Social media is no longer just for personal connections. It’s a powerful tool for businesses, including law firms. When potential clients or recruits search for a firm, they often don’t just see a website, they see the firm’s online presence. That means social media often makes the first impression. The difference between an active, credible profile and an outdated one can shape whether someone chooses to engage. For law firms, where trust and expertise are essential, social media isn’t optional, it’s strategic.

🔎 Why Online Profiles Matter

When someone searches for a firm, social profiles often appear alongside the website in search results. An outdated profile or missing links can give the impression that a firm is not active on social media or disconnected from its audience. 

✅ Building Credibility and Authority

But an active, professional and current presence conveys credibility, authority and responsiveness. A client deciding between two firms is more likely to choose the one that looks approachable, knowledgeable and engaged.

💼 Showcasing Expertise Without Giving Legal Advice

For law firms, trust and expertise are everything, and social media provides an ideal way to demonstrate both. People don’t hire lawyers lightly as legal services are high-stakes, high-trust decisions. Social media allows attorneys to showcase thought-leadership without giving away free legal advice. Firms can:

📝 Share commentary on major legal developments

📚 Publish articles that break down complex topics into plain English

🎤 Highlight attorneys’ speaking engagements and industry recognition

This can help build credibility, making it far more likely that someone will reach out when they need help.

🤝 Humanizing the Firm

At the same time, social media gives law firms a chance to humanize their practice. Clients want to see the people behind the name of a firm. Social media is an effective tool for this, whether through:

🌟 Employee spotlights

🏢 Glimpses into firm culture

❤️ Highlighting community service and pro bono work

These stories make attorneys more relatable and help clients feel connected before the first meeting is scheduled.

👩‍💼 Attracting Talent Through Social Media

The benefits of social media extend beyond client acquisition. It also plays a growing role in recruiting and retaining attorney talent. Younger attorneys and law students look closely at a firm’s digital presence when evaluating whether it’s the right place to build their careers. A strong LinkedIn presence demonstrates thought-leadership and professional development. Instagram or Facebook posts can show firm culture and inclusivity. Ignoring social media means missing a chance to appeal to the next generation of legal talent.

🌐LinkedIn Strategies for Attorneys

LinkedIn provides attorneys with a platform to share insights, participate in professional discussions, and demonstrate their expertise. Regular engagement not only enhances their personal brand but also elevates their firm’s credibility, visibility and professional network. By amplifying content through their profiles, attorneys help support the firm’s broader social media strategy, which can generate referrals and strengthen professional connections.

📲 Meeting Clients Where They Are

The way people consume news, information and entertainment is constantly evolving, and many now get their news and advice directly from platforms like TikTok, Instagram and YouTube. That now includes legal information. 

While firms must be careful to avoid offering personalized legal advice online, they can still share general guidance, FAQs and resources. With this, they ensure that credible information comes from those who are qualified, rather than those with less reliable sources.

⚡ Why Firms Can’t Ignore Social Media in 2025

Social media has become a necessity, and firms that embrace a social presence gain a competitive edge. There is too much to lose to ignore social media in 2025. 

💡 How We Can Help

At NP Strategy, as a subsidiary of Maynard Nexsen, we understand these unique challenges. Our dedicated social media team runs social accounts for both firms and attorneys at Maynard Nexsen, ensuring every post aligns with professional standards while making the firm approachable and relevant.

If your law firm’s social media presence could use a refresh, we can help. Learn more about our social media services and how we can keep your firm looking credible, connected, and competitive👉 NP Strategy Social Media.

We often think of public relations as something only for professionals. Drafting press releases, managing crises, and organizing campaigns. But PR is actually something we practice every day, whether we realize it or not. From the way we introduce ourselves at events to how we communicate with friends or post on social media, we’re constantly sending messages about who we are and what is important to us. I’ve learned to think of PR as a daily mindset, rather than just a job. This philosophy makes all the difference in how you connect, build relationships and credibility, and open doors in both your personal and professional life. Here’s why using PR in your daily life can help you communicate with purpose. 

Adopt a PR Mindset

Whether you’re leading a team, writing an email, or just grabbing coffee with a friend, you’re delivering a message. It could be confidence, curiosity, professionalism, or even something unintentional like disinterest. Every interaction leaves an impression, and shapes how people view you and your brand. 

Being intentional is crucial. Don’t overthink every word, but have a sense of how you want your brand to be perceived, and why. Are you building trust? Aiming to inspire? Trying to sway opinion? Being clear on your purpose helps your message land in a more intentional and genuine way. 

When you communicate using a strategy, people respond differently. You’ll notice how your tone makes a difference in an email, or how being proactive with a client builds credibility. All of this is PR, just on a smaller, everyday scale. 

Practice PR Every Day

You don’t need special training to think like a PR professional. Great communication doesn’t require a flashy campaign, it just takes a little awareness and intention. 

• Think before you speak. Before hitting “send” on that email or sharing something online, pause and ask yourself: What message am I sending here? Is it clear? Is it genuine? Is it aligned with my values? A quick moment of thought can go a long way in keeping your message consistent with your values.
• Clarity is key. Whether you’re updating a client or introducing yourself to someone new, be clear and confident. You don’t need to have all the answers, you just need to communicate with a purpose.
• Be consistent. People trust what they see and hear. When your tone is steady, your responses are thoughtful, and your values are visible, you build credibility. That’s PR at work.
• Listen like it matters (because it does!). Being a strong communicator isn’t just about speaking. When you make people feel heard and understood, you strengthen your brand reputation without saying a word.

PR isn’t just about press releases or media coverage, it’s about communication with purpose. It’s how you show up, build trust, and present yourself. When you view your message and PR as something you carry with you, you begin to communicate more clearly, confidently, and consistently. 

No matter the interaction, remember: your message matters. The more intentional you are, the more impact you’ll have!

Let’s be honest: most messages don’t matter.

They’re too vague, too robotic or too focused on what the sender wants to say, not what the audience actually cares about.

That’s the first thing I learned in public relations. And the second? Good messaging isn’t about talking. It’s about connecting and storytelling is how you do that.

Here’s the playbook I swear by:

Know Who You’re Really Talking To

If you’re talking to everyone, you’re connecting with no one. Ask yourself, ‘What do they care about? What are they struggling with? What do they believe?’ When you understand your audience, your message becomes personal and way more powerful.

Nail Your Core Message

This is your home base. It’s what your story always comes back to. If you can’t say it in one clear sentence, you’re not ready to share it. A solid mission statement keeps your voice consistent, your content focused and your audience coming back for more.

Tell a Good Story

The best stories don’t just explain, they make people feel something. Want your message to be remembered? Wrap it in a story. Make it human. Make it specific. Make your audience see themselves in it.

Messaging = Trust

Every post, press release or campaign says something about your brand. It tells people what you stand for, and whether you’re worth listening to.

At NP Strategy, I’ve seen firsthand how clear, intentional messaging shapes reputation and builds credibility. 

It’s not just about what you do. It’s about why it matters.

Bottom line? If your message doesn’t spark emotion, you’re just adding noise.

So before you post, pitch, or present — ask yourself, ‘Does this message matter? Or am I just filling space?’

If you want to talk to one of our strategic communication experts at NP Strategy, click here.

Working in PR and communications often involves juggling a wide range of deliverables from social media calendars, press releases, newsletters, event materials, and more. Whether you’re part of an in-house team or working across multiple clients, content creation can start to feel like a routine. 

Content burnout doesn’t always come from doing too much. Sometimes it’s the result of repetition, pressure to maintain a consistent posting cadence, or the challenge of generating fresh content for clients with fewer updates or news to incorporate. When that happens, it’s easy to feel like the initial exciting spark is gone even when the work itself is meaningful.

Here are a few ways I’ve found helpful for reconnecting with creativity when things start to feel stuck:

Make something for no one 

Whether it’s a journal entry, a cool graphic, or even a rough campaign idea, removing the pressure of performance can help ideas flow more freely.

Revisit your favorites

Scroll through your saved posts or visit organizations whose content resonates with you. What makes their messaging or visuals stand out and how can you incorporate it into your work?  

Shift your format

If you usually post static graphics, try a short, animated graphic or video. If you typically write long captions, try something shorter or ask a question to your audience. 

Connect with creative people 

Talk with your coworkers or friends and use the different perspectives and conversation to foster creativity.

Look beyond your usual feed 

If you’re building content for a city, nonprofit, or economic development group, see what similarly sized communities or like-minded organizations are doing and talking about.

You’re not out of ideas! You’re probably just due for a reset. Even when the work feels routine, the ability to bring new energy to familiar stories is a skill. Give yourself space to approach things differently and you might be surprised by what comes out when you do.

You may have heard the phrase “if you aren’t telling your story, someone else will.” Silence is no longer an option for the media and often does more harm than good. While taking the ‘no comment’ route may seem like the ‘safe’ option, you might actually be making yourself or your brand more vulnerable.

The power of a proactive media strategy means you avoid working backwards if you are misunderstood or misrepresented. Whether you’re a public figure, business leader, nonprofit, or startup, your reputation is shaped constantly, but you have the power to get your story right the first time. 

Proactive Strategy > Reactive Strategy

Don’t wait until the crisis hits or misinformation spreads. Shaping your narrative proactively means not only are you prepared, but you’re also not starting off playing defense with the media and public perception. Your story is already out there, and you’ve built trust with your audience, so they are more likely to listen when it really matters. 

Being proactive also allows you to share your values and consistently reinforce your mission on your own terms, which over time will build credibility and loyalty within your audience. 

When challenges inevitably arise, an audience that already knows and understands you won’t need to be persuaded. They might even be inclined to stand with you.

Cultivating Relationships

Beyond your internal strategy, a proactive strategy also involves building meaningful relationships with journalists, community stakeholders and local leaders. Media coverage is not just a one-and-done opportunity but an ongoing conversation. When you stay engaged with reporters and offer valuable insight, you become their trusted source and someone they will likely turn to again. 

Face-to-face engagement can move the needle for stakeholders, especially in tight-knit communities. That’s why it is essential to build relationships with key influencers early and invest in them over time. When stakeholders feel seen and valued, they’re more likely to support your message, advocate on your behalf and amplify your reach.

Be Ready, Stay Connected

No one wants to plan for a crisis, but every organization should. When the unexpected happens, you can tackle it confidently knowing that you’re prepared. It also takes some of the pressure off reacting during a stressful situation, ensuring your response is aligned with your values. Our crisis management experts at NP Strategy are here to help when the unexpected happens. 

Owning your narrative means always showing up with authenticity and consistency to help shape public perception long before a challenge arises. At the end of the day, your story is your most valuable asset and is constantly evolving. To keep it your own, make sure you tell it well and often. Most importantly, make sure you tell it first.