PR challenges for law firms in 2023—and best practices for overcoming them

by | May 30, 2023 | Public Relations

Public relations is gradually taking center stage in the world of law firms, as they seek to stay ahead of the competition in this highly-saturated industry. And now in 2023, there are some challenges that are unique to the legal sector that firms must be aware of and overcome in order to maintain a strong reputation and attract new clients. In this article, we will explore some of the most pressing PR challenges facing law firms in 2023 and best practices for overcoming them.

Importance of PR for law firms

Public relations is an essential aspect of any law firm seeking to succeed in the legal industry. With the increasing competition, law firms must employ a proactive PR strategy to remain relevant and competitive. PR helps law firms gain a favorable reputation in the public eye and ensures that the firm’s message and objectives reach the right audience.

PR for law firms involves the development and implementation of effective communication strategies that help to build strong relationships with clients, stakeholders, and the media. By building a positive public image, law firms can attract new clients, retain existing ones, and maintain a competitive edge. PR also helps law firms establish their expertise in different legal specialties and showcase their thought leadership in the industry.

Current PR landscape for law firms

Law firms face unique challenges when it comes to PR. In the current landscape, law firms need to be proactive in order to remain competitive and relevant. A major challenge for law firms is to differentiate themselves in a crowded market. With so many firms offering similar services, it can be difficult to stand out. Law firms also face the challenge of building reputation and credibility in an industry that is often viewed with skepticism. Today’s clients are more discerning than ever, and they expect transparency, accountability, and authenticity from the firms they choose to work with. Law firms that fail to meet these expectations are likely to struggle in the marketplace.

Another challenge for law firms is to effectively communicate their expertise and value to potential clients. This requires a deep understanding of the target audience and the ability to craft messaging that resonates with them. Building a strong online presence, including a well-designed website and landing pages like this law firm, social media accounts, and a robust content marketing strategy, is essential to achieving this goal.

Overall, law firms need to embrace a strategic approach to PR that goes beyond traditional tactics such as press releases and media appearances. Instead, they should focus on building relationships with key stakeholders, including clients, industry influencers, and the media, through thought leadership, community involvement, and other forms of engagement. By doing so, law firms can establish themselves as trusted advisors and thought leaders in their respective fields, and ultimately grow their business in the years to come.


  • Increased competition

The legal industry is experiencing a constant rise in competition. This can be attributed to the increase in the number of law firms, the emergence of new technologies, and globalization. Law firms are finding it increasingly difficult to differentiate themselves from their competitors and stand out from the crowd. They are being forced to constantly adapt and innovate to remain relevant in the marketplace and earn new clients. With the rise of technology, clients are expecting faster and more efficient services. Law firms that fail to meet these expectations risk being left behind by competitors.

Increased competition means that law firms must focus on developing unique value propositions and standout branding. They need to establish a clear path to differentiation and offer unique service propositions to distinguish themselves and provide more value to clients. They must establish effective marketing strategies that set themselves up for success. One effective way to compete is to leverage the power of digital media platforms to engage with clients, increase their online visibility, and build positive brand sentiment. Technology is also a critical tool to increase efficiency and streamline processes to ensure law firms can meet client expectations in a timely and cost-effective manner. It is important for law firms to invest in research and development to stay up to date with emerging trends and technologies as well as continuously improve their services to meet the ever-changing needs of clients. Another way to make you different from other firms is to pick a specific niche. For example, you can work as an injury lawyer, corporate lawyer or criminal lawyer based on your expertise.

Increased competition and emerging technologies can also have a positive impact on the industry. For example, the emergence of legal startups and alternative legal service providers is challenging law firms and promoting innovation within the industry. This competition drives law firms to create innovative solutions to effectively compete while also enabling tech startups to develop tools to help law firms practice law more efficiently. Technology is now an integral part of legal practice and law firms must stay up to date with the latest tools and trends to stay competitive and meet the demands of clients.

  • Changing media landscape

The media landscape is constantly evolving, and law firms must keep up with the changes to effectively promote themselves in the digital age. Traditional media outlets are losing ground to social media, bloggers, and other online platforms, which can make it challenging to launch successful PR campaigns. Additionally, it is becoming increasingly difficult to determine which channels and strategies are most effective at reaching target audiences. Hiring an experienced SEO consultant can be a particularly effective way for law firms to improve their search engine rankings and drive targeted traffic to their website, thereby increasing their chances of attracting new clients. 

To overcome these challenges, law firms must prioritize digital marketing and invest in building their online presence through various channels, such as social media, search engine optimization (SEO), and content marketing. It is crucial to understand the preferences and behaviors of target audiences to tailor PR campaigns appropriately, ensuring they resonate with them. Law firms must also adopt an integrated approach to their communications, coordinating efforts across various departments to ensure a cohesive message. By staying abreast of the changing media landscape and employing best practices for digital marketing, law firms can effectively promote themselves and overcome the challenges they face.

  • Negative public perception of lawyers

The legal profession faces a significant challenge in the form of negative public perception. A recent survey indicated that only about 18% of respondents believed that lawyers prioritized their clients’ interests over their own financial gain. This perception stems from several factors, including the high cost of legal services, the perception of lawyers as being overly adversarial and interested only in winning at any cost, and the perception of lawyers as elitist and out of touch. 

Negative media coverage is also a major contributing factor to this perception, with sensationalized stories focusing on the few bad actors rather than the many ethical and competent lawyers who serve their clients with integrity. Law firms can combat this negative image by fostering transparency and openness with their clients, providing straightforward information about legal costs, and advocating on behalf of underrepresented communities. Additionally, firms can leverage social media to humanize their brand and showcase their contributions to the community. By taking proactive steps to address negative public perception, law firms can build trust with their clients and prospects and establish themselves as trusted advisors in the industry.

  • Difficulty in measuring ROI

Difficulty in measuring ROI is a significant challenge for law firms. Unlike other industries where ROI can be easily measured, law firms face difficulty in determining their exact ROI from their PR efforts. PR campaigns are meant to create awareness and bring in new clients, but measuring the number of clients who were converted due to PR efforts is challenging. 

Additionally, clients may not come to law firms immediately after seeing a PR campaign, which makes it challenging to attribute revenue to the specific campaign. Further, the use of digital channels, such as social media, makes it difficult to measure the impact of PR efforts. Though social media provides opportunities for firms to engage with clients and build their reputation, it also makes it challenging to track the impact of these interactions on revenue directly. 

In order to overcome these challenges, law firms must invest in more efficient tracking and measurement tools. They should consider tracking metrics such as website traffic, social media engagement, and the number of leads generated. Additionally, law firms should work on creating a comprehensive reporting strategy that tracks all PR efforts and will help them measure the impact of their work.

  • Lack of diversity and inclusion

The legal industry has been known to struggle with diversity and inclusion for several years now, and it continues to be a critical challenge for law firms in 2023. The lack of diversity and inclusion in the legal sector can lead to several negative consequences, such as low employee morale, difficulty in attracting diverse clients, and reputational damage. In today’s increasingly diverse world, potential clients and employees are actively seeking out firms that demonstrate a commitment to diversity and inclusion.

The legal profession has been traditionally dominated by men, and women and minorities have had limited opportunities to advance into leadership positions. Law firms must recognize the value of a diverse workforce and take meaningful action to attract and retain talent from diverse backgrounds. Law firms can start by setting diversity and inclusion goals, conducting regular audits of their hiring processes, and providing training to all employees on cultural competence.

Another area where law firms can improve diversity and inclusion is in their marketing and public relations efforts. Law firms can use their PR strategies to showcase the diversity of their employees and promote initiatives that support diversity and inclusion. Firms can also leverage social media platforms and other digital marketing channels to reach a broader audience and showcase their commitment to diversity and inclusion.

Law firms must also recognize that promoting diversity and inclusion is not just the right thing to do morally, but it also makes good business sense. Research has shown that diverse teams perform better, are more innovative, and drive better business results. Furthermore, firms that are seen as committed to diversity and inclusion have an increased chance of attracting and retaining top talent, which translates into a competitive advantage in the marketplace.

In conclusion, promoting diversity and inclusion has become an essential challenge for law firms to overcome in 2023. Law firms that successfully address this challenge will not only benefit from happier employees, better business results, and a competitive advantage but will also help to create a more just and equitable society. Firms that prioritize diversity and inclusion must take meaningful steps to attract and retain diverse talent, champion cultural competence, and promote their commitment to diversity and inclusion publicly.

Best practices for tackling these PR issues

  • Developing a strong brand identity

Developing a strong brand identity is crucial for law firms in 2023 to stand out in a highly competitive market. Law firms should aim to create a brand identity that resonates with their target audience, communicates their unique value proposition, and differentiates them from their competitors. A strong brand identity can enhance a law firm’s reputation, build trust among clients, and attract new business. To develop a strong brand identity, law firms should start by defining their core values, mission, and vision. This will help them align their brand with their overall business strategy and create a consistent message across all marketing channels. Law firms should also invest in a visually appealing logo, website, and other branding materials that reflect their brand personality. 

Additionally, they should craft a compelling brand story that communicates their history, expertise, and achievements in a memorable way. Finally, law firms should ensure their brand messaging is consistent, distinctive, and authentic across all touchpoints, including social media, PR campaigns, and client interactions. Also, it’s important to pay attention to website development and apply brand identity to the web design, and also make it natively understandable, so clients will be able to order the services through it.

  • Creating a thought leadership strategy

Developing a strong brand identity for a law firm can be challenging in the competitive business world, but creating a thought leadership strategy can help set your firm apart. Thought leaders are perceived as experts in their field and are highly influential. To build thought leadership, begin by identifying the most significant topics in your practice area and establish yourself as an expert in those areas. Contribute to industry publications, attend conferences, and participate in panel discussions to increase your profile. 

Additionally, creating high-quality content such as white papers, e-books, and blog posts can help position your firm as a thought leader. Collaborate with influencers in your industry to amplify your message and widen your reach. Remember to have a clear understanding of your target audience and tailor your thought leadership efforts accordingly. By creating a thought leadership strategy and positioning your firm as an expert, you can build your brand, establish trust with potential clients, and attract new business for your law firm.

  • Posting content on social media—and measuring the results

In today’s digital age, social media has become an essential tool for law firms looking to market themselves and establish a strong brand identity. With the growing prominence of social media platforms like Twitter, LinkedIn, and Facebook, utilizing these channels for PR efforts can help law firms reach a wider audience and engage with potential clients and industry influencers. To leverage social media effectively, law firms should first define their target audience and tailor their content to their preferences and interests. 

Developing a content strategy that includes a mix of informational and promotional materials can help establish a firm as a thought leader in their respective area of law. Consistency in messaging and tone is also important for building recognition and establishing trust with followers. In addition to creating original content, law firms should also engage with their followers, responding to comments and sharing relevant content from other sources. Monitoring social media analytics can provide valuable feedback on the effectiveness of PR efforts, allowing law firms to refine their social media strategy and maximize their impact. Overall, leveraging social media can be a valuable component of a law firm’s PR strategy, but it requires careful planning, execution, and ongoing evaluation.

  • Building relationships with journalists

Building relationships with journalists is an essential step in maintaining a strong brand identity for law firms in 2023. Journalists are the gatekeepers of the media, and securing positive press coverage can significantly enhance a firm’s reputation. However, building these relationships requires time and effort. It requires developing a media list and keeping it updated, identifying the most appropriate journalists to contact, and crafting personalized pitches that resonate with their interests. 

Law firms must also recognize the importance of providing valuable insights that journalists can use to enhance their stories, beyond promoting their own brands. A successful strategy involves building long-term relationships based on mutual trust and respect, demonstrating a deep understanding of the journalists’ audience, and actively engaging them on social media. The journalism industry is constantly evolving, and law firms must also keep up with the latest trends to remain relevant. Law firms must have a keen eye for what stories journalists are interested in covering and position themselves as a valuable resource.

  • Measuring and analyzing PR efforts

The success of any PR campaign depends mainly on measuring and analyzing the efforts put in place. Law firms must take a strategic approach in measuring PR efforts, which involves identifying the key metrics to track and analyzing the data collected to gain valuable insights. The first step towards measuring PR efforts is to identify the objectives of the campaign, which will form the basis for measuring success. Two metrics critical to measuring the success of PR efforts include media coverage and website traffic. Media coverage helps a law firm understand how successful it is in getting its message across, while website traffic shows the level of engagement amongst the target audience.

Law firms should also analyze the content that generates the most engagement to determine the type of content that resonates with their target audience. Additionally, analyzing the sentiment of media coverage helps law firms gage how the public perceives them, giving them the opportunity to address any negative perceptions. Social media analytics tools support PR teams to know what works best when it comes to content creation and determine which channels best fit their target audience. While digital monitoring tools offer real-time monitoring and analysis of media coverage, it’s crucial to monitor traditional media outlets like print and television to complete the picture.

Finally, law firms need to quantify the return on investment in PR campaigns. The return on investment should not only be viewed from a financial perspective but also based on the achievement of pre-defined objectives. Measuring the effectiveness of a PR campaign will also help firms know what changes they need to make and how to adjust their plans to be more effective in the future.

  • Prioritizing diversity and inclusion

As the legal industry continues to evolve, law firms must prioritize diversity and inclusion in their PR strategies in 2023. Clients are increasingly looking for firms that value diversity and inclusivity in their workforce and client interactions. Law firms can demonstrate their commitment to diversity by promoting it through their PR efforts.

One way to prioritize diversity and inclusion in PR is to showcase the firm’s diverse workforce. Law firms can highlight the various backgrounds, experiences, and perspectives of their attorneys and staff, emphasizing how these differences benefit clients. Another approach is to feature client success stories where the firm’s diverse team contributed to positive outcomes. Additionally, firms can showcase their commitment to diversity and inclusion by sponsoring or participating in events and initiatives that promote these values.

Another important aspect of prioritizing diversity and inclusion in PR is ensuring that the firm’s messaging is inclusive and respectful to all individuals and communities. Law firms should be mindful of their language and imagery in all PR materials, avoiding stereotypes and offensive language. Firms can also work with diversity and inclusion experts to provide guidance and training to attorneys and staff, ensuring that everyone is equipped to communicate effectively and respectfully with clients and the community.

Overall, prioritizing diversity and inclusion in PR is not only a sound business strategy but also an ethical imperative. Law firms can differentiate themselves from their competitors and attract clients who value diversity and inclusivity in all aspects of their business. By showcasing diverse representation, promoting inclusivity in messaging and supporting diversity initiatives, law firms can establish themselves as leaders in the industry and strengthen their brand identity in 2023 and beyond.

Summary of challenges and best practices

The PR landscape for law firms in 2023 is expected to come with several challenges that require strategic measures to overcome. In our research, we identified some of the most pressing challenges that law firms may face in their PR efforts. For instance, the proliferation of social media platforms means that law firms will face the challenge of crafting effective messages for their target audiences. The increased competition in the legal industry is another potential challenge that law firms may face, as they strive to stand out in the crowded market. Additionally, the ongoing pandemic means that law firms will have to find new ways to communicate with their target audiences as physical events and in-person meetings become more challenging.

To navigate these challenges, law firms can implement various best practices. For instance, law firms can leverage social media tools to craft and distribute messages that resonate with their target audiences. They can also develop thought-leadership content, such as whitepapers and blog articles, to showcase their expertise and instill trust in their target audiences. Moreover, law firms can adopt new technologies to enhance their PR efforts. For example, they can leverage AI-powered tools to automate media monitoring and analysis, enabling them to quickly and adequately respond to media inquiries and mentions.

Embracing a long-term perspective is another best practice for achieving PR success in the legal industry. Law firms should work towards developing long-term relationships with the media, influencers, and other relevant stakeholders instead of focusing on short-term solutions. They should also prioritize creating a comprehensive PR strategy, which outlines measurable objectives and outlines the tactics needed to achieve them. Finally, law firms can partner with experienced PR agencies to leverage their expertise and gain access to their extensive contacts and networks.

Overall, overcoming the challenges that law firms may face in their PR efforts in 2023 will require proactive and strategic measures necessary to establish and maintain a successful PR campaign. By leveraging new technologies, developing long-term relationships, and partnering with experienced PR agencies, law firms can position themselves as thought leaders and enhance their reputation in the legal industry.

Future outlook for PR in law firms

As technology continues to evolve at a rapid pace, the PR landscape for law firms will undoubtedly undergo significant changes over the next few years. With the rise of digital channels and social media platforms, firms must adapt to new communication channels while maintaining traditional PR strategies. In 2023, law firms must be proactive in their PR approach, embracing new technology and staying ahead of the curve.

One of the most critical aspects of future PR will be transparency. Law firms must remain truthful and open in their communication with various stakeholders, including clients, media, and the public. Firms must also be proactive in addressing negative press and criticism, acknowledging mistakes and taking corrective actions where necessary. Trust and credibility are essential components of any successful PR strategy, and firms must remain vigilant in maintaining the reputation of their clients and their own brand.

Another significant trend that will shape the future of PR in law firms is the growing importance of digital media and social networks. In 2023, PR professionals must be adept at leveraging the latest technologies, including Artificial Intelligence, Big Data, and Machine Learning, to improve communication and gain valuable insights into their target audience. Furthermore, law firms must focus on creating engaging content that resonates with their followers and drives engagement on social media platforms.

Finally, the ability to adapt to change will be crucial in the evolving PR landscape for law firms. PR professionals must be agile and flexible, able to pivot their strategies and tactics quickly in response to changing circumstances. This includes building robust crisis communication plans, anticipating potential issues and preparing effective responses before a crisis occurs. In addition, law firms must be prepared to invest in training and development for their PR teams to ensure they remain up-to-date with the latest technological advancements and best practices.

In conclusion, the future of PR in law firms will present a range of complex challenges and opportunities. Firms must remain transparent and honest in their communication, embrace new technologies, and prioritize adaptability and flexibility. By embracing these best practices, law firms can effectively navigate the evolving PR landscape and continue to build and maintain a positive reputation and strong client relationships in 2023 and beyond.


1. What are some of the PR challenges that law firms are expected to face in 2023?

Law firms are expected to face increased competition, rising client expectations, negative media coverage, an aging workforce and a more diverse and tech-savvy client base, among other challenges.

2. How can law firms build a positive reputation in the face of negative media coverage?

Law firms can overcome negative press coverage by being transparent, acknowledging mistakes when they occur, apologizing, offering solutions, and focusing on building positive relationships with clients and stakeholders.

3. What are some of the best practices for managing PR crises for law firms?

In order to manage PR crises effectively, law firms need to be proactive, have a crisis management plan in place, stay ahead of the story, respond quickly and honestly, and use all available communication channels to reach out to clients, employees, media and other stakeholders.

4. What role does social media play in law firm PR and reputation management?

Social media is an important tool for law firms to build brand awareness, engage with clients and the public, share industry insights and thought leadership, and manage reputation in real time. However, social media also presents significant risks and challenges, such as negative reviews, fake news, privacy concerns, and data breaches.

5. How can law firms leverage positive client testimonials to improve their reputation?

Law firms can leverage client testimonials by featuring them on their website, sharing them on social media, including them in marketing materials, and using them to demonstrate the firm’s expertise, professionalism, and client-centric approach.

6. What are some of the best practices for building and maintaining a positive reputation as a law firm?

Some of the best practices for building and maintaining a positive reputation as a law firm include: providing excellent service and results for clients, being responsive and transparent, communicating effectively and regularly with clients and stakeholders, investing in employee training and development, engaging with the community, and building strong relationships with the media and other influencers in the industry.

Hanson Cheng
Hanson Cheng is the founder of Freedom to Ascend. He empowers online entrepreneurs and business owners to 10x their business and become financially independent. Connect with him on LinkedIn and Twitter.


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