Most attorneys hire a PR firm fast, on a referral, and without asking too many questions. Oftentimes, the sales pitch from PR firms sounds the same across the board: every firm has “relationships,” is “strategic,” and has secured impressive coverage for a major case. The difference shows in the answers to specific questions, and those questions are the only way to differentiate one PR firm from another.
Here are a handful I would ask before signing anything.
Which stories have you secured in the last 90 days on a case like mine?
Don’t ask for a list of outlets. Ask what kinds of stories the PR firm has placed. What media markets? What was the goal of the coverage?
Where can my law firm improve?
A firm that relentlessly agrees with you is likely not worth your time or money. Good communications counsel will tell you when a story is not worth chasing, when a statement will make things worse, and when the right move is to say nothing and let the legal filing speak.
How do you work inside Rule 3.6 and/or a protective order?
Ask how the firm handles sealed exhibits, a gag order, and/or a judge who dislikes press. Ask who approves language before it goes out and how fast that approval loop moves. If the answer is vague, they may not be cautious when engaging with the press, which could result in serious legal problems.
Can I see a case study or speak with a reference?
Ask for wins from a current or previous client, not a highlight reel of the firm’s “biggest hits.” You want to examine outlet ranking, prominence of the client, whether an attorney was quoted or just named, and whether the framing of the case made it into the final article or segment. If you speak with a client, ask about their relationship to their PR firm. What were meetings like? Did they see results?
Is a press release your answer to everything?
Placing a press release on the wire is a receipt, not coverage. It puts your words on a webpage nobody reads and generates a syndication list that looks like results in a spreadsheet.
Ask how often press releases are used as a media strategy.
What happens when I call at 5 p.m. on a Friday with a verdict?
Verdicts, rulings, and bad news do not understand “business hours.” Ask who picks up the phone or answers email after hours, how fast a statement gets drafted, and what their record is on same-day turnarounds. Then ask a current client of the PR firm the same question and compare the answers.
What does the first month look like? What does the sixth month look like?
Hearing a prospective PR firm describe how they approach their accounts on a more granular scale is a helpful way to determine if it’s a good fit. This way, you can hear more about plans around intake, message development, media list creation, first pitches, and first placements. Be skeptical of anyone who promises coverage in week two. Ask how they plan to interact with your plaintiffs and make sure you feel comfortable with their answer.
How do you approach client conflicts and maintain strong client relationships?
Ask directly whether they work with firms competing for the same litigation leadership positions or the same client pool, and how they create boundaries. You want to hear that they prioritize their current client’s comfort and respect their needs before just growing the business for the sake of growing. It’s also important to ask how often your law firm should expect to hear from the prospective PR firm: is it a daily check-in via email, a bi-weekly call, or a monthly review of strategy and outcomes?
Red flags
- Guarantees quick placements or promises a return rate on media wins that no firm can realistically hit.
- Won’t put you in touch with a current client for a reference.
- Doesn’t seem to understand the importance of restrictions you may have in speaking with the media.
- Over-relies on SEO/GEO language without explaining the actual media strategy.
- Has no guardrails in place around protecting plaintiffs.
If you are earlier in the vetting process for a PR firm, start with How to Choose a Legal PR Firm, then come back to this list when you are down to your final two or three candidates.
If you are weighing your options, it is worth seeing how firms actually compare. We put together a rundown of the legal PR agencies for law firms.
