How to Integrate PR Tactics into Your Law Firm’s Marketing Strategy

Date: October 11, 2022

An effective public relations strategy can help law firms shape the perception of their brand, enhance their reputation, increase website traffic and SEO, or generate leads and new business. PR can also establish the firm as a thought leader in the legal industry.

However, a thoughtful PR strategy requires preliminary research and planning in order to have the best return on investment. Below you will find several PR tactics your law firm can begin to implement:

Press Releases

Press releases are official statements delivered to the media and are an effective way to make announcements covering news such as new hires, the launch of a new practice or internal promotions. Press releases can also be used to share company updates, sponsorships, or events.

Press releases are generally one-page in length, should be written in AP Style, and consist of the most critical information at the top, one to two quotes from key individuals, and a boilerplate or summary of your organization at the bottom. 

Press releases should be sent to a targeted media list that consists of local, regional, and national outlets. Do your research and vet your media list before sending. After the press release has been sent via email, follow up with key outlets you hope will pick up your release. 

Press releases are great for securing media attention and can oftentimes lead to additional coverage through interviews or features.

Media Queries

Another PR tactic is gaining media coverage. Respond to media requests for legal experts with the goal of being mentioned in pieces that link back to your website; therefore, increasing your visibility in search.

Guest Blogging

An additional tactic to secure PR coverage is to research and reach out to relevant publications in the hopes of securing a guest blog post. This is an effective way to reach a new audience, gain traffic to your website, and establish your firm as a thought leader in the legal space.

Additionally, ensure that all positive or neutral mentions of your firm link back to your website to boost your SEO ranking.


Sponsorships are an effective way to support causes that are important to your firm and can help cultivate positive sentiment around your organization. Consider making contributions either in time, money, or services to organizations that align with your organization’s mission and values. Nonprofits are constantly seeking additional help and are sure to appreciate your support. 

You can also help raise awareness of the cause by sharing your efforts on social media or in a blog post.

Next Steps

Start building a strategic digital public relations plan for your law firm by contacting 9Sail to help integrate PR tactics into your marketing strategy.