SECTORS
Legal PR
A law firm looking for PR support requires an agency that possesses both detailed knowledge of legal integrated communications and the wider practice areas that matter to the firm.
GT has a strong track record of supporting global and regional law firms with corporate and practice-specific media relations across jurisdictions.
What can a Legal PR agency do for your firm?
A Legal PR agency like GT responds to these distinct aspects specific to law firms, which require different skillsets and approaches:
1. Managing and growing the overall reputation of a law firm as it is perceived within the legal sector itself.
It is fundamentally a people industry and as the war for talent heats up, firms are looking to stand out from their peers and showcase their winning culture to attract and – crucially – to retain the very best people.
2. Raising the profile of key stakeholders and practice groups, aimed at winning future business for the law firm.
To successfully achieve this your legal PR agency must reach beyond the legal trade media to segment media audiences by legal practice areas and beyond.
The target audience can vary widely, particularly for a full-service law firm, from capital markets, M&A and private equity, to disputes and arbitration, or public policy and technology.
3. Positioning law firms working on multi-jurisdictional matters, which can provide a practice gateway to a particular region.
With interconnected multilingual teams in Europe and the US, GT is perfectly placed to provide legal public relations support and help a law firm looking to attract business from outside its home market.
All of the above requires a legal PR agency to carefully balance raising the profile of a law firm while maintaining client confidentiality and avoiding conflicts of interest.
The Legal Comms Agency Relationship
Time is a commodity in the legal world and law firm partners often have little to spare for nonbillable legal PR efforts.
Without adapting to the internal conflict checking processes synonymous with the legal industry, which slows down approval for external content or media commentary, traditional PR techniques such as providing reactive commentary are rendered ineffective – even in the context of partner buy-in.
By contrast, GT takes a more pragmatic approach, by proactively looking ahead and executing a clearly defined, news-driven media relations programme.
By developing a news hooks calendar and drafting a stance on news issues before they happen, GT ensures a law firm is seen to be commenting on the topic of the day while requiring minimal partner input.
This is just one of the many ways GT responds to the specific needs and dynamics of law firm clients.
GT provides legal PR support that understands the nuances of the legal industry and adapts accordingly to secure the best outcomes for legal clients.
Legal PR Support for Content Creation
Many law firms have a wealth of industry insight and content which can be utilised as part of legal public relations efforts. While the practice of billing by the word was banned in Legal London in the 19th Century, legal text characteristically remains technical, precise, dry, and above all, long.
GT’s team of media professionals are superior copywriters, some qualified journalists hailing from major news outlets such as The Economist.
These skills, honed by daily interactions with national and trade media, mean GT is adept at repurposing law firm content to appeal to the desired audience, from legal publications and national broadsheets to sector-specific titles and ‘owned’ channels such as the firm’s website and social media channels.
As a legal integrated communications agency, GT takes a holistic multi-channel approach to content.
We know that a law firm’s reputation, brand awareness and resonance with its target audiences depend upon the right message being surfaced on the right channel at the right time to be most effective.
All of this requires strategy well-co-ordinated and executed, and for robust reporting of outcomes as well as activity.
Want to Learn More?
GT’s specialist team is here to help. Whether you need strategic PR guidance, crisis management, or integrated communications solutions, we’re here to help you deliver real impact.
