Common questions attorneys ask about PR.

Yes. In fact, some of the most valuable media opportunities have nothing to do with announcing a case.

Reporters regularly need knowledgeable attorneys to explain developments in the news. A product recall, a nursing home safety issue, a troubling industry trend or a change in the law can create opportunities for attorneys with relevant experience.

At Aura, we look for these opportunities rather than waiting for your next filing or verdict. The goal is to make your attorneys a resource journalists know they can turn to.

A significant case isn't automatically a news story, and a relatively small case can sometimes attract substantial media interest.

We look for the elements journalists consider important: Who has been affected? Is there a larger public safety concern? Does the case raise questions people should know about? Is there a new development that makes the issue timely?

We also consider whether media engagement is appropriate given the status of the litigation and the interests of the client.

They don't necessarily need to be. Local television stations, newspapers and regional reporters cover issues that directly affect their communities.

A wrongful-death case, an injury involving a dangerous product or allegations of misconduct at a local institution may have substantial regional news value, even if it isn't destined for national headlines.

We evaluate where a story belongs instead of assuming bigger outlets are always better.

A case doesn't lose its public interest simply because time has passed. Subsequent court developments, broader industry issues or related public concerns may create legitimate opportunities for reporting.

We evaluate whether additional media engagement is appropriate, considering the status of the litigation, client interests and any applicable restrictions.

This happens more often than you might think. A reporter may cover a lawsuit based on court filings, statements from other parties or information already available in the public record without ever speaking to the plaintiff's attorney.

That doesn't necessarily mean the journalist wouldn't welcome additional legal context or access to an informed source.

When appropriate, we help attorneys establish relationships with reporters covering relevant issues, make their expertise accessible and respond to requests for information. Depending on the circumstances, there may also be opportunities to contribute to future reporting on related developments.

Our focus is on helping journalists obtain accurate, useful information, not attempting to influence how a pending case is decided.

A press release puts information into circulation. It doesn't necessarily persuade a journalist to cover it.

Earned media involves identifying a compelling story, finding the reporters most likely to be interested, approaching them individually and helping them get what they need to report it.

A press release may be one part of the process. It isn't the entire strategy.

Correct. With earned media, a news organization makes its own editorial decision to cover a story. You're not buying airtime or paying a publisher to run a favorable article.

You pay Aura for the professional work involved in identifying opportunities, researching and developing stories, approaching journalists and coordinating coverage.

Editorial decisions remain with the news organization, so no agency can legitimately promise a particular interview, headline or placement.

Earned media is becoming increasingly important to how law firms are discovered online. According to Muck Rack's May 2026 research, 84% of links cited by ChatGPT, Claude and Gemini come from earned sources like news outlets and other independent publications, while paid and advertorial content accounts for just 0.3%.

That means independent coverage in news outlets and other third-party publications can do more than reach an immediate audience. It can also contribute to the information AI platforms use when generating answers about attorneys, law firms and legal issues.

As more people turn to ChatGPT, Google and other AI-powered search tools, a strong earned-media presence can help establish your firm's expertise beyond its own website. While individual placements and AI citations cannot be guaranteed, PR is becoming an important complement to traditional SEO and digital marketing.

Source: Muck Rack, “What Is AI Reading?” May 2026

Yes. These activities serve different purposes.

Advertising allows you to purchase visibility. SEO helps people discover your firm through search. Earned media gives journalists an opportunity to independently report on matters of public interest and draw on attorneys' relevant legal experience.

We see earned media as a complement to a firm's existing marketing efforts, not a replacement for everything else.

Those concerns come first.

Not every case should be publicized, and not every piece of information should be shared. Before undertaking case-related media outreach, we coordinate with counsel to assess the status of the litigation, applicable restrictions, client preferences and potential risks.

Public communications must respect confidentiality obligations, court orders, professional conduct rules and the integrity of the legal proceedings. The legal team determines what information may appropriately be shared, and case-related outreach proceeds only with its authorization.

No. Independent journalism means the reporter and editor control the final coverage.

We can help journalists obtain accurate information, understand the legal context and access appropriate sources. We also prepare attorneys for interviews and address factual inaccuracies when warranted.

But we cannot approve a story before publication or guarantee that every detail will be presented exactly as we would prefer.

Our role is to facilitate accurate, responsible communication, not to influence a pending legal proceeding or interfere with independent editorial judgment.

Usually less than attorneys expect.

We handle the media research, story development, pitching, reporter communications and interview coordination. Your team provides the legal knowledge, appropriate materials and necessary approvals.

When a reporter wants an interview, we help prepare the attorney and coordinate the logistics. For pending litigation, we work within the parameters set by your legal team.

Our job is to take on the communications work, not add another complicated project to your schedule.

Both.

Some firms engage us for communications related to a specific legal matter.

Other firms benefit from ongoing support that includes attorney expert commentary, developments in their practice areas and public-interest issues that do not involve their pending litigation.

We recommend a scope of work based on each firm's communications needs, while recognizing that decisions about case-related publicity must remain guided by counsel and the interests of the client.

It depends on the work involved.

A focused media campaign has different needs than a continuing program that develops new opportunities throughout the year.

We define the scope, deliverables and fees before starting. That way, you know what Aura will be working on and what level of support to expect.

Yes. While we're based in Southern California, we work with law firms nationwide and have experience in nearly every media market across the country.