PR Is Not a Press Release: It’s About Shaping Narratives and Building Credibility
When plaintiff attorneys and law firms think about PR, they often picture press releases—one-off announcements about case filings, settlements, or firm updates. While press releases have their place, they are just a small piece of a much larger strategic effort to build credibility and influence public perception.
In short, a press release by itself provides little chance of you getting your message out to those you believe should care about.
True PR isn’t just about pushing out information—it’s about creating a narrative. It’s about ensuring the right messages reach the right people at the right time, whether that’s potential clients, referral sources, or key decision-makers. Attorneys who limit their understanding of PR to press releases miss out on strategic opportunities to strengthen their brand and expand their influence.
Why PR Is More Than Just Press Releases
Press releases are a tactic, not a strategy. They can be useful, but they rarely generate significant impact on their own. A strong PR approach goes beyond one-off announcements and instead focuses on building long-term credibility, thought leadership, and visibility.
Some of the most effective PR efforts for plaintiff attorneys include:
Media Outreach & Strategic Positioning – Securing interviews and media coverage to elevate attorneys as go-to sources on legal issues—while shaping public narratives around active litigation and ensuring consistent messaging.
Thought Leadership Development – Building influence through op-eds, published commentary, and speaking engagements that showcase legal insight, leadership, and expertise.
Brand Awareness & Community Presence – Elevating firm visibility through industry awards, sponsorships, and meaningful community engagement that reflects the firm’s values and impact.
Digital & Social Strategy – Leveraging social media, newsletters, and website to share firm news and case updates.
Beyond the Press Release: A Strategic Approach to PR
At RebuttalPR, we don’t just write press releases—we craft comprehensive PR strategies that help plaintiff firms expand their influence, attract new clients, and strengthen their standing in the legal industry. If your firm’s idea of PR starts and ends with a press release, it’s time to think bigger.
Want to see how strategic PR can support your firm’s long-term success? Let’s talk.