By Leah Williams, Account Coordinator at Top of Mind Public Relations
In the fast-paced world of public relations and communications, it’s easy to get caught up in the hustle of deadlines and ongoing initiatives. But amidst all the fast-moving work, it’s essential to take a step back and ask: Does what we’re saying still resonate?
The messaging that served your firm a year or two ago might not have the same impact today. As the legal landscape evolves, so should your firm’s voice and strategy. The media is constantly changing, and the needs and expectations of your audience evolve right along with it. Refreshing your law firm’s messaging isn’t just about tweaking a pitch or updating a bio; it’s about ensuring your media initiatives are in tune with where your firm is now and where it’s headed.
Here’s why refreshing your messaging should be part of your ongoing PR strategy:
1. Media is Evolving – Your Messaging Should Too
The media landscape is continually shifting, with new platforms, technologies, and trends emerging all the time. What worked a year ago might not capture attention today. For example, traditional media outlets might not have the same reach they once did, and new digital-first platforms could now be your key to success. The same applies to how you communicate. As your firm evolves, your messaging should align with the conversations happening in the media.
Pro Tip: Take a moment to evaluate if your current messages and media initiatives still align with the trends and developments in the industry. Look for shifts in language, legal trends, or client needs and update your messaging to reflect those changes.
2. Your Law Firm’s Mission is Ever-Changing
Your firm’s mission isn’t static; it evolves as practices grow and adapt. The issues you’re focusing on today may differ from those that were a priority two years ago. As you take on new cases, build new partnerships, or explore new practice areas, your messaging needs to reflect that evolution. A strong messaging refresh doesn’t just involve small tweaks, it’s about realigning your voice to match the firm’s mission in the current moment.
3. Repurposing Isn’t Just About Repackaging Content. It’s About Realigning Strategy
Many firms focus on simply repurposing content and media initiatives without considering the need to adapt it to the current environment. Repurposing your messaging is a powerful strategy, but it’s not just about rewording your pitch or reusing old articles. It’s about revisiting your content strategy to ensure your messages reflect present needs and speak directly to your target audience’s pain points.
Example: A blog post from two years ago discussing estate planning might need to be updated to address new regulations or emerging concerns regarding digital assets or recent changes in tax law.
4. Messaging Isn’t Just About Words. It’s About Connection
In today’s world, where everyone’s attention span is shorter than ever, your messaging must connect on an emotional level with your audience. What are the most pressing challenges your clients face? How does your firm address these challenges in a way that resonates with their needs, not just their legal requirements?
A strong, refreshed message will focus not only on what your firm offers but also on how you solve problems, providing empathy and understanding. When you repurpose content, don’t just repeat what worked in the past. Reframe it to show your law firm’s continuous commitment to addressing evolving client concerns.
5. Don’t Forget About Your Internal Team. Messaging Should Reflect Your Culture
Your messaging doesn’t just need to resonate externally. It should also inspire your internal team. A refreshed approach to communication aligns not only with your public-facing materials but with how your team communicates internally. Clear, authentic messaging helps everyone, from new hires to senior partners, stay aligned on your firm’s goals and values.
6. Regular Updates Keep You Relevant
The digital world moves fast, and your audience is always looking for fresh insights. Keeping your messaging fresh is vital to staying relevant. Without regular updates to your messaging, you risk becoming stale, overlooked, or worse, irrelevant. This is especially important for law firms looking to attract new clients or stay visible to existing ones.
Quick Tip: Review your content quarterly. Look at your press releases, blog posts, and client-facing materials, and make sure they still reflect your firm’s current values, goals, and services.
Final Thoughts: Refreshing Your Messaging is an Ongoing Process
Just as you review and adjust your firm’s legal strategies, refreshing your messaging and media initiatives should be an ongoing part of your public relations efforts. Messaging that was compelling a year ago might not have the same impact today. Ensure that your firm’s voice remains relevant, relatable, and aligned with your audience’s evolving needs.
At Top of Mind PR, we specialize in helping law firms refresh their messaging, repurpose content, and stay ahead of the curve. Whether you’re updating a pitch, press initiatives, refreshing your bio, or rethinking your overall strategy, we can help you craft messaging that resonates with your targeted audiences while keeping your firm’s vision and mission at the forefront.
Get in touch with us to learn how our team can help your law firm stay ‘top of mind’ and reach your business development goals.
About the Author
Leah Williams is an account coordinator with Top of Mind. In her role, she collaborates with both our traditional media teams and digital division, creating social media content for the firm’s law clients.
Prior to joining Top of Mind, Leah was a Corporate Merchandise Coordinator specializing in the fashion sector, managing merchandise and events for prominent Fortune 500 brand clients like Adidas, Under Armour and Levi’s. She has also crafted compelling stories and features for a London based travel media/news company Suitcase Magazine and served as a Contributing Editor for PhotoBook Magazine a digital magazine in New York.
