Recent polls provide insight into the public perception of attorneys. According to a 2023 Gallup survey, only 16% of respondents rated lawyers as having “high” or “very high ethical” standards. This places legal solicitors relatively low in comparison to other professions, highlighting a significant trust gap. Similarly, a 2023 consumer opinion survey conducted by Insider Monkey named lawyer as being the fifth least trusted profession in America. This research underscores the ongoing challenge lawyers face in earning public trust.
As the facts demonstrate, attorneys face a challenging image problem. One of the most effective ways to make this worse is to neglect a strategic approach to public relations.
Here are five approaches to successfully lose trust in your law firm through public relations.
Overcomplicate Your Message
Before you embark on a publicity campaign, avoid simplifying your communication. Use as much legal jargon and complex terminology as possible to alienate potential customers, businesses, or even other attorneys.
When crafting your message, ensure it is full of legalese and difficult for the average person to understand. Forget about breaking things down into simpler language. When dealing with professional legal publications, stick strictly to the “letter of the law” without making any effort to make the content accessible or engaging. For instance, rather than explaining an “injunction” in simple terms, use the most technical language possible, obfuscating most recipients’ ability to easily understand that to which you are referring. The key to alienating your audience is to make them feel excluded from the conversation. Overcomplicated language ensures they tune out and lose trust.
Aim for the Biggest Media Outlets Immediately
Assume that to build a reputation, you must get major media coverage from the start. Jump straight into commenting on national TV shows without any media training. This approach ensures that you will make mistakes that could damage your legal reputation or your client’s case.
Ignore smaller, local platforms or relevant trade publications. By not honing your message and building success with smaller audiences, you can more easily risk making errors on a larger stage, ultimately undermining your credibility. Rushing to the biggest stage without preparation is a surefire way to stumble. Building trust starts with mastering smaller, more manageable platforms.
Neglect Your Online Biography
Busy attorneys often forget to update their bios on their firm’s website. This neglect is a disastrous way to lose trust. Avoid highlighting any new focus areas, added practice areas, new staff, or recent victories.
Never set aside time to assess the information presented online. Allow your website and social media profiles to become outdated. Avoid securing testimonials or allowing others to speak positively about you. An outdated online presence sends a message that you don’t care about your image or your clients. It’s a quick way to lose credibility.
Stay Invisible
A perfect way to damage your reputation is to avoid speaking at conferences, presenting in informational sessions, or participating as an expert on panels. This will help prevent you from being seen as a trustworthy source of information and an accessible thought leader.
Avoid in-person engagements that will allow people to get to know and like you quickly. By not participating in alumni events, bar association committees, or community forums, you miss opportunities to establish your presence and credibility. Visibility is key to building trust. By choosing to remain invisible, you ensure that no one knows who you are or why they should trust you.
Take Without Giving
People dislike those who are self-centered. Ensure you never acknowledge the achievements of others with those in your circle of influence. Don’t salute the efforts of colleagues in your blog, congratulate them on LinkedIn, or share their links across your network.
By not showing generosity or acknowledging other professionals, you ensure that the word spreads that you are only out for yourself. Generosity fosters goodwill and trust. By taking without giving, you build a reputation of self-interest, which is detrimental to trust.
Bonus Tip: Be Reactive and Impatient
In addition to these strategies, attorneys who wish to lose public trust need to embrace impatience. Expect immediate results and avoid being proactive. Think of gaining major publicity as something that should happen quickly and without any effort on your own part.
Forget about building relationships with the media or leveraging your expertise thoughtfully. React only when approached, ensuring that you miss opportunities to comment at the right time. This lack of diligence and patience will further erode trust in you and your firm.
By following these five steps, you can easily and effectively lose public trust and reinforce negative perceptions of all attorneys.
