Solo and Small Firm

The Practitioner VOLUME 29, ISSUE 2, SUMMER 2023


Seth Horowitz*

Every business, regardless of size, relies on reputation to guide success. Public Relations, colloquially "PR," is an important tool that helps law firms—and all kinds of businesses—broadcast, share, and improve their reputation and boost credibility. Despite PR’s importance, it’s often overlooked; businesses, especially solo and small law firms, are reluctant to spend money on it and aren’t sure how to weave it into their overall marketing mix. Here are some reasons why PR is absolutely essential, and firms of all sizes should prioritize it.


PR is a crucial part of any integrated marketing strategy because it gives a firm, via its spokespeople, the opportunity to establish credibility and demonstrate expertise. A firm that does no PR relies on its website and other firm-created collateral to establish credibility. Think about that. You can say anything you want on your website and in your collateral material. But if the Wall Street Journal or Bloomberg or Los Angeles Times chooses to quote you, well then, you must be "somebody." They choose to quote you because they think you are someone who has something valuable to say about a particular matter. And, once quoted, you can then repurpose that press appearance, knowing that your prospective clients will trust that the publications quoted you for a reason. In addition, Google prioritizes news so your name will come up very high in search when someone searches for you. A solid PR strategy elevates the brand platform, builds validation, and, when the time comes, makes buying/hiring an easy choice. In this way, PR helps a business grow. For tips on media interviews, see: "Media Interviews 101: Tips Before, During, and After Your Interview" in this same issue.

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