As 2025 Unfolds, Legal PR Professionals Face New Opportunities for Strategic Growth

In 2025, public relations (PR) professionals specializing in law firms and legal services will already be dealing with unprecedented communication challenges. The current environment offers professionals an opportunity to refine strategies that will have a more focused impact. From balancing artificial intelligence (AI)-driven efficiencies with personalized advocacy to navigating the changes in the media industry, legal PR professionals will be asked to come up with the best forward-thinking approaches to enhance, streamline and deliver measurable results. Here’s a look at some trends shaping legal PR in 2025 and how firms can stay ahead.

Strengthening Reputation Management

Reputation management is one of the most important pillars of any practice, and in today’s digital-first world, managing brand perception requires ongoing leadership and vigilance. Legal PR professionals, be it inside law firms or as outside consultants, should proactively put a process in place to safeguard their clients' reputations. This can come about by leveraging sophisticated tools alongside communication, especially during times of crisis, as well as creating and publishing content they can control.

Real time monitoring platforms like Meltwater and Brandwatch are a good place to start. These platforms, along with Google alerts, allow firms to track their online mentions and be notified of emerging issues, enabling them to respond swiftly to potential reputational threats as needed. Set up alerts for a few key terms that relate to cases, firms or attorneys. However, monitoring alone is just one of the steps, a precise communication plan is essential as well as a much more specific plan that’s enhanced for when crisis situations arise. Your plans should include drafting pre-approved messaging, designating spokespeople and establishing clear protocols for engaging with the media.

Law firms must also pay attention to their digital reputation, particularly client reviews. This is often seen via blogs, LinkedIn, or Yelp-type services where comments are allowed. It is encouraging to see clients and prospects share positive comments, and those should also get a response from an internal source. There also needs to be some guide and process for addressing negative feedback professionally and promptly.

Changes in Legal Media

Media consolidation is having a huge impact on the legal sector, with fewer legal journalists now covering a broader range of topics. In fact, according to a Local News Initiative report, since 2005, more than 3,200 print newspapers have disappeared at a rate of more than two per week. In addition, papers are reducing their print coverage, including shifting to weeklies or ending their print publishing altogether. The report further suggests that because of shrinking newsroom staff, many news organizations have also scaled back the diversity of their content. 

Legal PR professionals are now tasked with learning to adapt and seeking new ways to diversify their content strategies. Legal PR professionals can refine their strategies to target the outlets their clients and prospects are reading, and create and maintain strong relationships with the key reporters.

With fewer legal beat reporters, building strong relationships through micro-tailored pitches, exclusive insights and original content ideas can help PR professionals cut through the noise. Given journalists’ limited bandwidth, legal PR teams can provide value by offering well-researched insights, case studies and unique commentary to position their firms and attorneys as go-to resources.

PR professionals can also embrace and invest in forms of owned media, blogs, podcasts and webinars. This allows PR teams to establish direct engagement with target audiences, bolster visibility and ensure their firm remains top of mind.

Leveraging AI While Maintaining Thought Leadership

AI continues to evolve around PR, offering an abundance of tools that can be used for data analysis, media monitoring and content to name a few. AI can help efficiency by providing data-driven insights and automating routine tasks including, but not limited to, media tracking and initial content drafts. However, firms must still ensure strict controls are in place for content review to uphold both legal accuracy and reputational integrity.

Additionally, legal PR teams should be well-versed in AI ethics, data privacy and algorithmic biases, ensuring compliance with evolving regulations. Training in AI best practices will help organizations strategically leverage technology while also maintaining trust. While AI can assist with research and drafting, genuine and experienced thought leadership always requires human expertise. Legal PR agencies should continue elevating the firms’ attorneys' voices — especially their unique and diverse opinions — through thought leadership, bylined articles, white papers and third-party media commentary that highlight their industry knowledge.

Globalization and Cross-Border PR for Law Firms

Law firms are increasingly operating on a global scale and representing clients across multiple jurisdictions. This expansion introduces unique challenges for PR professionals tasked with managing the firm's reputation across diverse cultural and regulatory environments. Successful cross-border PR strategies require a deep understanding of and the ability to tailor communications to resonate with distinct audiences, incorporating localized approaches that respect regional differences.

A critical aspect of cross-border PR is cultural sensitivity. What works in one market may fail or even offend in another. PR professionals must research and respect cultural norms, communication styles and preferences in each region where the firm operates.

For instance, legal terminology may not have exact equivalents in some languages, and idiomatic expressions may not resonate globally. Partnering with local linguists may be a useful idea. In some regions, like Japan or Germany, communication tends to be formal and precise, while in others, such as the United States, a more conversational tone is often appreciated.

Above all, be sure to tailor messaging to align with local cultural values. For example, emphasizing individual accomplishments may resonate in Western cultures, while a focus on collective success might appeal more to audiences in Asian markets.

Training The C-Suite To Be Crisis Prepared

Law firms operate in high-pressure environments, with leadership focused on client needs, billable hours and firm growth. As a result, crisis preparedness may take a backseat. In fact, many law firms lack a formal crisis management plan. However, as recent high-profile incidents have shown, failing to prepare for crises can be devastating. Law firms, like most businesses, face a wide range of potential crises, each capable of significantly disrupting operations and damaging credibility:

• Cybersecurity: A variety of breaches can occur, from ransomware to client data leaks.
• Natural Disasters: Nobody could have predicted the catastrophic effects of the recent Los Angeles fires. Fires, hurricanes and other unexpected catastrophes can disrupt business operations and displace employees.
• Operational Disruptions: Sudden technology failures, power outages or the unexpected loss of key personnel can lead to chaos.

Who in the C-suite oversees internal and external communications to maintain the firm's reputation, client confidence and employee morale? Have them trained and put the test through tabletop exercises. A tabletop exercise aims to simulate and prepare the law firm C-suite and communications team for effectively managing communications during a volatile situation. Identifying potential challenges, assessing communication strategies and developing responses to safeguard the law firm's reputation and client relationships amidst volatility are all components of this.

Tabletop exercises also provide valuable insights into the complexities of managing communications, help mitigate risks and uphold the firm’s reputation amidst political turbulence by identifying potential challenges and developing effective strategies.

Staying Ahead in Legal PR for 2025

To succeed in 2025, legal PR agencies must strike a balance between embracing AI-driven efficiencies and maintaining the strategic, human led insights, adapting to media shifts and preparing the C-suite for crises. The key is a proactive, credibility-focused approach that merges innovation with the fundamental principles of strategic legal communication.

Learn More About Communications with the Third Edition of the LMA Body of Knowledge The content in this feature correlates with the Communications domain in the LMA Body of Knowledge (BoK). Dive deeper and access the latest edition of the BoK online. The Third Edition of the LMA BoK showcases enhanced expertise across every domain, introduces new competencies in Client Services, Communications and Technology Management, features more advanced skills across all domains and broadens coverage of competitive and business intelligence skills. Plus, it emphasizes a stronger commitment to nurturing diversity, equity, and inclusion across the entirety of the BoK. Learn more.