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There are many benefits for lawyers in getting their articles, opinions and insights published in the media, and although writing about a topic can be easy, getting it published is tricky, says Steve Rudaini at MD Communications.
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In the wake of the post-pandemic hiring surge many law associates are reevaluating their priorities, and with midsize City firms offering a better work-life balance, greater focus on team fit and opportunities for upward mobility, the traditional legal career path offered at BigLaw firms is no longer passing muster, says Ria Karnik at Major Lindsey.
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A legal background can bring several advantages to the work of a legal public relations professional, from an understanding of the subject matter itself and the pressures that lawyers face, to a meticulous attention to detail and knowledge of the importance of following breaking news stories, says Kath Walkling at Herbert Smith.
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Obligations can get in the way of lawyers creating a regular communication cadence with their clients, but it is possible to rebuild and strengthen a relationship by employing empathy and showing a commitment to the client's success and well-being, says Megan Senese at Stage.
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A great legal public relations professional needs first-class writing skills, intellect and an attention to detail, but in addition to these core competencies, there are transferable skills and personal qualities that are vital, says Daniela Conte at Gibson Dunn.
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Roundup
As the importance of law firm public relations continues to grow and the role of communications teams evolves, in this Expert Analysis series PR professionals discuss lawyer media relations, reputation management and more.
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The rise of 24/7 media and far reach of social media has made crisis communication more likely and much harder to manage, highlighting the importance for law firms to be prepared and effectively deal with crises to avoid the risk of reputational damage, says Steve Rudaini at MD Communications.
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As law firms and partners are beginning to understand and apply the Solicitors Regulation Authority's new rules and guidance on unfair treatment toward colleagues, it is becoming clear that there are a number of potential pitfalls to navigate, says Andrew Pavlovic at CM Murray.
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As the recent Allen & Overy and Shearman Sterling deal announcement demonstrates, controlling the narrative is the priority when merger discussions begin, so law firms need to consider their stakeholder base and the best communication channels for each segment, ready to adapt to the audience group's needs, say Ben Girdlestone and Bethany Durkin at Byfield.
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A recent government briefing shows that young people are increasingly signing up for apprenticeships, a trend that law firms should take advantage of to improve socioeconomic diversity and help to recruit a variety of talent, which can boost employee retention in the long run, says Emma O'Connor at Boyes Turner.
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Generative artificial intelligence is rapidly transforming the legal industry, and it is becoming increasingly clear that law firms will need to adjust their recruitment strategies, refine their service offerings and hire specialist lawyers versed in AI technologies, says Brent Harris at Major Lindsey.
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Against the backdrop of the U.K. skills shortage, personal engagement with junior lawyers could boost employee commitment, engagement and retention, highlighting that physical presence in the office is valued and vital, says Michael Stokes at Harrison Clark.
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In-house law firm public relations has developed into a sophisticated practice as firms become more business-minded, and will continue to grow in importance, with legal PR teams becoming more integrated and working seamlessly across all forms of media, says Daniela Conte at Gibson Dunn.
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Recent positive use cases of artificial intelligence demonstrate the potential benefits it can bring to the legal profession, and while the development of AI rules is essential, their effectiveness depends on user adoption, behavioral change and human acceptance, say Charlie Morgan and Salman Dhalla at Herbert Smith.
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There are multiple benefits for lawyers appearing in the media, and those who want to build good relations with the press should consider establishing contacts and maintaining those links, and understanding the role of journalists is critical in achieving this, says Steve Rudaini at MD Communications.