Tom McParland 
Recently, I had the privilege of moderating a Legal Marketing Association panel on amplifying the reach and impact of pro bono legal work through public relations. I was joined in the virtual session by two accomplished attorneys from the Philadelphia law firm Raynes & Lawn, which is known for its dedication to serving the local community.
The attorneys shared their experience advocating on behalf of families, fighting racial disparities, facilitating name-change petitions and representing tenants who were unfairly displaced from their homes.
For lawyers, this kind of volunteer involvement is often deeply personal and fulfilling, but it also provides a valuable path to professional advancement, often opening doors to new opportunities for professional and business development. As we discussed, pro bono work offers significant advantages for law firms looking to boost their name recognition, establish Big Law partnerships or enhance existing recruitment and retention efforts.
Here, I will recap some of the media and marketing tactics attorneys and firms can use to enhance their brands and make the most out of their pro bono efforts.
Earned Media
When it comes to publicizing pro bono work, dedicated public relations professionals can leverage many of the same tools they use for promoting paid matters. Press releases, prepackaged statements and other media materials are a tried-and-true method for securing media coverage of pro bono litigation cases, wins or appeals. As with any other concerted PR campaign, the media strategy should prioritize the impact of the proceedings, whether it’s a novel legal argument, a compelling human narrative or the magnitude of relief sought or secured on behalf of a client.
Media advisories are also a great way to raise awareness of upcoming community events, and a thoughtful and well-timed distribution strategy can increase the chances of getting reporters or broadcast cameras to attend. We can also leverage personal accounts of attorneys and their clients to pitch more in-depth feature coverage or secure a byline or writing opportunity detailing the experience working on a project.
Earned media not only benefits attorneys and law firms; it also raises public awareness for important causes, as well as the community partners working to advance them. Often, pro bono clients and organizations report an increase in funding or support after a successful campaign results in positive regional, national or industry trade coverage.
Content and Collateral
As we all know, there is a certain loss of editorial control that comes with pitching any kind of earned media. That’s why it’s important that law firms have owned content and collateral that can be leveraged for RFPs, internal or external communications and other marketing purposes. For example, press releases promoting key case wins or advocacy milestones should live on the “news” section of firm website, and photos or videos of community events can be posted across social media to channels to reach key audiences directly.
A firm’s marketing and public relations partners can also adapt news coverage into a firm or attorney blog post, which can be added to the website or included in a firm newsletter. Case studies, video testimonials and white papers can also be valuable methods for showcasing nuanced or impactful pro bono work. These materials can also form the basis of a webinar or attorney panel highlighting the larger social issues a firm’s pro bono work seeks to address. For example, if your firm specializes in advocating for tenants’ rights, consider publishing a guide to tenant advocacy or hosting an event focused on key legal issues surrounding state and federal housing laws.
Internally, this type of collateral can be invaluable for recruiting and retention. Sharing stories about a firm’s impact on social justice issues can attract like-minded attorneys and reinforce your firm’s commitment to meaningful work. Consider including a dedicated section about pro bono in your recruitment materials or onboarding guides.
Awards
Finally, applying for legal and industry awards is a powerful, yet often overlooked, way to draw attention to your firm’s pro bono efforts. Legal industry organizations, bar associations, and local civic groups frequently offer awards for outstanding pro bono work, which not only generate positive publicity but can also establish a firm’s credibility and thought leadership.
Locally, the Philadelphia Business Journal honors charitable and pro bono partnerships through its Partners in Philanthropy award, and volunteer work is a significant factor in judging the publication’s 40 Under 40, Women of Distinction, and Best of the Bar awards. The Legal Intelligencer’s ESG Impact Award also honors pro bono work, charitable drives and special projects in the Pennsylvania and Delaware legal communities.
Nationally, Law360 and Bloomberg Law have dedicated awards honoring major pro bono involvement and successes.
By taking a holistic approach to leveraging pro bono work through PR, law firms can amplify their impact and integrate these efforts seamlessly into their broader marketing and branding strategies. Earned media, owned content, and award recognition are not standalone tactics but interconnected opportunities that, when executed thoughtfully, can elevate a firm’s reputation, inspire its audience, and attract top-tier talent.
Posted In Media Relations, Professional Services, Public Relations