1-800-559-4534
Search
The marketing and PR tactics that built Androvett Legal Media & Marketing 30 years ago would be unrecognizable today. Back then, when it came to telling their own stories, attorneys had very few options. Reporters were the gatekeepers for their reputations, trial wins, and awards, and if you didn’t have a reporter there to write about it, these things rarely saw the light of day.
For those in the legal profession, engaging journalists often felt like a mysterious and delicate process, something more suited to wizards than marketing and PR professionals. But for many firms, building these relationships with the press was the main route to visibility.
Over the years, that dynamic has shifted dramatically, and law firms no longer need to rely solely on third-party coverage. While traditional media relations remain important, the ability to self-publish and distribute content independently has transformed the marketing and PR landscape.
The earliest sign of change came with the firm website. At first, creating and maintaining a website might be considered something a firm would have to suffer through as opposed to a marketing tool it could use to its advantage. When it came to their work and accomplishments, firms relied much more heavily on printed brochures. But over time, websites have evolved into the hub of a firm’s identity, giving lawyers their first real platform to communicate directly with clients, peers, and the public.
From there, the attorney toolkit has expanded rapidly. Blogs, email newsletters, and online rankings created more avenues for lawyers to promote their expertise. Social media platforms increased attorneys’ reach even more and allowed them to shape narratives in real time. Short-form video, once the domain of broadcast studios, has become a tool any attorney can use effectively.
The through line in all of these developments is self-publishing. Waiting for a reporter’s call is no longer the only option. Certainly, it may be the best one, but if the newsroom isn’t interested, an attorney can create the story, distribute it, and build an audience on its own terms. That wasn’t so in 1995.
Of course, none of this means the press no longer matters. If anything, the shifting media environment has made public relations more nuanced. Traditional newsroom staffs have shrunk, but specialized outlets have emerged to serve highly focused audiences. Firms are learning that, in order to be effective, they can pair their own content with saavy media engagement, recognizing when a niche platform can have as much impact as a front-page story.
Social media has been one of the most transformative developments in legal marketing. Attorneys are now using platforms such as LinkedIn, X, Instagram and Facebook to reach audiences directly, bypassing the old model of waiting for a reporter to pick up the phone. Lawyers now promote wins and share their insights in real time, sometimes from the courthouse steps, all in their own words. This not only expands their reach but also helps them connect with their audience on a more personal level. Attorneys can now shape and manage their professional image in ways that weren’t possible before. They can now choose the stories they want to tell and how they want to tell them. Social media makes reputation-building less dependent on luck or outside approval and more a matter of strategy and persistence. Savvy lawyers take to social media to reinforce their credibility and strengthen relationships while maintaining control over their narrative.
In many ways, social media marked the point when self-publishing became mainstream for the legal profession. Websites and blogs give firms a platform, but social media channels turn every attorney into their own publisher, broadcaster, and brand manager. Posts can now reach more people than a newspaper and target a more specific audience. It is a clear signal that attorneys no longer have to wait for permission to share their story. They can create it, own it, and distribute it themselves.
The arrival of the smartphone changed the marketing landscape even more. Mobile access has transformed how information is consumed and how attorneys (not to mention the rest of the world) communicate. Tools integrated into our phones, such as Hollywood-grade cameras, allow attorneys to do things they had never been able to do before. Now, with the press of a button, you can create a professional-quality video without having to leave the office and without the help of a film crew. Another few buttons, and you can send that video to your entire audience. The smartphone isn’t just a device; it is a platform, a distribution channel, and often the first and only place an audience will see your message.
For law firms, this means optimizing for mobile search, investing in video, and embracing virtual platforms for everything from hearings to client updates. The “always on” nature of smartphones makes reputation management a 24/7 responsibility.
As attorneys gain new avenues to market themselves, they also face additional layers of regulation. The Texas Disciplinary Rules of Professional Conduct make clear that attorney advertising must be truthful, non-misleading, and ethical. Over the years, the State Bar of Texas Advertising Review Committee has updated its guidance to reflect changes in technology. For lawyers, this means that the freedom to tell their story comes with the responsibility of doing so truthfully and complying with the rules that have been set out.
At Androvett, we’ve spent 30 years learning how to strike that balance. Our team works closely with law firms to craft messages that highlight victories, rankings, client testimonials, and reputations while satisfying Ad Rules requirements. We serve as a bridge between regulators and attorneys, helping translate their marketing into communications that are effective and ethical. The result is that attorneys can share their stories with confidence, knowing their message not only reflects their achievements but also protects the integrity of the legal profession.
And just when attorneys and marketers felt like they had a handle on things, artificial intelligence arrived to knock over the applecart. Search is no longer just about keywords. It’s become a conversation. AI shapes an individual’s first impressions through summary panels, knowledge boxes, and generative responses. Now, potential clients can form an opinion about you without ever clicking on a link.
This is an obvious challenge but also an opportunity. Attorneys must ensure their achievements, rankings, and narratives are visible to AI systems. At the same time, they can use AI to craft sharper content, translate messages across languages, and personalize outreach in ways that were impossible, or, at the very least, much more cumbersome, even a few years ago.
As it was with websites and smartphones, technology provides the tools, but it’s the story that gives those tools meaning.
While advancements in technology have changed and the opportunities have multiplied, the story itself remains at the center of it all. Facebook and your phone aren’t what resonate; stories are. And whether your story is found in a news article, a LinkedIn post, or a 30-second video, the story itself remains your anchor.
The next decade of legal marketing will likely be defined by hyper-personalization, AI-powered search, and new content formats that, in all likelihood, haven’t even been thought of yet.
Thirty years ago, lawyers depended on reporters to open the door. Today, they’re the ones in the driver’s seat. However, that shift hasn’t diminished the role or the need for a trusted communications partner. If anything, it’s more essential now than ever before. At Androvett, our mission remains the same as it was in 1995: to help attorneys find, shape, and share the stories that matter.
