Legal PR works differently than most marketing. Editors at serious publications don't run advertisements dressed up as articles, and the readers you want, sophisticated clients and referral sources, can tell the difference. We work only with law firms, so we know which angles editors actually want from an attorney and how a placement translates into the kind of credibility that makes people decide to trust you.
Only ones worth the byline. We focus on high-end legal and business publications, national outlets, respected legal trade media, and the sector or regional publications your clients and referral partners already read. We don't chase low-quality sites or pay-to-post directories that add nothing to your reputation. Every target is chosen because appearing there genuinely positions you.
Very little. After a short onboarding to capture your expertise, your point of view, and your goals, we run the process, so the research, pitching, writing, and follow-up all stay off your plate. We loop you in on what is being pitched and where, and the time you spend is usually just a quick review before something goes out.
We treat it as full-service placement, not just writing. That means finding the right angle, identifying the specific editors who cover your area, pitching them personally on your behalf, writing the piece to match exactly what that publication expects, following up until it lands, and tracking it through to publication. You get the byline and the credibility; we handle everything behind it.
We write it in your voice. Using what we learn about your practice, your cases, and your point of view, we draft commentary and articles that read like a real attorney, not a press release. You review anything before it's submitted, and over time most attorneys let us run the writing start to finish once the voice is dialed in.
We pitch deliberately, never in bulk. We research the exact editor who covers your beat, tie the pitch to something actually moving in the news, and lead with an angle they can genuinely use rather than a promotional ask. One firm, one editor, one tailored pitch, that is what gets a busy editor to read past the first line and respond.
Our service includes: (1) an onboarding call to capture your expertise, angles, and goals, (2) a shortlist of target publications matched to your practice, (3) newsworthy angle development built around where you can genuinely add insight, (4) editor research to find the right contact at each outlet, (5) personalized pitches written and sent on your behalf, (6) full pieces or quotes written in your voice, (7) compliance review against bar advertising rules, (8) persistent, professional follow-up until placement, and (9) tracking each piece through to its publish date.
Absolutely. Nothing is pitched or submitted until you're comfortable with it. We welcome your notes on the angle, the wording, and the cases or wins you want to highlight, and we keep refining until every piece sounds like you. Once your voice is established, many attorneys give us the green light to run the pitching and writing independently.
It varies by outlet and news cycle, and we're honest about that. Editors move on their own timelines, and a strong placement is worth waiting for. What we control is the quality of the angle, the precision of the pitch, and steady, professional follow-up, which is what keeps your piece in front of the right editor until it runs.
A placement keeps working long after it runs. We help you amplify it across your site, LinkedIn, and bio, so it builds your reputation with the people who matter. And we fold what we learn from each placement into the next pitch, so the more we run it, the more your presence compounds into visibility and referrals over time.
We're familiar with state bar advertising guidelines across US jurisdictions and build them into everything written on your behalf. That means keeping claims within what your state allows, adding any required disclaimers, and flagging anything that could raise a compliance question before it reaches an editor. If your state has specific rules we haven't worked with before, we review them during onboarding, so everything is clear before we begin.