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Michelle Calcote King Interviewed: “The Evolution of Modern Legal PR: How We Got Here and The Latest Best Practices”

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By Reputation Ink
6.3.25

What do we mean when we talk about modern legal public relations?

  • Legal PR isn’t about press releases anymore; it’s about strategy. While firms used to reactively announce hires and case wins, today’s successful legal marketers are proactively building credibility through third-party validation.
  • Want media coverage? Stop making journalists’ jobs harder. Today’s newsrooms are understaffed and overwhelmed, yet they’re tackling complex legal topics often without law degrees. To become their trusted resource, focus on understanding their beat, providing quick context about breaking news, and offering analysis that goes beyond rehashing what happened.
  • AI is paradoxically strengthening the media’s traditional gatekeeper role. As AI content floods the market, audiences will seek out trusted filters, turning back to the journalists and publications that serve their industries.

Reputation Ink Principal & President Michelle Calcote King joins Fishman Marketing CEO Ross Fishman and Benesch Director of Marketing Communications Corrina Wright on “LMA Podcast” to cover the evolution of legal PR and best practices for maximizing your law firm’s communications investment.

Listen to Michelle’s full “LMA Podcast” interview: “The Evolution of Modern Legal PR: How We Got Here and The Latest Best Practices”

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