Setting Expectations for Public Relations in Today’s Media Landscape

Multiple factors are reshaping the current media landscape, compelling legal communicators to sharpen their strategies and carefully hone their proactivity to cut through the noise and generate positive coverage for their firms and attorneys.

The shift from print to digital formats has continued at a rapid rate, and the quest to monetize these products has also continued. According to a Reuters 2024 survey of global media leaders, over 80% are prioritizing subscription and membership revenue models — a trend also evident in the legal trades as even paying subscribers run into secondary paywalls around “premium” or other bundled content.

Simultaneously, both the variety of news media outlets and reporter ranks are shrinking — particularly at larger, national organizations and in smaller communities. A November 2023 Northwestern University study estimated the U.S. has lost one-third of its newspapers and two-thirds of its journalism jobs since 2005. Meanwhile, self-publishing platforms, like blogs, Medium and Substack, continue to proliferate, and artificial intelligence (AI) is enabling production of volumes of — often questionable — material. Audio media has been on the rise with podcasting from media outlets to celebrities and influencers, who rarely turn to legal sources as guests.

Given all the shifting sands, planning law firm public relations (PR) campaigns has never been more challenging, and it’s critical to set internal expectations accordingly. Following are excerpts from a roundtable session on the topic with three leading law firm PR practitioners: Cheryl Bame, Bame Public Relations; Elizabeth Lampert, Elizabeth Lampert PR; and Traci Stuart, Blattel Communications.

How has media consolidation impacted law firm PR campaigns/PR strategy?

“With the decreasing revenue streams flowing to media outlets, it’s likely we will see even more reporter layoffs, unfortunately,” noted Bame, who was a journalist before she shifted to public relations. “With fewer reporters comes fewer media opportunities to land an interview or feature profile.”

“Building and maintaining solid relationships with journalists and editors at the major or most important outlets has become even more important,” suggested Lampert, who has been in the legal PR industry for over 15 years. “With a limited pool of editors and reporters and intense competition for their attention, materials delivered by law firm communicators must be even more thoughtful and compelling.”

“Be selective in targeting reporters and craft smart pitches, ensuring suggested stories are newsworthy and relevant to the outlet's audience,” said Stuart, who has led a legal PR agency for nearly three decades. “Providing an exclusive if the story is important for a practice or attorney can be another angle of access.”

Bottomline: a great story will still land if you identify the right outlet and match it with the ideal reporter.

How does the current media environment change the thinking about firm-owned communications channels like website, blogs and social media channels?

“Law firms should continue to evaluate their own websites to determine if they’re working as hard as they need to be given the information gaps that exist today,” said Lampert. “Firm sites should provide control and consistency in messaging; be guided by a content strategy that includes regularly updated blogs, insightful articles and active social media engagement; and create an on-brand digital presence with search engine optimization (SEO) and digital marketing that complements traditional media coverage.”

Bame echoed the sentiments: “A firm's website is its calling card to the world, so everything published by the firm needs to go there first. From there, social media channels are essential parts of the PR campaign too, and firms can get more creative with messaging and timing of the release of news.”

Blogs and podcasts continue to be excellent outlets for more in-depth coverage of an issue. “We’re seeing reporters leverage blog posts as background for coverage and to identify sources — and ideally, the blog or podcast is specifically mentioned in their story,” Stuart added.

What are today's daily and legal reporters looking for in subjects for quote/commentary?

“Not much has changed since I started doing PR in 2000,” reflected Bame. “A reporter wants a credible and reliable source who can provide unique insight into a legal issue or case. What is a bit different is media outlets are asking for more diverse sources, such as women or younger attorneys — of course, they still must be knowledgeable and credible.”

“Reporters in legal sectors are looking for timely and relevant expert commentary on breaking news and emerging trends. Stories with a personal angle or that highlight the human element of legal issues also play well,” said Lampert. “The in-depth analysis, supported by data and real-world implications, is utilized far less, but is of significant interest. With fewer reporters, spoon-feeding good stories with these elements is an intelligent way to get your firm highlighted.”

“Given the geopolitical climate, election year and broader interest in the regulatory and judicial underpinnings of our way of doing business, there are opportunities to land ‘day-two’ stories or score slightly more nuanced coverage.” Stuart cautioned, “this has to be thoughtfully packaged, potentially pulling in other voices that can help illuminate the issue — think clients, an accountant or other professional who routinely sends referrals or an academic. Leveraging your network to round-out pitches is a win for the journalists, your contacts and the firm.”  

Many daily publications are cutting or charge to run announcements. How can firms get press on their laterals, promotions and executive additions without having to pay?

Given the proliferation of new paid models, firms must leverage their firm-owned channels (including social media) and the remaining free channels to announce laterals, promotions and executive additions.

Lampert suggested, “Your resourcefulness can often overcome some of these challenges. Target niche legal publications and industry-focused blogs that might cover these announcements without a fee and develop relationships with journalists who might cover these stories as part of their reporting. Just keep in mind that it is ultimately up to the editor, who is restricted by the space available for such coverage.”

Bame noted law firm communicators would benefit from focusing on the firm website and social media channels for this sort of news. “With so much movement in the market, reporters don't have time to cover all the lateral announcements. The ones that get covered are high-profile laterals who come from government positions or were leaders from competing firms,” she says.

“Don’t be afraid of the paid,” added Stuart. “Incorporating paid media strategies and tactics into your plan — whether in print channels like the local business journals, newswires or social channels, or social media sites like LinkedIn — can be fruitful. However, it needs to be part of a broader strategy and should be considered in the budgeting process.”   

What are the options for promoting firms' "soft angles," like charitable giving and community involvement?

“With the consolidation of the media, the softer angles don't get the same level of attention as a major litigation victory or involvement in an impactful pro bono matter,” said Bame. “If you can identify something unique about the charitable gift (Was it the largest amount given to a law school?) or the community initiative (Did you get 100% firmwide participation in the volunteer day?), then you may be able to interest a reporter in the story.”

Lampert suggests these tips for promoting softer angles and increasing the chances of third-party coverage:

• Use storytelling to create compelling narratives about the firm’s impact on the community.
• Leverage videos, photos and infographics to make the content more engaging.
• Collaborate with nonprofit organizations and community groups to co-promote initiatives.
• Issue short press releases to local media and industry publications highlighting the impact and/or unique aspects of the initiative.
• Create synergies by identifying specific months or special issues devoted to reporting on these topics.

“For TV coverage, the event has to be visual, and your spokespeople have to be polished,” added Bame. “Consider partnering with the nonprofit, which may have better media contacts for this type of event.”

“And don’t forget the firm website and internal communications. Highlighting philanthropic and community involvements is an opportunity to engage with organizations and causes the firm supports,” said Stuart. “The firm’s internal newsletters or portals are an ideal place for photos, video and an overview of the event or involvement, complete with quotes from your staff and attorneys.”