An attorney public relations firm is an agency that specializes in promoting and maintaining the public image of attorneys, law firms, and other legal professionals. It also assists law firms in crafting and executing communication plans to enhance their reputation within the legal community and the general public. 

While it shares similarities with a traditional public relations (PR) firm, an attorney PR agency offers several distinct advantages that make it an invaluable partner to legal organizations, including: 

• Providing expertise in crisis management, client-attorney confidentiality, and other complex legal and ethical issues 
• Possessing deep knowledge of the jargon, ethical guidelines, and unique nuances of the legal and law enforcement communities 
• Identifying, attracting, and engaging with niche groups of potential clients within the legal industry 
• Effectively managing high-stakes crises and cases that attract significant publicity and media scrutiny 

Attorney public relations firms also help clients overcome the following challenges: 

• Inability to stand out in a crowded legal market 
• Lack of effective PR strategies to attract media attention and prospective clients 
• Media scrutiny and public opinion during complex legal battles 
• Accusations and smear campaigns by competitors 
• Damage to reputation due to accusations of wrongdoing by a partner or associate 
• Data breaches and exposure of sensitive client information 

83% of legal firms hire external firms to do marketing and PR work, with 71% saying they heavily invest in their marketing efforts and strategy. With 39,000 openings for lawyers projected each year, attorney PR firms are increasingly valuable partners in the legal industry. 

Success story 

The following case study is a great overview of what an attorney public relations firm does and its role in the legal industry: 

• Challenge: Frost Brown Todd, a prominent law firm, has recently expanded its operations to California. To build brand awareness in one of the nation’s most competitive legal markets, the firm enlisted Greentarget’s expertise. Despite having a strong team of attorneys, the firm needed to amplify its presence in the state and attract attention from potential clients. 
• Solution: To increase Frost Brown Todd’s visibility, Greentarget launched a wide-ranging PR campaign across traditional and digital media and leveraged the agency’s extensive relationships with regional journalists.  The campaign also involved publishing California-focused content on the firm’s website and optimizing social media profiles for key office partners, enabling them to share media coverage and relevant content with their networks. 
• Results: Within six months after rolling out its PR campaign, the Greentarget team secured 30+ media results, including 11 featured quotes and 13 published articles from Frost Brown Todd attorneys. Traffic to the firm’s website from LinkedIn also grew by 10%, while the average clickthrough rate (CTR) increased by more than 200%. 

An attorney public relations firm manages and enhances the public image and reputation of law firms and individual lawyers. They help legal professionals build visibility and credibility in the market by securing media coverage, crafting compelling narratives, and positioning attorneys as thought leaders in their areas of expertise. These firms also manage crisis communications, handle media relations, and develop strategic content for websites, blogs, and social media to attract new clients and strengthen relationships with existing ones. Their goal is to raise their legal clients' profile, making them more attractive to potential clients and peers.   

Among the core services they provide are: 

• Litigation public relations 
  Shaping public perception of the law firm and its clients, especially during complex and highly publicized cases. They also serve as the main point of contact for all communications throughout a case and during key milestones. 
• Media Relations 
  Collaborating with media organizations and personalities to secure coverage increases the firm’s visibility and enhances its credibility within the community.  
• PR campaigns 
  Developing and executing public relations strategies that generate attention and nurture engagement with target audiences. They can also identify and secure speaking opportunities for clients and nominate them for industry awards. 
• Media training 
  Preparing attorneys and other law firm staff for press conferences and media interviews, ensuring they are confident, knowledgeable, and able to present the client in a positive light. 
• Crisis management 
  Establishing crisis management teams during events like cyberattacks or partner misconduct to handle negative publicity and minimize damage to clients’ reputations. The firm also proactively monitors and addresses potential crises before they escalate.  
• Content creation
  Creating and publishing newsworthy content, including press releases, articles, blogs, and whitepapers, through both digital channels and traditional media outlets. 

Success story 

To better understand how PR firms for lawyers work, check out the success story that illustrates the collaboration between Berbay Marketing & PR and a plaintiff trial law firm. 

• Challenge: The plaintiff trial law firm had filed a lawsuit against a government entity and hired Berbay to put public pressure on the defendants to encourage a swift and amicable resolution while protecting the individuals' identities 
• Solution: Berbay launched a litigation PR campaign that secured widespread media coverage of the case and ensured that any improperly released information was quickly communicated to affected parties. The campaign also organized a press conference, during which the lead attorney explained the defendant’s negligence, emphasizing the serious risks posed to the affected individuals and the public due to potentially compromised investigations. 
• Results: The press conference was covered by major media outlets across radio, TV, and print, including ABC News, FOX News, NBC News, Telemundo, Daily Mail, and Univision, among others. The campaign also increased public awareness of the law firm, leading to a significant influx of new clients and effectively doubling the cases they handled. 

An attorney public relations firm’s services cost anywhere from $2,000 to $50,000 per month. 

Monthly fees for a PR agency typically range from $2,000 to $5,000, but top agencies may charge $20,000 to $50,000 depending on the services provided.  

The total cost is influenced by several factors, including: 

• The PR firm’s expertise and reputation  
• The scope of the project and the client’s goals 
• The services rendered during and after the project 
• The size and seniority of the PR team assigned to the project 
• The location of both the client and the PR firm 

Here’s a general outline of the expenses you can expect from an attorney public relations firm: 

• Large PR firms: $20,000-$50,000 per month  
• Small boutique PR firms: $2,000-$5,000 per month 
• Media pitching and placement: $1,000-$5,000 per month 
• Dedicated crisis communications services: $2,000-$5,000 per month 
• Media monitoring: $5,000-$10,000 per year 
• Social media management: $3,000-$7,000 per year 
• Press releases: $50-$800 per release 

PR firms for lawyers can also follow different pricing models, such as: 

• Retainer: A fixed sum paid by clients for a set of pre-agreed services over a specified period 
• Hourly: Fees are charged based on the actual time spent on services, billed per hour 
• Blended: Fees are calculated based on an average hourly rate for all team members involved 
• Project-based: A flat fee is charged for delivering a specific set of agreed-upon deliverables 
• Performance-based: Fees are contingent on achieving predefined results or milestones 
• Agile billing: Clients are billed for services as they are rendered, often with the flexibility to adapt to evolving needs 
• Ad hoc: Additional charges are applied for one-time or irregular tasks outside of regular agreements 

The top 50 attorney public relations firms on DesignRush charge an average of $101 per hour. 5.9% of the firms are willing to take on small projects that focus on specific PR tasks at budgets of $1,000 or lower, while 4% are equipped to provide complex end-to-end PR services and large products with budgets of up to $50,000. 

You should hire a PR firm for lawyers to boost your firm's visibility and credibility, manage public perception during high-profile cases, and attract new clients through strategic communication. PR firms position lawyers as thought leaders, secure media coverage, and handle crises, strengthening your reputation and building client trust. They also assist with content creation, media training, and finding speaking opportunities, further enhancing your firm's profile. 

Some of the specific perks that attorney public relations firms provide include: 

• Increasing brand visibility among target audiences across traditional and digital channels 
• Providing access to a wide network of journalists and media organizations 
• Monitoring and maintaining public trust to ensure the law firm’s positive image 
• Ensuring media coverage and outgoing communications are tailored to attract potential clients 
• Strengthening the firm’s position as an authority on legal services within the community 
• Protecting the firm’s reputation by helping address and resolve crises and negative publicity 

Success story 

To further explain the benefits that a PR agency can provide to a law firm, let’s take a look at the following example from Washington D.C.-based Jaffe PR: 

• Challenge: Several of Jaffe PR’s clients sought help in publicizing their recent office renovations. The firms wanted to showcase their upgraded spaces as examples of modern, successful legal offices and to position themselves as trendsetters in the local legal market. 
• Solution: Jaffe PR took a collective approach by promoting the firms together, creating a more compelling story. It leveraged long-standing relationships with major legal media outlets to secure optimal story placements, ensuring exposure to a national audience. 
• Results: All four law firms were featured in prominent articles, including those from leading business law news outlets, with photos of their new office spaces. These articles reached a minimum of 150,000 readers and attracted nearly 500,000 unique monthly website visitors, including lawyers and general counsels.  

To find the best attorney public relations firm on DesignRush that fits your budget, filter your search. Simply click the “Filter Results” tab, go to “Sorted By Minimum Budget,” and filter by ascending and descending order.  

We’ve also compiled the top-rated PR firms for lawyers per specific budget tiers below: 

You can also filter PR agency profiles according to location, agency size, areas of specialization, and other criteria to further refine your search and find an ideal PR partner. 

You can use several key success metrics in attorney public relations to gauge the progress of PR campaigns. These can be organized into the following categories: 

Media coverage and reach  

• Media mentions: Total number of times the law firm is mentioned in media outlets 
• Media impressions: Estimated number of people exposed to the media coverage of the firm
• Share of voice: Percentage of media coverage on the law firm compared to competitors 

Lead generation and conversion 

• Website traffic: Number of visitors to the law firm’s website 
• Conversion rate: Percentage of leads that were converted into clients 
• Client acquisition cost: The cost of acquiring leads 

Brand awareness 

• Brand sentiment analysis: The positive, negative, and neutral mentions of the law firm online 
• Social media engagement: Tracks the interactions with the law firm on social media 
• Search volume: The number of times search queries or keywords relevant to the law firm were entered into a search engine within a certain period. 

To hire a public relations firm for lawyers that has all the qualifications you need, follow these steps: 

1. Define your goal: Clearly outline the objective of your PR campaign, whether it's enhancing your firm's reputation, managing a PR crisis, or increasing visibility in specific markets. 
2. Assess industry expertise: Look for a firm with experience in the legal sector. This ensures they understand your needs and communicate effectively while adhering to industry regulations. 
3. Review past performance: Examine the firm’s portfolio, case studies, and campaigns to see if their results align with your goals. 
4. Check client testimonials and references: Request feedback from previous or current clients. A reputable PR firm will readily provide references. 
5. Understand the range of services: Ensure the firm offers the specific services you require to meet your objectives. 
6. Evaluate customized strategies: The firm should provide tailored strategies, not just generic solutions, to address your unique needs. 
7. Examine communication practices: Choose a firm that values regular, transparent communication, which is crucial for building strong relationships and seizing opportunities. 
8. Ensure cultural fit: The PR firm’s culture and values should resonate with yours, particularly in an industry where trust and confidentiality are paramount. 
9. Schedule interviews: Arrange interviews or meetings with the selected firms to understand their team, culture, and communication style. 
10. Ask about pricing: Request a detailed pricing structure and evaluate whether it aligns with your budget and provides good value for the services offered. 
11. Request RFPs: Prepare a request for proposal that outlines your goals, expectations, budget, and desired outcomes. Collect and compare proposals from multiple firms to choose the one that best fits your needs. 
12. Determine possible future scalability: Your PR needs might evolve as your firm grows. Choose a PR firm that can scale its services to match your growth. 

Need more assistance in finding a public relations firm for lawyers? Visit the DesignRush Marketplace and share some basic details about your project. We’ll connect you with five agencies that best match your requirements – for free! 

Questions you should ask a potential attorney public relations firm include: 

Its Relevant Background  

1. How long have you been offering PR services to attorneys or law firms? 
2. Can you share some case studies or success stories related to legal PR campaigns? 
3. What specific PR services do you offer for attorneys, and can you customize your strategies for individual needs? 
4. How do you stay updated with the changing landscape of the legal industry? 
5. How do you pitch stories or news related to legal matters to the media? 
6. What relationships do you have with journalists and media outlets? 
7. How experienced are you in handling legal crises or negative publicity? 
8. What challenges have you encountered while representing law firms, and how did you overcome them? 

Its Services and Processes  

1. What are the public relations services and packages that you provide? 
2. What is your approach to pitching stories to journalists and news outlets?  
3. How do you create relevant content that resonates well with target audiences? 
4. How will you enhance the social media presence of our firm and attorneys? 
5. How do you structure your fees? Are they retainer, project-based, or hourly? 
6. How do you handle feedback or concerns from clients? 
7. Are there any additional costs or potential out-of-pocket expenses I should be aware of? 
8. How do you ensure the confidentiality of sensitive legal information? 
9. How do you collaborate with clients to ensure alignment with their vision and goals? 

Relevant To Your Project  

1. What deliverables can we expect from this project? 
2. How will you develop a PR strategy tailored to our needs and objectives? 
3. How will you ensure the project will be accomplished on time and within budget? 
4. What will be the structure of the PR team assigned to us? 
5. To what degree will we be involved in the decision-making process? 
6. How will we measure the success of the project? 
7. How frequently will I receive reports, and what will they entail? 

The best attorney public relations firms in the U.S. are: 

1. Ignite Visibility  
   • 4.9 stars on DesignRush (14 reviews) 
   • 4.5 stars on Google (60 reviews) 
   • Top clients: DoorDash, Wedding Wire, The General, 5 Hour Energy, Fix Auto 
2. Lounge Lizard 
   • 4.8 stars on DesignRush (10 reviews) 
   • 3.7 stars on Google (14 reviews) 
   • Top clients: Canon, NYU, Disney, Whelen, Nikon 
3. Disruptive Advertising 
   • 4.9 stars on DesignRush (42 reviews) 
   • 4.7 stars on Google (317 reviews) 
   • Top clients: Death Wish Coffee, BPI Sports, KPMG, PennyMac, Diesel Power Gear 
4. Sure Oak 
   • 4.9 stars on DesignRush (28 reviews) 
   • 5.0 stars on Google (29 reviews) 
   • Top clients: Alphagraphics, Mercedes-Benz, Bivvy, Duke Energy, Uncommon Goods 
5. SEM Nexus 
   • 4.8 stars on DesignRush (25 reviews) 
   • Top clients: Assassins, YogiGoFitness, Nautical Eye, Know Wake, WinQuik