Nearly every law firm communications leader has faced one before: A time-starved lawyer skeptical of PR’s value. Why, they ask, should I spend my valuable time on such a self-aggrandizing vanity project when I’m buried in client work? What’s the ROI? Do you know my hourly billing rate? Trying to convince anyone these days to abandon their priors is hard enough. Trying to convince a lawyer is next level—like making a closing argument to someone who thinks the trial ended yesterday. So, how do you win over those predisposed to resistance? We asked five in-house PR pros to share their most effective approach.   Robin Davidson, Director of Business Development and Communications, Boies Schiller Flexner "I try to align PR opportunities with clearly defined business goals. This can be helpful on both sides of the spectrum – convincing skeptical attorneys to engage and forcing overly enthusiastic lawyers to pause and think about the why rather than chase any press they can get. I also think baby steps are helpful. For a hesitant or inexperienced spokesperson, I aim to deliver straightforward opportunities and on-background conversations so that they can ease into media exposure."   Lisa Haas, Chief Marketing & Business Development Officer, Cozen & O'Connor "We are fortunate to work with enough attorneys who already appreciate the value of PR. However, when meeting with someone who doesn’t think it is worth their time, I have found that attorneys love evidence. We will point to studies done that, after personal recommendations, bios, and LinkedIn profiles, GCs and C-suite executives value thought leadership most when hiring a lawyer. We also like to show how a little time and effort can go a long way—writing an article on a topic could lead to a webinar or other speaking engagement on that topic, which could lead to being quoted in other publications. All of which we will then add to their bio on the firm’s website and share on our social media platforms so that the next time someone is looking for an expert on that topic, they will find our attorney’s bio. Knowing all that can come from that one article or one meeting with a reporter often helps the lawyers justify the time." Brian Kiefer, Director of Public Relations, Taft "Lawyers are in the authority business, and I’ve found that it’s best to appeal to this directly. From Google search to AI indexing, where do they need to be and how do they want to be positioned? Today, earned media remains the best way to influence the generative AI landscape and craft a position of authority. This may happen through niche Substacks and podcasts or range from media like The Wall Street Journal or appearances at film premieres. The impact of PR efforts like these is more demonstrable than ever and can help prove to lawyers that there are 'riches in niches.'" Nathan Koppel, Director of Communications, Vinson & Elkins "One of my go-to pitches is simply that PR works. When executed well, media outreach allows lawyers to broadcast practical analysis on topics that are top of mind for their business prospects. And that’s why lawyers routinely share instances in which their quotes or bylines have prompted conversations with current or prospective clients. Earned media also begets effective social media, providing fodder that lawyers can use to reach more targets—and generate more productive business conversations. I occasionally also play to lawyers’ frugality, noting that PR merely amplifies legal analysis that they have already conducted, by way of client alerts, webinars, practice group briefings, etc. Most top lawyers are steeped in rulings, policy pronouncements, and market trends – and spend considerable time analyzing how these developments will impact their clients. If you’ve baked a killer loaf of bread, why not see how many people you can feed with it? And then there’s the halo effect that PR offers. Being quoted in the Wall Street Journal, for example, does still confer instant credibility." Penny Paul, Senior Manager, Marketing, Lowenstein Sandler "I like to illustrate to lawyers the power of PR with a personal anecdote: years ago, I heard that the law in New York had changed for special needs trusts. I have a relative who stood to benefit from this development and whose attorney had failed to flag the new law in a timely manner. I Googled the topic and found an attorney who had written several articles about it: he has now been my family’s lawyer for 25 years! Data and case studies are, of course, compelling, but more primal motivators can be effective— like envy. If I can show an attorney that one of their major competitors is giving interviews and publishing thought leadership, chances are s/he will start appreciating the value of PR. Fear can also be a strong influence: no one wants to lose a client because their competitor has more effective search results."