Tips for landing media mentions and legal expert recognition that build authority and attract premium cases.
Visibility is Authority in 2025
Law firm marketing isn’t just about SEO, ads, or social media anymore—it’s about building authority. And there’s no faster way to do that than getting quoted in reputable media outlets.
But here’s the good news: you don’t have to be famous to become the “go-to” legal expert for journalists.
With the right approach, your firm can earn free press coverage, expert recognition, and SEO benefits, even if you’re a small firm in Salt Lake City.
This guide will show you how to:
- Identify and pitch relevant media opportunities.
- Build an expert profile that attracts journalists.
- Ethically leverage quotes and mentions for marketing (while complying with ABA rules).
This cluster dives deeper into lawyer PR tactics, expanding the “Authority & Visibility” section of our main Law-Firm Growth Blueprint.
Why Media Exposure for Attorneys Matters
Media exposure isn’t just about ego—it’s about conversions and trust.
- Third-party credibility: A journalist quoting you as an expert provides instant trust-building.
- SEO boost: Mentions on reputable sites (especially with backlinks) improve Google rankings.
- Premium-case appeal: High-value clients want attorneys who appear as leaders in their field.
Even better? You can do this ethically, without exaggeration or prohibited claims, following ABA Model Rule 7.1 on truthful communications.
How Lawyers Get Featured in the Media
You don’t need a PR agency or a famous name to get quoted. Here’s how to start:
- HARO (Help a Reporter Out): Free platform where journalists post daily legal requests.
- Proactive pitching: Draft concise, issue-focused pitches on trending topics (e.g., new laws, landmark verdicts).
- Local media outreach: Your local paper, radio, or news station needs expert voices, especially for practice areas like family law, personal injury, or criminal defense.
Authority-Building Tactics for Small Law Firms
Small firms can build expert authority online by:
- Creating authoritative blog content on emerging legal issues.
- Maintaining an active LinkedIn presence with thoughtful commentary.
- Showcasing client reviews and testimonials (ethically).
- Listing “as seen in” media logos once quoted.
Attorney Expert Recognition Tips
Quick tips to become a journalist’s favorite source:
- Be fast: Journalists work on tight deadlines. Respond within hours.
- Be clear: Avoid legal jargon—translate complex issues into plain English.
- Be quotable: Craft concise, memorable soundbites that can be lifted verbatim.
Ethical Guidelines for Media Mentions
Lawyers must always market ethically:
- No exaggerating credentials or expertise.
- Avoid implying a guarantee of future outcomes.
- Provide appropriate disclaimers where needed.
This article expands the “Authority & Visibility” pillar of our flagship guide, The Law-Firm Growth Blueprint. If you’re working on your firm’s brand, website, or SEO, media exposure should be part of that strategy too.
Want a Professional Eye on It?
Geeks for Growth specializes in helping law firms build authority, not just rank higher.
Book a Free 15-Minute Growth Blueprint Audit.
We’ll review your expert profile, brand positioning, and media-readiness—and show you how to position your firm as the trusted authority in your market.
Schedule Your Free Consult →
(Only 3 slots per month per market.)
