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. Success now depends on understanding how AI evaluates expertise through third-party endorsement and on adapting PR strategies accordingly.

6 minute read August 31, 2025 at 11:32 PM
By
Aubrey Barrett and Brenda McGann
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.

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