How Law Firms Can Turn Their Content Into Media Coverage

A lot of law firms and professional services companies are sitting on great content that never really goes anywhere. It’s buried on the blog, sent out in an alert or maybe posted once on LinkedIn, and that’s it. Which is a shame because it could be doing so much more to build visibility, strengthen credibility and spark new opportunities.

When you publish smart thought leadership, a strong client success story or a timely POV on what’s happening in the market, that content shouldn’t stop at your owned channels. With the right approach, it can turn into earned media that builds credibility, expands your visibility and gets your firm in front of entirely new audiences.

But that only happens when content and PR are working together. Too often they’re siloed, which means missed opportunities. When they’re aligned, the content you’re already creating can go a lot further.

What Editors Don’t Want

Not all content belongs in the media. Before pitching anything, ask whether it offers real value to readers beyond your internal or client base. If it is promotional, vague or repeats what everyone else is saying, it’s probably not worth an editor’s time. Here are some common red flags that get content passed over:

• Articles that read like marketing copy or firm bios
• Pieces that cover broad topics without saying anything new
• Posts that lack examples, stories or substance
• Content that leans too heavily on AI tools and feels generic

A good rule of thumb to keep in mind is that if your own team wouldn’t take the time to read it, a reporter or editor certainly won’t either.

What Gets Attention

Editors and journalists are looking for useful, relevant and well-written content. That often means:

• Commentary on new regulations, legal developments, or industry shifts
• Trend analysis tied to specific sectors or regions
• Insightful perspectives from experienced partners or executives
• Practical explainers that help readers make sense of complex topics

Original data or case examples help. So does a clear opinion or stance. You do not need proprietary research, but you do need to offer something your audience cannot easily find elsewhere.

Think Carefully About Where You Pitch

It can be tempting to aim for high-profile outlets like The Wall Street Journal or national business publications. But that is not always where your clients or prospects spend their time.

Legal industry trade publications, sector-specific outlets, regional business journals and niche newsletters are often better bets. These outlets are more likely to run contributed content and their readers are often more aligned with your target audience.

Before pitching, do your homework. Understand who the outlet writes for and what kinds of pieces they accept. Look at past bylined articles to get a feel for tone and format. And always check if they have editorial guidelines for contributors.

Pitching is Not a Transaction

Media outreach is not just about sending an article and hoping it runs. Building real relationships with editors and reporters leads to more coverage over time.

Start with a thoughtful, concise email. Keep the focus on what the editor’s audience will gain from the piece. Paste the article in the body of the message rather than attaching a file. Be clear that you are offering it for their consideration and are open to edits.

If you do not hear back, a single follow-up after a few business days is fine. Beyond that, move on. But if the article is accepted, say thank you. If you meet a journalist at an event or connect on LinkedIn, stay in touch. These relationships matter.

Get Everyone on the Same Page

One of the biggest missed opportunities happens when PR, marketing, and content teams are not aligned. Before publishing any new piece, ask these questions:

• Could this article be pitched externally?
• Do we need to tailor it for a specific audience or outlet?
• Who should review or approve the pitch?
• Is the author available to be interviewed if needed?

When everyone is clear on the strategy, you avoid duplicate efforts and improve your chances of getting picked up.

Maximize the Visibility

Getting published is not the end of the process. Once your piece runs, share it across every relevant channel. Post it on LinkedIn, include it in client newsletters, add it to the author’s online bio, and flag it for internal distribution.

This is not about self-congratulation. It is about showing that your firm’s perspectives are being recognized by third-party sources and giving clients and prospects more reasons to pay attention.

What This Means for Law Firms

If your firm is already creating strong content, there is no reason it should stop at your blog. With the right approach, you can turn that content into earned media that drives visibility, reach, credibility and business. It doesn’t require reinventing the wheel. It requires knowing what to pitch, where to send it and how to build real relationships with the people who can help amplify your message.

That is how law firms can make their content work harder and smarter.

Key Takeaways

• Don’t assume all content is pitch worthy. Start by identifying what is timely, useful and different.
• Trade publications are often more effective than big-name outlets for legal and professional services.
• Build relationships with editors instead of treating pitches as one-time transactions.
• Coordinate internally to avoid silos and make the most of your thought leadership.
• Once your content is published, amplify it through multiple channels to increase impact.
• The goal is not just visibility but credibility. Earned media builds trust in a way that paid placements often can’t.

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