Public Relations: Why visibility matters in a competitive legal market

By Ellen Keiley

It is not unusual for a lawyer to get extremely busy with client work and to skip marketing activities, such as appearing in the media via quotes, interviews, and written articles. Or for attorneys to forego networking, whether it’s attending events, meetings, or one-on-one get-togethers.

Some lawyers may be introverts and they use being busy on legal work as an excuse to avoid these marketing efforts. Others are genuinely overwhelmed with their legal duties and simply set visibility efforts on hold, hoping to get to them eventually. But that time rarely comes. The reality is, they likely never will, because lawyers are generally always busy. Solely focusing on client work will not help grow a lawyer’s or firm’s book of business.

Instead of continuing to procrastinate, attorneys should consider incorporating visibility activities like public relations, joining professional organizations, or volunteering with nonprofit boards into their routines. Many attorneys know these are the right things to do, yet still delay under the belief that now isn’t the right time. Overthinking is often part of the roadblock. If you don’t start now, you likely never will – and continuing to do the same things will lead to the same results.

Uncertainty may mean opportunity

Some may feel hesitant due to uncertainty in the economy. But uncertain times are precisely when lawyers should seek to become even more visible. The legal industry is highly competitive. Those who remain visible, top of mind, and well-regarded as experts in their practice areas are more likely to earn referrals and attract new client work.

No matter the market, there will always be demand for legal services. While some practice areas thrive depending on broader conditions and others may slow temporarily, lawyers in less active areas should be especially proactive about visibility during those lulls.

Keep the pipeline open

Regardless of how busy things are today, lawyers should always be building a pipeline of potential business. A major client could undergo internal restructuring, shifting decision-making authority away from a key contact. That contact might leave the company or no longer have influence over legal counsel decisions. Their replacement may prefer to work with someone they already know. A client might suddenly freeze legal work altogether. These are real and frequent scenarios – and they’re why maintaining visibility and diversifying your client base is so important.

Visibility is also critical when a law firm wants to grow its profile in specific practice areas. Imagine the power of being regularly quoted in respected legal and business publications, exactly in the spaces where the firm wants to gain traction. Not only does this increase brand credibility, it also boosts search engine optimization (SEO) performance and influences perceptions across social media. Prospective clients take note when they visit a law firm’s “In the Media” page and see consistent, high-quality earned media coverage.

Some lawyers may want to increase their visibility but feel unsure where to begin. An experienced internal marketing professional or business development coach can help identify the right activities based on a lawyer’s or firm’s strengths and specialties. For those interested in being quoted, interviewed, or publishing articles in trusted media outlets, engaging a public relations professional can make that happen.

Protecting the product

Visibility is no longer a “nice to have” – it’s essential for long-term success in today’s competitive legal landscape. Whether you’re introverted, overwhelmed with client demands, or simply unsure where to begin, there are strategic, manageable ways to raise your public profile and stay top of mind. Investing in visibility through PR, networking, or thought leadership isn’t just about growth – it’s about protecting the business you’ve worked hard to build. Don’t wait for the “right time.” Start now, and position yourself and your firm for sustained success.

Ellen M. Keiley, CPC is president of EMK Consulting Group, LLC, which offers public relations, business development coaching, and marketing services for law firms and other professional services firms. She can be contacted at [email protected].