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Beyond Press Releases: Why Legal PR Must Evolve In the Age of AI
In today’s legal marketplace, AI-powered algorithms have become the new gatekeepers of visibility and credibility. As these algorithms scan, validate and surface expertise, the traditional legal PR playbook, centered on press releases announcing lateral hires, client wins or firm milestones, is losing impact. To stay relevant, law firms must rethink how they build trust, authority and business. Success now depends on understanding how AI evaluates expertise through third-party endorsement and on adapting PR strategies accordingly. This shift demands a new approach to legal PR: one focused on influence, validation and strategic presence across respected third-party media platforms.
Why Traditional Legal PR No Longer Works
AI-driven platforms don’t rely on press releases because they are primary sources: self-published, inherently promotional and lacking third-party verification that gives content its weight in journalistic or algorithmic credibility. What AI prioritizes is information synthesis that has undergone independent editorial review and rigorous journalistic vetting.
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How AI Has Affected PR
When we consider how the use of AI affects legal PR and communications, we have to look at it as an industrywide global phenomenon. A recent online conference provided an overview of the latest AI trends in public relations, and specifically, the impact of AI on communications. Here are some of the key points and takeaways from several of the speakers, who provided current best practices, tips, concerns and case studies.