Conferences, summits, CLEs, industry mixers—there’s no shortage of legal events competing for your time and attention. But for plaintiffs’ attorneys and firms investing in their visibility and reputation, the real question isn’t how many events you attend. It’s which ones deserve your time, budget, and energy.

Here’s a simple framework to help evaluate whether an event is worth it.

Define the Goal Before the Calendar Fills Up

Start by asking: What does a successful event look like for us? Is it generating referral relationships? Building visibility in a new practice area? Obtaining CLE credit? Your reason for attending should tie directly into a firm-wide business or communications objective. Without a clear goal, you’re hoping an event will end up being worth it, which is a waste of time, money, and energy.

Audit the Audience, Not Just the Hype

Don’t get distracted by the lineup of speakers or splashy venue an event boasts. Focus instead on who will actually be in the room. Could they be potential referral sources? Fellow litigators in your practice area? Decision-makers at organizations aligned with your firm? If your target audience for the reason you’re attending isn’t there or accessible, the event probably isn’t a fit.

Vet the Access and Format

Some events promise great networking, but in practice offer little more than large panels and buffet lines. Review the format. Will you have real opportunities for one-on-one conversations? Are there small-group settings? Can you get on the agenda as a speaker or panelist? These details matter. Influence doesn’t just come from showing up. It comes from having something to say, and the proper space to say it.

Consider the Cost-to-Impact Ratio

Factor in the full cost of attendance, including registration fees, travel, and time out of the office — against the potential return. That return doesn’t have to be immediate dollars; it could be long-term positioning or critical relationship-building. But if the event doesn’t move the needle on your goals, it’s a sunk cost.

Play the Long Game

Some events are worth attending consistently over time, even if the first year is quiet. That’s especially true for tight-knit industry or regional gatherings. Reputation builds with repetition. If an event aligns with your long-term positioning, it may still be worth it even if the investment return isn’t instant.

The bottom line: Be selective. The most successful firms aren’t everywhere; they’re just in the right rooms. Be strategic about where you show up, and make sure each event you attend earns its place on your calendar.

A Partner in Your Engagement

At RebuttalPR, we work with plaintiff-side law firms to turn conference appearances into brand-building opportunities. We secure speaking slots, pitch media, and align your presence with your firm’s goals. If you're investing the time and money to be there, we’ll make sure it pays off.

Contact us to learn more about how RebuttalPR can help take your firm to the next level.