6 Steps to Master Lawyer Reputation Management in 2025

​The first three weeks of April 2025 have shaken the legal industry in the US. Major law firms like Kirkland & Ellis faced huge criticism after agreeing to provide $125 million in free legal services to causes supported by the Trump administration. As a result, the Kirkland & Ellis esteem faced a drastic drop in reputation. This situation only highlights the importance of lawyer reputation management

Lawyer reputation management is a multi-layered process of protecting and improving how a lawyer or law firm is perceived. It involves monitoring online channels, analyzing sentiment, managing feedback, showcasing expertise, and preventing crises.

What is Lawyer Reputation Management? 

Lawyer reputation management is the process of building, monitoring, and protecting a public image of an individual lawyer or the whole law firm.

It includes encouraging and managing positive reviews, handling negative feedback, and maintaining a strong online presence.

The goal is to build trust and attract more clients through a credible and respected public reputation.

Fine, but is a lawyer’s or law firm’s reputation management really that important?

Oh, yes it is!

Lawyer reputation management is crucial because:

✅ People hire lawyers based on reputation

Most clients don’t have the legal knowledge to judge your skills. So, they rely on your reputation, referrals, and online presence.

And – what’s really important – 49% of clients trust online reviews as much as personal recommendations!

✅ A professional image builds a competitive edge

The legal market is full of companies, and online reputation can be a significant competitive advantage.

In fact, only 45% of reputation comes from the product or service. The rest comes from trust, leadership, employer branding, etc.

✅ Your online footprint is permanent

A single bad review or negative article can harm your business. One negative review can cost a business up to 22% of customers!

That’s one of many reasons you need an active reputation management strategy.

Lawyer Reputation Management Strategy

01 Monitor multiple channels

People discuss things elsewhere.

They do it on social media platforms, forums, designated review sites, personal blogs, etc.

Even one positive mention can skyrocket your reputation. And even one negative comment can ruin it drastically.

Therefore, it’s important to keep an eye on as many online sources as possible.

This helps you stay ahead of any potential issues (regardless of where they appear), quickly respond to negative mentions, and engage with positive ones.

Yeah, I know. Initially, it may seem overwhelming. But, in fact, tracking multiple channels is easier than you think!

All you need to have is an AI-powered media monitoring tool like Brand24. Why do I insist on this particular tool?

Because Brand24 can track, monitor, and analyze online mentions published on multiple platforms:

✅ Social media, such as Facebook, Instagram, LinkedIn, X (Twitter), YouTube, TikTok, Reddit, Bluesky, Telegram, and Twitch;

✅ News sites, blogs, podcasts, video platforms & other websites;

✅ Review platforms and newsletters.

All you need to do is create a project by inserting your brand name, whether you’re an individual lawyer or a law brand.

Below, you can see the Mentions dashboard for Kirkland & Ellis, a worldwide best-known law firm.

A quick glance gives you a bird’s-eye view of your online reputation, including:

✅ The volume & reach of your brand mentions

✅ Mentions distribution by sources

✅ List of your most influential mentions

✅ Sentiment analysis

Let’s stop here for a while.

02 Track and analyze sentiment

Sentiment analysis is an automated process for determining the emotional tone of online mentions.

It allows you to:

✅ Discover real feelings toward your brand

✅ Understand and improve the efficiency of your public relations efforts

✅ Check which channels generate the most positive or negative feedback

The sentiment analysis refers to both individual brand mentions and the overall tone of your brand’s online reputation over time.

With sentiment tracking, you can easily identify whether people are speaking about you in a positive, negative, or neutral way and what triggers your audience.

That’s a game-changer – especially in the legal industry, where reputation is (almost) everything.

As the chart below shows, Kirkland & Ellis experienced a vast increase in negative sentiment between April 11th and 16th.

What happened?

According to the AI Events Detector (a Brand24 feature that aims to identify causes of unexpected behavior within your tracked project), the spike in negative mentions was related to Kirkland & Ellis’ agreement to provide free legal work for Trump-supported causes.

This single event resulted in massive criticism of the law firm, especially on X (Twitter) and other social media platforms, such as Bluesky.

03 Build your online expertise

Okay, this step is more geared toward managing an individual lawyer’s reputation, but law firms can also benefit from it!

Your reputation does not depend only on what others say about you (phew!). It also comes from what you say, where you say it, and how often you show up.

All in all, people must be convinced that paying for your legal services is worth every penny — and that starts with trust.

In practice:

✅ Share what you know

Write about topics you’re an expert in. Whether it’s a LinkedIn post, a blog article, or a short video on Instagram or TikTok — demonstrate your expertise in plain language.

Explain legal concepts, share case studies (anonymized!), or comment on current legal news. Educational content builds trust and attracts potential clients.

✅ Be consistent and visible

Being an expert once isn’t enough — you need to show up regularly. That doesn’t mean posting every day, but rather showing up with value.

Use content scheduling tools to stay consistent and track which topics resonate best with your audience.

✅ Use the right platforms

For lawyers, LinkedIn is gold.

But don’t overlook other platforms like YouTube (great for Q&A videos), Medium & Substack ( thought leadership), and even Instagram or TikTok if you’re targeting younger clients.

Just make sure your tone and content match the platform.

✅ Collaborate with other professionals

Being quoted in the media, invited to a podcast, or co-authoring an article with another expert strengthens your good reputation. It also helps you reach audiences beyond your own network.

Summing up, to build your reputation as an expert in the field, behave like an expert in the field.

04 Handle negative feedback

Even the best lawyers and law firms will eventually face criticism. That’s just the nature of the business. What matters most is how you handle it.

And that’s the following step after discovering what frustrates your audience and prospective clients by using media monitoring.

A well-managed response to negative online reviews can actually boost your credibility. Why? Because it shows you’re human, transparent, and committed to improvement.

There are plenty of rules you should follow when handling negative feedback:

✅ Respond quickly, but not emotionally

Time matters. A prompt response shows you care — but don’t rush in with a defensive tone. Read carefully, assess the situation, and reply with professionalism.

✅ Take it offline (if possible)

When dealing with a frustrated client or a negative reviewer, offer to continue the conversation via phone or email. This not only de-escalates public tension but also shows your willingness to resolve the issue like a pro.

✅ Acknowledge, don’t argue

If the feedback is valid, acknowledge it and explain how you’re addressing the problem. If it’s unfair or inaccurate, calmly present the facts — but avoid turning it into a public quarrel.

Further read: How to respond to negative reviews?

05 Encourage positive client feedback

Let’s be honest — most people only leave a review when something goes wrong.

But that doesn’t mean your happy clients don’t want to support you. Usually, they need a little and kind reminder.

Actively encouraging feedback is a simple but powerful way to build a positive reputation — and it costs you nothing.

Here are the top 3 simple tactics that work:

✅ Ask at the right moment

Timing is everything. Ask for a review right after a successful case or when a client expresses satisfaction with your service.

A short message like “I’m so glad you’re happy with the outcome. Would you mind sharing your experience in a short review?” really works!

✅ Make it ridiculously easy

The easier it is, the more likely it will happen. Provide direct links to your Google Business Profile, Facebook, Avvo, Yelp, or your preferred review site.

Don’t forget about a follow-up email with a simple call to action.

✅ Showcase positive client reviews

Do not hide favorable feedback in your pocket! Feature client satisfaction testimonials and success stories on your website or social media – that’s powerful social proof.

06 Establish an early warning system

Last but not least, reputation management isn’t just about reacting. It’s also about being proactive.

You need to recognize reputational risks before they escalate into crises. In other words, every lawyer or law firm should have an early warning system in place.

Here’s how to build one:

✅ Set up real-time alerts

Use tools like Brand24 to get real-time alerts when someone mentions your name, law firm, or key terms (like “scam” or “lawsuit”) online.

Additionally, set up Storm Alerts that will immediately notify you about a sudden increase in your brand mentions.

✅ Use sentiment trends to detect brewing issues

Sometimes, reputation damage does not hit suddenly but is quietly accumulating. That’s where sentiment analysis comes in.

Watch for shifts – a spike in neutral or slightly negative mentions may signal early frustration among clients, even before the bad reviews appear.

✅ Identify the source of spikes

If your mention volume suddenly increases, don’t panic. Brand24’s AI Events Detector will help you understand what caused the spike and where the buzz is coming from.

Identifying the source is the first step toward a solution.

✅ Create a response workflow

Prepare messaging templates for different scenarios (e.g., negative reviews, social media anger, legal controversies).

This ensures your responses are consistent, timely, and professional — even when emotions rise.

Conclusion

A lawyer’s reputation is one of their most valuable assets — and also one of the most fragile.

Managing a lawyer’s reputation is much more than just checking Google reviews.

It requires constant monitoring of multiple platforms, tracking sentiment shifts, engaging with positive feedback, and facing criticism.

Also, the public trust requires positioning yourself as a reliable expert. All in all, who’ll trust (and pay to) an anonymous lawyer with no online presence or proof of expertise?

Moreover, you should always have a plan for dealing with potential reputation risks before they escalate.

Fortunately, thanks to media monitoring tools like Brand24, you’re not alone on this battlefield.

They allow you to keep a close eye on what’s being said about you or your firm, regardless of who says it and where it appears online.

Final thoughts:

✅ A reputation crisis can begin with just one overlooked comment.

✅ Lawyer reputation management has a direct impact on client trust, revenue, and business growth.

✅ Using tech solutions like Brand24 is a huge advantage in managing online brand reputation.

Start a Brand24 free 14-day trial and take care of your reputation seriously!