This article has been authored by Anshu Sharma, a seasoned professional with expertise in client management, business development, and marketing within the legal sector.
Anshu has held key roles at renowned firms such as Chandhiok and Mahajan, Advocates and Solicitors, Singhania & Partners LLP, and LexStart Partners, where she was instrumental in managing internal and external communications, building strong client relationships, and driving business development initiatives.
Public relations (PR) in the legal sector is no longer a “good-to-have”—it’s a strategic necessity. With the right PR positioning, law firms can shape industry perception, attract the right clientele, and stand out in a crowded market. Yet, many firms struggle to get it right. The core reason? A lack of alignment between PR efforts and the firm’s market positioning or practice area focus.
In this article, we explore how law firms—regardless of size—can build PR strategies that add measurable value. At the heart of it lies one simple, actionable principle: Prioritise, then show expertise.
Understanding Your PR Positioning
PR isn’t just about visibility—it’s about the right kind of visibility. A generic approach to public relations can do more harm than good. Appearing in every available quote, article, or panel without a clear strategy can confuse your target audience and dilute your market identity.
Effective PR for law firms begins with introspection:
- What is your firm’s current positioning in the legal market hierarchy?
- What practice areas are you prioritising for growth or recognition?
- Who is your target audience—industry peers, clients, or both?
Your answers to these questions should define your PR direction.
The Pitfall of Being “General”
Consider this scenario: you’re a partner with experience across six practice areas. While that showcases versatility, publicising your commentary or thought leadership across all of them within a short span can be counterproductive. Prospective clients might struggle to understand where your core strengths lie.
The solution lies in strategic narrowing. Identify your priority areas—whether due to market demand, firm growth strategy, or personal branding—and tailor your PR activities accordingly. This ensures consistency and builds a coherent narrative over time.
Crafting Your Focus: A Step-by-Step Guide
Let’s break this down further using an example:
Step 1: Select Your Focus Area
Suppose you’re looking to expand your presence in the Insolvency and Bankruptcy Code (IBC) space. This becomes your PR anchor.
Step 2: Identify Your Audience
Is your target audience:
- Lenders and banks?
- Insolvency professionals?
- In-house legal teams at NBFCs?
Each of these has a different ecosystem of media, events, and thought platforms. Understanding your audience helps you target precisely where your brand should appear.
Step 3: Build Your PR Funnel
Phase I – Visibility:
Start with quotes and expert commentary in news pieces or blogs around IBC developments—particularly those relevant to banks or financial institutions. Contribute articles on recent circulars or case law interpretations.
Phase II – Engagement:
Participate in focused industry events. Attend banking and finance law summits, insolvency conferences, and GC forums. Use this phase to network and create recall.
Phase III – Investment:
Sponsor mid-tier events that draw your target audience. Moderate or be part of panel discussions. This builds authority and proximity with potential clients.
Phase IV – Leadership:
Once your presence is established, aim to host or co-host curated roundtables or invite-only events. This places your firm at the centre of high-value conversations.
The Role of the Right PR Partner
While the process sounds straightforward, execution requires expertise. A skilled PR team ensures:
- You are matched with the right media and industry opportunities.
- Your public profile evolves in alignment with your growth goals.
- Your PR investments are optimized for maximum visibility and impact.
Critically, they help you avoid the scattergun approach and maintain consistency across all touchpoints.
PR as a Business Strategy
PR in legal practice is not just about optics—it’s about business alignment. It is a tool to reinforce your positioning in the marketplace, connect with decision-makers, and build a long-term brand that outlives short-term campaigns. Remember: Prioritise, and then show expertise. That’s your foundation for a PR strategy that doesn’t just make noise, but makes sense.
