Most firms hire a legal PR agency, sign a retainer, and spend a year collecting activity reports nobody reads. We agree the outlets, the practice areas, and the timeline before kickoff, then stand behind all of it with a 100% guarantee: you get the agreed results or your money back.
The stakes
Nobody picks a firm the way they did ten years ago. A general counsel builds a shortlist from a Chambers ranking, a quote in the trade press, and whatever the first page of results says about your partners.
An injured claimant reads reviews and a local news story before the phone ever rings. A founder asks ChatGPT which firms close Series B rounds in Texas, and the answer gets assembled from articles nobody at your firm was invited to comment on.
So when a competitor is quoted on the ruling everyone in your sector is discussing and you are not, the loss is not cosmetic. It shows up as fewer inbound matters, weaker lateral recruiting, less pricing power in the pitch, and referral partners who forget you exist between conferences.
Then there is the other direction. A misconduct allegation, a cyber breach, a partner defection, a client who sues you, a verdict that reads badly stripped of context. Legal work is adversarial by design, and the other side is often briefing reporters while your team is still deciding whether to comment. The court of public opinion runs on a faster clock than any docket.
The work
Legal PR is media relations with a compliance layer on top. Every pitch has to survive attorney advertising rules, client confidentiality, attorney client privilege, and a partner who will read it twice. Here is the work.
We build a target list that pairs legal beat reporters at outlets like Law360, Bloomberg Law, and the Am Law titles with the business and consumer press your clients actually read, then pitch on the beats where your matters already live.
Case narrative, filings translated into stories a reporter can use, statements coordinated with trial counsel, and a prepared position for the day the verdict lands in either direction.
Bylines, opinion columns, white papers, podcast bookings, conference panels, and expert commentary tied to the regulatory changes your clients are already calling about.
Chambers entries and legal award applications, evidenced and drafted properly rather than filed the week they close.
Breach notification comms, misconduct response, departures, and the search cleanup afterward.
We rehearse the questions a reporter will actually ask, on camera, before the camera is real.
Coverage that earns real editorial links, plus entity and schema work so your firm is what gets cited. It runs alongside our law firm search work.
The full media relations and PR menu sits here.
Practice areas
Every competing page on this search says "law firms" and stops there. Your practice decides the media plan.
Local broadcast and regional press that supports case acquisition, plus the verdict stories that make referring attorneys remember your name.
Quiet, precise handling of reporters already on the story, with everything cleared against gag orders and prejudicial publicity risk.
Deal announcements, league table visibility, and partner commentary aimed at in house counsel and dealmakers.
Complex claims explained to reporters who cover technology rather than courts, which is usually where the audience is.
Class action coverage, workplace policy commentary, and the trade press HR leaders read before they hire counsel.
You sell to lawyers, so you need the legal trades and the technology press at once.
The deposition
The listicles ranking for this term give each agency one sentence and no criteria. Use these instead. Ask every firm you shortlist:
Relationships are the product. Vague answers mean a media database and a mail merge.
Litigation PR for a mass tort practice and corporate PR for an M&A group are different jobs with different reporters.
Ours is 1 to 2 hours as standard. Get a number, then get it in the contract.
Every agency in this search hides pricing. Ours is published.
Ask whether the senior person pitching you will still be on the account in month three, or whether it moves to a coordinator.
Almost nobody in legal PR will answer this. That answer is the whole reason to ask.
Coverage that never gets indexed, linked, or cited did half the job.
The engagement
We map your practice groups, your competitors' share of voice, the searches and AI answers your buyers already see, and the partners who can actually carry an interview.
Target outlets, tiers, story angles, volumes, timelines, review process with your general counsel or ethics partner, and the reporting cadence. Signed before we pitch anything.
We work the target list, place bylines and commentary, react to rulings and legislation inside the news cycle, and route every draft through your approval chain first.
Placements, tier, links, referral traffic, share of search, branded search movement, and citations in AI answers. Measured against what we committed to, not against effort.
The number
Not one competing agency on this search publishes a price, so start with the market. Boutique PR firms charge roughly $3,000 to $7,500 a month, mid size firms $10,000 to $25,000, and national firms $25,000 and up, almost always on a retainer that commits to activity rather than coverage.
We price differently. Placements are quoted individually, so you approve the outlet, the position, and the cost before money moves. Forbes campaigns are scoped and priced in writing before kickoff, and most clients see a first Forbes opportunity within 4 to 8 weeks. Programs that pair earned media with search typically run mid five figures to six figures annually. Numbers are settled on the strategy call, not three emails later.
Why AceIt
You bill your own clients in six minute increments and would never send an invoice you could not itemize. Then a PR firm hands you a scope of work with the word "outreach" where the deliverable belongs, takes a retainer for twelve months, and reports back with impressions.
That is the risk every partner committee on this page is really weighing: a year of fees, no coverage worth citing in a pitch, nothing new ranking for the firm's name, and no way to prove whose fault it was.
You would not accept that arrangement from a vendor, so we do not offer it. Every engagement carries a 100% guarantee: you get the agreed results or your money back. The targets, the outlet tiers, the timelines, and the deliverables are itemized and signed before kickoff, the same way you would scope a matter. Two things sit outside the promise and we say so up front. A named editor's decision is not ours to sell. Neither is a ranking position, and any agency selling you one is misleading you. Everything else, the work and the agreed deliverables, is covered, and that precision is what makes the refund enforceable rather than ornamental.
Three ways to read your shortlist:
Proof
We do not have a named law firm case study we are cleared to publish, and we would rather say that than invent one.
What we can show you is what the same team produces at full stretch. Vezbi, a community super app: over 1 million brand impressions out of targeted organic PR during its U.S. expansion. On the Forbes program, 50+ placements across 12+ industries, with one anonymized feature accounting for 4,200+ visits, branded search up 38%, a DA 94 backlink, and 12 secondary pickups. The rest sits at case studies. Clients have been featured in Forbes, Bloomberg, Wired, TechCrunch, USA Today Network, Inc., Adweek, Fast Company, New York Post, and Entrepreneur.
The honest filter
It fits boutique and midsize firms competing against names with bigger marketing budgets, Am Law firms building a practice group or a lateral story, plaintiff firms that need coverage supporting case acquisition, legal tech companies and litigation funders selling into the profession, and legal associations and professional services groups that need a public voice, alongside corporate PR and B2B PR.
It does not fit a firm that wants a critical article deleted, a firm asking us to say something a court has barred, or a partner who wants coverage without ever giving up an hour for an interview. Earned media is earned. We will tell you that on the first call instead of discovering it in month three.
Questions
Anything else, email [email protected] and it comes back in 1 to 2 hours.
A legal PR agency earns media coverage for law firms and lawyers and defends their reputation when a story turns against them. In practice: pitching legal and business reporters, positioning partners as commentators, running litigation communications around active cases, handling directory and awards submissions, training spokespeople, and managing crisis response. The stronger ones also make that coverage work in search results and AI answers.
Market rates run roughly $3,000 to $7,500 a month at boutique firms, $10,000 to $25,000 at mid size firms, and $25,000 and up at national firms, nearly always on retainer with no coverage commitment attached. We price each placement individually, so you approve the outlet, position, and cost before money moves. Forbes campaigns are scoped and priced in writing before kickoff. Programs pairing earned media with search run mid five figures to six figures annually.
Litigation PR is communications built around an active case: shaping how the dispute is understood by reporters, clients, employees, regulators, and the wider public, in coordination with trial counsel. It covers case narrative, statements at filing and at verdict, briefing reporters through complex claims, and answering the other side's version. It never touches anything privileged, sealed, or restricted by a court order.
Legal marketing is what you buy and control: your website, advertising, email, sponsorships, events. Legal PR is what you earn: coverage, quotes, bylines, rankings, and awards decided by someone outside your firm. Buyers weight earned coverage more heavily precisely because it cannot be purchased, and search engines and AI answer engines cite it for the same reason. Most firms need both working together.
Not all of them. If your matters arrive through a stable referral network and you are not fighting for laterals or new practice areas, you may not. You do need one when you are entering a market, launching a practice group, defending a reputation problem, competing against firms whose partners are quoted everywhere, or trying to be the firm an AI answer names first.
Establish the facts, appoint one spokesperson, and issue a holding statement that acknowledges the situation without speculating or waiving anything. Brief your own people before they read it externally, clear every word with counsel, reach the reporters already working the story before their deadline, and monitor coverage, review sites, and search results. Then rebuild what ranks for the firm's name once the cycle ends.
Next step
Send your practice groups, your target clients, and the firms you keep losing pitches to. Back comes the reporters we would approach, the outlets we would target, the timeline, and the price, usually inside 1 to 2 hours. It all sits behind the same 100% guarantee: the agreed results, or your fee returned.
Every engagement carries a 100% guarantee: you get the agreed results or your money back
