Public Relations: In-person presence: A powerful PR strategy for lawyers

By Ellen Keiley

For many professionals, Covid permanently changed workplace habits. Meetings moved to Zoom, networking became virtual, and business development often shifted to LinkedIn posts and email introductions rather than in-person conversations.

Years later, while attendance at conferences, bar association programs, client receptions, and networking events has certainly improved, many lawyers still have not fully returned to in-person relationship-building. Some have simply gotten comfortable staying home, avoiding traffic, or relying on virtual meetings as a substitute for face-to-face interaction.

But in a relationship-driven profession like law, there is still tremendous value in physically being in the room.

In fact, some law firms and professional services organizations are now increasing in-office attendance expectations, with certain firms returning to four- or five-day in-office requirements. While productivity can certainly exist in remote environments, many firm leaders recognize that in-person interaction plays an important role in collaboration, mentoring, training, culture-building, and business development.

Stronger internal relationships

This is particularly important when it comes to cross-selling and relationship building among practice groups. Informal conversations in hallways, shared lunches, office drop-ins, and spontaneous brainstorming sessions often lead to stronger internal relationships and greater awareness of colleagues’ capabilities. Those interactions can ultimately translate into more referrals across practice areas and better client service.

For younger attorneys, the value of in-person mentorship and training is especially significant. Many professional development moments happen organically – overhearing conversations, joining impromptu discussions, observing how senior attorneys interact with clients, or simply feeling more connected to the firm’s culture and leadership. Those opportunities are much harder to replicate remotely.

At the same time, lawyers should not confuse digital visibility with complete visibility. While being published, writing articles, and being quoted in earned media remain critically important – particularly at a time when media placements can directly impact how attorneys and firms appear in AI-driven search results – media visibility alone should not replace in-person visibility and relationship building.

Public relations is broader than media relations. It is also about reputation, trust, presence, and maintaining a high profile within your professional community.

Being there

Virtual meetings may be efficient, but they rarely replicate the energy, spontaneity, and human connection that come from in-person interaction. Some of the best business development opportunities happen before a panel begins, during a cocktail reception, while walking out of a meeting together, or through an unexpected introduction that would never happen on Zoom.

In-person events also create more meaningful conversations. Body language, tone, eye contact, and informal exchanges help people build trust faster and often lead to more productive discussions. Lawyers are often better able to “connect the dots” for referrals, client opportunities, collaboration, and strategic relationships when speaking organically face-to-face rather than through scheduled video calls.

There is also a visibility factor that should not be overlooked. Simply showing up consistently matters. Whether attending industry conferences, alumni gatherings, chamber events, women’s leadership programs, client receptions, or bar association meetings, lawyers who are visible often stay top of mind for referrals, speaking opportunities, media outreach, and new business opportunities.

Many attorneys underestimate how much relationship equity is built simply through repeated in-person interactions over time.

Of course, not every event is worth attending. Lawyers should be judicious about where they spend their time and focus on events aligned with their practice areas, target clients, industries, and referral networks. But avoiding in-person events altogether can come at a cost — especially in a profession built on trust and relationships.

The human touch

While technology has made communication easier, it has not replaced the value of human connection.

Several years after the pandemic reshaped professional habits, this may be the right time for lawyers to ask themselves an important question: Have we become too comfortable networking from behind a screen?

Sometimes the best public relations and business development strategy is simply getting back in the room.

 

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].