Blog

Lucy Gardner

_{25 August, 2026}

Is your comms team too green?

Safeguarding against misleading corporate claims or blatant attempts to be economical with the truth is PR 101. Any legal PR team worth their salt understands the future implications of creating strategies that try to wash over issues in the hope the reality won’t be discovered. A foolish strategy, particularly in the era of online sleuthing.

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Justin Penrose

_{28 July, 2026}

The GEO digital revolution

Legal PR has been given a further boost in its visible value with the evolution of Generative Engine Optimisation (GEO), the new way of having your brand at the top of AI search engines such as Chat GPT, Claude and Gemini. At its heart is generating independent media coverage and thought leadership. If your firm is doing PR then you should be achieving this already, making it worth its weight in gold for GEO. The more coverage your firm achieves in top tier publications, the more chance AI will cite you above others.

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Sue Carr

_{22 June, 2026}

Trust me, I’m a journalist: The power of authentic storytelling vs AI

Much has been written – ironically – about the decline of traditional journalism, and there’s no doubt that it is unrecognisable compared to when I started out as a reporter. I could go on for hours about those glory days (and for anyone who ever worked in a local newspaper office, Alex Morrison’s There’s Someone in Reception: Adventures in Local Journalism is an enjoyable trip down memory lane). The explosion of technology in the years since have changed almost every aspect – from how journalists find stories, who and what their sources are, to how, when and where they’re reported.

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Kerry Jack

_{28 May, 2026}

In Conversation about legal PR

At our second In Conversation event celebrating BLC’s 15th birthday earlier this month, we brought together three leading legal journalists for a frank discussion on the state of legal journalism, the stories dominating the sector and, perhaps most revealingly, what law firms and PR professionals still get wrong when engaging with the media.

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Lucy Gardner

_{1 May, 2026}

Guaranteed media coverage? Major red flag

There are several falsehoods about public relations. Some, although infuriating, carry humorous images, such as being a wielder of the ‘dark arts’, depicting PR professionals as scurrying around in Harry Potter-style cloaks. Or the idea that being mates with a journalist instantly results in a non-story, miraculously appearing on the front of The Times. One that is not humorous is the concept of guaranteeing coverage. The complete certainty provided by nefarious PR ‘professionals’ that they can secure coverage on any given story, without question or analysis of information.

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Louise Eckersley

_{30 March, 2026}

The customer is not always right

Law Society Gazette journalist, John Hyde, recently highlighted on LinkedIn a situation which saw a PR demand that a link to the law firm’s website must be used as a pre-requisite of using their story. A bold move in a competitive marketplace where legal journalists have a plethora of potential stories available to them, with the power to pick and choose. Suffice to say, the firm did not find its way onto the pages of the Gazette.

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Justin Penrose

_{25 February, 2026}

When a PR crisis becomes an apocalypse

A PR crisis might go on for a few days or sometimes even few weeks. But with the Royal, formerly known as Prince Andrew, his own personal PR crisis has been destroying his standing and personal brand for an incredible 15 years.

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Neil Rose

_{5 February, 2026}

The language of M&A

It used to be one of the gentlemanly niceties of the legal PR world that a 100-partner firm acquiring a two-partner practice would still be referred to as a merger. But times have changed and few offer that pretence any longer. As a report last week from accountants MHA noted: “Whilst the reality has always been that a true merger rarely exists, there appears to have been a recent acceptance that deals are in fact acquisitions.” Otherwise, the language of M&A is much the same. There are plenty of deals every year, so you need to put some work in to make yours stand out. Here are a few tips.

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Kerry Jack

_{17 December, 2025}

How to get on journalists’ call lists

When it comes to legal commentators it’s common to see the same lawyers appearing regularly in the media. It may not be immediately obvious why or how some lawyers become the go to legal commentators in their practice area. Yet with focused effort, most lawyers can establish themselves as trusted media experts.

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