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.

In the legal industry, whether a law firm has been around for decades or is newly established, it often faces the same challenge—being known only within its immediate circles. While law firms may enjoy a strong reputation in the legal fraternity, this recognition often doesn’t extend to the general public or potential clients outside the industry.

Let’s consider an example: an ABC person in a tier-two city needs legal advice for their business. They turn to a local lawyer, someone they know through their social circle or a recent referral. However, the local lawyer doesn’t specialize in the area of law they need. The lawyer suggests another name, someone from their own network. And so, the search for legal expertise remains confined within familiar boundaries, never reaching the experts best suited for the case.

This isn’t because top lawyers lack talent or credibility, but because they aren’t visible to people outside their network or the business elite. Here’s where a PR firm comes in.

The Visibility Challenge: Why PR is Essential

One of the biggest challenges law firms face is visibility. A PR firm ensures that your law firm isn’t only recognized by peers but by potential clients across industries, cities, and even sectors that haven’t traditionally worked with you. PR firms are skilled at putting law firms on the map, not just within the legal community but, more importantly, in front of potential clients.

These clients may not have a background in law or know where to start. They may only need legal advice for business disputes, family matters, or regulatory compliance issues once or twice in their lifetime. When they do, a visible, approachable, and known name is more likely to attract their attention. PR ensures this visibility extends to the non-legal community—the very people who could be your future clientele.

Tech-Savvy Clients and the Importance of an Online Presence

With smartphones, internet access, and AI-driven technologies growing every day, how people find legal services is rapidly changing. People expect immediate, easy access to information, and if your firm doesn’t appear on their radar within the first few clicks of their search, they may never find you.

Technology is now such a major part of how clients look for legal advice. Potential clients are less likely to rely solely on personal recommendations. Instead, they use Google searches, social media, and online resources to find the right legal expert for their needs. While legal rankings like Chambers and Partners matter within the industry, most business owners or individuals who need legal help are looking for more practical, easy-to-understand information. If you don’t have a visible, approachable presence online, it’s easy to get overlooked.

Building Trust Beyond Legal Rankings

Many law firms believe that being ranked by top platforms or featured in legal industry publications is enough. But PR goes beyond these rankings. It focuses on reaching people who are outside your traditional referral network, creating new touchpoints for potential clients who may not be familiar with the intricacies of legal rankings.

PR firms specialize in simplifying complex legal concepts for non-legal audiences. Instead of solely relying on rankings, PR ensures that when people search for answers or need help, your firm’s expertise is clear and accessible. By regularly producing content, news, and commentary that’s relevant to your clients, a PR firm builds your reputation beyond the legal world.

Reaching New Clients Regularly

A law firm’s work can be difficult to communicate to someone with no legal background. For example, explaining that your firm is ranked highly in legal directories may not mean much to someone who needs advice on a contract dispute or real estate matter. That potential client wants to know if you understand their specific problem and can help them solve it.

This is where PR plays a vital role. PR firms help communicate your expertise in a way that makes sense to people who don’t speak legal jargon. They make sure your firm is regularly reaching out to the right audiences—business owners, individuals, or organizations who need legal help but might not know where to turn.

Staying Visible in a Fast-Moving Legal Market

In today’s fast-paced world, if your law firm’s information isn’t readily available or easily accessible online, you risk losing potential clients. There are simply too many options, and clients won’t waste time digging through complex legal content or navigating hard-to-find information. It’s like trying to be noticed in a crowded room—without actively raising your hand, people won’t know you’re there.

PR efforts, whether through social media, articles, interviews, or news features, ensure that your firm remains visible and relevant. Even when potential clients aren’t actively searching for legal services, consistent engagement helps build your reputation as the go-to expert when legal needs arise.

Moreover, the legal market is becoming increasingly competitive, with client expectations evolving rapidly. Having a PR firm on retainer is not just about visibility—it’s about staying ahead of the competition. It’s akin to running in a race: if you stop for even a moment, the competition will surge ahead. PR helps ensure your name stays at the top of search results, and your expertise reaches a broad audience, not just those within your immediate network.

As technology and the internet continue to transform how people search for legal help, having a PR firm is crucial. It’s the megaphone that amplifies your firm’s voice in a sea of competitors, ensuring you remain a top choice when clients need legal services.

maintain a strong presence and attract new clients by ensuring that their brand is consistently visible to the right audience.

In conclusion, law firms in India should consider having a PR firm on retainer as a strategic move. It ensures that your firm is positioned as a trusted expert, even to those who are outside your traditional legal circles, and helps you stay competitive in an ever-changing market.

Looking for help with your law firm’s PR strategy? We are a go-to firm for all your requirements- get in touch!