The legal landscape is constantly evolving, and law firms are stepping up their game with innovative public relations (PR) strategies. It’s no longer just about maintaining appearances—it’s about forging deeper client connections, enhancing visibility, and showcasing the unique qualities that set them apart from the competition.
Here are the top PR and communications trends transforming the legal industry in 2025:
Trend 1. Big focus on humanising the legal profession
In an industry often perceived as impersonal, showcasing the human side of law practice will continue to be a game-changer with firms increasingly sharing anonymised client success stories, highlighting pro bono efforts, and encouraging lawyers to reflect on their personal experiences.
Why does this matter? These efforts foster authenticity and relatability and help build meaningful connections with clients and prospective clients.
Trend 2. CEOs will increasingly become the public ‘face’ of the firm
As part of the trend to humanising law firms, we will see more and more law firm bosses stepping into the spotlight. This shift will see them engaging directly with audiences through platforms like LinkedIn, speaking at industry events, and sharing their expertise and thought leadership on key legal issues.
Why does this matter? When leaders are visible, this not only boosts the firm’s external reputation—it inspires internal teams. A CEO who publicly shares the firm’s achievements, vision and values, helps builds a culture of pride, unity, and collaboration.
Trend 3. Embracing plain language communication
Legal jargon has long been a barrier to client understanding. In 2025, more firms will simplify their language, breaking down complex legal concepts into plain, everyday terms to make them accessible to a broader audience.
Why does this matter? Simplifying legal language not only improves client comprehension but fosters trust and confidence. When clients feel informed and empowered, they are more likely to value and recommend the firm’s services.
Trend 4. Explainer videos and podcasts to take off
As part of the move toward accessibility, explainer videos and podcasts are set to dominate law firm communication strategies in 2025. These formats provide clients with easy-to-digest content on topics such as legal processes, case preparation tips, terminology breakdowns, law updates, or crisis management advice.
Why does this matter? These formats make legal advice more engaging, allowing firms to reach a broader audience. They also enhance brand visibility, positioning the firm as a helpful resource and thought leader.
Trend 5. Thought leadership to take centre-stage
Law firms will continue to position themselves as industry leaders and trusted advisors by sharing expert commentary on topics that align with their practice areas and resonate with their audience. Trending topics include regulatory changes, new legislation, landmark cases, and preparedness guides (“How to Handle a Regulatory Investigation”).
Why does this matter? By consistently addressing these issues, firms can build trust, demonstrate expertise, and deepen client relationships while attracting new business.
Trend 6. Smart media engagement
In 2025, law firms will take a proactive approach to media engagement, offering expert commentary on breaking news and high-profile cases. Lawyers who can make complex issues easy to understand will stand out, enhancing their reputations and their firms’ credibility.
Why does this matter? Proactively engaging with the media ensures the firm stays relevant and visible in the public eye.
Trend 7. Giving back through community work
Social responsibility has moved beyond being a buzzword to becoming an essential aspect of law firm communications. So, sharing stories about pro bono work, charity projects, or partnerships with nonprofits will be a key feature of law firm communications in the following year.
Why does this matter? Highlighting social responsibility initiatives demonstrates the firm’s values and commitment to making a difference. This resonates with clients and communities, enhancing loyalty and strengthening the firm’s reputation.
Trend 8. Building trust through transparency
Trust is everything in 2025. Law firms will be doubling down on open and honest communication. Whether it’s celebrating successes or acknowledging challenges, being transparent strengthens client loyalty.
Why does this matter? Transparency is the cornerstone of strong client relationships. By being open and honest, firms can foster deeper loyalty, stand out in a competitive market, and build a reputation for integrity.
By jumping on these trends, law firms can stay ahead in the ever-changing legal landscape. It’s all about connecting on a deeper level with clients and standing out as leaders in the industry.
All sound a bit daunting
At Parker Public Relations we provide the complete communications package for organisations. We do the heavy-lifting and manage everything on your behalf – publicity, social media management, content creation (including blogs, newsletters and websites), source public speaking opportunities, even ghost-write your business book! We also provide LinkedIn training for CEOs, managing partners, partners and staff more generally.
Contact: Wendy Parker 0422 694 503 wendy@parkerpublicrelations.com.au
