As law firms look to set themselves apart in an increasingly competitive market, the important role that a strategic public relations program plays in business development can't be overlooked. The very nature of law firms—often risk-averse, with a focus on partner-driven business development, billable hour structures and client-first interests—makes it easy to assume PR won't be a good fit. On the other hand, a firm too eager for publicity can lose sight of strategy, securing coverage for only the sake of coverage, and losing any hope of demonstrable return on investment.

A successful PR program not only aligns with business development strategy but also has a real role in driving it. With the right conversations, processes and buy-in—and a clear understanding of common hurdles—a PR program can be a key pillar in business development success.