A client was recently referred to us for the most rudimentary communications service: assistance with a press release. After speaking with them, it was clear that they would benefit from focused media outreach around the announcement—pretty standard stuff. But the prospect of reporter interviews raised the need for media training. That process went well and they were happy with the counsel and the media results, so they asked us to help with a branding project. We ended up renaming two of their business entities. This type of evolution from PR to services previously associated with branding, advertising or social media firms is increasingly common, but it presents challenges for both law firms and communications agencies.

As recently as five years ago, most legal communications firms focused on the areas traditionally associated with PR: media relations, crisis communications, promotions and events, and industry-specific services like litigation communications. Today, any agency worth its salt offers a range of services, including content creation and strategy, social media consulting, design and branding, website and video work, among others. This convergence of services offers more options and value to law firms, but it also blurs a lot of long-standing borders.