads/2023/10/Top-PR-Agencies.png "Top PR Agencies - Berbay Marketing & PR")Top PR Agencies ![Go To Thought Leadership Award](https://www.berbay.com/wp-content/uploads/2023/10/Go-To-Thought-Leadership-Award.png "Go To Thought Leadership Award - Berbay Marketing & PR")Go To Thought Leadership Award ![Top PR Firms](https://www.berbay.com/wp-content/uploads/2023/10/Top-PR-Firms.png "Top PR Firms - Berbay Marketing & PR")Top PR Firms ![LA500](https://www.berbay.com/wp-content/uploads/2025/06/LA500.png "LA500 - Berbay Marketing & PR") ## LET US INTRODUCE OURSELVES ### Experience. Expertise. Passion. Bringing more than three decades of industry-leading marketing and public relations expertise. - ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-33.png "Megan Braverman - Berbay Marketing & PR") [Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/)Owner and Principal - ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea.png "Aly Crea - Berbay Marketing & PR")[Aly Crea](https://www.berbay.com/about/our-team/aly-crea/)Account Director - ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2.png "- Berbay Marketing & PR") [Beth Miller](https://www.berbay.com/about/our-team/beth-miller/)Senior Account Manager - ![Nina Beridze Headshot](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1.png "- Berbay Marketing & PR") [Nina Beridze](https://www.berbay.com/about/our-team/nina-beridze/)Account Manager - ![Angely Levis](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-42.png "Angely Levis - Berbay Marketing & PR") [Angely Levis](https://www.berbay.com/about/our-team/angely-levis/)Account Manager - ![Hannah Shaw](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-40.png "Hannah Shaw - Berbay Marketing & PR") [Hannah Shaw](https://www.berbay.com/about/our-team/hannah-shaw/)Assistant Account Manager - ![Ella](https://www.berbay.com/wp-content/uploads/2026/03/Ella-.webp "Ella - Berbay Marketing & PR") [Ella Gage](https://www.berbay.com/about/our-team/ella-gage/)Assistant Account Manager - ![Noah Douge](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-46.png "Noah Douge - Berbay Marketing & PR") [Noah Douge](https://www.berbay.com/about/our-team/noah-douge/)Assistant Account Manager - ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-41.png "Kristin Anderson - Berbay Marketing & PR") [Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/)Administrative Manager - ![Sharon Cropped](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped.png "Sharon Cropped - Berbay Marketing & PR") [Sharon Berman](https://www.berbay.com/about/our-team/sharon-berman/)Founder – In Memoriam - ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2023/11/Megan-Braverman.png "Megan Braverman - Berbay Marketing & PR")[Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/)Owner and Principal - ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea.png "Aly Crea - Berbay Marketing & PR")[Aly Crea](https://www.berbay.com/about/our-team/aly-crea/)Account Director - ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2.png "- Berbay Marketing & PR") [Beth Miller](https://www.berbay.com/about/our-team/beth-miller/)Senior Account Manager - ![Nina Beridze Headshot](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1.png "- Berbay Marketing & PR") [Nina Beridze](https://www.berbay.com/about/our-team/nina-beridze/)Account Manager - ![Angely Levis](https://www.berbay.com/wp-content/uploads/2023/11/Angely-Levis.png "Angely Levis - Berbay Marketing & PR") [Angely Lewis](https://www.berbay.com/about/our-team/angely-levis/)Account Manager - ![Ella](https://www.berbay.com/wp-content/uploads/2026/03/Ella-.webp "Ella - Berbay Marketing & PR") [Ella Gage](https://www.berbay.com/about/our-team/ella-gage/)Account Executive - [![Noah Douge](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-46.png "Noah Douge - Berbay Marketing & PR")](https://www.berbay.com/about/our-team/noah-douge/)[Noah Douge](https://www.berbay.com/about/our-team/ella-gage/)Account Executive - ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2023/10/Kristin-Anderson.png "Kristin Anderson - Berbay Marketing & PR") [Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/)Administrative Manager - ![Sharon Cropped](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped.png "Sharon Cropped - Berbay Marketing & PR") [Sharon Berman](https://www.berbay.com/about/our-team/sharon-berman/)Founder – In Memoriam ![Legal Marketing Strategy Meeting in Los Angeles Office](https://www.berbay.com/wp-content/uploads/2026/03/Legal-Marketing-Strategy-Meeting-in-Los-Angeles-Office-1.jpg "Legal Marketing Strategy Meeting in Los Angeles Office (1) - Berbay Marketing & PR") ## Why Choose Berbay ### Decades of **Strategic Marketing for Leading Law Firms** Our PR agency has worked with more than 150 law firms in nearly every practice area, including litigation, intellectual property, employment, personal injury, real estate, family law and more. With a deep understanding of the legal industry, we tailor our strategies to highlight each firm’s unique strengths and expertise. Our experience spans major legal hubs such as Los Angeles, New York City, Chicago, Washington D.C. and other cities across the U.S. Whether a law firm seeks to enhance its local presence or achieve nationwide visibility, we implement targeted, results-driven campaigns designed to amplify their reputation and get them in front of the right audiences. We work with law firms in the way that works best for them — whether serving as a fully outsourced marketing department or collaborating with individual offices or practice groups to drive growth. Our agency also has the capabilities to work with law firms of all sizes, from a few attorneys to large firms with multiple offices and a wide range of practice areas. This versatility ensures that every strategy aligns with the firm’s specific goals and objectives, while providing the benefit of an entire team of marketing and PR experts working on their behalf. ## LAW FIRM MARKETING ## Public Relations and Law Firm Marketing We take a comprehensive approach to law firm marketing and public relations, ensuring every aspect of your campaign works seamlessly to elevate your firm’s visibility. From securing media placements and speaking engagements to lead tracking programs and analysis, we implement a cohesive strategy that positions you as the go-to firm in your practice area, helping you gain the attention and recognition you deserve. [GET STARTED](#start)[LAW FIRM PR SERVICES](https://www.berbay.com/services/pr-for-law-firms/) ![PR professional reviewing marketing strategy with law firm partner during a planning meeting](https://www.berbay.com/wp-content/uploads/2026/03/PR-Advisor-Working-with-Law-Firm-Leadership.jpg "PR Advisor Working with Law Firm Leadership - Berbay Marketing & PR") ![Litigation PR Outside Los Angeles](https://www.berbay.com/wp-content/uploads/2026/03/Litigation-PR-Outside-Los-Angeles-1024x768.jpg "Litigation PR Outside Los Angeles - Berbay Marketing & PR") ###### COMPREHENSIVE SERVICES ## Litigation Public Relations As a nationally recognized leader in litigation public relations, Berbay has played a pivotal role in countless high-profile cases, not only securing media attention but also educating the public and shaping awareness around critical issues. Whether spotlighting a lawsuit filing, generating media coverage for trials and verdicts or mitigating the impact of unfavorable outcomes, we provide PR solutions that help law firms navigate the complexities of litigation with confidence. [GET STARTED](#start)[LITIGATION PR SERVICES](https://www.berbay.com/services/litigation-pr-marketing/) ###### Marketing & PR SERVICES ## FULL SERVICE AGENCY [### Nominations & Rankings Our team has demonstrated expertise obtaining rankings for lawyers and law firms. Our clients have achieved recognition on lists such as *Chambers & Partners, Daily Journal* Top 100 Attorneys, *National Law Journal* Trailblazers and *Best Lawyers.* Learn More](https://www.berbay.com/services/nominations-rankings/) [### Social Media Berbay is the trusted choice for law firms seeking to harness the power of social media to increase their visibility and credibility. We know how to craft engaging, informative and legally compliant content that resonates with your target audience. Learn More](https://www.berbay.com/services/social-media-marketing/) [### Speaking Engagements We specialize in securing speaking engagements for lawyers in front of a range of target audiences, including industry groups, professional associations, business conferences and more. Learn More](https://www.berbay.com/services/speaking-engagements/) ### Content Marketing Prospects seek out legal experts who understand their unique needs and business challenges. We establish your firm as a go-to authority through blogs, webinars and email newsletter campaigns that nurture relationships. ### Digital Marketing & SEO Our team excels at developing and implementing digital marketing techniques, including PPC and SEO campaigns to ensure online visibility and increased traffic to your law firm’s website. [### Web Design Your website is often the first impression potential clients have of your firm. We design modern, professional law firm websites that reflect your expertise, build trust, and convert visitors into consultations. Learn More](https://www.berbay.com/services/website-design-for-law-firms/) ###### **Successful Law Firm PR Campaigns** ## PR & Thought Leadership We enhance your firm’s reputation through strategic media outreach, including press releases that showcase your achievements and successes for clients. By positioning your attorneys as thought leaders through authoritative bylined articles and high-profile interviews, we help demonstrate your firm’s expertise. Securing prestigious awards and speaking engagements further reinforces your firm’s credibility. Each element works together to build trust, differentiate your firm and ensure you remain top of mind with clients and referral sources. [GET STARTED](#start) ![Berbay web images 1](https://www.berbay.com/wp-content/uploads/2026/03/Berbay-web-images-1-819x1024.png "Berbay web images 1 - Berbay Marketing & PR") ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") ###### ONLINE MARKETING ## Law Firm Advertising & Paid Search (PPC) In collaboration with our vetted team of experts, we provide paid advertising services such as Google Ads and PPC campaigns, strategic social media advertising on platforms like Instagram and Facebook, and retargeting campaigns to bring visitors back to your website. From campaign setup to continuous performance monitoring and optimization, we ensure every dollar works hard to strengthen your firm’s online presence and generate meaningful leads. [GET STARTED](#start) ###### Case Studies ## Proven Results for Law Firms For three decades, our experts have built visibility and credibility for law firms through publicity, media relations and integrated marketing. These case studies show how the right strategy turns into real coverage, new clients and lasting growth. [![32](https://www.berbay.com/wp-content/uploads/2024/12/32-1024x768.png "32 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) ## [Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) Client: A nationwide nursing home abuse law firm Challenge: The firm was unable to monitor the effectiveness of its marketing efforts and ROI of multiple campaigns. Work: The Berbay team went to work, executing on multiple phases: Customized CRM: Using the current CRM, instead of spending money and resources getting a new one, we customized their platform…[Read More Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) [![Marketing Plan](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-52.png "Marketing Plan - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) ## [Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) Client: Civil Appellate Law Firm Challenge: One of the nation’s leading civil appellate firms struggled to identify where to allocate the firm’s marketing budget. Marketing efforts were ad hoc and without tools to capture ROI or benchmark success. The firm also didn’t know if they were missing opportunities. Without a comprehensive overview of where time and resources…[Read More Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) [![Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm](https://www.berbay.com/wp-content/uploads/2024/05/Case-Study-Berbay-Marketing-PR-Litigation-PR-Campaign-Gets-Widespread-National-Coverage-Brings-in-New-Cases-for-Law-Firm-.png "Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ## [Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) Client: Plaintiff Trial Law Firm Challenge: A plaintiff trial law firm filed a lawsuit against a government entity and its department, alleging negligence in the handling of sensitive information that was subsequently posted online. The client wanted to put pressure on the defendants to resolve the matter quickly and amicably while ensuring the affected individuals…[Read More Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ###### Thought Leadership ## Blogs, Newsletters and More [![A Berbay strategist writing lawyer SEO content at a laptop in a modern office](https://www.berbay.com/wp-content/uploads/2026/07/berbay-content-strategist-writing-1024x572.jpg "Berbay Content Strategist at Work - Berbay Marketing & PR")](https://www.berbay.com/blog/content-marketing-for-law-firms/) ## [Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) There are numerous ways firms can choose to market their legal services. Of the many options, it’s no secret that content marketing is one of the more resource-intensive approaches. A successful content strategy requires buy-in from managing partners and senior lawyers, and consistent effort to create blog posts, bylined articles, client alerts, webinars, email newsletters,…[Read More Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) [![Laptop computer showing news story](https://www.berbay.com/wp-content/uploads/2026/08/Blog-Photos-2026-08-19T153134853.png "Laptop computer showing news story - Berbay Marketing & PR")](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) ## [The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Over the last six months, the topic of newswires has come up repeatedly, with several seasoned marketers telling us they are surprised we don’t use them. Their surprise surprised us back. Not because newswires disappeared, but because we didn’t realize they were still seen as a meaningful PR strategy. That raises a bigger question: what…[Read More The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Tags[newswire](https://www.berbay.com/tag/newswire/), [pr campaign](https://www.berbay.com/tag/pr-campaign/), [press release](https://www.berbay.com/tag/press-release/), [public relations](https://www.berbay.com/tag/public-relations/) [![Managing partner handing over key to successor lawyer](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-70.png "Managing partner handing over key to successor lawyer - Berbay Marketing & PR")](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) ## [Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) A law firm’s legacy is not built in a single moment. It is built over years of client calls, late night strategy sessions, courtroom wins, trusted advice in the moments that matter and relationships that become almost inseparable from the lawyers who created them. That is what makes succession planning so easy to avoid, and…[Read More Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) Tags[law firms](https://www.berbay.com/tag/law-firms/), [Marketing](https://www.berbay.com/tag/marketing/), [succession planning](https://www.berbay.com/tag/succession-planning/) [Go To The Learning Hub](https://www.berbay.com/resources/) ###### Partner with Berbay ## We don’t just market law firms—we position them for success. Whether you need more fuel behind your public relations efforts, or you’re hiring a PR agency for the first time, our team delivers customized strategies that create awareness and get the phone to ring. Call us today at (310) 405-7343 to discuss how we can help your firm grow! [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Public Relations Services Built for Professional Firms](https://www.berbay.com/services/public-relations/) **Published:** November 10, 2023 **Author:** admin **Content:** # Public Relations services for law, real estate & finance ## PR That Builds Visibility & Credibility We partner with professional services firms to turn expertise into visibility through strategic PR campaigns, including media relations, thought leadership, speaking engagements, awards and rankings, and more. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## Proven Experience ### ****Three Decades Working With Professional Services**** Firms As a PR agency with over 30 years of experience partnering with law, real estate and financial firms across nearly every practice and geographic area, award-winning Berbay Marketing & PR knows how to obtain public relations results that make a difference. years serving Professional services Media Placements Law, Finance & Real Estate Clients Why Choose Berbay### ****Your Strategic Public Relations Department**** While we come with decades of PR experience, every firm is different. We ask critical questions to develop an effective strategy that aligns with your goals. Once we have a thorough understanding of your operations and expertise, this sets the stage for a successful partnership. **We immerse ourselves in your business.** We invest significantly in getting to know everything about your firm – objectives, operations, challenges, competitors, etc. **We are your advocates.** Our team knows what resonates with the media and decision-makers, what warrants news coverage, and what *doesn’t*. We “package” you – your expertise and accomplishments – in a way that intrigues the press. **We are proactive.** Our team is constantly monitoring the news and talking with media to create opportunities for clients to be included in conversations that raise their profile and establish them as thought leaders. Whether you need more fuel behind your public relations efforts, or you’re hiring a PR agency for the first time, Berbay has unique expertise in professional services PR that creates visibility, reinforces credibility and drives new business opportunities. ![An advisor and a managing partner review a media coverage tracker on a desktop monitor](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-2-team-with-client-1.jpg "Reviewing a Media Coverage Tracker With a Client - Berbay Marketing & PR") CORE SERVICES## PR Strategies That Fuel Revenue Growth Whether you’re looking to elevate the firm as a whole, promote a practice area or boost the profiles of individual professionals, Berbay leverages a combination of PR strategies to effectively position your brand. ### ******Media Relations****** Strategic media outreach that positions your firm in respected business, industry and trade news outlets. ### **Thought Leadership** Bylined articles, clients alerts, blogs and other expert content that helps professionals become recognized industry voices. [### **Litigation PR** Strategic litigation public relations to generate visibility and shape the narrative for high-profile disputes and crisis situations. Litigation](https://www.berbay.com/services/litigation-pr-marketing/) [### Speaking Engagements Panel and keynote opportunities that place your professionals in front of the right audiences. Speaking](https://www.berbay.com/services/speaking-engagements/) [### ********Awards & Rankings******** Identifying the awards that are most important to you, and developing compelling nominations for your inclusion. NominationS](https://www.berbay.com/services/nominations-rankings/) ### ********Social Media******** Engaging social media content across platforms such as LinkedIn and Facebook that amplifies your expertise. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 HOW WE WORK## Results-Driven PR Services Professional services PR can be challenging but we apply our decades of experience to ensure you stand out among your peers. Just like your business evolves, we are constantly seeking out innovative ways to market your firm, while relying on the tried-and-true methods we know are successful. We function as a seamless extension of your firm, providing ongoing support across strategy and execution, including: - Regular strategy meetings - Proactive media pitching - Content planning and publishing - Performance reviews and reporting - Ongoing coordination with firm leadership and marketing teams [GET STARTED](#start) ![Berbay marketing team collaborating on public relations services strategy](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-1-team-working.jpg "Public Relations Services — Team Strategy Session - Berbay Marketing & PR") ## INTEGRATED VISIBILITY ### PR That Extends Beyond Media Coverage Successful public relations programs combine a range of tactics to get you noticed, including thought leadership, social media marketing, inbound marketing and digital strategies that reinforce credibility across the channels where your target audience evaluates expertise. [### Social Media Showcasing your experience, success and leadership across major platforms to immediately communicate to visitors that you are the obvious choice. SMM Management](https://www.berbay.com/services/social-media-marketing/) ### Owned Media Client alerts, blogs, webinars and other owned content create meaningful touchpoints with clients, prospects and referral sources. ### SEO-Focused PR Digital public relations and backlink strategies that strengthen search visibility while helping prospects discover your expertise. [### Email Marketing Newsletter and email campaigns designed to maintain consistent visibility, strengthen audience engagement and keep your firm top of mind. Email Services](https://www.berbay.com/services/email-marketing-agency/) ### Branded Materials One-sheets, pitch decks and other shareable assets that highlight your experience and expertise. ### Strategic Marketing Analysis and recommendations on all aspects of your marketing and public relations programs.​ MEASURABLE OUTCOMES## Consistent & Compounding Visibility Many people think public relations is sending out press releases and sharing firm announcements. While these are important pieces, newsworthy events don’t happen every day. So how do you get consistent visibility without these milestones to tout? We work with you to: - Position you as an expert spokesperson - Tout your news - Make the news your news (“newsjacking”) - Place bylined articles authored by you - Get you named to awards and rankings - Leverage content to amplify your reach [GET STARTED](#start) ![Berbay strategist analyzing public relations services campaign performance](https://www.berbay.com/wp-content/uploads/2026/05/public-relations-photo-3-deep-focus.jpg "Public Relations Services — Campaign Execution - Berbay Marketing & PR") WHO WE SERVE## PR for Professional Services Firms We have worked with clients in nearly every professional services sector. This means we have the knowledge necessary to develop an effective PR campaign vital to your firm’s growth strategy, regardless of your practice area. [### ******Law Firms****** Public relations and thought leadership strategies that position law firms and attorneys as trusted advisors, enhance market visibility and support long-term business development goals. Law Firm Marketing](https://www.berbay.com/) [### **Financial Firms** Comprehensive public relations programs that help financial firms establish industry authority, build trust with prospective clients and differentiate themselves. MArketing For FInance](https://www.berbay.com/services/financial-marketing/) [### **Real Estate Firms** Targeted PR strategies that help owners, developers, investors and other real estate organizations generate visibility for transactions and developments, and strengthen business relationships. Real Estate Marketing](https://www.berbay.com/services/real-estate-marketing/) [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### **Common Questions** ## **Questions Firms Ask Before Hiring a PR Agency** Public relations is a long-term investment, and most firms have practical questions before choosing a partner. We believe those conversations should be clear, direct and grounded in realistic expectations. **How long does it take to see PR results?** Public relations builds momentum over time. Initial media opportunities may develop within the first few months, but meaningful visibility — recurring coverage, stronger referral relationships, speaking opportunities and awards recognition — typically take six to twelve months of consistent strategy and outreach. How does PR support marketing? PR builds third-party credibility that strengthens overall marketing performance. Successful marketing programs incorporate earned media to amplify visibility, reinforce messaging and drive engagement. **Do you help with reputation management?** Yes, while much of reputation management is built through consistent, positive visibility, we also advise firms during high-profile matters, leadership transitions and other sensitive situations where communications can have a significant impact on public perception. Can PR help us reach a more specific target audience? Yes, effective PR starts with understanding who your firm needs to reach — clients, prospects, referral sources, reporters, industry influencers or potential employee candidates. From there, we craft messaging, media outreach and content around the audiences that matter most. ###### START THE CONVERSATION ## **Let’s Build a Smarter Visibility Strategy** Our PR agency has the experience and expertise to help you develop more of the kind of business you want. For a complimentary consultation to discuss how we can achieve your firm’s growth objectives through public relations, please contact us today. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 --- ### [Contact Us](https://www.berbay.com/contact/) **Published:** October 23, 2023 **Author:** admin **Content:** Contact Us ## Partnering with firms nationwide. Since 1995, Berbay Marketing & Public Relations has partnered with professional services firms throughout the U.S., including in cities such as Los Angeles, [New York](https://www.berbay.com/nyc/ "New York Law Firm Marketing"), Washington D.C., Atlanta, [Chicago](https://www.berbay.com/chicago/ "Marketing Agency for Law Firms in Chicago"), Dallas, Miami, San Francisco and San Diego. We are proud to have achieved results for hundreds of law, real estate and finance firms across the country. ![Berbay Cities Served Map](https://www.berbay.com/wp-content/uploads/2026/04/Berbay-Website-Map-1-1024x576.png "Berbay Cities Served Map - Berbay Marketing & PR") --- ### [Seattle Law Firm Marketing & PR Agency](https://www.berbay.com/seattle/) **Published:** April 2, 2026 **Author:** Darren DeMatas **Content:** In a saturated market, public relations is a powerful tool that increases your visibility and reinforces your credibility. Berbay Marketing & PR has been leveraging the power of PR for clients for nearly 30 years, earning quality media coverage, industry recognition and speaking opportunities for professional services firms in Seattle and on the Eastside. Whether you need support for your in-house marketing department or a full-service outside agency, law, real estate and financial firms turn to us for our deep understanding. There is no learning curve. We know what works, and we get results. #### Using PR to Increase Revenue for Your Seattle Firm PR is more than media coverage. A comprehensive public relations plan is a roadmap to enhance your brand, a catalyst for increased revenue and a complement to your overall marketing strategy. **Berbay Marketing & PR** has been successfully earning media placements for clients for nearly 30 years. We know that consistently getting your name in top media outlets—and in front of your target audience—leads to powerful, measurable results. We will work with you to get your firm the recognition it deserves. We’ve secured coverage in publications, such as the Seattle Times, the Seattle Post-Intelligencer, KIRO 7, KOMO 4, KING 5, FOX13, KNKX and KUOW among others. #### How Can PR Help Your Firm? PR is a crucial component of your overall marketing strategy. Our team of media-savvy professionals will work closely with you to: - Earn positive media coverage that highlights your expertise. - Position you as an authority in your field. - Increase visibility so that people think of your firm first. When done consistently and effectively, these efforts will pay off with more leads and increased revenue. #### Enhance Visibility for Your Seattle Firm with Speaking Engagements One of the best ways to showcase your firm’s qualifications is by speaking at industry events. Berbay Marketing & PR can help you find speaking opportunities that get you in front of referral sources and prospective clients. These opportunities can help you: - Generate new leads and business opportunities. - Position yourself as an expert. - Foster relationships. - Enhance your firm’s credibility and build brand awareness. **Berbay Marketing & PR’**s team of professionals can identify top speaking opportunities and help you earn a spot on the stage. Before and after your speaking engagement, we will maximize its reach and leverage it to [create even more publicity,](https://www.berbay.com/services/public-relations/) marketing material and speaking opportunities. --- ### [Miami Law Firm Marketing & PR Agency](https://www.berbay.com/miami/) **Published:** April 2, 2026 **Author:** Darren DeMatas **Content:** With a nearly three-decade track record of fueling visibility, credibility and revenue growth for the professional services industry, Berbay Marketing & PR is a trusted partner to law, real estate and financial firms in Miami, Hialeah and Fort Lauderdale, as well as throughout South Florida. Our team has deep knowledge of the [unique marketing challenges](https://staging.berbay.com/litigation-pr-marketing-for-law-firms/) and opportunities professional services firms are facing. Whether you engage us to act as an outside marketing and PR firm, or support your existing in-house marketing team, the professionals at Berbay Marketing & PR draw on a wealth of knowledge and tools to help clients create, refine and execute a strategic public relations and marketing plan that works. Our clients have appeared in outlets such as the *Miami Herald*, *Miami Today*, ABC, CBS, NBC and FOX. After more than 30 years of specializing in working with [professional service](https://www.berbay.com/services/) firms, we know which strategies garner real results for Miami firms. #### Why Does Your Miami Firm Need PR? When done effectively, a strategic public relations campaign is rocket fuel for business. PR can create the awareness, credibility and trust that you deserve, as well as give you a boost over your competitors. Our team of PR and marketing experts know how to obtain results that will make all the difference for your business. A PR campaign can: - Increase awareness and visibility so you become a known player in your area. - Build your credibility and create trust among prospective clients. - Leverage your expertise and position you as an authority in your area. - Generate qualified leads and referral sources that maximize revenue. #### Gain Third-Party Credibility with National and Local Miami Awards Industry awards and [rankings](https://staging.berbay.com/nominations-rankings-for-law-firms/) are one of the best tools to build credibility and raise your firm’s profile. Berbay Marketing & PR helps clients obtain coveted legal, real estate and financial industry rankings like - Publicly demonstrate your expertise and success. - Level the playing field between you and your competitors. - Enhance your reputation. We continue to leverage awards and rankings even after a win. Our team will ensure that your success is publicized via your website, social media and email; incorporated into your [marketing materials](https://staging.berbay.com/marketing-materials-for-law-firms/) and online profiles; and maximized to help you earn additional rankings and media coverage. #### Earn Speaking Opportunities for Miami Professionals Few marketing tactics can highlight your expertise as effectively as speaking directly to your target audience. Berbay Marketing & PR can identify and obtain speaking engagements that allow you to demonstrate your skills to leads and referral sources first-hand. We routinely secure speaking opportunities for clients at top industry events, conferences, continuing education sessions and more. Speaking engagements can: - Position you as an authority in your field. - Highlight your knowledge and expertise. - Boost your firm’s reputation. - Connect you with referral sources and prospects. #### Partner with a Trusted Miami Marketing and PR Firm [Berbay Marketing & Public Relations ](https://www.berbay.com/)has nearly three decades of experience providing law, real estate and financial firms with marketing and public relations services that propel your business forward. Our professionals have demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements and more. Looking to enhance and broadcast your firm’s accomplishments with Miami’s proven marketing and PR team? Contact Berbay at [310-405-7343](tel:310-405-7343) or . --- ### [Thank You](https://www.berbay.com/thank-you/) **Published:** October 23, 2023 **Author:** admin **Content:** ## **Thanks For Contacting Us** ### **What Happens Next** Thank you for sharing more about your firm, market and goals. We’ll review everything carefully to determine whether Berbay is the right strategic fit. ### ****Check Your Inbox**** A confirmation email will arrive shortly. If you don’t see it, please check your spam or promotions folder. ### We **Review for Fit** We’ll review your goals, budget, industry and market to understand where Berbay may provide strategic value. ### We Follow Up If there’s alignment, Megan Braverman will contact you directly in two business days for a meeting. ![The Recorder Top Public Relations Agency](https://www.berbay.com/wp-content/uploads/2025/06/REC513202564254BERBAY_PUBLIC-RELATIONS-AGENCY_Winner-785x1024.png "- Berbay Marketing & PR") ![Top PR Agencies](https://www.berbay.com/wp-content/uploads/2023/10/Top-PR-Agencies.png "Top PR Agencies - Berbay Marketing & PR")Top PR Agencies ![Go To Thought Leadership Award](https://www.berbay.com/wp-content/uploads/2023/10/Go-To-Thought-Leadership-Award.png "Go To Thought Leadership Award - Berbay Marketing & PR")Go To Thought Leadership Award ![Top PR Firms](https://www.berbay.com/wp-content/uploads/2023/10/Top-PR-Firms.png "Top PR Firms - Berbay Marketing & PR")Top PR Firms ![LA500](https://www.berbay.com/wp-content/uploads/2025/06/LA500.png "LA500 - Berbay Marketing & PR") ## Meet The Team ### Experience. Expertise. Passion. Bringing more than three decades of industry-leading marketing and public relations expertise. - ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-33.png "Megan Braverman - Berbay Marketing & PR") [Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/)Owner and Principal - ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea.png "Aly Crea - Berbay Marketing & PR")[Aly Crea](https://www.berbay.com/about/our-team/aly-crea/)Account Director - ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2.png "- Berbay Marketing & PR") [Beth Miller](https://www.berbay.com/about/our-team/beth-miller/)Senior Account Manager - ![Nina Beridze Headshot](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1.png "- Berbay Marketing & PR") [Nina Beridze](https://www.berbay.com/about/our-team/nina-beridze/)Account Manager - ![Angely Levis](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-42.png "Angely Levis - Berbay Marketing & PR") [Angely Levis](https://www.berbay.com/about/our-team/angely-levis/)Account Manager - ![Hannah Shaw](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-40.png "Hannah Shaw - Berbay Marketing & PR") [Hannah Shaw](https://www.berbay.com/about/our-team/hannah-shaw/)Asst. Account Manager - ![Ella](https://www.berbay.com/wp-content/uploads/2026/03/Ella-.webp "Ella - Berbay Marketing & PR") [Ella Gage](https://www.berbay.com/about/our-team/ella-gage/)Asst. Account Manager - ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-41.png "Kristin Anderson - Berbay Marketing & PR") [Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/)Administrative Manager - ![Sharon Cropped](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped.png "Sharon Cropped - Berbay Marketing & PR") [Sharon Berman](https://www.berbay.com/about/our-team/sharon-berman/)Founder – In Memoriam - ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2023/11/Megan-Braverman.png "Megan Braverman - Berbay Marketing & PR")[Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/)Owner and Principal - ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea.png "Aly Crea - Berbay Marketing & PR")[Aly Crea](https://www.berbay.com/about/our-team/aly-crea/)Account Director - ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2.png "- Berbay Marketing & PR") [Beth Miller](https://www.berbay.com/about/our-team/beth-miller/)Senior Account Manager - ![Nina Beridze Headshot](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1.png "- Berbay Marketing & PR") [Nina Beridze](https://www.berbay.com/about/our-team/nina-beridze/)Account Manager - ![Angely Levis](https://www.berbay.com/wp-content/uploads/2023/11/Angely-Levis.png "Angely Levis - Berbay Marketing & PR") [Angely Lewis](https://www.berbay.com/about/our-team/angely-levis/)Account Manager - ![Ella](https://www.berbay.com/wp-content/uploads/2026/03/Ella-.webp "Ella - Berbay Marketing & PR") [Ella Gage](https://www.berbay.com/about/our-team/ella-gage/)Account Executive - [![Noah Douge](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-46.png "Noah Douge - Berbay Marketing & PR")](https://www.berbay.com/about/our-team/noah-douge/)[Noah Douge](https://www.berbay.com/about/our-team/ella-gage/)Account Executive - ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2023/10/Kristin-Anderson.png "Kristin Anderson - Berbay Marketing & PR") [Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/)Administrative Manager - ![Sharon Cropped](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped.png "Sharon Cropped - Berbay Marketing & PR") [Sharon Berman](https://www.berbay.com/about/our-team/sharon-berman/)Founder – In Memoriam Meet The Team ###### Blog ## Thought Leadership [![A Berbay strategist writing lawyer SEO content at a laptop in a modern office](https://www.berbay.com/wp-content/uploads/2026/07/berbay-content-strategist-writing-1024x572.jpg "Berbay Content Strategist at Work - Berbay Marketing & PR")](https://www.berbay.com/blog/content-marketing-for-law-firms/) ## [Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) Updated on September 4, 2026 By [Megan Braverman](https://www.berbay.com/author/meganberbay/) There are numerous ways firms can choose to market their legal services. Of the many options, it’s no secret that content marketing is one of the more resource-intensive approaches. A successful content strategy requires buy-in from managing partners and senior lawyers, and consistent effort to create blog posts, bylined articles, client alerts, webinars, email newsletters,…[Read More Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) [![Laptop computer showing news story](https://www.berbay.com/wp-content/uploads/2026/08/Blog-Photos-2026-08-19T153134853.png "Laptop computer showing news story - Berbay Marketing & PR")](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) ## [The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Updated on August 21, 2026 By [Megan Braverman](https://www.berbay.com/author/meganberbay/) Over the last six months, the topic of newswires has come up repeatedly, with several seasoned marketers telling us they are surprised we don’t use them. Their surprise surprised us back. Not because newswires disappeared, but because we didn’t realize they were still seen as a meaningful PR strategy. That raises a bigger question: what…[Read More The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Tags[newswire](https://www.berbay.com/tag/newswire/), [pr campaign](https://www.berbay.com/tag/pr-campaign/), [press release](https://www.berbay.com/tag/press-release/), [public relations](https://www.berbay.com/tag/public-relations/) [![Managing partner handing over key to successor lawyer](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-70.png "Managing partner handing over key to successor lawyer - Berbay Marketing & PR")](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) ## [Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) Updated on August 20, 2026 By [Megan Braverman](https://www.berbay.com/author/meganberbay/) A law firm’s legacy is not built in a single moment. It is built over years of client calls, late night strategy sessions, courtroom wins, trusted advice in the moments that matter and relationships that become almost inseparable from the lawyers who created them. That is what makes succession planning so easy to avoid, and…[Read More Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) Tags[law firms](https://www.berbay.com/tag/law-firms/), [Marketing](https://www.berbay.com/tag/marketing/), [succession planning](https://www.berbay.com/tag/succession-planning/) [See All Blogs](https://www.berbay.com/blog/) ###### Case Studies ## Working and Winning For Our Clients [![Email newsletter campaign](https://www.berbay.com/wp-content/uploads/2026/04/Blog-Photos-60.png "Email newsletter campaign - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/) ## [Email Campaign Drives Immediate Business for Newly Launched Firm ](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/) Updated on April 16, 2026 Client: Los Angeles boutique tax and business management firm catering to high-net-worth individuals Challenge: The client was launching as a new firm with a modern, tech-forward brand with a highly relationship-driven client base. While the team excelled at white-glove, one-to-one outreach, they were hesitant to implement an email marketing strategy to announce the firm, worried that it would feel too impersonal or spammy. Berbay’s goal was to demonstrate that an e-newsletter…[Read More Email Campaign Drives Immediate Business for Newly Launched Firm ](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/) [![1st place medal awards](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-53.png "1st place medal awards - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) ## [Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) Updated on April 14, 2026 Client: Nationwide private commercial real estate lender Challenge: A commercial real estate lender sought to enhance their visibility and credibility in a competitive market, where they faced the challenge of competing against firms with 10 to 20 years more experience. Despite their success, they lacked a strong digital presence and had not promoted their achievements, which limited…[Read More Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) [![32](https://www.berbay.com/wp-content/uploads/2024/12/32-1024x768.png "32 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) ## [Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) Updated on May 19, 2026 Client: A nationwide nursing home abuse law firm Challenge: The firm was unable to monitor the effectiveness of its marketing efforts and ROI of multiple campaigns. Work: The Berbay team went to work, executing on multiple phases: Customized CRM: Using the current CRM, instead of spending money and resources getting a new one, we customized their platform…[Read More Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) [See More](https://www.berbay.com/successes/case-studies/) --- ### [Case Studies](https://www.berbay.com/successes/case-studies/) **Published:** November 3, 2023 **Author:** admin **Content:** All Website Strategic Marketing Speaking Real Estate Public Relations Nominations Media Marketing Litigation PR Lead Generation Law Firms Law Firm Marketing Financial Services Client Communication Business Development Articles - [![Email newsletter campaign](https://www.berbay.com/wp-content/uploads/2026/04/Blog-Photos-60-768x576.png "Email newsletter campaign - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/)[## Email Campaign Drives Immediate Business for Newly Launched Firm ](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/)Client: Los Angeles boutique tax and business management firm catering to high-net-worth individuals Challenge: The client was launching as a new firm with a modern, tech-forward brand with a highly relationship-driven… [Read more](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/) - [![Law Firm Sales Pipeline](https://www.berbay.com/wp-content/uploads/2025/05/Blog-Photos-75.png "- Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/)[## Development of Robust Lead Intake Program Transforms Law Firm’s Sales Pipeline](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/)Client: Los Angeles trial law firm specializing in personal injury, class actions and mass torts Challenge: An established plaintiff’s trial law firm lacked a… [Read more](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/) - [![32](https://www.berbay.com/wp-content/uploads/2024/12/32-768x576.png "32 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/)[## Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/)Client: A nationwide nursing home abuse law firm Challenge: The firm was unable to monitor the effectiveness of its marketing efforts and ROI of multiple… [Read more](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) - [![Marketing Plan](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-52.png "Marketing Plan - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/)[## Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/)Client: Civil Appellate Law Firm Challenge: One of the nation’s leading civil appellate firms struggled to identify where to allocate the firm’s marketing budget. Marketing efforts… [Read more](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) - [![1st place medal awards](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-53.png "1st place medal awards - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/)[## Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/)Client: Nationwide private commercial real estate lender Challenge: A commercial real estate lender sought to enhance their visibility and credibility in a competitive market, where they… [Read more](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) - [![Cityscape with microphones](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos39-768x576.png "Cityscape with microphones - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/)[## Media Training Elevates Real Estate Firm as an Industry Leader](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/)Client: A real estate investment and asset management firm. Challenge: A well-established real estate investment and asset management firm specializing in multifamily operations and acquisitions… [Read more](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) - [![Marketing Communications](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-54.png "Marketing Communications - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/)[## Strategic Marketing Overhaul Enhances Real Estate Firm’s Investment Strategy](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/)Client: International real estate investment firm based in the U.S Challenge: An international real estate investment firm was known primarily for its investment platform—not strategy and… [Read more](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) - [![Stack of newspapers](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-55.png "Stack of newspapers - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/targeted-pr-campaign-boosts-visibility-for-real-estate-firms-global-investor-appeal/)[## Targeted PR Campaign Boosts Visibility for Real Estate Firm’s Global Investor Appeal](https://www.berbay.com/successes/case-studies/targeted-pr-campaign-boosts-visibility-for-real-estate-firms-global-investor-appeal/)Client: International real estate investment firm based in the U.S Challenge: A real estate investment firm wanted to increase new and repeat investors nationally and internationally.… [Read more](https://www.berbay.com/successes/case-studies/targeted-pr-campaign-boosts-visibility-for-real-estate-firms-global-investor-appeal/) - [![Press conference](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-56.png "Press conference - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-campaign-creates-trust-and-credibility-for-real-estate-investors-opportunity-zone/)[## Media Campaign Creates Trust and Credibility for Real Estate Investor’s “Opportunity Zone”](https://www.berbay.com/successes/case-studies/media-campaign-creates-trust-and-credibility-for-real-estate-investors-opportunity-zone/)Client: Privately held real estate investment and private equity firm Challenge: The California-based firm acquired a large plot of land in northern Nevada to be used… [Read more](https://www.berbay.com/successes/case-studies/media-campaign-creates-trust-and-credibility-for-real-estate-investors-opportunity-zone/) - [![Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm](https://www.berbay.com/wp-content/uploads/2024/05/Case-Study-Berbay-Marketing-PR-Litigation-PR-Campaign-Gets-Widespread-National-Coverage-Brings-in-New-Cases-for-Law-Firm-.png "Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/)[## Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/)Client: Plaintiff Trial Law Firm Challenge: A plaintiff trial law firm filed a lawsuit against a government entity and its department, alleging negligence in… [Read more](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) - [![Blog Photos (8)](https://www.berbay.com/wp-content/uploads/2024/03/Blog-Photos-8.png "Blog Photos (8) - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/launching-niche-instagram-account-results-in-new-lead-pipeline-and-expanded-presence-for-employment-law-firm/)[## Launching Niche Instagram Account Results in New Lead Pipeline and Expanded Presence for Employment Law Firm](https://www.berbay.com/successes/case-studies/launching-niche-instagram-account-results-in-new-lead-pipeline-and-expanded-presence-for-employment-law-firm/)Client: Los Angeles Trial Law Firm Challenge: A plaintiff’s trial law firm with established personal injury (PI) and employment law practices wanted to increase… [Read more](https://www.berbay.com/successes/case-studies/launching-niche-instagram-account-results-in-new-lead-pipeline-and-expanded-presence-for-employment-law-firm/) - [![Blog Photos 6](https://www.berbay.com/wp-content/uploads/2023/12/Blog-Photos-6.png "Blog Photos 6 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/widespread-media-attention-obtained-in-top-tier-outlets-about-high-profile-sexual-assault-case/)[## Widespread Media Attention Obtained in Top-Tier Outlets About High-Profile Sexual Assault Case](https://www.berbay.com/successes/case-studies/widespread-media-attention-obtained-in-top-tier-outlets-about-high-profile-sexual-assault-case/)Client: Los Angeles Trial Law Firm Challenge: A plaintiffs trial law firm specializing in sexual abuse cases represented a woman in both a civil… [Read more](https://www.berbay.com/successes/case-studies/widespread-media-attention-obtained-in-top-tier-outlets-about-high-profile-sexual-assault-case/) ## Posts navigation 1[2](#)[3](#)[4](#)[Next](#) --- ### [What Are The Pr Strategies For Obtaining Local And National Media Coverage?](https://www.berbay.com/about/faq/pr-strategies-to-obtain-media-coverage/) **Published:** November 10, 2023 **Author:** admin **Content:** Local and national public relations campaigns often have similar strategies and tactics. So what’s the difference? The story. In order to generate interest in a local or regional area, the story needs to directly pertain to the people or to the community of that area. Sometimes it can span several communities, which can give the story a more national appeal. When you’re a reporter with the Los Angeles or New York Times, having a local angle is a very important piece. While these publications write stories on national news all the time, one of their goals is to explain how it affects the Los Angeles or New York communities specifically. Whenever you embark on a local or national PR campaign, the biggest question is why should people care about this? Not every story is interesting and some are evergreen so perhaps tweak the question to why should people care about this story now? It comes down to packaging your local or national story in a way to show why they should. Once the story is crafted, it is essential to get it to the right reporters and journalists. Each one is assigned to a different beat. So it’s essential to get it to the right person who covers that type of news. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). --- ### [Washington DC Law Firm Marketing & PR Agency](https://www.berbay.com/washington-dc/) **Published:** April 2, 2026 **Author:** Darren DeMatas **Content:** Berbay Marketing & PR has long been a trusted partner for law firms seeking to boost their visibility through strategic advertising across multiple platforms. Our expertise spans print, digital, broadcast and outdoor channels, helping firms effectively connect with their target audiences. By combining market research, creative design and strategic planning, we position law firms to capture more leads and grow their client base. ## Strategic Advertising Channels for Law Firms in Washington D.C. Advertising for law firms can be tailored depending on your goals and target audience. At Berbay, we help law firms in [Washington D.C.](https://www.berbay.com/washington-dc/) build visibility using a variety of advertising channels: - **Print Advertising**: Whether it’s newspapers, magazines, trade publications, or direct mail, print ads remain a powerful tool in reaching clients where they are already engaged. - **Digital Advertising**: A broad category with a variety of tactics to get your name out there. - **Search Engine Advertising**: PPC (pay-per-click) ads on platforms like Google, Bing and Yahoo let you target specific keywords that align with your services. This method ensures that your ads are seen by potential clients actively searching for legal help. - **Social Media Advertising**: Platforms such as LinkedIn, Facebook, Instagram and X allow law firms to create highly targeted ads based on user interests, demographics and connections. Sophisticated analytics ensure your message reaches the right audience. - **Display and Pop-Up Advertising**: Visual ads on relevant websites can enhance your reach by appearing where potential clients are already browsing. - **Broadcast Advertising**: TV and radio remain impactful ways to introduce your brand to large audiences. For firms in Washington D.C., these mediums offer the chance to connect with a broader audience locally. - **Outdoor Advertising**: High-traffic areas such as key intersections or metro stations are ideal for billboards and other outdoor ads. We identify the best placements to capture attention in your market. - **Event Sponsorship**: Sponsoring conferences, seminars, or industry events allows your firm to gain visibility. Sponsorships can include event signage, program ads, and promotional materials distributed to attendees. **Discover the top social media advertising platforms and the advantages they offer.** ## How Berbay Maximizes Advertising Impact for Law Firms With years of experience working across nearly all practice areas, Berbay offers the strategic insights needed to run high-impact ad campaigns. We provide full-service advertising support by handling every detail: - Determining where your firm should focus its advertising efforts - Strategically allocating your ad budget for maximum effectiveness - Negotiating ad placements and securing competitive rates - Overseeing creative direction, including copywriting, design and visuals - Monitoring campaign performance and optimizing as needed - Tracking incoming leads and analyzing conversions - Selecting and coordinating with third-party vendors like videographers Berbay collaborates with paid advertising agencies to ensure every campaign reflects our clients’ objectives and branding. While digital agencies bring expertise in campaign management, we provide an intimate understanding of our clients’ industries and messaging. This collaboration guarantees that your firm’s unique strengths are accurately conveyed in your advertising. Our specialized experience extends to personal injury, class action and mass tort cases where law firms seek to reach those impacted by specific events. From compelling digital content to prominent billboards, we craft messages that resonate with those needing legal assistance. This deep knowledge positions us to run campaigns that effectively generate leads and deliver results. [**Find out how we transformed a digital campaign to reduce expenses and boost lead generation.**](https://www.berbay.com/successes/case-studies/online-marketing-campaign-turned-around-generate-leads/) ## Why Choose Berbay for Your Law Firm’s Advertising Needs? Advertising for law firms is more than just placing an ad — it’s about delivering a message that aligns with your firm’s strengths and resonates with your audience. At Berbay, we have honed our expertise over the past thirty years, helping legal professionals attract new clients through strategic, impactful advertising. Our team stays ahead of industry trends and leverages our understanding of Washington D.C.’s market and broader legal advertising techniques. Whether you’re a small firm seeking to gain traction or a more prominent firm seeking to amplify your brand, we develop customized campaigns to achieve your goals. ## Contact Us Today for Strategic Advertising Solutions If you’re ready to enhance your law firm’s visibility and grow your business through advertising, contact us. For more information about our services, please contact us at [(310) 405-7343](tel:(310)%20405-7343) or email . We look forward to helping you drive more business through strategic, results-oriented advertising. --- ### [Public Relations For Real Estate Firms](https://www.berbay.com/services/pr-for-real-estate-firms/) **Published:** November 1, 2023 **Author:** admin **Content:** # Top Rated PR Firm FOR REAL ESTATE ## Real Estate Public Relations That Makes an Impact For more than three decades, Berbay Marketing & PR has helped real estate firms earn high-profile media recognition, strengthen industry credibility and stay top-of-mind with target audiences through comprehensive public relations campaigns. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR REAL ESTATE Clients HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ## **PUBLIC RELATIONS EXPERTS** ### **Executing Real Estate PR** Campaigns Since 1995 With decades of experience working with real estate developers, investors, brokerages and others within the commercial and residential sectors, Berbay’s PR professionals in LA understand what it takes to drive your firm’s growth. We “package” your knowledge, expertise and accomplishments in a way that captures the interest of the press, conference organizers and other industry decision-makers. While you focus on closing deals, we work diligently to elevate your visibility. in business and counting. real estate companies marketed. client media placements. ![Real estate executive and marketing advisor reviewing development plans and campaign strategy in a Los Angeles office](https://www.berbay.com/wp-content/uploads/2026/03/Real-Estate-Marketing-Strategy-Meeting.jpg "Real Estate Marketing Strategy Meeting - Berbay Marketing & PR") ## WHY BERBAY ### **Specialized Knowledge in Real Estate PR** Public relations is crucial for real estate firms, serving as a key element of an effective marketing strategy. When potential clients search for a reliable real estate professional or firm, they gravitate toward those who appear trustworthy, credible and established. Our in-depth knowledge of the real estate market enables us to create tailored PR strategies that address your specific needs and challenges. We stay updated on industry trends and news, allowing us to provide timely and relevant advice to our clients. Our LA-based PR experts collaborate with you to pinpoint your goals, assess competitors and market trends, and identify your competitive advantages. - What do you aim to achieve? - What core messages do you want to communicate? - Who is your target audience, and how is it segmented? From there, we develop a detailed plan and execute it effectively. This involves crafting a narrative that resonates with your audience and aligns with your business objectives. ##### THE BERBAY DIFFERENCE ## Why Hire Our Agency ### ********Enhancing your visibility******** We ensure that prospective clients and referral sources become familiar with your experience and expertise, positioning you as a go-to professional in your field. ### ******Strengthening your credibility****** By reinforcing your reputation, we help you establish trust and authority among your target market. ### ********Creating top-of-mind awareness******** Through consistent and strategic messaging, we keep you at the forefront to ensure prospective clients think of you first. ### ******Generating new leads & referrals****** Our targeted PR efforts attract qualified prospects, leading to increased business opportunities. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Real estate executive speaking during an industry conference panel discussion](https://www.berbay.com/wp-content/uploads/2026/03/Real-Estate-Executive-Speaking-at-Industry-Conference.jpg "Real Estate Executive Speaking at Industry Conference - Berbay Marketing & PR") ## BOOST VISIBILITY ## Expert PR for Your Real Estate Firm We assist real estate firms in: - **Positioning You as a Thought Leader:** We secure interview opportunities to position you as an expert spokesperson with journalists seeking insights on industry news, trends and forecasts. - **Making Your News the News:** Through meticulously crafted press releases, media pitches and alerts, we attract attention for noteworthy firm events and news. - **Publishing Bylined Articles:** We help you place insightful articles that showcase your expertise and provide value to readers. - **Securing Speaking Engagements:** We find opportunities for you to speak at conferences and participate on panels, allowing you to connect with potential clients and referral sources directly. - **Highlighting Your Achievements:** We identify relevant awards and rankings and prepare compelling nominations for your inclusion. [GET STARTED](#start)[REAL ESTATE Marketing Services](https://www.berbay.com/services/real-estate-marketing/) ###### PR SERVICES FOR Real Estate ## **Strategies That Elevate Real Estate Firms** Berbay provides strategic public relations services that help real estate firms earn media coverage, strengthen market credibility and position leadership as trusted industry voices—turning expertise into meaningful recognition and new opportunities. ### **Awards & Rankings** Obtaining awards and rankings not only enhances your credibility but also increases your visibility within the industry. ### Expert Spokesperson Featuring you as an expert spokesperson boosts your visibility as a knowledgeable resource. This positioning helps to build long-term credibility and trust. [### Speaking Engagements Showcasing your expertise at industry events puts you face-to-face with key audiences and accelerates business relationships. Learn More](https://www.berbay.com/services/speaking-engagements/) ### **Thought Leadership** Bylined articles bolster your authority and increase awareness among your target markets. We help you craft articles that demonstrate your expertise and engage readers. ### Media Coverage We obtain media coverage for individual and firm achievements, new hires, new services and more. Our team ensures that your news reaches the right audience at the right time. [### Social Media Our approach integrates compelling content, paid social advertising and strategic engagement across platforms like LinkedIn to ensure your firm maximizes its online presence. Learn More](https://www.berbay.com/services/social-media-marketing/) ## RESIDENTIAL AND COMMERCIAL REAL ESTATE ### Maximizing PR Reach for Real Estate Clients We extend the impact of third-party endorsements by sharing, repurposing and leveraging the news across various channels, such as your website, social media, e-newsletters and marketing materials. We also explore multiple ways to utilize a single topic. For example, a blog post can be turned into an article, media pitch, webinar, or a series of social media posts. By repackaging your PR content, we ensure your expertise reaches a broader audience and extends the shelf life of your news. [GET STARTED](#start) ![Laptop displaying real estate development news coverage with PR planning materials on desk](https://www.berbay.com/wp-content/uploads/2026/03/Real-Estate-Media-Coverage-and-PR-Strategy.jpg "Real Estate Media Coverage and PR Strategy - Berbay Marketing & PR") ## MEET OUR PR TEAM ### Experience. Expertise. Passion. Bringing more than three decades of industry-leading marketing and public relations expertise. - ![Megan Braverman](https://www.berbay.com/wp-content/uploads/2023/11/Megan-Braverman.png "Megan Braverman - Berbay Marketing & PR")[Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/)Owner and Principal - ![Aly Crea](https://www.berbay.com/wp-content/uploads/2023/11/Aly-Crea.png "Aly Crea - Berbay Marketing & PR")[Aly Crea](https://www.berbay.com/about/our-team/aly-crea/)Account Director - ![Beth Miller](https://www.berbay.com/wp-content/uploads/2023/10/Untitled-design-2.png "- Berbay Marketing & PR") [Beth Miller](https://www.berbay.com/about/our-team/beth-miller/)Senior Account Manager - ![Nina Beridze Headshot](https://www.berbay.com/wp-content/uploads/2025/08/Nina-Beridze-Headshot-1.png "- Berbay Marketing & PR") [Nina Beridze](https://www.berbay.com/about/our-team/nina-beridze/)Account Manager - ![Angely Levis](https://www.berbay.com/wp-content/uploads/2023/11/Angely-Levis.png "Angely Levis - Berbay Marketing & PR") [Angely Lewis](https://www.berbay.com/about/our-team/angely-levis/)Account Manager - ![Hannah Shaw](https://www.berbay.com/wp-content/uploads/2025/06/1d37e12d-4f91-4a2e-837a-910bb10a7842-scaled-e1767998468578.png "Hannah Shaw - Berbay Marketing & PR") [Hanna Shaw](https://www.berbay.com/about/our-team/hannah-shaw/)Asst. Account Manager - ![Ella](https://www.berbay.com/wp-content/uploads/2026/03/Ella-.webp "Ella - Berbay Marketing & PR") [Ella Gage](https://www.berbay.com/about/our-team/ella-gage/)Asst. Account Manager - ![Noah Douge](https://www.berbay.com/wp-content/uploads/2026/05/Untitled-design-46.png "Noah Douge - Berbay Marketing & PR") [Noah Douge](https://www.berbay.com/about/our-team/noah-douge/)Asst. Account Manager - ![Kristin Anderson](https://www.berbay.com/wp-content/uploads/2023/10/Kristin-Anderson.png "Kristin Anderson - Berbay Marketing & PR") [Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/)Administrative Manager - ![Sharon Cropped](https://www.berbay.com/wp-content/uploads/2023/11/Sharon-Cropped.png "Sharon Cropped - Berbay Marketing & PR") [Sharon Berman](https://www.berbay.com/about/our-team/sharon-berman/)Founder – In Memoriam ###### Partner with Berbay ## Creating Visibility. Reinforcing Credibility. Fueling Growth. [Berbay Marketing & PR](https://www.berbay.com/) has the expertise and determination to grow your real estate firm through strategic public relations. Our comprehensive approach ensures that every aspect of your PR strategy is designed to enhance your visibility, strengthen your credibility and fuel your growth. For a complimentary consultation to discuss how we can help you achieve your business goals, contact us today at [(310) 405-7343]() or email . [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### CONSISTENT RESULTS ## **Proven Success Promoting Real Estate Firms** For more than three decades, Berbay has helped real estate firms obtain high-profile visibility and strengthen their industry reputation. From developers and brokerages to property managers and investment firms, our tailored PR campaigns position clients as trusted voices in the real estate market. Explore examples of how we have supported firms through comprehensive public relations strategies. [![1st place medal awards](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-53.png "1st place medal awards - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) ## [Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) Client: Nationwide private commercial real estate lender Challenge: A commercial real estate lender sought to enhance their visibility and credibility in a competitive market, where they faced the challenge of competing against firms with 10 to 20 years more experience. Despite their success, they lacked a strong digital presence and had not promoted their achievements, which limited…[Read More Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) [![Cityscape with microphones](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos39-1024x768.png "Cityscape with microphones - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) ## [Media Training Elevates Real Estate Firm as an Industry Leader](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) Client: A real estate investment and asset management firm. Challenge: A well-established real estate investment and asset management firm specializing in multifamily operations and acquisitions on the west coast wanted to increase its visibility in the media. Despite their deep expertise in the multifamily market, the firm historically took a backseat with their marketing and was…[Read More Media Training Elevates Real Estate Firm as an Industry Leader](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) [![Marketing Communications](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-54.png "Marketing Communications - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) ## [Strategic Marketing Overhaul Enhances Real Estate Firm’s Investment Strategy](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) Client: International real estate investment firm based in the U.S Challenge: An international real estate investment firm was known primarily for its investment platform—not strategy and unique opportunities. Work: Berbay uncovered that the client has a unique investment strategy with hotels, office spaces, multifamily and mixed-use properties. We took a strategic approach to revamp all marketing material comprehensively…[Read More Strategic Marketing Overhaul Enhances Real Estate Firm’s Investment Strategy](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) --- ### [Real Estate Marketing Services for Growing Firms](https://www.berbay.com/services/real-estate-marketing/) **Published:** November 2, 2023 **Author:** admin **Content:** # Real Estate Marketing Services That Put You Ahead of the Competition Berbay Marketing & PR specializes in marketing for real estate firms that differentiates you in a competitive market. We develop and execute reputation-enhancing campaigns that elevate your brand, increase visibility and generate new business opportunities. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### OUR REAL ESTATE CLIENTS HAVE BEEN FEATURED IN: - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![CNN Logo](https://www.berbay.com/wp-content/uploads/2026/03/CNN-Logo.png "CNN Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![NBC News](https://www.berbay.com/wp-content/uploads/2026/03/NBC-News.png "NBC News - Berbay Marketing & PR") - ![NewYorkTimes.svg](https://www.berbay.com/wp-content/uploads/2026/03/NewYorkTimes.svg_-1024x138.png "NewYorkTimes.svg - Berbay Marketing & PR") - ![ABC News Logo](https://www.berbay.com/wp-content/uploads/2026/03/ABC-News-Logo-1.png "ABC News Logo - Berbay Marketing & PR") - ![USA Today copy](https://www.berbay.com/wp-content/uploads/2026/03/USA-Today-copy.png "USA Today copy - Berbay Marketing & PR") - ![WSJ Logo](https://www.berbay.com/wp-content/uploads/2026/03/WSJ-Logo.png "WSJ Logo - Berbay Marketing & PR") - ![LA Times Logo](https://www.berbay.com/wp-content/uploads/2026/03/LA-Times-Logo.png "LA Times Logo - Berbay Marketing & PR") - ![AP News Logo](https://www.berbay.com/wp-content/uploads/2026/03/AP-News-Logo.png "AP News Logo - Berbay Marketing & PR") - ![Fox News Logo](https://www.berbay.com/wp-content/uploads/2026/03/Fox-News-Logo.png "Fox News Logo - Berbay Marketing & PR") - ![Reuters Logo](https://www.berbay.com/wp-content/uploads/2026/03/Reuters-Logo-1.png "Reuters Logo - Berbay Marketing & PR") - ![American Lawyer](https://www.berbay.com/wp-content/uploads/2026/03/American-Lawyer.png "American Lawyer - Berbay Marketing & PR") ###### **Our Expertise** ## Building Trust & Credibility For Real Estate Firms With over three decades of proven success, our award-winning PR agency is a trusted leader in elevating the visibility and credibility of real estate firms — from brokerages and property developers to commercial investors and management companies. We deliver tailored marketing solutions for real estate firms looking to grow their business. When it comes to shaping public perception and amplifying impact, working with a real estate PR agency is not just an advantage — it’s a game-changer. in business and counting. professional firms marketed. client media placements. ![Real estate executive and marketing advisor reviewing development plans and campaign strategy in a Los Angeles office](https://www.berbay.com/wp-content/uploads/2026/03/Real-Estate-Marketing-Strategy-Meeting.jpg "Real Estate Marketing Strategy Meeting - Berbay Marketing & PR") ## The Berbay Advantage for Real Estate ### A Trusted Real Estate Marketing Agency Our nimble team of real estate industry experts works tirelessly on your behalf, executing tailored campaigns that spotlight your successes, enhance brand reputation and engage key stakeholders. Whether you want to showcase a high-profile development, attract investors or establish credibility on a broader scale, we excel at garnering visibility that highlights your firm’s expertise and positions you as a key player in the real estate industry. We have worked with real estate firms nationwide in Los Angeles, Chicago, Washington D.C., New York City and other major cities. Moreover, we tailor our approach to secure the necessary visibility for your firm, whether you’re targeting a local audience or aiming for a national presence. By understanding your specific marketing objectives and target markets, we craft a customized strategy that ensures your message reaches the right people at the right time. When you partner with Berbay, you gain more than a PR agency — you gain a dedicated advocate who is committed to getting results. ##### THE BERBAY DIFFERENCE ## What Sets Us Apart ### ****Industry-Specific Expertise**** Decades of experience working with real estate firms in a range of sectors and markets throughout the U.S. ### **Strategic Messaging and Positioning** Expertise in leveraging firm news and insights to generate coveted media coverage. ### **Efficiency and Resources** A committed team of seasoned real estate marketing professionals with industry knowledge and relationships. ### ****Results-Driven Campaigns**** Comprehensive strategies that deliver measurable outcomes in your target audiences. [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ![Laptop displaying real estate development news coverage with PR planning materials on desk](https://www.berbay.com/wp-content/uploads/2026/03/Real-Estate-Media-Coverage-and-PR-Strategy.jpg "Real Estate Media Coverage and PR Strategy - Berbay Marketing & PR") ## Media Visibility ## Public Relations for Real Estate Firms Gaining visibility in the right media outlets builds trust and awareness for real estate firms. Berbay elevates your firm’s profile by securing coverage in leading real estate and business publications, TV, radio and podcasts; placing bylined articles; obtaining speaking opportunities and pursuing awards and rankings that reinforce credibility. [GET STARTED](#start)[Real Estate PR Services](https://www.berbay.com/services/pr-for-real-estate-firms/) ###### Targeted Exposure ## Real Estate Advertising That Drives Visibility Strategic advertising helps real estate firms increase visibility and connect with the right audiences. Berbay develops targeted campaigns across print, digital, search engines, social media, broadcast and outdoor media. Our team manages media placement, messaging, creative strategy and campaign performance to ensure every advertising initiative supports your firm’s brand positioning, strengthens market visibility and contributes to meaningful business development opportunities. [GET STARTED](#start) ![Professional woman working on Facebook Ads campaign performance dashboard on a laptop](https://www.berbay.com/wp-content/uploads/2026/03/PR-Professional-Reviewing-Facebook-Ad-Campaign-Performance-1024x768.jpg "PR Professional Reviewing Facebook Ad Campaign Performance - Berbay Marketing & PR") ###### Specialized SERVICES ## Real Estate & Property Marketing Expertise [### Public Relations Public relations strategies for real estate firms can significantly influence business growth. Prospective clients turn to real estate professionals they see as trustworthy, and a thoughtful and consistently executed PR campaign can build crucial credibility. Learn More](https://www.berbay.com/) ### Awards and Rankings Berbay has a demonstrated history of obtaining rankings for real estate firms and professionals. Our clients have been recognized on lists such as **GlobeSt.com** Women of Influence, **Commercial Property Executive** Professional of the Year and many more. [### Speaking Engagements We secure strategic speaking opportunities for you in front of varied target audiences – industry groups, professional associations, national conferences and more. Learn More](https://www.berbay.com/services/speaking-engagements/) ### Content & Email Marketing Incorporating marketing communications material, including email newsletters, blogs and capabilities pieces, is a vital aspect of your marketing mix. We create material that highlights your expertise and leaves a lasting impression. ### Digital Marketing & SEO A strong digital presence ensures real estate firms are visible to the right audiences. Berbay integrates SEO, web design and social media strategies to strengthen credibility, improve visibility and attract qualified prospects. ### **Strategic Marketing** We conduct thorough assessments of current initiatives, identifying opportunities and gaps to develop customized strategies that help you maximize time and resources. ###### Expand Your Reach ## Strategic Social Media for Real Estate Social media helps real estate firms increase visibility, engage audiences and strengthen credibility with buyers, investors and industry professionals. We develop targeted social media and digital advertising strategies across platforms like LinkedIn, Instagram and Facebook. Our approach combines compelling content, geotargeted advertising and marketing campaigns to expand reach, generate leads and keep your firm visible among the audiences most likely to engage with your services. [GET STARTED](#start) ![Marketing professional drafting a LinkedIn thought leadership post while reviewing social media content strategy notes](https://www.berbay.com/wp-content/uploads/2026/03/Professional-Social-Media-Content-Planning-On-LinkedIn-1.jpg "Professional Social Media Content Planning On LinkedIn (1) - Berbay Marketing & PR") ![Marketing team reviewing SEO performance report and website design mockup during a strategy meeting](https://www.berbay.com/wp-content/uploads/2026/03/Website-Design-and-SEO-Strategy-Session.jpg "Website Design and SEO Strategy Session - Berbay Marketing & PR") ###### Convert More Visitors ## Real Estate Websites and SEO Your website is often the first place prospective clients evaluate your expertise. Berbay crafts real estate websites that showcase experience, highlight leadership and generate leads. We ensure your website is visually appealing and functions flawlessly, while reinforcing your capabilities in the industry. From strategic content and case studies to intuitive design and search engine optimization, we create websites that strengthen credibility and support your marketing efforts. [GET STARTED](#start) ###### Your Partner in Real Estate Marketing ## Let’s Elevate Your Real Estate Brand Berbay Marketing & PR is more than just a service provider—we’re your strategic marketing partner, committed to enhancing your brand and driving success. **Contact us today at [(310) 910-9517]() to learn how we can help grow your business with expert real estate marketing strategies!** [LEARN HOW WE CAN HELP](#start)(310) 405-7343 ###### CASE STUDIES ## Proven Strategies That Get Results Our team delivers customized marketing and PR strategies for real estate firms that create awareness and get the phone to ring. Call us today at (310) 405-7343 to discuss how we can help your firm grow. [![1st place medal awards](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-53.png "1st place medal awards - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) ## [Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) Client: Nationwide private commercial real estate lender Challenge: A commercial real estate lender sought to enhance their visibility and credibility in a competitive market, where they faced the challenge of competing against firms with 10 to 20 years more experience. Despite their success, they lacked a strong digital presence and had not promoted their achievements, which limited…[Read More Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) [![Cityscape with microphones](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos39-1024x768.png "Cityscape with microphones - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) ## [Media Training Elevates Real Estate Firm as an Industry Leader](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) Client: A real estate investment and asset management firm. Challenge: A well-established real estate investment and asset management firm specializing in multifamily operations and acquisitions on the west coast wanted to increase its visibility in the media. Despite their deep expertise in the multifamily market, the firm historically took a backseat with their marketing and was…[Read More Media Training Elevates Real Estate Firm as an Industry Leader](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) [![Marketing Communications](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-54.png "Marketing Communications - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) ## [Strategic Marketing Overhaul Enhances Real Estate Firm’s Investment Strategy](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) Client: International real estate investment firm based in the U.S Challenge: An international real estate investment firm was known primarily for its investment platform—not strategy and unique opportunities. Work: Berbay uncovered that the client has a unique investment strategy with hotels, office spaces, multifamily and mixed-use properties. We took a strategic approach to revamp all marketing material comprehensively…[Read More Strategic Marketing Overhaul Enhances Real Estate Firm’s Investment Strategy](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) --- ### [Berbay Marketing & PR Scholarship Program](https://www.berbay.com/resources/scholarship/) **Published:** January 6, 2026 **Author:** admin **Content:** Berbay Marketing & Public Relations is awarding a $1,000 scholarship to a deserving marketing and public relations student for 2026. The scholarship will be presented to a single student working toward a degree in marketing, public relations or communications who demonstrates a high level of writing skill, academic excellence and creativity. Any student at a four-year accredited university or college is eligible to apply. The applicant must submit an essay answering the following question: *“Share two things you believe Berbay does especially well in marketing the agency, and two areas where we could improve, and explain why. In your response, demonstrate this is your own work and not generated by AI. 500 words maximum. Anything above 500 words will not be read.”* Scholarship Details: - A $1,000 scholarship will be awarded to one student. - Applications will be reviewed by the Berbay Marketing & Public Relations team. - Entries will be evaluated based on strong writing skills, original thinking and creative perspective. - The deadline to submit is March 31, 2026**.** **Application Requirements:** - The applicant must be a student in good standing at a four-year public or private university or college. - The applicant must be majoring in marketing, public relations or communications. - Please email your essay to [info@berbay.com](info@berbay.com) with the subject line “Berbay Scholarship Program.” - In the body of the email, please be sure to include your name, school, major, email address and phone number. - Attach a copy of your transcript in .doc or .pdf format with your application submission. #### --- ### [San Francisco Marketing and PR Agency](https://www.berbay.com/san-francisco/) **Published:** April 2, 2026 **Author:** Darren DeMatas **Content:** High-stakes litigation demands more than courtroom prowess. In San Francisco’s competitive legal market, law firms can face intense media scrutiny during complex cases, requiring strategic communication to shape public perception. A single misstep in managing media narratives can undermine years of legal excellence and client confidence. Berbay Marketing & PR provides litigation public relations services designed specifically for law firms handling high-profile cases in San Francisco. We develop strategic communication plans to manage media attention, position attorneys as thought leaders and safeguard your firm’s reputation during sensitive litigation. Our approach integrates seamlessly with your legal strategy, ensuring your story reaches the right audiences at the right time. ## Why Litigation PR Matters for San Francisco Law Firms San Francisco’s legal landscape includes technology disputes, intellectual property battles, securities litigation and complex commercial cases that attract significant media attention. Journalists seek commentary on these matters, and opposing counsel may attempt to influence public opinion. Without a proactive communication strategy, your narrative can be defined by others. Litigation PR serves several critical functions. It helps law firms control the narrative by providing timely, accurate information to media outlets before misinformation spreads. Strategic media outreach positions your attorneys as authoritative voices on legal issues, building credibility with potential clients and referral sources. During sensitive cases, crisis communication protocols protect your firm’s reputation when challenges arise. Throughout litigation, consistent messaging maintains client confidence and demonstrates professional competence to stakeholders. ## Strategic Litigation PR Services Our litigation PR services address the full spectrum of communication needs during high-profile cases, from proactive media engagement to reactive crisis management. ### Media Relations and Crisis Management Our team develops comprehensive media strategies for high-stakes litigation. We craft compelling narratives aligned with your legal strategy while adhering to ethical guidelines. When media inquiries arrive, we follow rapid-response protocols to ensure consistent messaging. Our media training prepares attorneys to deliver confident, persuasive statements in interviews and press conferences. For crisis communication cases, we implement immediate response frameworks to address reputational threats. This includes monitoring media coverage, coordinating with legal counsel on appropriate disclosures and managing stakeholder communications to maintain trust during challenging situations. ### Thought Leadership and Market Positioning Beyond individual cases, we build long-term reputational advantages through strategic marketing initiatives. This includes securing[ speaking opportunities](https://www.berbay.com/services/speaking-engagements/) at legal conferences and industry events where your attorneys can demonstrate their knowledge. We pitch commentary to legal publications and mainstream media outlets, positioning your firm as the go-to resource for complex litigation matters. Our approach includes monitoring industry trends to identify timely opportunities for your attorneys to provide expert analysis. ## Our Approach to Litigation PR in San Francisco Berbay’s litigation PR services follow a systematic process to deliver results. We begin with discovery, evaluating your case dynamics, desired outcomes and potential reputational risks. This assessment informs our strategic planning, where we develop messaging frameworks and identify target media outlets and audiences. During active litigation, we execute coordinated media outreach and monitor coverage to adjust tactics as needed. Throughout our engagement, we provide transparent reporting on media placements, audience reach and message effectiveness. This data-driven approach allows us to refine strategies continuously and demonstrate the value of strategic communication to your firm’s leadership. Berbay has facilitated comprehensive campaigns for significant legal matters, including: - Civil and criminal lawsuits against former film producer Harvey Weinstein for rape and sexual assault. - $4 billion settlement for victims of systemic sexual abuse in LA County juvenile halls. - Civil and criminal lawsuits against University of California Los Angeles (UCLA) and UCLA’s former gynecologist Dr. James Heaps for sexual assault. - Lawsuit against the City of Los Angeles and Los Angeles Police Department officers for the fatal shooting of a Trader Joe’s employee. - Lawsuit against the Washington County of Virginia Sheriff’s Office and estate of Austin Lee Edwards, “Catfish Cop,” for the murder of the Winek family. - Federal lawsuit filed against operator of Chiquita Canyon Landfill and Sunshine Canyon Landfill on behalf of residents sickened by noxious fumes and odors. - Settlement for the family of a young boy who was killed at school by bullies. - Lawsuit against the Orange County Sheriff’s Office for the fatal shooting of an unarmed man. - Verdict for a photo infringement case, the largest maximum statutory damages verdict for photography infringement in U.S. history. - Lawsuit against the City of Los Angeles and Los Angeles Police Department for wrongly releasing the identities of undercover officers. - Massive settlement against Pacific Gas & Electric Company for the victims of wildfires caused by the utility company’s equipment. - $102.5 million verdict for two female students who were sexually abused by their music teacher in the Union School District. - $61 million verdict against two drivers responsible for the death of Torrance baseball player, Jesse Esphorst, Jr. - $13 million verdict against Los Angeles Unified School District for the sexual abuse of a 14-year-old student by a former teacher. - Lawsuit on behalf of three minor students who were exposed to fuel dumped from Delta Air Lines, Inc. (Delta) Flight 89. - Lawsuit against a school district for the sexual abuse of a special needs student by the district’s bus driver. - Lawsuits against Dr. George Tyndall, gynecologist at University of Southern California (USC), for the sexual abuse of patients. - $35 million verdict against Pomona Unified School District on behalf of Jane Doe 4 who was raped by a former track coach. - $4.7 million damages award – highest issued in Canada for a defamation campaign involving 53 individuals for over a decade. - Settlement for a nationwide class action against Mercedes-Benz USA for failing to disclose a seat heater defect in certain automobiles. - Lawsuit filed against LA County DA’s Office & Probation Dept. for the death of El Monte police officer, Joseph Santana. ## Why San Francisco Law Firms Choose Berbay Law firms throughout San Francisco trust Berbay Marketing & PR because we understand the unique pressures of high-stakes litigation. Our team brings more than 30 years of experience working exclusively with professional services firms in law, finance and real estate. This specialized focus means we understand the ethical considerations, competitive dynamics and communication challenges law firms face. We act as a comprehensive extension of your team, integrating with your existing operations to deliver cohesive strategies. Our commitment to full transparency ensures you always know what we’re working on and why. We don’t just execute tactics—we serve as strategic advisors who actively drive progress toward your objectives. ## Build Your Litigation PR Strategy With Berbay Managing public perception during high-stakes litigation requires sophisticated communication strategies and experienced execution. Berbay Marketing & PR has the specialized knowledge and proven track record to help San Francisco law firms navigate complex media landscapes while protecting their reputations. Our litigation PR services position your firm for long-term success by transforming media challenges into opportunities for visibility and credibility. Every recommendation we make is backed by our deep industry knowledge and genuine investment in your success.[ Contact our team](https://www.berbay.com/contact/) to discuss how strategic litigation PR can strengthen your firm’s position in San Francisco’s competitive legal market. --- ### [FAQ](https://www.berbay.com/about/faq/) **Published:** October 27, 2023 **Author:** admin **Content:** What are the advantages of hiring a public relations agency? Owner Megan Braverman discusses the differences between hiring a PR agency vs. an in-house staff member. How do you extend the shelf life of PR placements? Owner Megan Braverman discusses how to magnify your public relations content. Taking advantage of marketing communications, such as email newsletters, capabilities pieces and more, is still an essential component of your marketing strategy. We craft material that communicates your message, showcases your firm and ensures you are remembered… How does a PR campaign for a boutique law firm differ from a larger one? Owner Megan Braverman explains the different approaches for boutique, medium sized and large law firm public relations campaigns. What’s the best way for a law firm to get media coverage? We share what reporters are looking for and how lawyers can secure interviews. orem ipsum dolor sit amet, What are the PR strategies for obtaining local and national media coverage? Account Director Aly Crea examines how to package your story pitch to obtain local and national media coverage. Law Firm Public Relations: What is it and why do you need it? Founder Sharon Berman discusses law firm public relations tactics and the benefits of a PR campaign. How do you achieve success with law firm PR? Founder Sharon Berman discusses strategies to ensure public relations success. --- ### [Representative Clients](https://www.berbay.com/about/clients/) **Published:** November 6, 2023 **Author:** admin **Content:** ## Law Firms - Affeld Grivakes - AgnewBrusavich - AlderLaw - Alexandroff Law Group - Aronson Light - Artiano, Guzman & Toomey - Bailey & Associates - Baker Marquart - Ballard Rosenberg - Barton Klugman & Oetting - Beaumont Gitlin Tashjian - Becker Law Group - Berman, Berman & Berman - Bird Marella - Bolender & Associates - Booth Mitchel & Strange - Brandmeyer Gilligan Dockstader & Davidson, LLP - Bridgford Gleason Artinian - Brot•Gross•Fishbein•LLP - Browne George Ross - Brucker & Morra, APC - Burstein Law Firm - Carico Johnson Toomey - Carlton Fields, LLP - Cera LLP - Christa & Jackson - Cooke Kobrick & Wu LLP - Donaldson + Callif - Donohoe Talbert - Enso Law - Ernster Law Offices - Farra & Wang, PLLC - Feldsott & Lee - Frantz Law Group - Freitas, McCarthy, MacMahon & Keating, LLP - Fromholz Firm - Garcia & Artigliere - Gilchrist & Rutter PC - Givner & Kaye - Glaser Weil - Gordon, Edelstein - Gray Duffy, LLP - Greenberg Gross - Greer & Rineer - Greines, Martin, Stein & Richland LLP - Harris & Green - HJF Law - Horvitz & Levy - Ideal Legal Group - Ivener & Fullmer - Ivie McNeill & Wyatt - JHPII Atlanta, LLC - Kaufman & Company - Kaye Scholer - Kazan Law - Kelley Drye - Kerr & Wagstaffe LLP - Kesselman, Brantly Stockinger LLP - Khorrami, Pollard & Abir - King & Ballow - Klein & Wilson - Kronenberger Rosenfeld LLP - Kulik, Gottesman & Mouton - Landegger, Baron & Lavenant - Laquer Urban Clifford & Hodge - Law Office of Marlo Van Oorschot - Law Offices of Joe Girard - Law Offices of Joel Siegal - Law Offices of Joey Sayson - Law Offices of Larry H. Parker - Law Offices of Timothy D. McGonigle - Lax & Stevens - Levene, Neale, Bender, Rankin & Brill - Levitt, Leichenger Aberle - Liebert Cassidy Whitmore - MacGregor & Berthel - McGrath Kavinoky - McNicholas & McNicholas - McPherson Rane - Michelman & Robinson - Michels & Lew - Milbank, Tweed, Hadley & McCloy LLP - Miller LLP - Morris, Manning & Martin - Musick Peeler - Nelsen Thompson Pegue & Thornton APC - Nevium - Oblon - One LLP - Palmer Lombardi & Donohue - Panish Shea & Boyle - Pasich LLP - Pearlman, Brown & Wax - Petillon, Hiraide & Loomis LLP - Phillips Lerner, A Law Corporation - Proskauer Rose - Pruetz Law Group - Randolph & Associates - Reuben Raucher & Blum - Richardson Harman Ober - Ringler Kearny Alvarez - Rivkin Radler - Robbins DiMonte - Rose, Klein & Marias - Rosen Saba - Rosenfeld, Meyer & Sussman - Rutter, Hobbs & Davidoff - Ryan, Datomi - Sacks Glazier Franklin & Lodise LLP - Saldin & Friedberg - Salehi & Associates - Salmas Law Group - Schimmel & Parks - Shebby Hirashima - Sheldon Mak & Anderson - Simon Law Group - Sinunu Bruni LLP - Slack Davis Sanger - Snyder Dorenfeld - Solomon, Saltsman & Jamieson - Spillane Weingarten LLP - Stalwart Law Group - Stradley Ronon - SulmeyerKupetz - Taylor & Ring - Telecom Law Firm - The Dixon Firm - The Veen Firm - The Wallace Firm - Thompson Coburn - Trojan Law Offices - Trujillo & Trujillo - Valensi Rose PLC - Wasserman, Comden & Casselman - Weintraub & Aver - White Oliver - Willoughby, Stuart, Bening & Cook - WSCY Law - Yukevich & Sonnett - Zemel van Kampen - Zohar Law - Zolla & Meyer ## Real Estate - Andersen Environmental - Benjamin S. Crocker Symposium - Cabo del Sol - Commercial Assessment Consultants - Commercial Real Estate Women – Los Angeles - Compass Commercial - FedReceiver - iBorrow - Koss Real Estate - Laurus Corporation - LRA Property Management - Mark IV Capital, Inc - NBK Realty Management - Ness Holdings - New Standard Equities - Nourmand & Associates - REAL Symposium - Stanford Professionals in Real Estate (SPIRE) - Transcontinental Realty ## Financial - AFA Financial Group - Arthur Andersen - Bank Julius Baer - Brakensiek Leavitt Pleger - Brandlin Associates - Budget Finance - Century Group - Chasefield Capital - Cohen, Miskei & Mowrey - Commercial Assessment Consultants - CPT Group - CroftonJohnson - Deloitte & Touche - Desmond Marcello & Amster - Diversis Capital - Edwin F. Feo - Ethika Investments - Financial Alliance - Financial Surety - Fineman West & Company, LLP - GHJ - Grobstein Horwath & Co. - Hedman & Associates - Huntley, Mullaney, Spargo & Sullivan, Inc. - Kellogg & Andelson - Kirsch, Kohn & Bridge - Lee, Sperling, Hisamune - Miller, Kaplan & Arase - MTI Consulting - Oberstein, Stock & Freidenthal - Ozurovich Group - Poms & Associates - RBZ - SEG Companies, Inc. - TCW Group - Tegner-Miller Insurance Brokers - Triple Check - Turning Point Strategic Advisors - Urbach, Kahn & Werlin - USRG- Renewable Finance - Valuation Advisors - Wedbush Morgan Securities - Zdonek & Wolowicz - ## B2B - ADIR Restaurants Corp - Amatel - Associates Purchasing - Bobrick Washroom Equipment - Community College Training Group - Doud Hausner Vistar - Dr. Graham Kemsley - George Caplan, California Community College System - Griffith Park Railway - Highpoint Associates - Huck LLC - James Dalhgren, MD - Kaiser Permanente - Korn/Ferry International - KV Mart - L.A. Gay & Lesbian Center - Nabisco Bakery - NCLA Printing - Nikko Enterprise Corporation - Reliable Resources - Visual Data Media Services - VitaCeutical Labs ## HR - Brunswick Group - Century Group ## Non-Profit - Angel Flight West - Junior Blind of America - Hillel Council - WISE Senior Services - Woodcraft Rangers ## Healthcare - Dr. Graham Kemsley - James Dalhgren, MD - Kaiser Permanente - L.A. Gay & Lesbian Center - Surrogacy Concierge - Vertihealth ## Legal Service - AdValum Consulting - AskInfomania - Barnes & Associates - Brunswick Group - Fisher Mediation - Fulcrum - Guild Laboratories - Insolvency Services Group - INSYNC - Irwin Savodnik & Associates - Lippman Jungers, LLC - MHD Mediation Service - Williams Records Management ## Consumer - Jay Vigor Design - Pollo Campero - Polly’s Pies - Totally Tutored ## A/E/C - ADMI - Anil Verma & Associates - Cornerstone Engineering - Dansure Incorporated - Hunsaker & Associates - J.L. Patterson & Associates - Peter Nott & Associates ## Technology - Amatel - Kramer.Firm, Inc --- ### [The Learning Hub.](https://www.berbay.com/resources/) **Published:** October 27, 2023 **Author:** admin **Content:** ###### Blog ## Thought Leadership [![A Berbay strategist writing lawyer SEO content at a laptop in a modern office](https://www.berbay.com/wp-content/uploads/2026/07/berbay-content-strategist-writing-1024x572.jpg "Berbay Content Strategist at Work - Berbay Marketing & PR")](https://www.berbay.com/blog/content-marketing-for-law-firms/) ## [Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) Updated on September 4, 2026 By [Megan Braverman](https://www.berbay.com/author/meganberbay/) There are numerous ways firms can choose to market their legal services. Of the many options, it’s no secret that content marketing is one of the more resource-intensive approaches. A successful content strategy requires buy-in from managing partners and senior lawyers, and consistent effort to create blog posts, bylined articles, client alerts, webinars, email newsletters,…[Read More Building a Law Firm Content Marketing Program That Works](https://www.berbay.com/blog/content-marketing-for-law-firms/) [![Laptop computer showing news story](https://www.berbay.com/wp-content/uploads/2026/08/Blog-Photos-2026-08-19T153134853.png "Laptop computer showing news story - Berbay Marketing & PR")](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) ## [The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Updated on August 21, 2026 By [Megan Braverman](https://www.berbay.com/author/meganberbay/) Over the last six months, the topic of newswires has come up repeatedly, with several seasoned marketers telling us they are surprised we don’t use them. Their surprise surprised us back. Not because newswires disappeared, but because we didn’t realize they were still seen as a meaningful PR strategy. That raises a bigger question: what…[Read More The Problem With Newswire Media Coverage](https://www.berbay.com/blog/the-problem-with-newswire-media-coverage/) Tags[newswire](https://www.berbay.com/tag/newswire/), [pr campaign](https://www.berbay.com/tag/pr-campaign/), [press release](https://www.berbay.com/tag/press-release/), [public relations](https://www.berbay.com/tag/public-relations/) [![Managing partner handing over key to successor lawyer](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-70.png "Managing partner handing over key to successor lawyer - Berbay Marketing & PR")](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) ## [Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) Updated on August 20, 2026 By [Megan Braverman](https://www.berbay.com/author/meganberbay/) A law firm’s legacy is not built in a single moment. It is built over years of client calls, late night strategy sessions, courtroom wins, trusted advice in the moments that matter and relationships that become almost inseparable from the lawyers who created them. That is what makes succession planning so easy to avoid, and…[Read More Succession Planning Is a Client Confidence Strategy](https://www.berbay.com/blog/succession-planning-is-a-client-confidence-strategy/) Tags[law firms](https://www.berbay.com/tag/law-firms/), [Marketing](https://www.berbay.com/tag/marketing/), [succession planning](https://www.berbay.com/tag/succession-planning/) [See All Blogs](https://www.berbay.com/blog/) ###### Announcements ## Working and Winning For Our Clients [![Megan Braverman on Judicial Dollars and Cents podcast](https://www.berbay.com/wp-content/uploads/2026/09/Blog-Photos-2026-09-11T090805.570.png "Megan Braverman on Judicial Dollars and Cents podcast - Berbay Marketing & PR")](https://www.berbay.com/news/building-visibility-credibility-revenue-through-public-relations-megan-braverman-interviewed-on-judicial-dollars-and-cents-podcast/) ## [Building Credibility for Law Firms – Megan Braverman Interviewed on Judicial Dollars and Cents Podcast](https://www.berbay.com/news/building-visibility-credibility-revenue-through-public-relations-megan-braverman-interviewed-on-judicial-dollars-and-cents-podcast/) Updated on September 11, 2026 Berbay Owner & Principal Megan Braverman joined the Judicial Dollars and Cents podcast to discuss how law firms build visibility, credibility and revenue through public relations. Drawing on her extensive experience leading high-profile PR campaigns, Megan shares practical strategies for firms to grow their business, as well as the top two marketing mistakes firms should…[Read More Building Credibility for Law Firms – Megan Braverman Interviewed on Judicial Dollars and Cents Podcast](https://www.berbay.com/news/building-visibility-credibility-revenue-through-public-relations-megan-braverman-interviewed-on-judicial-dollars-and-cents-podcast/) [![Berbay Owner Megan Braverman on the Personal Injury Mastermind Podcast](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-93.png "Berbay Owner Megan Braverman on the Personal Injury Mastermind Podcast - Berbay Marketing & PR")](https://www.berbay.com/news/why-arent-ai-tools-citing-your-firm-the-earned-media-fix-megan-braverman-featured-on-personal-injury-mastermind-podcast/) ## [Why Aren’t AI Tools Citing Your Firm? The Earned Media Fix – Megan Braverman Featured on Personal Injury Mastermind Podcast](https://www.berbay.com/news/why-arent-ai-tools-citing-your-firm-the-earned-media-fix-megan-braverman-featured-on-personal-injury-mastermind-podcast/) Updated on July 1, 2026 For more than three decades, Berbay Marketing & PR has helped law firms build something that advertising alone cannot buy: credibility. As Owner and Principal of Berbay, Megan Braverman has guided plaintiff firms through high-profile litigation, reputation management, and media strategies that establish lasting authority long after a headline fades. As AI-powered search tools increasingly…[Read More Why Aren’t AI Tools Citing Your Firm? The Earned Media Fix – Megan Braverman Featured on Personal Injury Mastermind Podcast](https://www.berbay.com/news/why-arent-ai-tools-citing-your-firm-the-earned-media-fix-megan-braverman-featured-on-personal-injury-mastermind-podcast/) [![Berbay 2026 Scholarship Winner](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-90.png "Berbay 2026 Scholarship Winner - Berbay Marketing & PR")](https://www.berbay.com/news/berbay-awards-marketing-pr-scholarship-to-rutgers-university-student/) ## [Berbay Awards Marketing & PR Scholarship to Rutgers University Student](https://www.berbay.com/news/berbay-awards-marketing-pr-scholarship-to-rutgers-university-student/) Updated on June 25, 2026 Berbay Marketing & PR has awarded a $1,000 scholarship to Desiree Lawrence, a student at Rutgers University pursuing a B.A. in Communications. Applicants were asked to submit a creative essay sharing two things they believe Berbay does especially well in marketing the agency, and two areas where we could improve, and explain why. Berbay launched its…[Read More Berbay Awards Marketing & PR Scholarship to Rutgers University Student](https://www.berbay.com/news/berbay-awards-marketing-pr-scholarship-to-rutgers-university-student/) [See More](https://www.berbay.com/news-announcements/announcements/) ###### Newsletters [![Laptop computer showing news story](https://www.berbay.com/wp-content/uploads/2026/08/Blog-Photos-2026-08-19T153134853.png "Laptop computer showing news story - Berbay Marketing & PR")](https://www.berbay.com/news/august-2026-the-problem-with-newswire-media-coverage/) ## [August 2026: The Problem With Newswire Media Coverage](https://www.berbay.com/news/august-2026-the-problem-with-newswire-media-coverage/) Updated on August 25, 2026 Distributing your press release via a newswire can look a lot like earned media coverage – but looks can be deceiving. Here’s our take on when to use a newswire, when to pursue a targeted PR campaign, and when the two can work together.[Read More August 2026: The Problem With Newswire Media Coverage](https://www.berbay.com/news/august-2026-the-problem-with-newswire-media-coverage/) [![How Much Should a Law Firm Spend on Marketing? Piggy Bank](https://www.berbay.com/wp-content/uploads/2026/07/Blog-Photos-2026-07-21T102942380.png "How Much Should a Law Firm Spend on Marketing? Piggy Bank - Berbay Marketing & PR")](https://www.berbay.com/news/july-2026-how-much-should-a-law-firm-spend-on-marketing/) ## [July 2026: How Much Should a Law Firm Spend on Marketing?](https://www.berbay.com/news/july-2026-how-much-should-a-law-firm-spend-on-marketing/) Updated on July 21, 2026 We think of this as the million dollar (even billion dollar) question: how much should you spend on marketing and where? The honest answer is – it depends. The right budget depends on your firm’s goals, market, size and growth strategy. Just as important is where that money goes.[Read More July 2026: How Much Should a Law Firm Spend on Marketing?](https://www.berbay.com/news/july-2026-how-much-should-a-law-firm-spend-on-marketing/) [![Managing partner handing over key to successor lawyer](https://www.berbay.com/wp-content/uploads/2026/06/Blog-Photos-70.png "Managing partner handing over key to successor lawyer - Berbay Marketing & PR")](https://www.berbay.com/news/june-2026-succession-planning-is-a-client-confidence-strategy/) ## [June 2026: Succession Planning is a Client Confidence Strategy](https://www.berbay.com/news/june-2026-succession-planning-is-a-client-confidence-strategy/) Updated on June 27, 2026 Succession planning isn’t just about replacing leadership. It’s about preserving years of client relationships and maintaining confidence through change. Yet many firms only begin the process when retirement is already on the horizon, which is a risky approach.[Read More June 2026: Succession Planning is a Client Confidence Strategy](https://www.berbay.com/news/june-2026-succession-planning-is-a-client-confidence-strategy/) [See More](https://www.berbay.com/news-announcements/e-newsletters/) ###### Webinars ## Marketing & PR Expertise for Growth-Minded Firms. [![Blog Photos (52)](https://www.berbay.com/wp-content/uploads/2025/02/Blog-Photos-52-1.png)](https://www.berbay.com/news/cliffs-notes-from-marketing-partner-forum-2025/) ## [Cliffs Notes™ from Marketing Partner Forum 2025](https://www.berbay.com/news/cliffs-notes-from-marketing-partner-forum-2025/) Updated on February 15, 2025 Principal Megan Braverman discussed the latest in legal marketing and business development trends from this year’s Marketing Partner Forum – from what GCs want and AI’s role in marketing to recruiting and retaining high-performance teams. WATCH[Read More Cliffs Notes™ from Marketing Partner Forum 2025](https://www.berbay.com/news/cliffs-notes-from-marketing-partner-forum-2025/) [![Blog Photos(63)](https://www.berbay.com/wp-content/uploads/2024/12/Blog-Photos63-1024x768.png)](https://www.berbay.com/news/highlights-from-leveraging-finders-minders-grinders-and-binders-for-success/) ## [Leveraging Finders, Minders, Grinders & Binders for Success](https://www.berbay.com/news/highlights-from-leveraging-finders-minders-grinders-and-binders-for-success/) Updated on February 15, 2025 Firms that use the powerful team role framework – Finders, Minders, Grinders and Binders – are set up for growth and success. Principal Megan Braverman talked about how these roles fit into your firm’s marketing and business development efforts and where to start. WATCH[Read More Leveraging Finders, Minders, Grinders & Binders for Success](https://www.berbay.com/news/highlights-from-leveraging-finders-minders-grinders-and-binders-for-success/) [![Upcoming Webinar Exploring Substack: Should Your Firm Use It?](https://www.berbay.com/wp-content/uploads/2024/09/Blog-Photos10-1024x768.png)](https://www.berbay.com/news/exploring-substack-should-your-firm-use-it/) ## [Webinar Recording – Exploring Substack: Should Your Firm Use It?](https://www.berbay.com/news/exploring-substack-should-your-firm-use-it/) Updated on May 29, 2025 Account Director Aly Crea discussed the ins and outs of Substack, its evolution and how professional services firms can benefit from it. Watch here. [Read More Webinar Recording – Exploring Substack: Should Your Firm Use It?](https://www.berbay.com/news/exploring-substack-should-your-firm-use-it/) ## Posts pagination 1[2](https://www.berbay.com/page/2/)[3](https://www.berbay.com/page/3/)[4](https://www.berbay.com/page/4/)…[15](https://www.berbay.com/page/15/)[Next Page](https://www.berbay.com/page/2/) [See All Webinars](https://www.berbay.com/news-announcements/webinars/) --- ### [Testimonials](https://www.berbay.com/about/testimonials/) **Published:** November 6, 2023 **Author:** admin **Content:** - - > “Berbay has allowed me to accomplish my number one goal in selecting them to work with me, which is to get my name in various publications. They have been very diligent in working with different magazines and newspapers, seeking opportunities for publication.” ![michael burstein](https://www.berbay.com/wp-content/uploads/2026/04/michael_burstein.jpg "michael burstein - Berbay Marketing & PR - Berbay Marketing & PR") Michael Burstein Principal Burstein Law Firm - - > “If you want to keep your day job and stay good at it, hire them. Let them take care of your marketing needs, your website needs. Let them do what they are good at so that you can do what you are good at.” ![dan hodes](https://www.berbay.com/wp-content/uploads/2026/04/dan_hodes-269x300.jpg "dan hodes - Berbay Marketing & PR - Berbay Marketing & PR") Dan Hodes Managing Partner Hodes Milman - - > “I would recommend Berbay, hands down. They have been so pleasant to work with, and are so good at their jobs, and have really helped us to accomplish our goals. I think any professional group would really benefit from having them on their team.” ![lisa callif](https://www.berbay.com/wp-content/uploads/2026/04/lisa_callif-251x300.jpg "lisa callif - Berbay Marketing & PR - Berbay Marketing & PR") Lisa Callif Partner Donaldson Callif Perez - - > “Berbay did a terrific job in helping us take a big step forward in improving our marketing efforts. They placed our attorneys on a number of highly prestigious law lists, identified and obtained opportunities for our attorneys to be quoted in widely-read articles and enhanced both the content and the design of our website.” ![peter weil](https://www.berbay.com/wp-content/uploads/2026/04/peter_weil-300x152.jpg "peter weil - Berbay Marketing & PR - Berbay Marketing & PR") Peter Weil Managing Partner Glaser Weil - - > “Berbay helped me and my firm become more visible in our marketplace. The assistance they provided was absolutely beneficial to my firm. The Berbay staff was always very professional, ambitious and full of creative ideas geared towards improving our visibility. The services provided by Berbay would be valuable to any professional services firm.” ![wesley nutten](https://www.berbay.com/wp-content/uploads/2026/04/wesley_nutten-300x248.jpg "wesley nutten - Berbay Marketing & PR - Berbay Marketing & PR") Wesley Nutten Partner DM&A - - > “Berbay has produced public relations results for us by securing media placements that garner recognition for our attorneys and draw visitors to the firm’s website. They have been a catalyst for our marketing and reinforced the connection we have with our clients.” ![gary gray](https://www.berbay.com/wp-content/uploads/2026/04/gary_gray.jpg "gary gray - Berbay Marketing & PR - Berbay Marketing & PR") Gary Gray Of Counsel / Former Managing Partner Gray, Duffy, Eisenbaum & Lee, LLP - > Berbay is the absolute best in the business. They are creative, responsive and are consummate professionals. We have been with them for 10 years and they consistently exceed expectations and deliver exceptional results. ![patrick mcnicholas](https://www.berbay.com/wp-content/uploads/2026/04/patrick_mcnicholas-150x150.jpg "patrick mcnicholas - Berbay Marketing & PR - Berbay Marketing & PR") Patrick McNicholas Partner McNicholas & McNicholas, LLP - > Berbay has been a fantastic firm to partner with. They truly care, are highlight competent, and fun to work with. They’ve elevated our brand awareness and reach through their insights and tenacity. We look forward to our continued partnership. ![matthew cohen](https://www.berbay.com/wp-content/uploads/2026/04/matthew_cohen-150x150.jpg "matthew cohen - Berbay Marketing & PR - Berbay Marketing & PR") Matthew Cohen Managing Partner GCP Advisory LLP - > I first worked with Berbay over 20 years ago. They have been my dedicated go-to agency for PR for 7 years. The team has incredible talent and integrity. Our firm has grown significantly over that time, in no small part thanks to the amazing work of Megan, Aly and Sharon. They are creative, insightful and get results. ![Mari Anne Kehler](https://www.berbay.com/wp-content/uploads/2023/10/Mari-Anne-Kehler-150x150.png "Mari Anne Kehler - Berbay Marketing & PR - Berbay Marketing & PR") Mari-Anne Kehler Chief Marketing and Strategy Officer GHJ Advisors - > For years, Berbay has been our go-to marketing and public relations resource and consultants. Since then, the number of leads and cases we’ve generated has significantly increased. In addition to revenue growth, they’ve contributed to raising our firm profile. They don’t shy away from a challenge. ![Stephen M Garcia Attorney](https://www.berbay.com/wp-content/uploads/2021/06/Stephen-M-Garcia-Attorney-150x150.jpg "Stephen M Garcia Attorney - Berbay Marketing & PR - Berbay Marketing & PR") Stephen Garcia Managing Partner Garcia & Coman - > There is really no other firm for professional services marketing and public relations quite like Berbay. They are truly experts in their field and have vast experience and proven results working with real estate companies, financial firms and law firms of all sizes and practice areas. Where their value really comes into play is their ability to act as an outsourced marketing and public relations department providing a range of services from traditional public relations to social media strategy and everything in between. They understand their client’s businesses and the team is tenacious in generating results that drive revenue and support overall company objectives. Berbay has been the go-to choice for top law firms, financial firms and real estate companies for many decades and is well respected in the business community. ![erica feher](https://www.berbay.com/wp-content/uploads/2026/04/erica_feher-150x150.jpg "erica feher - Berbay Marketing & PR - Berbay Marketing & PR") Erica Feher Chief of Business Operations Feher Law, APC - > Our real estate investment firm has had an incredibly positive experience with Berbay for over two years. Their staff is attentive to the needs of the executives and the company as a whole, and Berbay does a great job of pivoting to meet the needs of the moment. Working with Angely, Aly, and Megan has only ever been easy and seamless, and I would highly recommend them to others in the field. ![Casey](https://www.berbay.com/wp-content/uploads/2026/04/Casey-150x150.jpeg "Casey - Berbay Marketing & PR - Berbay Marketing & PR") Casey Lewis Investor Relations & Corporate Communications New Standard Equities, Inc. - > Berbay has been an incredible partner with our firm. Their guidance and insights have furthered our reach and helped us execute on a marketing plan that continues to bear fruit. They are wonderfully attentive and a joy to work with. We look forward to a long prosperous relationship with the Berbay Team! ![Paris Alexander Nesbitt](https://www.berbay.com/wp-content/uploads/2026/04/Paris-Alexander-Nesbitt-150x150.jpeg "Paris Alexander Nesbitt - Berbay Marketing & PR - Berbay Marketing & PR") Paris Nesbitt Director of Operations and Communications Donohoe Talbert LLP - > We are a boutique law firm with 45 litigators (complex civil litigation / while collar defense) based in Century City, CA. The firm has worked with Berbay over many years to assist attorneys in refining their market position and to assist in the placement of content with various print and online publications. They are very professional and can be of great assistance for any firm with limited in-house marketing resources. ![brian robbins](https://www.berbay.com/wp-content/uploads/2026/04/brian_robbins-150x150.jpg "brian robbins - Berbay Marketing & PR - Berbay Marketing & PR") Brian Robbins Executive Director Bird Marella - > I have admired Megan Braverman for years. Her poise and intellect are easily recognized, but her ability to work with attorneys and press is unparalleled. I finally had an opportunity to hire her a few years ago, and she organized, educated, and developed my IP lawyers into motivated PR stars. I look forward to more opportunities to work with her, and recommend her without reservation. Megan provides what she promises, and does so for a fair price. She also has a firm grasp on how to elevate rankings in Chambers, Legal 500, etc. Essentially Bravo for Braverman at Berbay Marketing and Public Relations. Barbara Lauterbach Director of Marketing and Communications Joseph Greenwald & Laake, P.A. - > Berbay has been the perfect marketing partner for our small firm. From the moment of their engagement, they made us know two things – 1) they are here to help and 2) they know how to help us. They work hard, but also have such highly developed skills in our area that they look like they are doing it without breaking a sweat. My whole team loves working with Berbay and we hope this relationship continues for a long time!!! ![howard finkelstein](https://www.berbay.com/wp-content/uploads/2026/04/howard_finkelstein-150x150.png "howard finkelstein - Berbay Marketing & PR - Berbay Marketing & PR") Howard Finkelstein Managing Partner HJF Law --- ### [Community Outreach](https://www.berbay.com/community-outreach/) **Published:** June 5, 2024 **Author:** admin **Content:** Berbay Marketing & PR has been dedicated to the community since 1995. Throughout our firm’s history, we have made meaningful contributions through community outreach and volunteer initiatives. A few organizations we are proud to support include the Make-A-Wish Foundation, ALS Association, The Burrito Project, Toys for Tots, Urban Compass, Red Cross, and Pediatric Brain Tumor Foundation. --- [Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/), Principal of Berbay Marketing & PR, is a dedicated community advocate. For more than five years, she volunteered with School on Wheels, a non-profit organization that supports and works with thousands of students in Southern California. Megan tutored young children at the Salvation Army in Los Angeles, a halfway home for families. She believes education is invaluable to a person’s life, and School on Wheels provides educational opportunities to those experiencing homelessness to close the gap in their learning due to circumstances. Megan also served as Co-Chair of the Jewish Federation of Greater Los Angeles’ Ben-Gurion Society (BGS). The BGS was a group of young leaders within the Jewish Federation of Greater Los Angeles, an organization that seeks to foster a thriving local Jewish community through civic engagement, helping care for those in need and working to ensure the Jewish future. As Co-Chair for several years, Megan helped create a vision for the group, led BGS executive committee meetings, planned group-sponsored events, participated in national leadership conferences, and recruited and developed potential BGS members. --- Administrative Manager[ Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/) has been deeply involved in charitable activities for many years. Inspired by personal experiences with ALS (Lou Gehrig’s disease), she has raised money for the ALS Association in honor of her mother, brother and other beloved relatives affected by this devastating disease. Throughout the years, Kristin has dedicated her time volunteering at the Beacon House in San Pedro, where she joyfully served meals to members on holidays, fostering a sense of community and warmth for those in need. --- Account Director[ Aly Crea](https://www.berbay.com/about/our-team/aly-crea/) joined the editorial committee for Strategies & Voices magazine, the publication of the Legal Marketing Association (LMA). Content published on Strategies & Voices is led through a collaborative effort between LMA staff and the Strategies Editorial Board. During her three-year term, the editorial committee determined, supervised and facilitated the content of LMA’s online content center as well as the accompanying podcast, Strategies LIVE! Aly has also volunteered with The Burrito Project, an organization focusing on promoting food justice through community programming that serves unhoused and low-income individuals. One ongoing program is distributing vegan burritos in LA. Additionally, Aly has been a fundraiser for Boston Children’s Hospital, participating in the annual citywide bike ride through Boston, known as Hub on Wheels. --- Account Manager[ Angely Levis](https://www.berbay.com/about/our-team/angely-levis/) actively participates in various community service activities. Each year, Angely contributes to Camp Ronald McDonald for Good Times, an organization dedicated to providing a safe and enriching environment for children and families affected by cancer. During the pandemic, Angely volunteered at her church to assist the Los Angeles Regional Food Bank in distributing food to low-income families. She has also supported and donated to Toys for Tots; participated in Spark of Love, a program run by the Los Angeles Fire Department; and participated in the Pediatric Brain Tumor Foundation’s Starry Night Walk to Cure Childhood Brain Tumors, an event supporting research and family support programs for children with brain cancer. In 2018, Angely took part in an event hosted by Engage for Good, bringing toys and smiles to children in need. --- --- ### [History](https://www.berbay.com/about/timeline/) **Published:** March 25, 2026 **Author:** Darren DeMatas **Content:** ![Clip path group15](https://www.berbay.com/wp-content/uploads/2026/03/Clip-path-group15.png "Clip path group15 - Berbay Marketing & PR") ![Clip path group17](https://www.berbay.com/wp-content/uploads/2026/03/Clip-path-group17.png "Clip path group17 - Berbay Marketing & PR") ![d](https://www.berbay.com/wp-content/uploads/2026/03/d.png "d - Berbay Marketing & PR") ![Clip path group16](https://www.berbay.com/wp-content/uploads/2026/03/Clip-path-group16.png "Clip path group16 - Berbay Marketing & PR") ![g](https://www.berbay.com/wp-content/uploads/2026/03/g.png "g - Berbay Marketing & PR") ![f](https://www.berbay.com/wp-content/uploads/2026/03/f.png "f - Berbay Marketing & PR") ![e](https://www.berbay.com/wp-content/uploads/2026/03/e.png "e - Berbay Marketing & PR") Berbay marked 30 years in business in 2025. This milestone would not have been possible without the support of our valued clients and partners, for whom we are deeply grateful. Below, we reflect on the key moments that have shaped our firm. ## *July 11, 1995* ## *Berbay is Born* Founder Sharon Berman, fueled by her entrepreneurial spirit, left the corporate world and founded Berbay Marketing & PR, a marketing consultancy agency dedicated to professional service firms. One of our favorite stories is how Berbay got its name – it’s a love story. Sharon’s husband, Jonathan Kramer, gave Sharon the nickname Berman Baby early on. When it came time to name the firm, she shortened her nickname to Berbay. Sharon would always follow up with, “But that’s not how I would recommend anyone name their firm!” --- ![Clip path group](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group-1.png "Clip path group - Berbay Marketing & PR")***Sharon Berman*** ***Founder*** ![Tarzana](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group2.png "Clip path group2 - Berbay Marketing & PR") ## *1996* ## *First Office and First Client* It was the first of many firsts—our first office opened in Tarzana, California, and Berbay landed its first client, a CPA firm. If you want to talk about humble beginnings, the first office was above an auto repair shop; however, getting your car serviced while working was convenient. --- ## *1997* ## *The Team Grows* Berbay made its first hire, marking the start of a growing team and the journey to agency life. --- ![Group 9](https://www.berbay.com/wp-content/uploads/2024/12/Group-9.png "Group 9 - Berbay Marketing & PR")***Berbays first logo*** ![Berbays First Website](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group3.png "Berbays First Website - Berbay Marketing & PR")***Berbays first website*** ## *April 12, 1997* ## *Launch into the Digital World* Our first website goes live! For a small agency to develop a website in 1997 was a big deal given that the World Wide Web was only released in 1991. --- ## *2000* ## *Team & Office Space Expansion* As Berbay grew—with new employees and clients— we decided it was time for a bigger space and relocated to West Los Angeles, where we called our home for more than twenty years. --- ![Berbays famous off holiday](https://www.berbay.com/wp-content/uploads/2026/03/Berbays-famous-off-holiday.jpg "Berbays famous off holiday - Berbay Marketing & PR")***One of Berbays famous off holiday cards but this one was the front cover of the card announcing our move to the West LA office*** ![Turning How Into Wow](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group5.png "Turning How Into Wow - Berbay Marketing & PR")***Berbays new logo and introduction of our first tagline*** ## *October 17, 2000* ## *Enter the Interrobang Logo & First Tagline* Our first website goes live! For a small agency to develop a website in 1997 was a big deal given that the World Wide Web was only released in 1991. --- ## *2001* ## *Meet VisiCredibility* We established our first registered trademark, capturing what we do best: increasing our clients’ visibility and enhancing their credibility – and we’ve been doing that for over three decades. --- ![Clip path group6](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group6.png "Clip path group6 - Berbay Marketing & PR")***Beth Miller Senior Account Manager*** ## *January 2000* ## *Beth Miller Joins the Ranks* Senior Account Manager Beth Miller joined Berbay and never looked back. Two decades later, she’s become a fixture of our team and clients. --- ## *2006* ## *The Famous Cookie Box Leave-Behind* The iconic Berbay cookie boxes debuted, adding a *sweet* touch to our marketing. What was famously considered a donut box then, we came with a box full of cookies for every meeting a Berbay team member attended. This tradition continues today, and there are still times when we are stopped in an elevator with a comment, “Are those the Berbay cookies?” --- ![Cookie](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group7.png "Clip path group7 - Berbay Marketing & PR") ![Clip path group8](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group8.png "Clip path group8 - Berbay Marketing & PR")***Megan Braverman Owner Principal*** ## *September 2010* ## *Principal Megan Braverman Joins* Megan Braverman, Berbay’s current Owner and Principal, was hired as an Assistant Account Manager. Little did we know (and maybe even Megan) that she’d eventually take the reins of the business in 2016 as Co-Principal with Sharon Berman and acquire the firm in 2021 with a similar passion and enthusiasm as when Sharon began. --- ## *December 2010* ## *New Look, New Era* Berbay stepped into this decade with a new website, giving it a sleek facelift to better reflect our expertise, creativity and passion for marketing & public relations. --- ![Clip path group9](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group9.png "Clip path group9 - Berbay Marketing & PR")***Berbays refreshed website*** ![Clip path group10](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group10.png "Clip path group10 - Berbay Marketing & PR")***Aly Crea Account Director*** ## *January 2017* ## *Account Director Aly Crea Joins* Account Director Aly Crea joins the growing Berbay crew. Hired as an Account Manager, Aly progressed quickly and was the first to assume the Account Director role at Berbay. --- ## *June 13, 2018* ## *Hitting the Airwaves* The Law Firm Marketing Catalyst podcast drops, kicking off a series of more than 100 episodes. The podcast was dedicated to insights from thought leaders and experts in the legal industry. --- ![Clip path group11](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group11.png "Clip path group11 - Berbay Marketing & PR")***The Law Firm Marketing Catalyst episode banner*** ## *2021* ## *Changing of the Guard – Megan Acquires Berbay* After years of planning, Megan officially took ownership of the agency. While ownership changed, our focus on bringing energy, creativity and unwavering dedication to our clients’ marketing remained the same. --- ![Clip path group12](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group12.png "Clip path group12 - Berbay Marketing & PR") ## *February 2021* ## *Going Virtual, Full Time* While some may see this as a pandemic-related shift, we had embraced virtual work early on. In 2019, due to a fire in our office building, the agency abruptly went virtual for four months. Once we were back in our physical office, the agency allowed a hybrid and flexible work environment to contribute to a better work-life balance and less time in the car. At that time, we knew the expiration of our office lease meant it was time to go remote. --- ## *2024* ## *A Bold Transformation – Berbay’s Rebrand* After more than a decade, we knew it was time for a fresh look – especially following our recent ownership change. The Berbay red remains, but our modern rebrand reflects our evolution while staying true to our firm’s foundation of professionalism, sophistication, expertise and creativity. --- ![Clip path group13](https://www.berbay.com/wp-content/uploads/2024/12/Clip-path-group13.png "Clip path group13 - Berbay Marketing & PR")*Berbays new branding* ## *2025* ## *Three Decades of Growth & Achievements* Who knew that 30 could look this good? We’re grateful for our many clients – some of whom have been with us for over 20 years – and our unstoppable team. Here’s to another 30 years of growth and success! ![Clip path group15](https://www.berbay.com/wp-content/uploads/2026/03/Clip-path-group15.png "Clip path group15 - Berbay Marketing & PR") --- ### [Successes](https://www.berbay.com/successes/) **Published:** November 3, 2023 **Author:** admin **Content:** All client communications (0) investor relations (0) - [![Email newsletter campaign](https://www.berbay.com/wp-content/uploads/2026/04/Blog-Photos-60-768x576.png "Email newsletter campaign - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/)[## Email Campaign Drives Immediate Business for Newly Launched Firm ](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/)Client: Los Angeles boutique tax and business management firm catering to high-net-worth individuals Challenge: The client was launching as a new firm with a modern, tech-forward brand with a highly relationship-driven client base. While the team excelled at white-glove, one-to-one outreach, they were hesitant to implement an email marketing strategy to announce the firm, worried that it would feel too impersonal or spammy. Berbay’s goal was to demonstrate that an e-newsletter… [Read More](https://www.berbay.com/successes/case-studies/email-campaign-drives-immediate-business-for-newly-launched-firm/) - [![Law Firm Sales Pipeline](https://www.berbay.com/wp-content/uploads/2025/05/Blog-Photos-75.png "- Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/)[## Development of Robust Lead Intake Program Transforms Law Firm’s Sales Pipeline](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/)Client: Los Angeles trial law firm specializing in personal injury, class actions and mass torts Challenge: An established plaintiff’s trial law firm lacked a sophisticated intake process, which resulted in neglected leads and missed opportunities. Without a centralized infrastructure or reliable data to assess what was working, the firm couldn’t effectively evaluate marketing ROI or… [Read More](https://www.berbay.com/successes/case-studies/development-of-robust-lead-intake-program-transforms-law-firms-sales-pipeline/) - [![32](https://www.berbay.com/wp-content/uploads/2024/12/32-768x576.png "32 - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/)[## Transforming Lead Generation and ROI Tracking for Long-Term Growth](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/)Client: A nationwide nursing home abuse law firm Challenge: The firm was unable to monitor the effectiveness of its marketing efforts and ROI of multiple campaigns. Work: The Berbay team went to work, executing on multiple phases: Customized CRM: Using the current CRM, instead of spending money and resources getting a new one, we customized their platform… [Read More](https://www.berbay.com/successes/case-studies/transforming-lead-generation-and-roi-tracking-for-long-term-growth/) - [![Marketing Plan](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-52.png "Marketing Plan - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/)[## Strategic Marketing Plan Provides Roadmap & Tools for Long-Term Growth](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/)Client: Civil Appellate Law Firm Challenge: One of the nation’s leading civil appellate firms struggled to identify where to allocate the firm’s marketing budget. Marketing efforts were ad hoc and without tools to capture ROI or benchmark success. The firm also didn’t know if they were missing opportunities. Without a comprehensive overview of where time and resources… [Read More](https://www.berbay.com/successes/case-studies/strategic-marketing-plan-provides-roadmap-tools-for-long-term-growth/) - [![1st place medal awards](https://www.berbay.com/wp-content/uploads/2024/11/Blog-Photos-53.png "1st place medal awards - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/)[## Boosting Emerging Real Estate Firm’s Standing through Nominations and Rankings](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/)Client: Nationwide private commercial real estate lender Challenge: A commercial real estate lender sought to enhance their visibility and credibility in a competitive market, where they faced the challenge of competing against firms with 10 to 20 years more experience. Despite their success, they lacked a strong digital presence and had not promoted their achievements, which limited… [Read More](https://www.berbay.com/successes/case-studies/boosting-emerging-real-estate-firms-standing-through-nominations-and-rankings/) - [![Cityscape with microphones](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos39-768x576.png "Cityscape with microphones - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/)[## Media Training Elevates Real Estate Firm as an Industry Leader](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/)Client: A real estate investment and asset management firm. Challenge: A well-established real estate investment and asset management firm specializing in multifamily operations and acquisitions on the west coast wanted to increase its visibility in the media. Despite their deep expertise in the multifamily market, the firm historically took a backseat with their marketing and was… [Read More](https://www.berbay.com/successes/case-studies/media-training-elevates-real-estate-firm-as-an-industry-leader/) - [![Marketing Communications](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-54.png "Marketing Communications - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/)[## Strategic Marketing Overhaul Enhances Real Estate Firm’s Investment Strategy](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/)Client: International real estate investment firm based in the U.S Challenge: An international real estate investment firm was known primarily for its investment platform—not strategy and unique opportunities. Work: Berbay uncovered that the client has a unique investment strategy with hotels, office spaces, multifamily and mixed-use properties. We took a strategic approach to revamp all marketing material comprehensively… [Read More](https://www.berbay.com/successes/case-studies/strategic-marketing-overhaul-enhances-real-estate-firms-investment-strategy/) - [![Stack of newspapers](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-55.png "Stack of newspapers - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/targeted-pr-campaign-boosts-visibility-for-real-estate-firms-global-investor-appeal/)[## Targeted PR Campaign Boosts Visibility for Real Estate Firm’s Global Investor Appeal](https://www.berbay.com/successes/case-studies/targeted-pr-campaign-boosts-visibility-for-real-estate-firms-global-investor-appeal/)Client: International real estate investment firm based in the U.S Challenge: A real estate investment firm wanted to increase new and repeat investors nationally and internationally. Work: Berbay was tasked with expanding awareness and educating on the benefits of the firm’s investment platform. We took a media-forward approach to obtain coverage on the platform and ensure the firm’s… [Read More](https://www.berbay.com/successes/case-studies/targeted-pr-campaign-boosts-visibility-for-real-estate-firms-global-investor-appeal/) - [![Press conference](https://www.berbay.com/wp-content/uploads/2024/10/Blog-Photos-56.png "Press conference - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/media-campaign-creates-trust-and-credibility-for-real-estate-investors-opportunity-zone/)[## Media Campaign Creates Trust and Credibility for Real Estate Investor’s “Opportunity Zone”](https://www.berbay.com/successes/case-studies/media-campaign-creates-trust-and-credibility-for-real-estate-investors-opportunity-zone/)Client: Privately held real estate investment and private equity firm Challenge: The California-based firm acquired a large plot of land in northern Nevada to be used for industrial, commercial and residential purposes. It was critical that the local community be onboard to successfully move the project forward. Work: Berbay executed a media campaign, including press conferences, press releases… [Read More](https://www.berbay.com/successes/case-studies/media-campaign-creates-trust-and-credibility-for-real-estate-investors-opportunity-zone/) - [![Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm](https://www.berbay.com/wp-content/uploads/2024/05/Case-Study-Berbay-Marketing-PR-Litigation-PR-Campaign-Gets-Widespread-National-Coverage-Brings-in-New-Cases-for-Law-Firm-.png "Case Study Berbay Marketing PR Litigation PR Campaign Gets Widespread National Coverage Brings in New Cases for Law Firm - Berbay Marketing & PR")](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/)[## Litigation PR Campaign Gets Widespread National Coverage and Brings in New Cases for Law Firm](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/)Client: Plaintiff Trial Law Firm Challenge: A plaintiff trial law firm filed a lawsuit against a government entity and its department, alleging negligence in the handling of sensitive information that was subsequently posted online. The client wanted to put pressure on the defendants to resolve the matter quickly and amicably while ensuring the affected individuals… [Read More](https://www.berbay.com/successes/case-studies/litigation-pr-campaign-gets-widespread-national-coverage-and-brings-in-new-cases-for-law-firm/) ## Posts navigation 1[2](#)[3](#)[4](#)[5](#)[Next](#) # Successes. Voted one of “The Best” in the legal public relations industry by *The Recorder*, Berbay is proud of the relationships we’ve cultivated with our clients and the many successes we’ve obtained on their behalf. Below, you can hear from our clients directly, read representative case studies, and review a representative list of clients. ![](http://www.berbay.com/wp-content/uploads/2023/11/ferguson_headshot.jpeg) #### *Testimonials* “So why would I recommend Berbay. Well first of all, results and they have brought results, media placements, strategic media placements and we’ve really appreciated that, but more than that, they’ve gotten to know our attorneys and our practice really well and they did it in less time than we had expected.” Teresa Ferguson *Marketing Director Slack & Davis* [ Click here for more ](/successes/testimonials/) #### Case Studies **Leveraging Firm’s Sponsorships Yield New Client Base** A personal injury law firm wanted to position itself as the leading law firm for bicycle accidents in California. The firm and its attorneys are long supporters of many cycling organizations that promote bike safety and hold various biking races yet, their support was not being fulfilled to their optimum. Berbay conducted extensive research to reveal all of the marketing opportunities that the firm was missing out, including bylining articles for the organization’s newsletter, promoting the firm at various cycling events, leveraging the organization’s strong social media presence and more. As a result of Berbay’s tenacious follow up, not only did our client gain increased visibility in the biking community, but obtained two new clients from our efforts. [ Click here for more ](/successes/case-studies/) #### Clients - Law Firms - Legal Service - Real Estate - Financial - A/E/C - B2B - Consumer - HR - Technology - Non-Profit - Healthcare [ Click here for more ](/successes/clients/) ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Sitemap](https://www.berbay.com/sitemap/) **Published:** November 10, 2023 **Author:** admin **Content:** # Sitemap. ## General Website Structure - [Home](https://www.berbay.com/) - [Industries Served](https://www.berbay.com/services/) - [Law Firms](https://www.berbay.com/public-relations-for-law-firms/) - [Real Estate](https://www.berbay.com/public-relations-for-real-estate-firms/) - [Financial](https://www.berbay.com/public-relations-for-financial-firms/) - [About](https://www.berbay.com/about/) - [Our Team](https://www.berbay.com/about/our-team/) - [Megan Braverman](https://www.berbay.com/about/our-team/megan-braverman/) - [Sharon Berman](https://www.berbay.com/about/our-team/sharon-berman/) - [Aly Crea](https://www.berbay.com/about/our-team/aly-crea/) - [Beth Miller](https://www.berbay.com/about/our-team/beth-miller/) - [Angely Levis](https://www.berbay.com/about/our-team/angely-levis/) - [Kristin Anderson](https://www.berbay.com/about/our-team/kristin-anderson/) - [FAQ](https://www.berbay.com/resources/faq/) - [Location Services](https://www.berbay.com/about/location-resources/) - [Beverly Hills](https://www.berbay.com/about/location-resources/beverly-hills/) - [San Diego](https://www.berbay.com/about/location-resources/san-diego/) - [San Francisco](https://www.berbay.com/about/location-resources/san-francisco/) - [San Jose](https://www.berbay.com/about/location-resources/san-jose/) - [Fresno](/about/fresno/) - [Long Beach](https://www.berbay.com/about/location-resources/long-beach/) - [The Berbay Difference](https://www.berbay.com/about/7-reasons-to-choose-berbay/) - [Marketing and Public Relations Services](https://www.berbay.com/services/) - [Advertising For Professional Services Firms](https://www.berbay.com/services/advertising/) - [Marketing Services](https://www.berbay.com/services/marketing/) - [Public Relations Agency for Professional Services](https://www.berbay.com/services/public-relations/) - [Litigation PR & Litigation Public Relations](https://www.berbay.com/litigation-pr-marketing-for-law-firms/) - [Marketing Materials for Professional Services](https://www.berbay.com/services/marketing-materials/) - [Strategic Social Media Campaigns](https://www.berbay.com/services/social-media/) - [Search Engine Optimization (SEO) Services](https://www.berbay.com/services/search-engine-optimization/) - [Website Revitalization](https://www.berbay.com/services/website-revitalization/) - [Marketing Nominations & Rankings](https://www.berbay.com/services/nominations-and-rankings/) - [Obtain Speaking Engagements](https://www.berbay.com/speaking-engagements-for-law-firms/) - [Get Noticed by Law Firms](https://www.berbay.com/speaking-engagements-for-law-firms/) - [Get Noticed by Corporate Counsel](https://www.berbay.com/speaking-engagements-for-law-firms/) - [Marketing to Lawyers](https://www.berbay.com/litigation-pr-marketing-for-law-firms/) - [Results](https://www.berbay.com/successes/) - [Testimonials](https://www.berbay.com/successes/testimonials/) - [Case Studies](https://www.berbay.com/successes/case-studies/) - [Clients](https://www.berbay.com/successes/clients/) - [News](https://www.berbay.com/news-announcements/announcements/) - [Articles](/news-announcements/articles/) - [Announcements](/news-announcements/announcements/) - [e-Newsletters](/news-announcements/e-newsletters/) - [Webinars](/news-announcements/webinars/) - [Scholarship Program](https://www.berbay.com/resources/scholarship/) - [Blog](https://www.berbay.com/berbay-blog/) - [Podcast – Law Firm Marketing Catalyst](https://www.berbay.com/podcast/) - [Podcast Archives](https://www.berbay.com/podcast-archives/) - [Contact](https://www.berbay.com/contact/) - [Terms & Conditions](https://www.berbay.com/terms-conditions/) \[rank\_math\_html\_sitemap\] ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20405-7343) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Social Media for Law Firms — New York](https://www.berbay.com/social-media-for-law-firms/) **Published:** October 23, 2024 **Author:** admin **Content:** # Social Media for Law Firms — New York ![shape 18](https://www.berbay.com/wp-content/uploads/2023/10/shape-18.svg) Law firms across New York can amplify their visibility and credibility with the help of [Berbay Marketing & PR](https://www.berbay.com/). Effectively using social media allows firms to strengthen their brand and attract the attention they deserve. We work to ensure our clients make the most of these platforms to reach and engage their target audience, ultimately driving business growth. ## Why Social Media Matters for Law Firms Social media is much more than sharing updates and hoping they reach the right people. Platforms like LinkedIn, Facebook, YouTube, X (formerly Twitter), and Instagram allow law firms to showcase their accomplishments, thought leadership, and experience. These platforms also allow firms to engage directly with potential clients, opening new doors for growth and recognition. The benefits of a strong social media presence include: ### Establishing Thought Leadership Social media allows you to share valuable insights and demonstrate authority in your practice areas. It offers a space to repurpose media coverage, speaking engagements or published articles, which can extend the shelf life of important news. This helps broaden your reach and connect with a larger audience. ### Engaging Potential Clients Using social media, law firms can start conversations, answer questions and share informative content with prospective clients and referral sources. It’s a direct way to foster relationships with your audience. In addition, targeted advertising options allow firms to reach specific demographics, helping to engage groups that may not be accessible through traditional marketing. ### Boosting Search Engine Visibility When content on social media is liked, shared or commented on, it signals to search engines like Google that it holds value. This can push your posts higher up in search results. Additionally, social profiles themselves often rank highly in search results, increasing your firm’s visibility to those looking for legal services. ### Supporting Recruitment Efforts Social media is an effective tool for sharing job openings and attracting top talent. It provides a window into your firm’s culture, allowing candidates to see what it’s like to work there. This can be a crucial factor in standing out to prospective hires. ### Shaping Marketing Strategies With Data Insights gained from social media engagement offer a clear picture of what resonates with your audience. By analyzing this data, law firms can fine-tune their marketing strategies across all channels, ensuring they reach the right people with the right messages. ## Selecting the Best Social Media Platforms for Your Law Firm Law firms should have a social media presence, but success depends on choosing the right platforms. Rather than spreading efforts across too many channels, focusing on one or two that align with your audience and goals will yield better results. At Berbay, we help law firms determine which platforms will provide the greatest return on investment. We often recommend firms focus on: - **LinkedIn**: As the leading professional network, LinkedIn is ideal for law firms looking to connect with other professionals. It is often one of the first places potential clients visit when evaluating an attorney, and having a robust, professional profile can make a lasting impression. - **Facebook**: This platform is excellent for firms targeting a general audience, such as those practicing personal injury law. Facebook’s vast user base makes it a valuable space for sharing content and engaging with followers. - **X (formerly Twitter)**: Known for real-time conversations, X is great for sharing legal insights and engaging with current topics in the news. It offers a space to showcase your expertise while joining timely discussions. - **Instagram**: The growing popularity of Instagram means many prospective clients may be active on the platform. Whether sharing your firm’s culture, highlighting your services or recruiting new talent, Instagram provides a visual way to connect with followers. - **YouTube**: As the second-largest search engine, YouTube is an invaluable platform for law firms. Publishing videos that explain legal topics, highlight your practice areas or showcase your team can attract a broad audience searching for legal information. [**Find out which social media platforms are most effective for law firms.**](https://www.berbay.com/which-social-media-platform-is-best-for-law-firms/) ## How Berbay Maximizes Social Media for Law Firms At Berbay Marketing & PR, we take a comprehensive approach to social media management. Our team begins by evaluating your firm’s current social presence and identifying growth opportunities. We assist with: - **Profile Optimization**: It is crucial to ensure that your social media profiles accurately reflect your firm’s strengths. We help update profile descriptions, banners, and other elements to maintain consistency across platforms and present a unified brand image. - **Growing Your Audience**: We research your audience and competitors to develop strategies for increasing your following. By understanding your target demographics, we ensure that the right people see your content. We then work closely with your team to create engaging, relevant content that speaks to your audience: - **Regular Posting**: Consistency is key on social media. We post updates, announcements and other content that keeps your profiles active and engaging. By tailoring content to each platform, we ensure that posts resonate with the intended audience. - **Curated Content**: Sharing relevant industry news or thought leadership pieces from other sources can reinforce your firm’s expertise. We curate content that aligns with your firm’s messaging, helping build credibility. - **Visual Content**: Whether it’s infographics or images, visual elements can increase engagement with your social posts. Our team designs custom graphics that complement your brand and attract attention. - **Video Production**: We work with videographers to develop professional videos that support your social media strategy. Whether these are firm overviews or informative pieces on legal topics, we ensure the content is compelling and relevant. - **Monitoring and Analytics**: Social media performance is constantly evolving. We monitor your posts’ performance, track engagement metrics, and make adjustments as needed to continually optimize your strategy. [**Learn how we created a specialized Instagram account to generate new leads for a law firm.**](https://www.berbay.com/successes/case-studies/launching-niche-instagram-account-results-in-new-lead-pipeline-and-expanded-presence-for-employment-law-firm/) ## Getting Started With Berbay Marketing & PR If you are ready to enhance your firm’s social media presence and grow your business, we can help. Berbay has years of experience developing and managing social media strategies tailored to law firms in New York and beyond. Contact us at [(310) 405-7343](tel:(310)%20405-7343) or to learn more about our social media services and how we can help you achieve your marketing goals. ###### TURN TO BERBAY FOR: - [ Public Relations ](/public-relations-for-law-firms/) - [ Litigation PR ](/litigation-pr-marketing-for-law-firms/) - [ Nominations & Rankings ](/nominations-rankings-for-law-firms/) - [ Speaking Engagements ](/speaking-engagements-for-law-firms/) - [ Social Media ](/social-media-for-law-firms/) - [ Website ](/website-design-for-law-firms#website-design) - [ Search Engine Optimization ](/website-design-for-law-firms/) - [ Communications ](/marketing-materials-for-law-firms/) - [ Advertising ](/advertising-for-law-firms/) - [ Strategic Marketing ](/marketing-materials-for-law-firms/) ## Case *studies*. ## Dominate the *Conversation* ##### Arrange a meeting with our team "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Privacy Policy](https://www.berbay.com/privacy-policy/) **Published:** October 17, 2023 **Author:** admin **Content:** # Privacy Policy. *Last Updated: May 2025* ## **INTRODUCTION** Berbay Marketing & PR (“Berbay,” “we,” “us,” or “our”) is committed to protecting your privacy and maintaining the confidentiality of your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website at https://www.berbay.com (the “Site”) or otherwise interact with us. Please read this Privacy Policy carefully. If you do not agree with the terms of this Privacy Policy, please do not access the Site. We reserve the right to make changes to this Privacy Policy at any time and for any reason. Any changes or updates will be effective immediately upon posting the revised Privacy Policy to the Site. You are encouraged to periodically review this Privacy Policy to stay informed of updates. ## **INFORMATION WE COLLECT** We collect information that you provide directly to us, information we collect automatically when you interact with our Site, and information from third-party sources. ### **Information You Provide Directly** We may collect personal information that you voluntarily provide to us when you: - Complete and submit forms on our Site - Request information about our services - Subscribe to our newsletter - Contact us via email, phone, or other methods - Provide feedback or testimonials - Apply for employment opportunities The types of information we may collect include: - Contact information (such as name, email address, mailing address, and phone number) - Business information (such as company name, job title, and industry) - Communications and correspondence you send to us ### **Information Collected Automatically** When you visit our Site, we may use cookies, web beacons, and other tracking technologies to collect certain information automatically, including: - IP address - Browser type and version - Operating system - Referring website - Pages you view on our Site - Time spent on those pages - Links clicked - Other browsing behavior and patterns ### **Phone Calls and Call Tracking** We use call tracking technology to monitor and record incoming calls to our business. When you call phone numbers displayed on our Site, your call may be recorded for quality assurance, training, and analytical purposes. Before recording begins, you will hear a message notifying you that your call may be recorded. Information collected through call tracking may include: - The phone number you’re calling from - Date and time of your call - Duration of the call - Call audio recordings - The source of how you found our phone number (which page or campaign) ## **HOW WE USE YOUR INFORMATION** We may use the information we collect for various purposes, including to: - Provide, operate, and maintain our services - Improve, personalize, and expand our services - Understand and analyze how you use our Site - Develop new products, services, features, and functionality - Communicate with you about our services, updates, and other information - Process transactions and fulfill orders - Send marketing and promotional communications - Respond to your comments, questions, and requests - Monitor and analyze trends, usage, and activities in connection with our Site - Detect, prevent, and address technical issues - Protect the security and integrity of our Site - Comply with legal obligations ## **COOKIES AND OTHER TRACKING TECHNOLOGIES** ### **Cookies** A cookie is a small file placed on your computer or device when you visit our Site. We use cookies to: - Remember your preferences and settings - Understand how you interact with our Site - Analyze and improve our Site and services - Enable certain functions of the Site - Provide personalized content and advertisements We use both session cookies (which expire once you close your web browser) and persistent cookies (which stay on your computer or device until you delete them or they expire). You can control cookies through your browser settings and other tools. However, if you block certain cookies, you may not be able to use some features of our Site. ### **Analytics** We use analytics tools such as Google Analytics to help us understand how visitors interact with our Site. These tools use cookies and similar technologies to collect information about your use of the Site and report website trends. You can learn more about Google Analytics and how to opt out at https://tools.google.com/dlpage/gaoptout. ## **THIRD-PARTY WEBSITES** Our Site may contain links to third-party websites and applications. We are not responsible for the privacy practices or content of these third-party sites. We encourage you to read the privacy policy of every website you visit. ## **DATA SECURITY** We have implemented appropriate technical and organizational measures to protect the security of your personal information. However, please be aware that no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security. ## **YOUR RIGHTS AND CHOICES** Depending on your location, you may have certain rights regarding your personal information. These may include: - The right to access and receive a copy of your personal information - The right to correct inaccurate information - The right to request deletion of your personal information - The right to restrict or object to the processing of your personal information - The right to data portability If you wish to exercise any of these rights, please contact us using the information provided in the “Contact Us” section below. ### **Email Communications** You may opt out of receiving marketing emails from us by following the unsubscribe instructions included in each marketing email or by contacting us directly. Even if you opt out of receiving marketing communications, we may still send you non-promotional communications, such as those about your account or our ongoing business relations. ## **STATE PRIVACY RIGHTS** We serve clients nationwide. Depending on your location, you may have specific privacy rights under various state and local privacy laws. ### **California Residents** California residents have rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA), including the right to know what personal information we collect, the right to delete personal information, the right to opt-out of the sale of personal information, and the right to non-discrimination for exercising these rights. ### **New York Residents** New York residents may have rights under applicable New York privacy laws and regulations, including the Stop Hacks and Improve Electronic Data Security Act (SHIELD Act), which requires businesses to implement reasonable safeguards to protect New York residents’ private information. ### **District of Columbia Residents** Residents of Washington D.C. have rights under D.C. data breach notification laws and other applicable privacy regulations. To exercise any applicable privacy rights, please contact us using the information provided in the “Contact Us” section below. We will respond to verifiable consumer requests in accordance with applicable laws. ### **Washington State Residents** Washington residents (including Seattle) may have rights under the Washington State Consumer Data Privacy Act, including rights regarding personal data collection, processing, and targeted advertising. ### **Illinois Residents** Illinois residents (including Chicago) have rights under the Illinois Consumer Privacy Act and the Biometric Information Privacy Act (BIPA), which regulate the collection and storage of biometric information. ### **Texas Residents** Texas residents (including Austin) have rights under the Texas Identity Theft Enforcement and Protection Act, which includes provisions related to the protection of sensitive personal information. ### **Florida Residents** Florida residents (including Miami) have rights under the Florida Information Protection Act, which requires proper notification of security breaches. ## **DO NOT TRACK SIGNALS** Some web browsers have “Do Not Track” features that allow you to tell websites not to track your online activities. We currently do not respond to Do Not Track signals. ## **CHILDREN’S PRIVACY** Our Site is not intended for individuals under the age of 18. We do not knowingly collect personal information from children. If you are a parent or guardian and believe that your child has provided us with personal information, please contact us, and we will take steps to delete such information. ## **INTERNATIONAL DATA TRANSFERS** Your information may be transferred to and processed in the United States or other countries where our service providers maintain facilities. These countries may have different data protection laws than your country of residence. We will take appropriate measures to ensure that your personal information remains protected in accordance with this Privacy Policy. ## **CHANGES TO THIS PRIVACY POLICY** We reserve the right to modify this Privacy Policy at any time. Changes will be effective immediately upon posting the updated Privacy Policy on our Site. Your continued use of the Site after any changes indicates your acceptance of the modified Privacy Policy. ## **CONTACT US** If you have questions or concerns about this Privacy Policy or our privacy practices, please contact us at: Berbay Marketing & PR Email: info@berbay.com Phone: (310) 405-7343 *This Privacy Policy was last updated on May 9, 2025.* ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20405-7343) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [How Does A Pr Campaign For A Boutique Law Firm Differ From A Larger One?](https://www.berbay.com/about/faq/pr-campaigns-for-small-vs-large-law-firms/) **Published:** November 10, 2023 **Author:** admin **Content:** # How Does A Pr Campaign For A Boutique Law Firm Differ From A Larger One?. It’s obvious that the major difference between a solo boutique, medium, and large law firm is by size, and a public relations campaign for these law firms also differs by size. In a boutique firm, a public relations campaign may only support 10 professionals, whereas, in a large firm, a PR campaign may support several hundred. What’s most important are each of these firms’ goals. For example, the boutique and large firms may both be full service with a wide range of practice areas for which they need PR support. In that case, you’ll have several PR strategies for different practice groups. Your real estate practice strategy will look different from the one you deploy for your intellectual property practice. With larger law firms, you might have more offices and may need increased PR support for local areas. A smaller firm may only have one office and lesser PR needs geographically. It can be especially important for a smaller firm to have a PR campaign in order to level the playing field when stacked up against larger firms. Bottom line, firms, regardless of their size, need PR support to create visibility and generate leads to drive business. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). ###### berbay is hiring - [Public Relations](/public-relations-for-law-firms/) - [Litigation PR & Marketing](/litigation-pr-marketing-for-law-firms/) - [Nominations & Rankings](/nominations-rankings-for-law-firms/) - [Speaking Engagements](/speaking-engagements-for-law-firms/) - [Social Media](/social-media-for-law-firms/) - [Website Revitalization](/website-design-for-law-firms/) - [Search Engine Optimization](/search-engine-optimization-for-law-firms/) - [Marketing Materials](/marketing-materials-for-law-firms/) - [Advertising](/advertising-for-law-firms/) ## Case *studies*. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [Let’s talk](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Law Firm Public Relations: What Is It And Why Do You Need It?](https://www.berbay.com/about/faq/how-law-firms-benefit-from-pr-services/) **Published:** November 10, 2023 **Author:** admin **Content:** # Law Firm Public Relations: What is it and why do you need it?. Marketing, advertising, public relations. Many people use these words interchangeably, but there is a difference. At Berbay, we think of public relations as getting you quoted, featured, or having your articles placed in media outlets, print, online, or broadcast. Public relations is a means to differentiate yourself from your competition and position yourself as an expert. When you were quoted by an influential source, you have the power of credibility behind you. Because the media used your expert opinion, they are implying that you are the expert. This also increases your visibility to keep you top of mind among your target markets, so that when there is a need for a lawyer, you and your firm are first to come to mind. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). ###### Berbay Can Help You With: - [Public Relations](/public-relations-for-law-firms/) - [Litigation PR & Marketing](/litigation-pr-marketing-for-law-firms/) - [Nominations & Rankings](/nominations-rankings-for-law-firms/) - [Speaking Engagements](/speaking-engagements-for-law-firms/) - [Social Media](/social-media-for-law-firms/) - [Website Revitalization](/website-design-for-law-firms/) - [Search Engine Optimization](/search-engine-optimization-for-law-firms/) - [Marketing Materials](/marketing-materials-for-law-firms/) - [Advertising](/advertising-for-law-firms/) ## Case *studies*. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [Let’s talk](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Terms & Conditions](https://www.berbay.com/terms-conditions/) **Published:** October 27, 2023 **Author:** admin **Content:** # Terms & Conditions. ## Berbay Website Terms & Conditions of Use #### 1. Terms By accessing this web site, you are agreeing to be bound by these web site Terms and Conditions of Use, all applicable laws and regulations, and agree that you are responsible for compliance with any applicable local laws. If you do not agree with any of these terms, you are prohibited from using or accessing this site. The materials contained in this web site are protected by applicable copyright and trade mark law. #### 2. Use License 1. Permission is granted to temporarily download one copy of the materials (information or software) on Berbay Marketing & PR’s web site for personal, non-commercial transitory viewing only. This is the grant of a license, not a transfer of title, and under this license you may not: 2. i. modify or copy the materials; 3. ii. use the materials for any commercial purpose, or for any public display (commercial or non-commercial); 4. iii. attempt to decompile or reverse engineer any software contained on Berbay Marketing & PR’s web site; 5. iv. remove any copyright or other proprietary notations from the materials; or 6. v. transfer the materials to another person or “mirror” the materials on any other server. 7. This license shall automatically terminate if you violate any of these restrictions and may be terminated by Berbay Marketing & PR at any time. Upon terminating your viewing of these materials or upon the termination of this license, you must destroy any downloaded materials in your possession whether in electronic or printed format. #### 3. Disclaimer The materials on Berbay Marketing & PR’s web site are provided “as is.” Berbay Marketing & PR makes no warranties, expressed or implied, and hereby disclaims and negates all other warranties, including without limitation, implied warranties or conditions of merchantability, fitness for a particular purpose, or non-infringement of intellectual property or other violation of rights. Further, Berbay Marketing & PR does not warrant or make any representations concerning the accuracy, likely results, or reliability of the use of the materials on its Internet web site or otherwise relating to such materials or on any sites linked to this site. #### 4. Limitations In no event shall Berbay Marketing & PR or its suppliers be liable for any damages, whether direct or consequential, (including, without limitation, damages for loss of data or profit, or due to business interruption,) arising out of the use or inability to use the materials on Berbay Marketing & PR’s Internet site, even if Berbay Marketing & PR or a Berbay Marketing & PR authorized representative has been notified orally or in writing of the possibility of such damage. Because some jurisdictions do not allow limitations on implied warranties, or limitations of liability for consequential or incidental damages, these limitations may not apply to you. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [Let’s talk](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Advantages Of Hiring A Law Firm Pr Agency](https://www.berbay.com/about/faq/advantages-of-hiring-a-law-firm-pr-agency/) **Published:** November 10, 2023 **Author:** admin **Content:** # What Are The Advantages Of Hiring A Public Relations Agency?. We are often asked whether a law firm should hire an agency like Berbay or a public relations staff member. There’s no one-size-fits-all answer. It depends on your goals. Here are a few reasons to consider hiring a public relations staff member. Company familiarity. Someone working in the office will naturally be more acquainted with how the firm operates. And it’s easier to knock on an attorney’s door. It can be more cost-effective. You set the marketing professional’s hours and salary, whereas an agency usually has a set fee and can be more expensive because you’re hiring a team. Buy-in from the employee. Agencies are committed to clients, but a staff member has more on the line. We recommend you hire an agency if you want bench strength. A successful PR campaign includes many different facets, and it’s nearly impossible for one person to handle everything. Media connections. PR agencies constantly talk to reporters who call to connect them with experts. An in-house person may come with media contacts, but an agency will undoubtedly have more. Fresh ideas. In-house pros can certainly be creative, but fresh eyes from an agency are coming from a team of people. These campaigns will likely be more impactful and include elements that can only come with outside input. Efficiency and experience. A team is more efficient than one person. And if your in-house PR person is out of the office, or overloaded with work, projects may have to be pushed back or scaled-down. Clearly, each situation has its pros and cons. So if it’s an option, our advice is to pursue a mixture of both. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). ###### berbay is hiring - [ Public Relations ](/public-relations-for-law-firms/) - [ Litigation PR & Marketing ](/litigation-pr-marketing-for-law-firms/) - [ Nominations & Rankings ](/nominations-rankings-for-law-firms/) - [ Speaking Engagements ](/speaking-engagements-for-law-firms/) - [ Social Media ](/social-media-for-law-firms/) - [ Website Revitalization ](/website-design-for-law-firms/) - [ Search Engine Optimization ](/search-engine-optimization-for-law-firms/) - [ Marketing Materials ](/marketing-materials-for-law-firms/) - [ Advertising ](/advertising-for-law-firms/) ## Case *studies*. ## Dominate the *Conversation* ##### Arrange a meeting with our team "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Public Relations For Financial Firms](https://www.berbay.com/public-relations-for-financial-firms/) **Published:** November 2, 2023 **Author:** admin **Content:** # Public Relations Agency For Financial Firms. ![shape 18](https://www.berbay.com/wp-content/uploads/2023/10/shape-18.svg) Strategic and consistent [public relations](/advantages-of-hiring-a-law-firm-pr-agency/) for financial firms can be the difference between robust client growth and merely existing among a sea of competitors. Prospects meet with financial firms they perceive as experienced, trustworthy and successful. Crafting and executing a comprehensive financial firm public relations campaign can create the awareness and credibility you need to drive new business. With decades of experience creating engaging content for financial, accounting, investment banking, wealth management, insurance, restructuring and turnaround management firms, Berbay’s [financial firm](/search-engine-optimization-for-financial-firms/) public relations professionals will be your advocate and “package” you – your knowledge, expertise and accomplishments – in a way that intrigues the press, conference chairs and other decision-makers in your industry. While you’re helping clients with business planning, and protecting and growing their wealth, we work tenaciously to get you noticed. #### Financial Service Public Relations That Drives Growth Based on our [nearly 30 years of experience](/make-marketing-a-priority-even-in-busy-times/) working with financial services firms, we know how to obtain results that make a difference for you by: - Increasing your visibility so that prospective clients and referral sources become familiar with your experience and expertise. - Reinforcing your credibility so that you are seen as the experts in your service area. - Creating top-of-mind awareness among prospective clients and referral sources so that they think of you first. - Generating new leads and referrals from qualified prospects. Watch testimonials from our satisfied clients [here](/successes/testimonials/). #### Public Relations for Financial Firms Begins with Messaging The first step in results-driven public relations for financial firms is messaging. It’s important to nail down your objectives by asking questions like: What are you trying to accomplish? What pillars of messaging are you trying to communicate? Who is your target audience and how is it segmented? Our public relations experts at Berbay work closely with you to [identify your goals](/to-outsource-your-marketing-pr-or-not/), analyze competitors and trends, and determine your competitive advantages. From there, we create a comprehensive plan and put it into action. #### Customized Public Relations for Financial Service Firms We work with financial firm pr to: - **Make your news the news –** Through the use of expertly-crafted [press releases](/advertising-for-financial-firms/), media pitches and alerts, we generate attention for newsworthy events such as individual and firm-wide achievements, new hires, new service offerings and more. - **Place expert articles authored by you –** Bylined articles reinforce your authoritative positioning and allow you to fully control your messaging. Moreover, you’re garnering visibility among readers in your target audience. - **Position you as an expert spokesperson –** Inserting you into the news stream as an expert spokesperson will increase your visibility as a knowledgeable resource for journalists seeking ideas and commentary on current news, trends, and forecasts related to the financial services industry. - **Generate podium placement –** Allowing your prospects and referral sources to see you in action first-hand is a great way of developing business. We identify speaking and/or panel opportunities for you to showcase your expertise. - **Get you noticed on nominations and rankings –** We identify awards and [rankings](/nominations-rankings-for-financial-firms/) in your area of expertise and develop compelling nominations for your inclusion. #### Leveraging Content to Create Visibility for Financial Firm PR Clients While it’s great to be [featured in the media](/social-media-features-matter-navigating-what-features-you-should-pay-attention-to/) or give a presentation to your target audience, the real power comes from maximizing the reach and impact of that content. We amplify the effect of this third-party validation by publicizing, repurposing and leveraging the news to other channels, e.g., by posting it on your website, distributing via [social media](/social-media-for-financial-firms/) and e-newsletters, incorporating it into your [marketing materials](/marketing-materials-for-financial-firms/) and more. We also look at how we can take one topic and leverage it multiple ways, such as taking a blog and turning it into an article and/or media pitch, creating a webinar on the topic and drafting a series of social media posts. By repackaging public relations content, we can get your expertise in front of additional prospective clients and referral sources, while extending the shelf life of your news. #### Particular Knowledge in Financial Services Public Relations As a finance professional, you champion the financial future of your clients. In the same way, we are skillful champions for those providing financial services. Working with firms and individuals across the industry, we have the knowledge necessary to develop the content crucial to your firm’s PR growth strategy, regardless of your particular area of focus. #### Creating Visibility. Reinforcing Credibility. Fueling Growth. [Berbay Marketing & PR](https://www.berbay.com/) has a track record of success providing strategic PR solutions for financial firms that grow their bottom line. For a complimentary consultation to discuss how we can achieve your business goals, please contact us today at [(310) 405-7343]() or email [megan@berbay.com](mailto:info@berbay.com). ###### TURN TO BERBAY FOR: - [ Public Relations ](/public-relations-for-financial-firms/) - [ Nominations & Rankings ](/nominations-rankings-for-financial-firms/) - [ Speaking Engagements ](/speaking-engagements-for-financial-professionals/) - [ Social Media ](/social-media-for-financial-firms/) - [ Website ](/websites-for-financial-services-firms/) - [ Search Engine Optimization ](/search-engine-optimization-for-financial-firms/) - [ Communications ](/marketing-materials-for-law-firms/) - [ Advertising ](/advertising-for-financial-firms/) - [ Strategic Marketing ](/marketing-materials-for-law-firms/) ## Case *studies*. ## Dominate the *Conversation* ##### Arrange a meeting with our team "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [Website Revitalization](https://www.berbay.com/services/website-revitalization/) **Published:** November 10, 2023 **Author:** admin **Content:** # Website Revitalization. Whether you’re in [law](/marketing/marketing-for-law-firms/), [finance](/marketing/financial/) or [real estate](/marketing/real-estate/), one of the most important components of your marketing arsenal is your website. As the first place prospective clients go to vet your qualifications, your website must: ###### Berbay Can Help You With: - [ Public Relations ](/services/public-relations/) - [ Nominations & Rankings ](/services/nominations-and-rankings/) - [ Speaking Engagements ](/services/speaking-engagements/) - [ Social Media ](/services/social/) - [ Website Revitalization ](/services/website-revitalization/) - [ Advertising ](/services/advertising/) - [ Additional Services ](/services/) - **Showcase your expertise:** Case studies, testimonials, verdict or settlement success stories and blogs substantiate this. - **Demonstrate your leadership and energy**: Up-to-date content featuring bylined articles, firm news, [speaking engagements](/services/speaking-engagements/) and participation in professional, civic and industry organization events validate that you relate to today’s business climate. - **Serve as the centerpiece of your online marketing and social media campaigns:** All social media roads lead back to your website. - **Generate leads:** Informative, relevant, “fresh” content, insightful commentary, and success stories will translate into new business opportunities for your firm. #### Revitalizing vs. Redoing Your Website - **Revitalization:** If your firm’s website was built in a flexible program, enhancing your current site may be the fastest and most cost-effective way to contemporize it. - **Creating a new website:** If your website was created in an inflexible program and looks outdated, it may be best to consider a re-design that represents your firm today. Whether choosing to revitalize your existing website or create a new one, Berbay Marketing & PR will keep your site fresh, dynamic, and a place where clients and prospective clients will visit time and time again. For more information on website services, please contact us at or [(310) 405-7343](). [ Let’s Talk about your PR needs ](/contact/) ## Case *studies*. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [How Do You Achieve Success With Law Firm Pr?](https://www.berbay.com/about/faq/achieving-success-with-law-firm-pr/) **Published:** November 10, 2023 **Author:** admin **Content:** # How Do You Achieve Success With Law Firm Pr?. In order for public relations to be effective, you need to play the long game. That is, you need to make a long-term commitment. Many firms stop and start their public relations. They start and do it for the short term when there is news such as a win at trial, or they close a big deal. However, you can wait a long time in between events that you think are newsworthy. You make a big PR splash. You may get a lot of coverage and then it’s over and you’re forgotten. At Berbay, we make sure your name is consistently in front of your prospects and clients by keeping you in the news stream as often as possible. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). ###### Berbay Can Help You With: - [ Public Relations ](/public-relations-for-law-firms/) - [ Litigation PR & Marketing ](/litigation-pr-marketing-for-law-firms/) - [ Nominations & Rankings ](/nominations-rankings-for-law-firms/) - [ Speaking Engagements ](/speaking-engagements-for-law-firms/) - [ Social Media ](/social-media-for-law-firms/) - [ Website Revitalization ](/website-design-for-law-firms/) - [ Search Engine Optimization ](/search-engine-optimization-for-law-firms/) - [ Marketing Materials ](/marketing-materials-for-law-firms/) - [ Advertising ](/advertising-for-law-firms/) ## Case *studies*. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [What’s The Best Way For A Law Firm To Get Media Coverage?](https://www.berbay.com/about/faq/how-to-obtain-law-firm-media-coverage/) **Published:** November 10, 2023 **Author:** admin **Content:** # What’s The Best Way For A Law Firm To Get Media Coverage?. One of the top questions we get from law firms is how do we get media coverage for our firm? Whether you’re pitching a firm profile or a trend piece, the key is understanding what reporters want. Storylines will always rule. Focus on addressing a trend or issue with broad interest, rather than just getting an attorney or firm mentioned. In the technology-driven era of news, reporters are looking for stories that will get views, and tying your story to a larger trend goes a long way. Avoid overuse of legal or industry jargon in pitches and interviews. Unless it’s a legal audience, most reporters will want to communicate the story in layman’s terms. So make it easy for them. Don’t discount local outlets, particularly if you’re a smaller firm. Not every pitch or press release is going to warrant coverage by national publications and local news can be just as valuable. Once you build up recognition, it often leads to nationwide coverage. For local coverage, make sure there is a hyper-local angle. For national, there must be a national impact. Once you’ve secured an interview, be prepped and ready to go. Offer quick sound bites. And of course, be friendly. Reporters are always looking for resources they can trust and come back to for future stories. So, establish goodwill from the first interview. Be responsive and helpful. Know your firm’s facts. And if you don’t have an answer for a reporter during an interview, follow up and provide it later. If a reporter doesn’t express interest in the original pitch, that doesn’t mean they won’t turn to you at a later time. Lastly, be realistic about where and how often you get in the news. Every firm win or media topic doesn’t necessarily warrant media coverage. And if you’re going up against breaking news, it’s best to wait until that story calms down to get the attention of reporters. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). ###### berbay is hiring - [ Public Relations ](/public-relations-for-law-firms/) - [ Litigation PR & Marketing ](/litigation-pr-marketing-for-law-firms/) - [ Nominations & Rankings ](/nominations-rankings-for-law-firms/) - [ Speaking Engagements ](/speaking-engagements-for-law-firms/) - [ Social Media ](/social-media-for-law-firms/) - [ Website Revitalization ](/website-design-for-law-firms/) - [ Search Engine Optimization ](/search-engine-optimization-for-law-firms/) - [ Marketing Materials ](/marketing-materials-for-law-firms/) - [ Advertising ](/advertising-for-law-firms/) ## Case *studies*. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit --- ### [How Do You Extend The Shelf Life Of Pr Placements?](https://www.berbay.com/about/faq/extending-shelf-life-of-pr-media-placements/) **Published:** November 10, 2023 **Author:** admin **Content:** # How Do You Extend The Shelf Life Of Pr Placements?. Being quoted and featured in the media is a great feeling. You’ve generated the visibility you were hoping to get from a public relations campaign, but that celebration of your success isn’t enough. Why? Because the power of any great PR campaign comes from magnifying those results. Think about it this way. It’s great to get on the front page of the Wall Street Journal, but the next day it’s lining the birdcage. Leveraging and repurposing your media placement not only extends its shelf life and gets way more eyeballs on it than just the Wall Street Journal circulation, but it allows you to get more mileage out of your hard work. There are many ways to repurpose your media placement. For example, turning it into a blog post or website announcement, drafting and distributing an announcement to social media via LinkedIn or Twitter, developing the idea into a white paper or longer article. Whatever you decide, there are infinite ways to leverage your media placement and any PR campaign wouldn’t be whole without the process of magnifying your results. For more information on how Berbay can assist your law firm’s advertising efforts, please contact us at or [(310) 405-7343](tel:%20310405-7343). ###### berbay is hiring - [ Public Relations ](/public-relations-for-law-firms/) - [ Litigation PR & Marketing ](/litigation-pr-marketing-for-law-firms/) - [ Nominations & Rankings ](/nominations-rankings-for-law-firms/) - [ Speaking Engagements ](/speaking-engagements-for-law-firms/) - [ Social Media ](/social-media-for-law-firms/) - [ Website Revitalization ](/website-design-for-law-firms/) - [ Search Engine Optimization ](/search-engine-optimization-for-law-firms/) - [ Marketing Materials ](/marketing-materials-for-law-firms/) - [ Advertising ](/advertising-for-law-firms/) ## Case *studies*. ## Let’s Put You *Front* & *Center* ##### Arrange a meeting with our team [ Let’s talk ](tel:(310)%20914-4201) "\*" indicates required fields Name\* Company\* Phone\* Email\* What industry are you in? \*\*What industry are you in?LawReal EstateFinanceOther Submit ---