Summer is in full swing, and with it comes the familiar threat of storms. The sky, calm one moment, may quickly fill with clouds, thunder, and lightning. While storms can be awe-inspiring, they can also be destructive. Comparing a storm to PR might seem odd, but it’s a metaphor brimming with lessons for public relations and thought leadership, especially within the complex landscape of the legal industry.

Ioana Good, Founder and PR Strategist of Promova.

Just as suddenly as a storm develops, it can also dissipate quickly. Thought leadership and PR focused solely on high-profile cases or legal victories can be fleeting. A consistent, ongoing effort—a steady drizzle—is far more effective at building up a law firm’s reputation and client base by maintaining visibility and credibility over time.