Public Relations: Why PR and earned media are now essential for SEO and AI visibility

By Ellen Keiley

AI has exploded. It seems like everyone is using it, talking about it, and relying on it – and in the process, it has fundamentally changed how law firms gain visibility. Being found is no longer just about having a website or publishing content on your own platform. Earned media is no longer just about credibility – it is now one of the most powerful drivers of search visibility, authority, and inclusion in AI-generated answers to digital inquiries.

Many law firms still think of public relations as press releases, but that is only a fraction of what PR actually encompasses – especially in a landscape where earned media plays a critical role in visibility, SEO (search engine optimization), and AI discovery. Many law firms also assume their internal marketing team can handle PR, but effective earned media requires a distinct strategy, skill set, media contacts, and consistent external positioning.

What ‘being visible’ now means

The reality is that visibility has changed. People are no longer just “Googling” – they’re asking AI tools for answers, and AI tools don’t pull information from your law firm’s website alone.

They prioritize trusted publications, third-party validation, and repeated mentions across credible sources. Therefore, if you are only relying on putting out information on your firm website, blog, or social media, you are missing out to both search engines and AI. Additionally, earned media provides a level of visibility and credibility that owned content cannot match.

Let’s say your firm distributes an article through its mailing list of 5,000 people. That sounds like impressive reach, but in reality it is much smaller. Industry data shows average email open rates range from roughly 20% to 40%, with click-through rates typically between 2% and 5%, meaning only a small percentage of recipients will actually read the article. Compare that to a single quote in a reputable publication, which can reach hundreds of thousands of readers – and keeps working for you long after publication by boosting your search visibility, authority, and presence in AI-generated answers. A blog tells the market what you think. Earned media shows clients and potential clients that others trust your expertise.

AI’s preferences

When people see you quoted, they search your name and your firm’s name. That increases click-through rates, domain authority, and overall search relevance. AI doesn’t just look for who says something, it looks for who others quote. AI models prioritize recognized publications, consistent expert mentions, and widely distributed content.

Being quoted in one article is nice to have but multiple placements create a pattern. That pattern signals credibility, notability, and authority. The more you’re quoted, the more likely AI tools highlight your perspective, and the more your name becomes associated with specific topics.

In addition to boosting SEO ratings, PR leads to tangible business outcomes: Stronger credibility in pitches; faster trust with prospects; cross-selling opportunities when clients see your firm’s broader expertise when they otherwise may not have been aware of it; increased client work; and opportunities such as speaking invitations.

Lawyers can engage in PR by contributing insights to articles, being available to reporters when needed, commenting on timely industry news, and publishing articles externally in legal, business, and industry publications, all of which can help raise visibility and lead to new business opportunities.

The takeaway

As digital search methods evolve and AI becomes a primary gateway to information, the lawyers who are quoted, published, and visible in trusted media will stand out while others will struggle more to be found. Visibility today is no longer just about what you publish on your website, social media, or in your newsletter – it’s about where else your expertise is recognized. Firms that invest in earned media are not only strengthening their credibility, but positioning themselves to be discovered, trusted, and chosen in an increasingly AI-driven world.

 

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].