Navigating public perception can be a minefield when juggling complex legalities and ethical considerations. If a lawyer or law firm makes a single communication misstep, the consequences can be long-lasting. Given the nature of the practice, lawyers are often excellent communicators, able to synthesize complex legal theories into digestible bits of information for their clients or a jury. However, managing the moving target that is the media requires a well-trained and steady hand.

Oftentimes, the uninitiated in public relations will confuse the discipline with marketing, leading to lackluster results. For clarity, public relations and marketing are distinct but interconnected disciplines. Public relations is used to manage the relationship between an organization and relevant stakeholders, the main goal of which is to build and maintain a positive public image, reputation, and goodwill while establishing credibility. Marketing is meant to promote products and services to the end consumer to generate sales and increase revenue.