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Top 5 Reasons Why Law Firms Rely on PR Agencies

By March 18, 2024April 24th, 2024No Comments

While the legal industry is rapidly changing due to technological developments, evolving regulatory matters, competition and more, so is law firms’ need for public relations. It’s critical to stand out, and the right PR firm can make a significant difference in a law firm’s bottom line.

That’s where seasoned PR firms such as Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company come in. We have the knowledge to give law firms the right edge that they need to be competitive.

Here are our top five reasons why law firms need PR agencies such as Durée & Company.

  1. Increase visibility with media exposure: PR agencies can help lawyers and law firms build brand awareness, allowing prospective clients and referral sources to become familiar with their practice. One of the best ways to increase visibility is with press opportunities. Working with a knowledgeable PR firm can help a law firm create press releases in advance of noteworthy cases so once the final verdict is determined, the information is ready to go before it becomes old news. Additionally, with its established relationships with the media, a PR pro can offer attorneys to the media as an expert source to speak on changes in legislation or to piggyback on trending topics. Another tool from the press side is bylined articles, which are a great way for a lawyer to establish a reputation as being a distinguished leader in a specific area of practice. Although a bylined article can take time to write, working with a PR firm can help an attorney determine the best publication to make sure it reaches the right audience and secure the opportunity.
  1. Reinforce and build credibility with awards: There are many prestigious awards in the legal industry that can help increase a firm’s credibility such as Best Lawyers®, Best Law Firms®, Super Lawyers®, Florida Trend’s Florida Legal Elite, Daily Business Review’s Florida Legal Awards, and others. Working with a qualified PR firm can help attorneys identify and vet the top award opportunities, however, being recognized is only the first step. A PR team can help an attorney effectively publicize their awards and accolades through a press release, social media or e-marketing. If the attorney is featured in an online article, this is ideal for Search Engine Optimization (SEO). Lastly, these awards can be added to the attorney’s bio and/or website, which will further build credibility. 
  1. Generate social media and email marketing content: If done strategically and correctly, social media and email marketing can be very powerful tools for lawyers to bring in new clients and help give the public a better understanding of the law firm’s legal practice and values. Law firms can utilize social media platforms such as Facebook, X and LinkedIn to share big case wins, earned media coverage, attorney profiles, community events and more. Additionally, at Durée & Company, we love to utilize hashtag holidays on social media. To celebrate lawyers, some of our favorites include Law Day, Be Kind to Lawyers Day, and Love Your Lawyer Day. A PR agency can help repurpose this social media content to tastefully incorporate it into email marketing newsletters for possible clients and referrals.
  1. Identify events and corporate social responsibility opportunities: Networking is an important factor for the legal industry. Whether focusing on a charity fundraiser or an industry-wide conference, sponsoring events is a great way for a law firm to receive positive exposure in their local communities. However, choosing random events may not be the best solution. It’s important for a lawyer or law firm to select events or causes that are authentic to the firm’s brand or something that the firm is passionate about. After selecting the perfect corporate social responsibility opportunities for a firm, a PR firm can help publicize the event to spotlight the law firm’s participation and further communicate the law firm’s values to clients, colleagues and the community.
  1. Manage advertising opportunities: PR pros can manage ads or seek ad opportunities and make sure they are consistent with the brand. Working with a PR team that specializes in the legal industry can help manage the advertising process. It is important to work with a PR agency that has an understanding of bar association advertising rules because bar ethics rules are intricate. For example, in Florida, television, radio, print, and internet advertisements (except for lawyer or law firm websites) must be filed for review with the bar at its headquarters address at least 20 days before their first use.


When clients are looking to select a law firm, they look for a team that inspires trust. The same is true for an attorney or law firm selecting a PR team. With our PR and marketing services, we can help law firms with media coverage, social media and email marketing content, awards, events and speaking engagements, and also help prospective clients and referral sources to become familiar with their practice. To learn more about how Durée & Company can help your attorney or firm achieve incredible PR results, contact us today.

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include real estate, nonprofit, hospitality, business, lifestyle, health and wellness, legal, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is the proud recipient of four notable 2023 awards: Bulldog PR Bronze Level for “Best Crisis Management,” Cannabis Marketing Association Seven Award for “Best Use of PR,” Fort Lauderdale magazine “Best of Fort Lauderdale Top PR Agency” and PR News’ People of the Year Award. Durée & Company is a member of PR Boutiques International™ (PRBI), an elite organization of global public relations professionals. To learn more, call 954-723-9350; go to; or Join the social conversation and follow Durée & Company on FacebookInstagramX (Formerly Twitter)YouTube and LinkedIn at @DureeCoPR.

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