Big Law’s high prices are a PR and marketing opportunity for midsize firms: 5 strategic tips

March 4, 2025

Master your firm’s marketing and PR strategy to become the obvious alternative for clients rethinking their reliance on large law firms.

Let’s talk about the elephant in the boardroom: hiring a large law firm has become astronomically expensive.

With some Big Law partners now commanding up to $2,500 an hour (yep, you read that correctly), the math is making many clients cringe. For midsize law firms offering the same top-tier service without bloated overhead costs and bureaucratic red tape, this is an opportunity. They’re nimble, responsive and, frankly, just as good at the work — AKA the perfect refuge for clients fleeing high costs and inefficiencies.  

But many midsize firms fumble this opportunity in two ways: 

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The power shift: What legal marketers can learn from the 2024 election

January 23, 2025

The 2024 U.S. presidential election vividly illustrated a significant shift in media consumption and, more specifically, who people trust for information and news. For the first time in American history, presidential nominees and their running mates leveraged podcasts more than mainstream media to reach voters, reflecting broader changes in how younger generations access and engage with information.

This transformation is not limited to politics. It’s reshaping the legal landscape as well. Legal marketers who want to remain a trusted source for their audience need to pay attention to the media landscape shift and adapt their marketing and PR practices to become an “influencer” to reach their ideal clients.

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September law firm rankings, lists, awards and PR opportunities

September 17, 2024

Behold! Something that isn’t about the U.S. presidential election. Drink it in. Let it swirl around your mind until the bad taste is gone. Read it twice if you need to. 

As we traverse pumpkin spice season, the former Starbucks barista in me is experiencing PTSD, but the rest of me is thrilled. As January’s less intense, flannel-wearing cousin, September is a month of fresh starts and back-to-school energy — and that applies to many legal awards, too.

One such publication gearing up for a new cycle is The Legal 500, which recently hosted a meet-the-editors webinar to demystify its research process, referee requirements and submission essentials ahead of the November 20 deadline.

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August law firm rankings, lists, awards and PR opportunities

August 12, 2024

Not sure if you’re hip enough to use the term “brat summer?” I’m here to tell you that you are — especially if you’re spending August pursuing awards, rankings and PR opportunities for law firms. The submission process can feel messy, complex and even unstable at times, but it’s powered by unapologetic confidence and badass accomplishments. That IS brat, my friend.

Speaking of the younger generation, several hundred of them have responded to Law360’s summer associates survey. The first of its two-part report found that a firm’s reputation and the culture it advertised were among the most important criteria for choosing a summer associateship. Just saying. Also, the no. 1 resource that respondents said they used to inform their decisions was the firm’s website, so make sure those bios and practice pages are looking sharp!

Here are the legal PR opportunities that are in full bloom this month:

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How to prepare for a broadcast interview (even when you’re dreading it)

July 26, 2024

“This isn’t going to be on TV, is it?”

I can’t count the number of times I heard that question from someone I was about to interview — even though I was holding my clearly branded TV news microphone up to their face and my photojournalist colleague was pointing a professional-quality video camera lens at them. Sometimes I felt like saying, “Um, yeah. What else would we be doing here?” (But I didn’t.)

It speaks to some people’s deep-seated, all-encompassing fear of speaking in front of the camera (or a webcam or a podcast microphone). I’m here to tell you: you can do it — even if you don’t think you can at first. As a former broadcast news anchor and reporter with two decades of experience, I’ve got some thoughts on how to make that dreaded on-cam interview easier for yourself.

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Interacting with reporters at conferences: a guide for legal and AEC professionals

June 5, 2024

With your program in hand and trusty lanyard around your neck, you’ve exchanged business cards and enthusiastically nodded along to the keynote speaker’s most compelling points. You’ve nibbled the finger sandwiches, raided the coffee carafes and spent an obscene amount of time looking for “Ballroom 3F.” Hopefully, you’ve also remembered to bring a good jacket for those frigid caverns they call meeting rooms. 

But there’s one other thing you might have overlooked.

You know those writer types who report on the issues and trends affecting your industry? Maybe they’ve even covered your firm before. Well, conferences are a fantastic place to spot them out in the wild. 

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Touting your award wins: how to stay in compliance with legal marketing ethics rules

December 22, 2023

If you subscribe to our newsletter, then you know that we already bring you the latest and greatest award opportunities to showcase your firm’s expertise and accomplishments. But what happens when you win an award? You want everyone to know (particularly potential clients and recruits), but you might not know where to start when promoting it. Here’s how you can toot your own horn without getting slapped with a lawsuit of your own

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How law firms can speak with one voice through a comprehensive messaging strategy

November 28, 2023

Law firms are known for the diverse minds and unique perspectives they bring to the table for clients. These qualities can be beneficial when developing legal strategies heading into a case or transaction. But that approach does not always lend itself well to law firm PR and content marketing. 

Consider the potential ethics issues that might arise if lawyers don’t have specific client approval to pursue PR on a particular matter. 

Imagine how recruiting could suffer if partners and associates share very different views about what it’s like to work at the firm and promotion opportunities. 

What if the way a firm communicates with clients is far from standardized? 

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The ultimate law firm marketer holiday gift guide: 2023 edition

October 24, 2023

The ultimate law firm marketer holiday gift guide

‘Twas the night before holiday vacation, and all through the law firm, not a body was stirring — except for you, that dedicated marketing director finalizing next year’s budget

OK, maybe you’re also watching for price drops on Amazon. ‘Tis the season, after all. 

 Since you likely bought, wrapped and sent all the firm’s client gifts, plus dreamed up an awesome holiday e-card, isn’t it time to treat yourself a bit?

With that in mind, we’ve compiled the ultimate holiday gift guide for legal marketers. There’s something on this list for everyone — and you might want to share it on your social media so colleagues and loved ones see it in case they’re at a loss for what to buy you. 

Of course, printing off copies and “accidentally” leaving them lying around is also acceptable. Just as long as you circle your top choices in red ink.

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How law firms can utilize Mansfield certification to drive diversity and inclusion initiatives

July 26, 2023

In the legal profession, diversity, equity and inclusion (DEI) have become crucial focal points for organizations striving to create a more equitable and representative environment. One prominent initiative attracting the participation of more and more firms is the Mansfield Rule Certification, created by Diversity Lab. 

What is the Mansfield certification?

Named after Arabella Mansfield, the first woman admitted to the practice of law in the United States in 1869, this certification program aims to promote diversity and inclusion by ensuring equal opportunities for underrepresented groups in leadership positions within law firms and legal departments. More specifically, it measures whether law firms have affirmatively considered at least 30% women, lawyers of color, LGBTQ+ lawyers, and lawyers with disabilities for leadership and governance roles, equity partner promotions, formal client pitch opportunities and senior lateral positions. 

The first cohort in 2017 involved 35 American law firms. As of this year, there are now more than 300 Mansfield-certified firms in Canada, the United Kingdom and the United States, as well as more than 80 legal departments. 

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