Public relations can be a game-changer for law firms seeking to differentiate themselves, build a recognizable brand and drive growth. In a field that values credibility and authority, a targeted PR campaign can significantly boost a firm’s visibility, giving both established practices and emerging firms a chance to compete. Effective PR strategies can also help smaller firms break through the noise, providing a platform to showcase their strengths and stand alongside larger, well-established competitors.
With 30 years of experience working with law firms across diverse practice areas and regions, Berbay Marketing & PR understands what it takes to deliver impactful public relations results. If you’re considering implementing a PR strategy for your law firm, here’s what it could mean for your business:
- Boost Your Visibility so potential clients and referral sources recognize your experience and expertise. PR enables your message to reach a broader audience across various platforms such as TV, newspapers, radio, podcasts, and industry organizations. It also enhances your presence on search engines and social media, where clients actively seek legal information.
- Strengthen Your Credibility by showcasing your firm as a thought leader in your practice area. When attorneys are quoted or published in respected media outlets, it offers third-party validation that reinforces your reputation and helps your firm stand out in a competitive landscape.
- Maintain Top-of-Mind Awareness among prospects and referral sources. Consistent media coverage ensures your firm remains visible to those needing your services, increasing the chances of being contacted when a legal need arises.
- Attract New Leads from clients and referral sources. Targeted PR initiatives allow you to engage with specific markets likely to hire your services or connect you with prospective clients.
How Berbay Executes Effective PR Campaigns for Law Firms
We take the time to understand your business.
Our team brings decades of PR experience. We understand that each firm is unique and has their own goals, challenges and operations. We invest time in learning what drives your business, from your objectives to the specifics of your practice. This comprehensive understanding allows us to create a tailored PR strategy that aligns with your vision.
We ask important questions to design a PR campaign that meets your firm’s goals:
- What are your business and marketing objectives?
- Who are your target clients?
- Who are your competitors?
- What other firms’ marketing efforts do you admire?
- Which media outlets do you aspire to be featured in?
- What PR initiatives have worked — or not worked — for your firm?
Our team acts as your advocate.
With three decades of experience crafting PR strategies for law firms, we know what resonates with the media and is newsworthy. We guide our clients on presenting their stories in ways that capture media interest, ensuring resources are used effectively.
Berbay actively identifies your unique strengths and positions them to attract media attention. Through thorough research and detailed discussions, we develop a customized strategy to highlight what sets you apart, then execute that strategy with tenacity.
We stay proactive.
Our team closely watches trends and news relevant to your practice area, finding opportunities to position your firm within timely conversations that enhance your public profile. We don’t wait for the media to come to us — we actively reach out to reporters, offering your insights and perspectives to help them shape their stories. This approach allows us to secure consistent and meaningful media coverage.
Hear from some of our law firm clients who have seen tangible results from our targeted PR campaigns. You can view testimonials here.
Strategies Our PR Agency Uses for Successful Law Firm Campaigns
Whether your goal is to elevate your firm’s overall profile, promote a specific practice area, or highlight individual attorneys, Berbay uses a range of tactics to ensure your brand is strategically positioned and gains maximum visibility. We work with law firms to:
Position You as a Resource in the Media
Being featured as a spokesperson in the news helps raise your visibility as a knowledgeable source for reporters, editors and other press members. It lets you showcase your expertise, enhance your firm’s reputation, and attract potential clients.
While press releases and firm announcements are valuable, they aren’t always enough to maintain a steady media presence. Newsworthy events don’t happen every day, so how can firms continue to gain coverage without major announcements?
Berbay monitors trends in your practice area and identifies topics that will capture journalists’ interest. By staying informed on what your competitors and peers are discussing, we craft compelling pitches highlighting your insights and delivering them to the right media contacts at the right moment.
Highlight Your Firm’s News
Strategically crafted press releases, media pitches and alerts are essential for publicizing firm victories, significant transactions, new hires and more. As one of the leading Litigation PR agencies in the country, we manage media relations for notable lawsuit filings, important case updates and other critical legal matters. Our team has coordinated numerous press conferences, amplified firm news, and generated media placements.
Earned media is one of the most credible ways to elevate your practice and reinforce your brand. Berbay’s expertise in this area ensures your achievements receive the attention they deserve.
Leverage Major News for Your Benefit
News stories break constantly, and Berbay keeps a close eye on developments that could present an opportunity for you to be quoted or featured. Rather than pitch general topics, we align your message with ongoing news stories with traction. For instance, if you’re a defamation lawyer and a high-profile defamation case makes headlines, we position you as an authority on the topic. This strategy has resulted in continuous media placements for our law firm clients.
We also work with you to create a list of go-to subjects you can easily speak about. Our team then monitors the news specifically for these themes, making sure you are the first to provide commentary. In the media world, timing is critical, and we position you to be ahead of competitors in securing high-profile opportunities.
Secure Bylined Articles
Bylined articles offer a platform for you to convey your expertise directly while controlling your message. When your article is published in a media outlet, it not only builds credibility but also enhances visibility within your target market. The content can be repurposed across multiple channels—your website, social media, newsletters, and more—broadening your reach and reinforcing your authoritative position.
Most publications offer digital versions, meaning these articles contribute to your online presence. Content featuring relevant keywords and backlinks can improve your search engine rankings, making it easier for potential clients to find you.
Earn Recognition with Awards and Rankings
With countless legal awards available, choosing the right ones to pursue can be challenging. Berbay evaluates these opportunities and provides recommendations on which ones are worthwhile. We’ve successfully guided our clients to secure spots on coveted lists such as Chambers & Partners, Benchmark Litigation and many more.
Our longstanding relationships with award decision-makers give us insight into what makes a winning submission. Once you’ve identified your top priorities, we craft compelling nominations that increase your chances of being ranked.
Amplify Your Content’s Reach
Media placements are valuable but leveraging that coverage across multiple platforms maximizes its impact. We amplify earned media by promoting it through your website, social media, email newsletters and other channels. Repurposing content allows us to extend its life and get your message in front of more potential clients.
For example, a blog post can be adapted into a bylined article, transformed into a media pitch, or developed into a webinar. This comprehensive approach ensures your expertise is consistently showcased across various outlets.
Why Partner with Berbay Marketing & PR?
Whether you need additional support for existing PR efforts or are exploring PR for the first time, Berbay’s specialized knowledge in law firm PR is designed to build visibility, strengthen credibility and fuel business growth.
Your expertise lies in advocating for your clients. Ours lies in advocating for you. We work with attorneys across many legal practice areas, from corporate and employment law to litigation and real estate. This broad experience allows us to develop effective PR campaigns no matter your specialty.
Law firm PR can be complex, but Berbay’s years of experience ensure your firm stands out. As your practice evolves, we continue to refine our approach, blending time-tested strategies with innovative marketing methods to keep your firm at the forefront.
Berbay Marketing & PR conducts PR campaigns across the country, including:
- Los Angeles
- Washington, D.C.
- New York
- Chicago
- Austin
- Miami
- Seattle
Our experienced team is ready to help you grow your firm. For a complimentary consultation to discuss how Berbay can help achieve your law firm’s objectives through public relations, please contact us at (310) 405-7343 or email info@berbay.com.
